Market Segmentation, Positioning and targeting for BMW

1338 Words3 Pages

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.

BMW Group's worldwide mission statement is: "To be the most

successful premium manufacturer in the industry."[1]

1.3 BMW's Marketing Mix

To examine BMW we must first look at the marketing mix. A company's

marketing mix is made up of four main points these are Price, Product,

Promotion and Place. Through these points we can examine the specifics

of a company to gain an insight into their segmentation, targeting and

positioning.

1.4 Product

The products produced by BMW are prestigious, high performance,

technologically advanced automobiles. These start from mid-range cars

up to the most prestigious and luxurious.

The present models are:

BMW 3 Series - Saloon, Coupe, Convertible, Touring, Compact

-----------------------------------------------------------

BMW 5 Series - Saloon, Touring

BMW 7 Series – Saloon

BMW Z3 - Roadster

BMW Z4 - Roadster

BMW Z8 - Roadster

BMW X5 - 4WD

BMW M - M5, M3 Coupe, M3 Convertible, M Roadster, M Coupe

Mini Cooper - an independent brand within the BMW Group[2]

1.5 Price

BMW price ranges are from $17,000 to $80,000. There are many options

that affect their car prices such as engine size, equipment levels and

motor sport versions. This means you can purchase a base model (which

is the cheapest) and then add options which may cost as much as

?20,000 more per car.

Examples of price:

Model

-----

Lowest Price. Highest Price cc:

BMW 3 Series ?16,265 ?32,870

BMW 5 Series. ?23,540 ?42,010

BMW 7 Series ?52,750e ce. ?60,000

BMW Z3 ?

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