Marketing Strategies of BMW

1004 Words3 Pages

Clearly analyze the external influences affecting the development of

the marketing strategy.

There are numerous factors that have an effect on BMW’s business and

the consequences of its operations, a few of which are beyond the

control of the Company. The following information below is an

explanation of some of the mainly important factors that may cause the

definite results of the Company's operations in potential periods to

change essentially from those at present expected or most wanted.

Additionally, there are 4 macro marketing factors, which all concern

BMW's marketing strategy, and BMW themselves cannot change or

influence them. These factors are: -

1) Social

This includes changes in population, community attitudes e.g. smoke,

drinking, organics, 'greens' etc.

This is perhaps the most complicated element of the macro-environment

to assess, manifesting itself in altering tastes, purchasing actions

and shifting priorities. The kind of goods and services demanded by

consumers is a purpose of their social training and their

consequential attitudes and viewpoints. Core intellectual principles

are those steadfastly recognized within a society and are as a result

hard to change. They are perpetuated through family, the church,

education and the institutions of culture and act as moderately

permanent parameters within which marketing firms are compulsory to

run. Secondary intellectual values, however, tend to be less strong

and hence are more likely to undertake change. In general, social

change is preceded by changes over time in a society’s secondary

cultural values, for example the change in social attitude towards

credit. Today, offering instantaneous credit has become an essential

part of marketing, with many of us frequently using credit cards and

store financial records. Certainly, for many people it is regularly

the ease of use and conditions of credit on hand that are major

factors in deciding to acquire a particular product such as the BMW M3

Coupe was not the case only 20 or so years ago. These days, marketing

firms have also had to act in response to changes in attitude towards

health, for example, in the food industry people are now curious the

interest of including simulated preservatives, colourings and other

chemicals in the food they eat or eating heritably modified food. They

beg to be excused in ...

... middle of paper ...

...the products we take for granted

today, for example, the new BMW M3, televisions, calculators, video

recorders and much more. Marketing firms themselves such as BMW play a

part in technical progress, many having their own research division or

sponsoring research through universities and other institutions,

accordingly playing a part in innovating new developments and new

applications. One case in point of how technical change has

exaggerated marketing activities is in the development of electronic

point of sale (EPOS) data imprison at the retail level. The ‘laser

checkout’ reads a bar code on the product being purchased and stores

information, which is used to investigate sales and rearrange stock,

as well as give customers a printed readout of what they have

purchased and the price charged. Manufacturers of fast-moving consumer

goods, mainly packaged grocery products, have been compulsory to

respond to these technical innovations by incorporating bar codes on

their product labels or wrapping. In this way, a change in the

technical environment has affected the products and services that

firm’s create and the way in which firms carry out their business

operations.

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