Bmw Films Case Analysis Essay
Marketing I : Professor Ian Fenwick | BMW Films Case Analysis | | | Chalit Borwonnauwarux D540010 | |
BMW face though competition in US market after try to improve the situation by introduce number of new model to the core series, adjust pricing so it can compete, reorganize the dealer network and introduce new series of car to the market. Now we have a chance to focus on brand campaign call “BMW films” which is very successful campaign base on number of people who visit the web site and number of people who want more information about BMW.
After analyze the data I found that viable option for management should do after very successful BMW films …show more content…
BMW owner demographic is different compare to main competitors such as Mercedes and Lexus. BMW owner are male, the same as our main competitor, but average age is lower compare to others (chart4). Median income is higher compare to Lexus customer base but lower than Mercedes. When we compare that demographic to data of people that watch BMW films we can see that viewer are younger and have lower median income this could be one of the opportunity of BMW.
BMW target is different from competitors, not just in term of demographic, in term of positioning. Mercedes are focus on classic prestige luxury and status, more comfortable and more conservative the same go for Lexus. BMW though we