Submitted by: Submitted by kemcewan
Views: 318
Words: 2253
Pages: 10
Category: Business and Industry
Date Submitted: 11/27/2012 03:25 PM
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...