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Event: MBA
Institution/College: University of Bradford
Category: Scholary Paper (Seminar)
Year: 2007
Pages: 31
Grade: A
Bibliography: ~ 50 Entries
Language: English
File size: 661 KB
Archive No.: V69455
ISBN (E-book): 978-3-638-61984-4
Download instantly as PDF-file for 10,99 EUR (17,38 USD, 8,69 GBP)
Abstract
Terms of Reference This marketing plan for the BMW 1-series aims to outline and
analyse the market environment in Germany. Also, an evaluation of the strategic and
operational orientation as well as the strength and weaknesses of the product should be
given. Based on this, recommendations for the future direction and implementation of the
marketing-mix will be given. Executive Summary In the competitive compact segment
(short: C-segment) with increasingly demanding customers, BMW with its newly
launched product clearly builds on its premium image as a sports car manufacturer.
Although this is generally a good strategy, certain parts of the marketing mix need to be
adjusted. Especially the high price of the product in comparison with its competitors is a
potential problem. The following suggestions can be given to successfully built up a
sustainable leading position in this segment, which is very important in terms of
Customer-Lifetime-Value (CLV): - Reduction of quality problems - New technology
development through increased R&D measures - Increased promotional measures
focused on the target group - Strengthening of the dealer relationship - Development of
new distribution channels
Excerpt (computer-generated)
Marketing Plan – BMW 1-series in Germany
1. Terms of Reference 4
2. Executive Summary 4
3. Business Mission 4
4.1. Macroenvironment 5
4.1.1. Political 5
4.1.2. Economic 6
4.1.3. Socio-Cultural 6
4.1.4. Technological 7
4.1.5. Ecological 7
4.1.6. Legal 7
4.2. Microenvironment 8
6. SWOT Analysis 16
7. Marketing Objectives 17
8. Core Strategy 18
9.1. Product 19
9.2. Promotion 19
9.3. Price 20
9.4. Place 20
10. Budget 22
12. Control 24
Appendix 25
References 28
1. Terms of Reference
This marketing plan for the BMW 1-series aims to outline and analyse the market
environment in Germany. Also, an evaluation of the strategic and operational orientation
as well as the strength and weaknesses of the product should be given. Based on this,
recommendations for the future direction and implementation of the marketing-mix will
be given.
2. Executive Summary
The business mission of BMW is shown in the slogan “Freude am Fahren”, which
pronounces a high driving experience. Also, BMW’s long tradition as a manufacturer of
premium cars is connected to the attributes sportive, highquality and reliability
(Bernhardt and Kinnear 1994, Spiegel online 2004). This orientation can also be found
for the 1-series, where Kermit the frog campaigns for “the principle fun”.1 The market
introduction of the 1-series was headed “1 like no-one”. In line with the business mission
of BMW, the series is connected to a long tradition as the successor of the BMW2002tii
from 1971 (Miete 2005, Spiegel online 2004).
Macroenvironment
The macroenviroment will be described by the PESTEL2 analysis, which helps to analyse
general, long-term market influences (Cheverton 2004).
4.1.1. Political
4.1.2. Economic
In 2005, the crisis in the construction industry and the persistent reluctance of consumers
to spend, kept Germany’s growth rate down to less than 1% (BMW Group 2006).
Nevertheless, the future prospects are positive: For 2006, the growth expectation is 2.5%.
After an expected dip to below 2 percent in 2007 (due to the VAT hike), growth is
expected to pick up again in 2008 (Spiegel online 2007).
Technological