BMW

Marketing Strategy

Drumbo
Kate
The BMW Group exclusively targets the
international premium or luxury automotive
markets. It manufactures and sells higher-
end sedans, coups and convertibles. It is
also in the hybrid market with the "i" series
of vehicles, which includes a sports car.
 BMW goal
BMW operates under a corporate
policy called "Strategy Number ONE,"

to enhance long-term
value in periods of
change.
the company seeks to be
profitable
 Marketing Objective

Brand awareness is one of their

highest priority.

Show how luxury it is.

 Ansoff matrix
Existing New products
products
Existing Market penetration: Product development:
markets selling existing products selling new products into
into existing markets. existing markets

New markets Market development: Diversification: selling

selling existing products new products in new
into new markets. markets.
 BMW
Existing products
- Focus on distinctions based on
Existing marketsdistinctive design
-Use of various media such as radio,
magazines, newspapers, internet
and public events.
- Also signed contract for joint
production and sales venture in
China, i.e. for BMW 3 series (Sedan,
ActiveHybrid 3, Touring, Gran
Tourismo)
-As Western Europe, USA, Japan and
other pacific region have been main
New markets market for BMW but new market
need to be exploited as well.
- BMW is expanding itself in
emerging markets like China, Brazil
and India.(Series 7 and 5 China
and in India, BMW soon launch M3
sedan, M4 coupe with i8).
New products
- Offer products with proprietary
technology.
- Additional: laser light, panorama
glass roof sky lounge, light carpet,
and more features.
- Bring products with superior and
newer features.
- BMW wants to intensify your
feeling of sheer driving pleasure
even more in future with the BMW
vision next 100.
- The market is more and more
wider ( i.e Asia, Africa and Oceania)
- More and new features: dialogue
with the driver, recognises your
needs, enhances your perception
and adjusts to your individual
requirements ,.