Case Study: BMW: The Ultimate Driving Machine

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BMW: The Ultimate Driving Machine BMW produces vehicles that exceed the average customers’ expectations of luxury. With the slogan of, “The Ultimate Driving Machine,” BMW has become extremely popular both nationally and globally. BMW customers, the rich, with lavish lifestyles of luxurious collections, became loyal in between the 1980’s-1990’s when they introduced 3 series that were differentiated only by size. What about the consumer that couldn’t afford that type of luxury? This paper will discuss how the critical issue BMW faces with marketing strategies is overcoming the one negative label of luxury, alternatives BMW created and recommendations to improve their marketing strategies.
Critical Issue. BMW could reach their target markets
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With the consumer preference change in the beginning of the 21st century, the consumers wants, needs shifted and so did BMW’s marketing strategies and marketing segments. BMW grew a variety with the BMW brand. BMW adapted to the change and introduced 1 Series, 6 Series, X Series, Z4 Roadster, M Series, Hybrids and BMWi. 1-Series was created for price conscious consumers with families and active, “modern mainstream.” The 7-series redesigned for the wealthy, luxurious consumer with more comfort, “upper conservatives.” X-Series, targeted older successful businessmen with family and a like for extracurricular activities, “upper liberals.” Convertibles and Roadsters and 6-series were introduced for high-income that are brand-loyal and flashy, “post moderns.” (Kotler, & Keller, …show more content…
The problem with this celebration is, BMW is reaching out to these specific segment groups year after year, but what about reaching out to the new customers. BMW could continue to hold their legendary Bimmerfest annual celebration, but how about hosting a Beem-A-Ride, where BMW marketers target new specific segment groups, perhaps on a mass-marketing level, that are new and upcoming, i.e. college students, retirees, white-collar & blue-collar, teens, parents of teens and single

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