TITLE PAGE BMW MAKE THE DIFFERENCES Prepared for: Dr. Beth C. Candol (Lecturer) Marketing Strategy University of Technical Education‚ HCMC BA (Hons) Business Management (Top up) Prepared by: Hoang Huong Thien Ly Class 12BABM COD: 129125118 4th April 2013 EXECUTIVE SUMMARY This assignment shows the marketing strategies and development process of them when BMW penetrates into Vietnam market. Based on analyses about internal and external factors‚ BMW can recognize their strengths
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car industry is shown below: Mini (e.g. Nissan Micra‚ Seat Marbella) Small (e.g. Fiat Uno‚ Opel Corsa‚ VW Polo‚ Rover Metro) Medium (e.g. Fiat Tipo‚ VW Golf‚ Rover 200) Large (e.g. BMW 3 series‚ VW Passat‚ Honda Accord‚ Rover 400) Executive (e.g. BMW 5 series‚ Opel Omega‚ Audi 100‚ Rover 800) Luxury (e.g. BMW 7 series‚ Mercedes-Benz S Class‚ Jaguar) Multi purpose/sports (e.g. Land Rover‚ Porsche) (Figure 1 source: www.europa.eu.int/) All those segments are companied with other factors include
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by BMW and they decided to target this niche market segment by introducing the roadster concept. 3Cs Customer “The roadster product concept tests revealed high interest across a number of lifestage-defined segment‚ e.g. Generation Xers interested in unique image statements‚ men and women in their 40s who expressed a desire “to have the roadster I’ve been dreaming of all my life”‚ and nostalgic late-Baby Boomers yearning for roadsters of yesterday.” Common across these diverse demographic groups
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purchase of BMW 525 in a new light. Therefore‚ I now have a clearer understanding of how international business concepts affect me as a consumer‚ specifically in the area of availability of choice between domestic and foreign brand products. Armed with this new information‚ I can better appreciate the impact of globalization on my purchases. In this paper‚ I will attempt to illustrate how a number of international business concepts played a significant role in my ability to purchase my BMW eight years
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environment. I would like to work at BMW company and Mitsubishi company. BMW AG originated with three other manufacturing companies‚ Rapp Motorenwerke and Bayeriche Flugzeugwerke (BFw) in Bavaria‚ and Fahrzeugfabrik Eisenach in Thuringia in 1996. Rapp Motorenwerke manufacture Aircraft engine in world war 1and BFw manufacture motorcycle. BMW became an automobile manufacture in 1929.Then‚ BMW have 69‚518 worker and percentage over age 50: 23.1 . BMW is the most largest manufacturing company
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“Purchasing and Supplier Network” divisions (BMW Group‚ Annual Report‚ 2007). Corporate objectives: “The BMW Group is the leading provider of premium products and premium services for individual mobility”‚ (Reithofer‚ 2007‚ Press Conference on the Strategic Realignment of the BMW Group) “[…] the main focus here is to place profitability and earnings quality at the forefront”‚ (Reithofer‚ 2007‚ Press Conference on the Strategic Realignment of the BMW Group). The five-year marketing plan aims: (Reithofer
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* Contemporary Development of Business and Management * BMW Germany / China BMW Company Profile What is your company? * BMW is an automobile and motorcycle manufacturer What does it do? * BMW (Bavarian Motor Works) is a German automobile‚ motorcycle and engine manufacturing company founded in 1917. * Headquarter is in Munich‚ Bavaria‚ Germany * Owns and produces Mini as well as Rolls-Royce Motor Cars * Is served worldwide How many staff? * Employees: 105.876 (2012)
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Markets‚ Marketing and Strategy Essay Strategy This essay will attempt to identify‚ analyze and discuss the strategic issues in Geely Holding Group using industry structure and dynamics. There are five competitive forces that shape the strategy of a company‚ threat of new entrants‚ bargaining power of supplier‚ bargaining power of buyers‚ threat of substitute and rivalry among current competitors. However‚ as covering all five forces will be beyond the scoop of this essay
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Auto Union. Audi ’s slogan is Vorsprung durch Technik‚ meaning "Advancement through Technology". Recently in the United States‚ Audi has updated the slogan to "Truth in Engineering". Audi is part of the "German Big 3" luxury automakers‚ along with BMW and Mercedes-Benz‚ which are the three best-selling luxury automakers in the world. Audi India Audi has been selling Luxury cars in India since 2004‚ however the Audi India was established in March 2007 as a division of Volkswagen Group Sales India
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CONTENT Part A Introduction 4 Current situation analysis 5 SWOT Analysis 5 Marketing mix 6 Competitor Analysis 9 Targeting segmentation analysis 9 External analysis 10 Part B 12 Introduction of digital market 12 Approaches of digital marketing and the relevant benefits 12 Part C 16 Definition of brand 16 How to create the strong brand value 16 Part D 19 Introduction of ethics 19 The ethical marketing of Mini 20 Conclusion 21 Reference 22
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