bmwmotorwerks-blog

[bmwmotorwerks-blog]

Post 13: Promotion

Stop dreaming about your dream car and make it a reality! BMW is known for their lucrative promotional strategies and brand awareness. They offer competitive lease deals and financing specials on a monthly basis. The majority of their promotional campaigns and marketing plans are designed on their technological advances, and how its meant for people who have a lavish lifestyle. BMW ads have a specific market development strategy by highlighting the economic, social, environmental, and competitive advantages. They help provide the dealers with sourcing for advertising. BMW makes sure to ensure that all communications remain consistent as well as capture the brands values. A few promotional marketing channels they use are internet, tv commercials, mobile advertising, and BMW sponsored events.

Citations:

Bhasin, H., BhasinI, H., Z., & Facebook. (2017, December 16). Marketing strategy of BMW - BMW marketing strategy. Retrieved July 21, 2018, from https://www.marketing91.com/marketing-strategy-bmw/

BMW Advertising Strategy. (n.d.). Retrieved July 21, 2018, from https://www.scribd.com/doc/34481810/BMW-Advertising-Strategy

[bmwmotorwerks-blog]

Post 12: Place (Distribution)

The BMW Group has several distribution channels worldwide that help raise the brand awareness. The distribution headquarters is located in Munich, Germany. Today they are celebrating the opening of one of their largest distribution centers located in Redlands, California. It is the sixth distribution center in California. It is said to be three times larger than a football field. This new opening is going to extend problem solving strategies for current lead times on car parts. It will also help reduce the times of services and repairs. The vice president, Craig Westbrook says, “Customer satisfaction is our top priority and this facility means whatever our dealers need to delight their customers will arrive faster and more efficiently than before.” These centers will continuously help the functional needs by executing all dealership orders in a timely matters.

Citation: 

BMW Opens New Regional Parts Distribution Center in Redlands, California. (2015, January 24). Retrieved July 21, 2018, from https://www.bmwblog.com/2015/01/23/bmw-opens-new-regional-parts-distribution-center-redlands-california/ 

[bmwmotorwerks-blog]

Post 11: Trends and Pricing

BMW continues to be the #1 luxury car manufacture. Owning one of these premium vehicles is making a fashion statement. Their current lineup has a large variation of vehicles that is suitable for every individual with a large price elasticity. From their performance cars, coupes, hybrids, to their luxury sedans. The most economical in the lineup is the BMW X1, 2 series, and 3 series. They have a reference price that starts at $30,000 and varies depending on the options and packages you select. Next in their lineup is the M competition cars which includes the M2, M3, M4, M5, M6, X5M, and X6M. Finally is their most expensive lineup includes the i8 Hybrid, Alpina B7, and of course the 7 series. This lineup is the one that helps the company maximize profits. All of these come with different engine options each starting at $140,000 price range and vary depending on the customers needs and customizations.

Citation: 

Words, A. N., Rosenfeld, J., & Words, K. P. (2018, July 20). BMW Cars, Convertible, Coupe, Hatchback, Sedan, SUV/Crossover, Wagon: Reviews & Prices. Retrieved July 21, 2018, from https://www.motortrend.com/cars/bmw/ 

[bmwmotorwerks-blog]

Post 10: Services

BMW offers a wide range of services. Not only do they offer the factory recommended maintenance such as oil changes, brake services, fluid top offs, and tire alignments to help avoid delivery gaps in service. They now offer several innovative services that can all be managed through a single click from your mobile device. This will eliminate communications gap between the company and the customer. These services include, Drive Now, Reach Now, Park Now, and Charge Now. I know what you’re think what does each of these services offer? Well to start off the Drive Now is very similar to a car rental business. It provides you a list of the available vehicles that can be picked up directly from the street. How cool is that? The Reach Now is similar to the Drive Now however, the Reach Now app can be utilized anywhere in the US as to where the Drive Now app is more of a local driven database. The Park Now service lets you know where the nearest available parking spot is anywhere you are. The vehicles navigation system will direct you to them which is pretty neat if you ask me. Last but not least is the Charge Now service. This service was created exclusively for the BMW i and the BMW Hybrid collections. It helps you locate the nearest charging stations quickly and easily. The best service quality that BMW provides is that they are all complimentary when purchasing or leasing a brand new BMW. That’s right, it’s all free and included.

Citations:

BMW, M. (n.d.). McKenna BMW. Retrieved July 21, 2018, from http://www.mckennabmw.com/service/index.htm

The driving force of Mobility. (n.d.). Retrieved July 21, 2018, from https://www.bmwgroup.com/en/brands-and-services.html 

[bmwmotorwerks-blog]

Post 9: Brand Detail

The BMW Group is one of the world’s largest luxury performance automobile manufactures. There are several brand extensions that fall under the BMW Group umbrella such as; the BMW i, BMW M, Mini, Mini John Cooper Works, Rolls Royce Motor Cars, and the BMW Motorrad collection. The BMW i is their electric vehicle collection which is mainly known for their futuristic designs and of the course the eco friendly features. However, what BMWs house brand is their BMW M collection. This collection was created for the real motor racing car enthusiasts. This series is known to  create brand awareness by their aggressive sport looks and accelerating performance. Both of the Mini collections (Mini and Mini John Cooper Works) are known for their urban life style design. They are compact, yet very powerful. The Rolls Royce collection is the most exclusive entity under the BMW Group. They are known for their supreme quality and exceptional craftsmanship. Last but, not least is the BMW Motorrad Collection. This is BMW’s motorcycle series. This collection ranges from mini scooters to dirty bikes to full sized street bikes. The overall BMW Group brand encourages it’s customers to live life to the fullest by providing them with the best selection money can buy as well as making sure everything associated with the brand is premium and high quality.

Citation:

The driving force of Mobility. (n.d.). Retrieved July 21, 2018, from https://www.bmwgroup.com/en/brands-and-services.html

[bmwmotorwerks-blog]

Post 7: Packaging

I know what your thinking, BMW packaging? Obviously BMW does not package their cars. However, they do package other products! Not only does BMW have a large market share in the automobile industry, the brand expansion continues to grow in their BMW Lifestyle Shop. Here you can purchase BMW Parts, BMW Accessories and BMW Apparel. I strongly believe that the product you purchase is only as good as the un-packaging experience. BMW assures that with their primary packaging details. From it’s soft touch feel to it’s classy white sleek design.  Without a doubt you will have an enhanced user experience. The secondary packaging contains a pop of the color red. It is bold and makes a fashion statement. Most of the accessories sold at the Lifestyle Shops are wrapped in a beautiful red tissue paper to prevent damaged goods when received.  As I mentioned earlier, this gives the customer a luxury feel when unwrapping their product. It really is a beautiful experience that keeps you wanting more. Their Lifestyle Shop mission statement is “Made for success: the BMW Motorsport Collection excites all generations of motorsport aficionados. Sporty designs, classic cuts and premium materials ensure that you will always make a strong impression— both on the track and off.” This is a very powerful message that encourages shoppers to buy products, which is an excellent marketing strategy if you ask me. 

Citation: 

Locate a Center. (n.d.). Retrieved from https://www.shopbmwusa.com/HOME

[bmwmotorwerks-blog]

Post 6: Competition

Mercedes Benz and Audi are BMW’s two top competitors. Audi was founded in Germany in the year of 1909. As of they year 2014 Audi has employed 79,483 folks under the Audi group. The company generated 58.42 billion euros in 2015. Which is still less market share than what BMW generated in 2017 98.68 billion euros. Mercedes is another top competitor. This company was also founded in Germany in 1926. As of 2017 they have employed 289,321 people. They brought in a total of 94.7 billion euros for the year of 2017. Which is very close to BMW’s annual revenue. Both luxury automobile manufacture’s are outstanding and provide the customer with high-level performance. However, the question remains, do they compare to BMW? When comparing to competitors and product developments strategies BMW’s has proven itself to out perform both top competitors. Not only has BMW surpassed their market growth rate but has also has proven them successful.

Citations:

A. (n.d.). Major Competitors BMW has four main competitors Audi Mercedes Lexus and Porsche. Retrieved from https://www.coursehero.com/file/p5cu075/Major-Competitors-BMW-has-four-main-competitors-Audi-Mercedes-Lexus-and-Porsche/

Noordeloos, M. (2016, September 02). Audi vs. BMW vs. Mercedes-Benz in the Modern Era. Retrieved from https://www.automobilemag.com/news/audi-bmw-mercedes-benz-in-the-modern-era/

[bmwmotorwerks-blog]

Post 5: Target Market

The targeting marketing for BMW has many different segments. Like many other companies BMW has to divide its customers accordingly into different categories of end users. This marketing process is known as positioning, segmentation, and targeting. The geographical market segmentation takes up a total of 64% in sales worldwide. The targeting demographic age ranges from 20-65. Both males and females with middle class and higher income levels. It is more likely for a consumer with a higher income to purchase a BMW. Although they are an appealing sports car, not everyone can afford to have one. When looking at the generational cohorts, generation Z (born 1995-2012) falls into this category. The fast and stylish automated advance. Behavioral segments are made up of needs and benefits. Needs include; Safety, luxury, reliability, and a sense of achievement. Benefits include; Speed, expression of high status, and fashionable. Because BMW accommodates to their customers and continues to research, innovate, and reach out to specific groups, year after year. They have a hard-core degree of loyalty. It is more than likely for a previous BMW owner to purchase another BMW, because they love it!

Citations: 

BMW Segmentation, Targeting and Positioning. (2017, January 06). Retrieved from https://research-methodology.net/bmw-segmentation-targeting-and-positioning/

Bhasin, H., BhasinI, H., Z., & Facebook. (2017, December 16). Marketing strategy of BMW - BMW marketing strategy. Retrieved from https://www.marketing91.com/marketing-strategy-bmw/

[bmwmotorwerks-blog]

Post 4: SWOT

BMW SWOT Analysis: 

Like any other company, BMW has it’s fair share of strengths, weakness, opportunities, and threats. BMW’s main strength is their long history and their strong branding presence in the automobile world. Another strength they have is that they own BMW, MINI, and Rolls-Royce synchronously. Weaknesses are their premium price tags; this can give the competitor an advantage. It is important for BMW to remain on top of it’s competitors otherwise, they can loose the brand image as a whole. BMW has a few opportunities, they can mature and emerge the developed country market, in doing so they would further expand their international markets and better promote their products which would lead to their next opportunity of increasing their income. Another opportunity they have already taken advantage of is the global environmental issues. BMW presented a solution to this issue when they provided their customers with a hybrid option to their product mix. It expected for BMW to launch 25 fully electrical models by 2025. BMW’s main threat is their competitors. With today’s technology, Chinese car manufacture’s are producing low budget cars with the same technological advantages as BMW, only at a lower and more convenient cost. However, you can never make the comparison, BMW holds such high standards and produces superb products that Chinese car manufacture’s should not be a threat. The future for BMW remains promising as it has earned it’s reputation for high end luxury engineering. 

Citations: 

BMW Analysis: SWOT. (n.d.). Retrieved from https://www.ukessays.com/essays/business/about-bmws-swot-analysis.php?vref=1 

Jurevicius, O. (2016, December 08). BMW Group SWOT analysis. Retrieved from https://www.strategicmanagementinsight.com/swot-analyses/bmw-swot-analysis.html

Edelstein, S. (2017, September 08). BMW to Launch 25 Electrified Models by 2025, Including Cars from M and Rolls-Royce. Retrieved from http://www.thedrive.com/news/14182/bmw-to-launch-25-electrified-vehicles-by-2025-including-rolls-royce-and-m-models

[bmwmotorwerks-blog]

Post 3: Strategy

In an expanding automobile market, the demand for luxury vehicles continues to grow, captivating the lifestyle and growth rate tremendously. One of the main factors that sets BMW apart from it competitors is it’s promotional offers. Most of BMW campaigns market the product around their technological advantages, design, and how it is meant to be for the premium people. In addition to it’s promotional offers, BMW is known for it’s exceptional customer excellence. They strive to meet each clients unique needs expectations by offering a peace of mind when purchasing or leasing a brand new vehicle. Which includes free maintenance for 3 years. Can anyone say bargain? 

Their product excellence is demonstrated through the cars themselves. The handling and overall driving experience is what makes BMW unique. The company continues to expand their authorized dealers. They currently operate the business through 6000+ dealerships around the world. As of now BMW is one of most profitable automobile makers in the world and their main goal is to remain at the top. 

Citation:

Bhasin, H., BhasinI, H., Z., & Facebook. (2017, December 16). Marketing strategy of BMW - BMW marketing strategy. Retrieved from https://www.marketing91.com/marketing-strategy-bmw/

[bmwmotorwerks-blog]

Post 2: Brand

As I mentioned in my first post, BMW offers a wide range of products and services. From your eco friendly car for every budget to the most aggressive sports cars this world has ever seen. Everything about the BMW group is about designing and transforming the customers dreams into reality. The BMW mission statement is “The BMW Group is the world's leading provider of premium products and premium services for individual mobility."

In addition to that, each brand of vehicle under the BMW Group umbrella has its own unique brand identity. This adds value to the BMW marketing plan and allows the current diversification of consumers. The geographical market segmentation takes up a total of 64% in sales globally. The targeting demographic age ranges from 20-65. Both males and females with middle class and high incomes.

The BMW market share has made it’s presence known globally. It is ranked as one of the major luxury vehicle manufactures worldwide. Reaching a brand value of around 25.7 billion U.S. dollars. 

Citations:

Farfan, B. (n.d.). Mission Statements of Auto Manufacturers. Retrieved from https://www.thebalancesmb.com/auto-industry-mission-statements-4068550 

BMW Segmentation, Targeting and Positioning. (2017, January 06). Retrieved from https://research-methodology.net/bmw-segmentation-targeting-and-positioning/ 

(n.d.). BMW's global market share of passenger cars - production 2014 | Statistic. Retrieved from https://www.statista.com/statistics/277071/global-market-share-of-passenger-cars-produced-by-bmw/

[bmwmotorwerks-blog]

Post 1: BMW

Welcome to the captivating world of BMW. BMW is a German based company that creates and sells luxury vehicles and motorcycles. It was found in 1916. It produces a variety of goods and services. They offer cars that range from your eco friendly car for every budget to the most aggressive sports cars this world has ever seen. They come with a variety options and packages that let you customize your luxury vehicle. This is why BMW is known as the ultimate driving machine.