Bmw Brand Analysis Essay examples
Marketing Analysis – Grau
April 2, 2012
Introduction and Purpose
The automotive market is defined by the common goal of high efficiency, with the aim of lowering production costs and raising revenues. In this highly competitive landscape, standardization, components, and mass production are king. Yet, there is an outlier that refuses to abide by the market trend of efficiency over quality.
BMW continues to provide consistent growth both financially and in market share by believing that you can have the best of both worlds; a quality product that is made efficiently and doesn’t compromise the most important element of any car: the driver (Larrson, 2006). The purpose of this brand analysis is to dissect …show more content…
* The recession has shifted certain buyer preferences from luxury to economical value for the automotive industry. * Increased consumer knowledge regarding the environmental effects of products has led to consumer boycotting of environmentally damaging products. * Developed countries populations are becoming older as birth rates level. * Increased Internet penetration has created an educated consumer who researchers products to make informed purchase decisions (Koneru, 2009).
* The product life cycle has been shortened due to increasingly high development of new technologies. Car features become outdated in a matter of months versus years. * Consumers value innovative features and technology