Bmw Strategic Managemnt Essay

4638 Words Aug 19th, 2013 19 Pages
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UNIVERSITY OF BRADFORD

ADVANCED DIPLOMA IN BUSINESS MANAGEMENT

MODULE ASSIGNMENT

MARKETING MANAGEMENT

LECTURER: Mr. Roland Kiew

Huizhong bei

CONTENTS

1. Executive Summary & Overview of company

2. Early history

3. STP Strategy

4. Markets of BMW

5. Marketing mix

6. Conclusion

7. Recommendation

8. Refrences

OVERVIEW OF THE COMPANY & EXECUTIVE SUMMARY

This marketing report aims to examine and explain the marketing strategies of BMW , In this report I will be focusing on:

THE COMPANY

ITS HISTORY & PROUCTS

STP STRATEGY

BMW’S MARKETS

MARKETING MIX
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BMW’s mission statement is clearly defined as “To be the most successful premium manufacturer in the industry”, (Reference- www.bmw.co.uk). The main reason of BMW’s success is recognized by the development of a steady marketing policy. The company has built its brand and continues to focus on the following core values which is shown in the below figure. BMW has always maintained this core values since the company’s inception. In addition to the message of these values, we can see it in advertising campaigns on television, press, magazine, trade fairs, motor shows, etc. We can also find company explicitly expresses one or more of these values in all BMW advertisements. However, we can also point out that BMW also bank’s on the sensitively to the environment, which we can see with the current advertising strategies of the company. BMW has always used a differentiated strategy, this means that they

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