Bmw Automobiles Essay

2160 words - 9 pages

Executive SummaryMedia Major AssignmentFor our major assignment we are going to investigate the car line by BMW. These cars are aimed more at an upper middle class market as they are often expensive cars, designed with the latest technology and with luxury features.We have to Research about their:•Competitors - Who BMW are competing against.•Market Share - How much of the car market that belongs to BMW•Advertising Techniques - How BMW advertise their products eg. Magazine,Billboards.•Media Strategy - Which forms of media BMW use to advertise their product?•Product Characteristics - What it is that BMW offer within their car lines?BMW are based worldwide and are internationally recognised. We can Research the cars by using data on the internet as much of the information would be freely available as the company is such a large/recognised/influential company.As the car industry is large and holds a large variety of brands, models features and designs, BMW find themselves constantly in completion. As BMW have targeting more of an upper class market, they must constantly strive to create a high quality luxury car therefore they compete against such car makers as:•Audi•Alfa RomeoIntroBMW is one of the pre-eminent luxury car manufacturers in Europe, North America, and the world today. BMW produces several lines of cars, including the 3 series, the 5 series, the 7 series, the Z line (driven by Pierce Brosnan as James Bond in Goldeneye), and the new X line, BMW's "sport activity" vehicle line. In addition, BMW is now selling Rovers; a British car line anchored by the internationally popular Land Rover sport utility vehicle, and will begin selling Rolls Royce vehicles in 2003. Sales of all the BMW, Rover, and Land Rover vehicles have been on the rise globally. High-profile image campaigns (such as the James Bond promotion) and the award-winning BMW website (where users can design their own car) continue to increase the popularity of BMW's products.More than one million BMW brand sales globally in 2004•Record Australian sales in 2004•Strong start to 2005 sales campaign•Extraordinary array of class-leading new models poised for launchMarketing strategy and objectivesBMW's strategy is to keep its products in the introduction and growth stages by periodically introducing new models in each of its product lines. In fact, BMW does not like to have any products in the maturity or decline stage of the product life cycle. McDowell states "If a product is declining, we would prefer to withdraw it from the market, as opposed to having a strategy for dealing with the declining product. We're kind of a progressive, go get 'em company, and we don't think it does our brand image any good to have any declining products out there. So that's why we work so hard at managing the growth aspect."Market ShareWith the MINI brand, the BMW Group has successfully established a market position for a premium car in the small car...

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