Bmw Marketing Report

Portfolio:

BMW Marketing Report

Claudio Floritelli M00390157

17 April 2013

Lecturer: Mark McPherson Word Count: 3112

Executive Summary

The purpose of this study is to analyse the current position of BMW; the first phase will aim in providing information on the automotive sector, analysing the company, the competitors, and the macro-environment identifying also the key issue of the company. The second phase presents a more practical approach targeted to the identification of some marketing objectives, and developing a strategy to achieve them.

1. Introduction

Specialized in the production of automobiles, BMW Group is globally considered one of the most successful companies in the world. The group is composed by three main different brands, MINI, BMW and Rolls Royce, which are aimed respectively to different target markets. BMW continues to be one of the best players in the luxury automobile sector, growing despite the European markets’ crisis; as a matter of fact, BMW sales including Rolls Royce and MINI reached 191,269 units in March 2013 surpassing the result of 2012 of 5,528 units (Rushlane, 2013). The group is well positioned in worldwide market with 24 manufacturing facilities in 13 different countries, and it can count on a distribution network in more than 140 countries (Bmwgroup, 2013). Long term thinking, ecological and social responsibility in the value chain, strong investment in research and development, and an effective speed and agility in sustaining the changes in the market, are some on the key reasons for BMW success. The company has always promoted highperforming product trough a high-profile brand since the early stage; this perception is still present and evident in the company’s culture and has always been the guideline to narrow the strategic path of the group.

2. Methodology

In this report just secondary data will be used; collected from BMW annual reports, automotive related website, and market analysis. Some...