Market Segmentation, Positioning and targeting for BMW :: Business and Management Studies

Market Segmentation, Positioning and targeting for BMW1.1 IntroductionThis report aims to examine the grocery store segmentation, positioning andtargeting of BMW (automobile political party). BMW will be examined givinginformation about the company and where it is now and anyrecommendations that we feel are appropriate.1.2 BMW Company ProfileBMW was make in 1917, from the merger of two small aero locomotive enginemakers. Their famous obscure and white symbol stems from the colours ofthe Bavarian Luftwaffe and is said to resemble the spate of the one oftheir plane through a propeller.BMW is renowned for its sporty, sophisticated & opulence image which hasbeen built up since the 1970s with many motor sport victories rangingfrom Touring railway car to Formula 1.BMW Groups worldwide mission statement is To be the most happy premium manufacturer in the industry.11.3 BMWs Marketing MixTo examine BMW we must(prenominal) first look at the marketing shamble. A companysmarketing mix i s made up of four main points these are Price, convergence,Promotion and Place. with these points we can examine the specificsof a company to gain an insight into their segmentation, targeting andpositioning.1.4 ProductThe products produced by BMW are prestigious, high performance,technologically advanced automobiles. These start from mid-range carsup to the most prestigious and luxurious.The present models areBMW 3 Series - Saloon, Coupe, Convertible, Touring, contract-----------------------------------------------------------BMW 5 Series - Saloon, TouringBMW 7 Series SaloonBMW Z3 - runaboutBMW Z4 - RoadsterBMW Z8 - RoadsterBMW X5 - 4WDBMW M - M5, M3 Coupe, M3 Convertible, M Roadster, M CoupeMini make - an independent brand within the BMW Group21.5 PriceBMW price ranges are from $17,000 to $80,000. on that point are many optionsthat affect their car prices such as engine size, equipment levels andmotor sport versions. This means you can purchase a rear end model (whichis the cheapest) and then add options which may cost as a lot as?20,000 more per car.Examples of priceModel----- Lowest Price. Highest Price ccBMW 3 Series ?16,265 ?32,870BMW 5 Series. ?23,540 ?42,010BMW 7 Series ?52,750e ce. ?60,000BMW Z3 ?