BMW Marketing Case Study: BMW

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The sample that I’ve made were 100, and the outcome majority were very similar. 60% of the response were male who had written their occupation as wealthy professionals. 80% of them respond that the pricing was too high and would pick the factor of brand image and financial options for their cars. Even though 85%of them agreed on being satisfied with the latest product overall.

Conclusions: Based on the result that I’ve attained for the questionnaire. The consumer who owned BMW car are high income workers, which are both of the different sex. The target group based on the questionnaire are Male and Female from the age of 24 to 45, 45% males and 55% females. The consumer perceives BMW as a modern and luxurious product but they still
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By specifying their targets and creating an identity within their product range helps Alfardan to solve challenges that they’ll most likely face. Alfardan uses a primary research to identify a problem occurring and to see their progress over time. They use open ended questionnaire and interview for their consumers to clarify how the service and product is, compiling the information all together, they’ll be able to pin point their S.W.O.T analyses. Which are S: Strength, W: Weakness, O: Opportunity, T: …show more content…
Alfardan could reduce their weakness of expensive spare parts and high service cost to open up a membership club specific to Alfardan consumers only since membership club will have more benefits compares to normal customers. This will then increase on consumer loyalty since they’ll be more updates and aware about Alfardan.

It is crucial that Alfardan Automobile do this Market research, to decrease any chance of risk. If Alfardan successfully carries out their Market research, they’ll be able to develop their Marketing plan to market their current or new product of BMW, which will include their P.E.S.T.L.E analysis.
P.E.S.T.L.E stands for: Political, Economical, Social, Technological, Legal and Environmental.

• Political: The political factor determines what the range in which the government may influence the economy. Political factors include tax policy, trade control, and corruption level. In Qatar, the political situation is neutral, so there is no effect with the business.

• Economical: These factor refers to the mass of the nature of the economic system of the country and business cycles. These economic factor will include:

Consumer’s confidence: Consumer who are confident are willing to spend more into the business, which means the business will progress more

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