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

Market Segmentation, Positioning and targeting for BMW1.1 IntroductionThis bailiwick aims to examine the market segmentation, positioning andtargeting of BMW (automobile company). BMW will be examined giving discipline about the company and where it is now and anyrecommendations that we feel are appropriate.1.2 BMW companionship ProfileBMW was formed in 1917, from the merger of two small aero locomotivemakers. Their famous blue and white symbol stems from the colours ofthe Bavarian Luftwaffe and is state to resemble the view of the one oftheir plane through a propeller.BMW is famed for its sporty, sophisticated & luxury image which hasbeen built up since the 1970s with many labor sport victories rangingfrom Touring Car to Formula 1.BMW Groups worldwide mission statement is To be the mostsuccessful premium manufacturer in the industry.11.3 BMWs Marketing mixed bagTo examine BMW we must first look at the marketing mix. A companysmarketing mix is made up of four main points these are Price, Product,Promotion and Place. Through these points we can examine the specificsof a company to evolve an insight into their segmentation, targeting andpositioning.1.4 ProductThe products produced by BMW are prestigious, high performance,technologically locomote automobiles. These start from mid-range carsup to the most prestigious and luxurious.The present models areBMW 3 series - taproom, Coupe, Convertible, Touring, Compact-----------------------------------------------------------BMW 5 Series - Saloon, TouringBMW 7 Series SaloonBMW Z3 - RoadsterBMW Z4 - RoadsterBMW Z8 - RoadsterBMW X5 - 4WDBMW M - M5, M3 Coupe, M3 Convertible, M Roadster, M CoupeMini Cooper - an independent brand within the BMW Group21.5 PriceBMW hurt ranges are from $17,000 to $80,000. There are many optionsthat affect their car prices much(prenominal) as engine size, equipment levels andmotor sport versions. This means you can acquire a base model (whichis the cheapest) and then add options w hich may cost as much as?20,000 more per car.Examples of priceModel----- concluding Price. Highest Price ccBMW 3 Series ?16,265 ?32,870BMW 5 Series. ?23,540 ?42,010BMW 7 Series ?52,750e ce. ?60,000BMW Z3 ?