Group member :

Jahedul Alam Ikram Rony baruaAustin pias

Company history:

BMW is the ultimate driving machine. Manufactured by the German company, BayerischeMotorenWerke AG, BMW stands for both performance and luxury. The company was founded in 1916 as an aircraft-engine manufacturer and produced engines during World War I and World War II. It evolved into a motorcycle and automobile maker by the mid-20th century, and today it is an internationally respected company and brand with €53 billion (about $76 billion) in revenues in 2008.

Company profile

• Type - Aktiengesellschaft

• Traded as - FWB: BMW

• Industry - Automotive

• Predecessor(s) - Bayerische Flugzeugwerke AG (BFW)[1]

• Founded - 21 July 1917

• Founder(s) - Franz Josef Popp

• Headquarters - Munich, Germany

• Area served - Worldwide

• Key people - Norbert Reithofer (CEO), Joachim Milberg (Chairman of the supervisory board), Adrian van Hooydonk Design Director

Worldwide sales

Series of car

• 1 series (F20) (2011-present) Hatchback

• 1 Series (E81) (2004–present) Coupe and convertible

• 3 Series (F30) (2012–present) Sedan

• 3 Series (E90) (2005–present) Coupe, convertible and wagon

• 5 Series (F10) (2010–present) Sedan and Wagon

• 5 Series Gran Turismo (2009–present) Progressive Activity Sedan

• 6 Series (F12) (2010–present) Coupe, convertible, Gran Coupe

• 7 Series (F01) (2008–present) Sedan

• X1 (2009–present) Compact Crossover SUV/Sports Activity Vehicle (SAV)

• X3 (F25) (2010–present) Compact Crossover SUV/Sports Activity Vehicle (SAV)

• X5 (E70) (2006–present) Compact Crossover SUV/Sports Activity Vehicle (SAV)

• X6 (2008–present) Sports Activity Coupe

• Z4 (E89) (2009–present) Sports Roadster

PRODUCT OF BMW

Wide selection of models

Different styles to meet the customers needs

BMW Universal Bluetooth

iPod with BMW

BMW accessories

Watches

Question Number 1 Answer

Pros to BMW

The pros of selecting target marketing is

• BMW created the lower-priced 1 Series and X3 SUV to target the “modern mainstream,” a group who are also family-focused and active but had previously avoided BMWs because of the premium cost.

It helps to identify and asses the relative worth of different market segments and selecting one or more segments in which to compete.

• It helps to easily identify the potential customers by targeting into specific groups or individuals.

• BMW uses a wide range of advertising tactics to reach each of its target markets but has kept the tagline “The Ultimate Driving Machine” for over 35 years. During that time, U.S. sales of BMW vehicles have grown from 15,000 units in 1974 to approximately 250,000 in 2009

Cons to BMW

The Cons of Selecting target segmentation

• It was too selective strategy and were not able to see other marketing strategy

• The strategy was not flexible and gave options .

• The area of competitive differentiation was very small.

• Reaches a small percentage of a target market has financial fluctuation, more segment lower than others

• Market too small fluctuate when there is an economic downturn

• Know what the general weaknesses restricts its ability to sell to a wide range ]of the population more specific segment of the population

• BMW uses a wide range of advertising tactics to reach each of its target markets but has kept the tagline “The Ultimate Driving Machine” for over 35 years. During that time, U.S. sales of BMW vehicles have grown from 15,000 units in 1974 to approximately 250,000 in 2009.

What has been the firm done well over the years and where could it improve

• The company regularly follows the customer’s wants and demand, which is showed in various seasons, the company took several steps to grow its product line by targeting specific target segment and achieved well.

• The company introduces market positioning in which identification of a particular appeal that the firm can make to customers in each target segment, which is designed to convenience customers to choose BMW over its rivals

• BMW has makes a different automobile for each one of their segmented objective

• BMW created the lower-priced 1 Series and X3 SUV to target the “modern mainstream,” a group who are also family-focused and active but had previously avoided BMWs because of the premium cost.

Area of Improvement Area of Improvement

• BMW should asses again and again and asses the needs and wants of the customers to creat understanding about the product very well.

• From the first market target segmentation I have understood that the first segmentation was not complete, and not give chance in order to diversified market segmentation with different variables.

Thank you