BMW Films: The Ultimate Scheme of Marketing
Statement of Problem
Every decade, new models of cars are manufactured, and the automobile companies are constantly in warfare of capturing audiences with great zeal for new models. BMW in particular has been among the forefront in the production of the branded, mostly associated with good a engine and driving pleasure, luxurious sports cars from Germany, and just like another business face some business strategic problems of its own. Some of the marketing problems of the concerned automobile firms such as BMW include ensuring the growth of their market share and thus becoming the industrial market leader in terms of production of luxury cars, winning over the old and new competitors in the industry,
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The company was advancing its market niche in North America at a better pace, but this team was more determined to extending the growth of their market share and thus becoming the industrial market leader in terms of production of luxury cars in the North American automobile market. In addition, this team intended to strategize on winning over the old and new competitors in the industry, the prospects of increasing the brand loyalty, and the prospect of maintaining a high level of productivity, as well as creativity of marketing campaigns. In 2001, McDowell realized there was a negative response that was associated with the gratuitous commercialization, but also realized that a much more extensive creativity had to be employed in the actor development of the BMW movie plot (Moon, 5). As he watched the reality become unfolded in the movie screen, McDowell the movie showcased some of the latest griping BMW marketing creation based on important story lines that generated industrial buzz. The movie appeared to be an easy way of marketing campaigning to appeal to the emotive aspects of the consumers and is among the non-traditional advertising …show more content…
BMW started producing automobiles in 1929. The company, based in Munich, positioned itself among the top luxury automobile manufacturer in the world in the 1980s and since then, it has established itself more firmly than ever (Moon, 3). The automatic theme of the movie series was, BMW: The Ultimate Driving Machine, showcasing the core product line as well as the three distinct series of BMW;
I. The BMW’s entry levels of the sedan three series launched in 1975 which attracted the high esteemed mobile professionals. This group includes those that achieve success when still young as they continue to rise. The 3 series had by 1989 accounted for half of the BMW sales per unit being priced at $23,000 and $34,000.
II. The 1072 launched 5 series as BMW’s mid-range sedan. This series accounted for about 32% of the unit sales of BMW by 1989 being priced at a range of $37,000 and
BMW having high market share in European and U.S luxury car markets, started facing issues with launch product qualities and also facing a fierce competition from Japanese producers. Currently the market share was still stable but the rigorous growth of Japanese producers would affect BMW in future. These Japanese competitors had set higher standards of conformance.
The world of technology is ever changing and advancing. With the automotive industry in play technology is constantly surpassing what is available today with what can be done for tomorrow. Technology and the automotive industry go hand in hand with constant improvement to components of cars. Due to technology advancement there is competition within the car industry, especially between American car companies and European car companies. European car companies provide their buyers with innovative variety and revolutionary luxuries. European car technology is superior to American car technology due to their safety, entertainment, and luxury features.
Achieving world class business performance is a major challenge in today’s society. Manufacturing companies continue to face increased competition and globalization from its competitors. (1, p. 148). The automotive industry is one of the most volatile manufacturing industries that we have, which was evident in the 2008 – 2010 automotive industry crisis. (2) This global financial downturn served notice to the American automotive manufactures to raise the bar, in order to achieve word class business performance. General Motors, one of the country’s largest automotive manufactures, had to receive a government bailout to survive. During this time many with the corporation asked themselves, if we were a world class business, would we be facing this pending crisis. The answer was a resounding “NO”. General Motors has come out of bankruptcy and is focused on being a world-class business organization.
James McDowell, vice president of marketing at BMW North America, Inc. must design Phase II communication strategies for the launch of the new BMW Z3 roadster. The program follows an “out-of-the-box’ pre-launch campaign centered on the placement of the product in the November 1996 James Bond movie, Golden Eye, and including other “non-traditional” elements such as a product appearance on Jay Leno’s Tonight show, an offering of a James Bond Edition Roadster in the Neiman Marcus Christmas Catalog, and large scale public relations activities. McDowell must assess the effectiveness of the pre-launch activities and design marketing tactics that can sustain product excitement until product availability in March.
Company Overview: Bayerische Motoren Werke AG (BMW) is a German holding company and automobile manufacturer that focuses on the automobile and motorcycle markets worldwide. Franz Josef Popp founded the company in March 1916. BMW is headquartered in Munich, Bavaria, Germany. It also owns and produces Mini cars, and is the parent company of Rolls-Royce Motor Cars. BMW produces motorcycles under BMW Motorrad. It divides its activities into the three main segments: Automobiles, Motorcycles and Financial Services. Its BMW automobile range encompasses the 1 Series, including three-door, five-door, coupe and convertible models; the 3 Series, including sedan, touring, coupe and convertible models; the brand new 4 series, featuring an only coupe design; the 5 Series, available in sedan and touring models; the 6 Series, available as a coupe or convertible; the 7 Series large sedan; the Z4 roadster and coupe; the sports utility vehicles, X3, X5 and X6 and M models, such as M3, M5 and M6. It has producing, assembly, service and sales subsidiaries throughout the world. For the sake of this project, I will be focusing on BMW’s automobile range mentioned above but specifically the 3 series line. The BMW 3 series proves to be the most profitable line due to its relatively low cost and affordability whilst featuring the thrill and power of a German engineered vehicle.
Having both marketing strategies and both products analyzed and the history of the important marketing decisions made and techniques used by the company written down, it will be interesting to perform a critical analysis of how the market and business realities made an impact on the marketing of Tesla Motors, why it happened and what was the effect. The presence of the CEO and the impact he makes on the public and investor confidence will also be critically reviewed. Based on the results, a list of recommendations will be composed for both representatives and marketing specialists who work in the same or similar
BMW- differentiation strategy, high price, breadth of product line is moderate, known for their cars being in the shop constantly and high maintenance bills.
Hunsk Engines is a motorcycle company that made the fatal mistake of expanding its research in the market on its new products. The companies main competitors were companies like Harley Davidson, where they sold classic products that were seen as something with altering respect. Marty Echt is hired on by Hunsk Engines to restore the company’s image, on what used to be classic motorcycles. He argues that the company made the mistake of forgetting about its original products and, “lost its identity”. This problem frequently happens when companies attempt to grow, in order for new products to make it in the market place you have to carefully strategize its competitive characteristics and know when to introduce a new product through Michael Porters life cycle.
Over the years, Bollywood has emerged as its own distinct identity in the global film industry. Bollywood is the global leader in production of movies with a staggering 27,000 featured films and thousands of short films. (Pillania 1) However, Hollywood is still the leader in revenue generated. Due to the growth of the Indian market and globalization, Bollywood has made its way to the international markets.
Market Segmentation, Positioning and targeting for BMW 1.1 Introduction This report aims to examine the market segmentation, positioning and targeting of BMW (automobile company). BMW will be examined giving information about the company and where it is now and any recommendations that we feel are appropriate. 1.2 BMW Company Profile BMW was formed in 1917, from the merger of two small aero engine makers. Their famous blue and white symbol stems from the colours of the Bavarian Luftwaffe and is said to resemble the view of the one of their plane through a propeller. BMW is renowned for its sporty, sophisticated & luxury image which has been built up since the 1970's with many motor sport victories ranging from Touring Car to Formula 1.
In early 2000’s when global car markets, particularly luxury car markets were getting more and more competitive and consolidated, and product innovation was increasingly becoming imperative for all leading luxury car makers, Audi took strategic decision of making a Premium customer experience with the support of CRM its core competency with the long-term commitment to make the car buyer lifecycle and experience as hassle-free and personalized as possible. The case is mainly narrates the CRM progress of Audi till 2004 and mainly focuses on Italy operations and steps taken in that region.
As a result of the increased demand of cars, the competition among car companies is becoming intense. Although the market of car is the biggest growing market in the world, there are still some companies who make cars failing year after year. However, there are some outstanding car companies such as The BMW Group performing distinctly.
Motion pictures have been entertaining people of all languages from their beginnings in silent films, to television and now on the World Wide Web. This essay will be discussing the recent history and innovations of both film and television as well as the advent and growth of the franchise, the merging of the two medias, the synergy of both motion medias into the New Media, and the effect of New Media on their future.
The development of the American Auto Industry took place over many, many years, starting with Mr. Henry Ford building the first car in 1896. The industry has evolved, to what it is today and represents approximately 10% of the country’s Gross Domestic Product (GDP). According to the Bureau of Labour and Statistics, ‘the automotive industry includes industries associated with the production, wholesaling, retailing & maintenance of motor vehicles’. These industries are industries that have a tremendous impact on the U.S economy and can be directly impacted by changes in U.S. production and sales of motor vehicles.
The global company Mercedes-Benz is considered one of the most successful and well-known automotive companies worldwide. Since 1886, the company’s founders Gottlieb Daimler and Carl Benz made history with the invention of the automobile, including the Daimler Group, which is one the biggest producers of premium cars and the world’s biggest manufacturer of commercial vehicles globally (Daimler, 2013). Their main focus is innovation, safety, technology, style, brand image, expansion, and superior automobiles by offering the best of the best to consumers worldwide. The brand’s philosophy is to continuously create radically new products to advance the cause of human mobility. It is also the number one luxury brand in the United States and Germany while continuously expanding in China and Russia as well (Interbrand, 2013). Mercedes-Benz has a great selection on divisions such as cars, trucks, vans, buses, and financial services offered to any consumer or business. Their global reach has increased tremendously by including production facilities in 17 countries on five continents and having 93 locations worldwide. As a pioneer of automotive engineering, their strategy is to continue the same pioneer role with the ongoing development of mobility, especially in the areas of safety and sustainability (Daimler, 2013). It is very essential for the company to focus on consumers’ needs and their highly well known brand in a competitive global economy. That is why the company Mercedes-Benz releases a brand new model every year to stay on top of its competitors by improving previous models. Some strategies practiced are global marketing, global product development, global product pricing, global advertising, global distribution, an...