Bmw Marketing

The ‘New’ Diesel

BMW

Deanna Gregory

Justin Parks

Huzaifa Hussain

Yinchu Chin

Kalyn McEwan

Marketing 465

10/5/2011

TABLE OF CONTENTS

Section 1: The Company and Market

General Information……………………………………………….......5

Company Description

Product Description

Key Information

SWOT Analysis………………………………………………………...6

Strengths

Weaknesses

Opportunities

Threats

Competition…………………………………………………………...10

Industry Competition

Product Competition

Challenges

Section 2: The Marketing Strategy

Target Market

Marketing Objectives

Marketing Program

Product Strategy

Pricing Strategy

Promotional Strategy

Distribution Strategy

Financial Measures

References……………………………………………………………12

LIST OF APPENDICIES

Appendix

GENERAL INFORMATION

Company Description

BMW’s main goal is to become most successful premium manufacturer in the car industry. The BMW Group is the world's leading provider of premium products and premium services for individual mobility. They strive to maintain uniqueness through diversity, leadership, and taking risks while developing their products. Headquartered in Munich, Germany, BMW has been in operation since the founding of Bayerische Flugzeug-Werke on March 7, 1916. They offer a wide variety of automobiles including BMW, MINI, and Rolls-Royce Motor Cars.

As of 2010, the company records revenues of $60,477 eur million, operating cash flow of $8,150 eur million, and a net profit of $3,234 eur million. As of July 2011, the company records revenues of $80,099.4 million (a 13.7% change since 2009). They also record $4,262.1 million in profits, $146,066.8 million in assets, and $30,958.4 million in stockholder’s equity. The company employs 95,453 people as of 2010. (ref. 3)

Product Description

The BMW Diesel Vehicles maintain the power of a V-8 with the efficiency of a 4-cylinder. Once the engine expels the exhaust into the innovative exhaust system, the smoke associated with diesel becomes a thing of...