Bmw Marketing Process and Segmentation
At the first part of my assignment I am going to introduce a company which I will be talking about. The company is the BMW automotive manufacturer and one of the leading designers of luxury and luxury sport vehicles.
This company has been founded in 1916. As a result of the war, the small company enjoyed rapid growth. In these days the company already has large plan for expansion. Just about two months before the end of the First World War- Bayersche Motoren Werke GmbH was converted into a stock corporation with a share capital of 12 million Reichsmarks. Just after the war, the company turned its attention to rail vehicle brakes and built-in engines, following the production ban on aircraft engines. During Second World War BMW was co-operating with different countries and was supplying car parts. The designs for the first post-war BMW motorcycle were ready by summer 1947. Later on in 1970s BMW developed from a national company of European significance into an international brand of global standing. During years BMW has opened many car and motorcycle plants over whole world, emphasising its status as a global player. In 1994 in order to expand rapidly and gain a presence in market segments in which it had not previously been involved, BMW purchased the British-based Rover Group, with the active brands Rover, Land Lover, MINI and MG. In addition to modernising the plant, the task for the next few years was to rejuvenate the product lines. The brands BMW, MINI and Rolls-Royce Motor Cars, the BMW Group has been focusing systematically on selected premium segments in the international car market since 2000. Over the subsequent years, the model range in the premium segment of the lower midsize class has been extended by the BMW 6 series. [ (BMW, 2005) ]
“The company aims to generate profitable growth and above-average returns by focusing on the premium segments of the international automobile markets. With this in mind, a wide-ranging product and market offensive
This company has been founded in 1916. As a result of the war, the small company enjoyed rapid growth. In these days the company already has large plan for expansion. Just about two months before the end of the First World War- Bayersche Motoren Werke GmbH was converted into a stock corporation with a share capital of 12 million Reichsmarks. Just after the war, the company turned its attention to rail vehicle brakes and built-in engines, following the production ban on aircraft engines. During Second World War BMW was co-operating with different countries and was supplying car parts. The designs for the first post-war BMW motorcycle were ready by summer 1947. Later on in 1970s BMW developed from a national company of European significance into an international brand of global standing. During years BMW has opened many car and motorcycle plants over whole world, emphasising its status as a global player. In 1994 in order to expand rapidly and gain a presence in market segments in which it had not previously been involved, BMW purchased the British-based Rover Group, with the active brands Rover, Land Lover, MINI and MG. In addition to modernising the plant, the task for the next few years was to rejuvenate the product lines. The brands BMW, MINI and Rolls-Royce Motor Cars, the BMW Group has been focusing systematically on selected premium segments in the international car market since 2000. Over the subsequent years, the model range in the premium segment of the lower midsize class has been extended by the BMW 6 series. [ (BMW, 2005) ]
“The company aims to generate profitable growth and above-average returns by focusing on the premium segments of the international automobile markets. With this in mind, a wide-ranging product and market offensive
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