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AND ASSESSMENT CALENDAR EMENT – ACADEMIC AND ASSESSMENT CALENDAR ANTENNA JANUARY – JUNE 2020 POSTGRADUATE DIPLOMA IN MA E MENTATIONS SEMESTER TI ET MARNETING MANAGEMENT (100) Series, 3 Series, 5 Series, 6 s. BMW BMW created the lowe stream.” a group who are also family-focuses R questions that follow: o ses below and answer the qu man company Bayerische d luxury. The company was gines during World Wars 20 century, and today billion in sales in 2012. BMW’s od symbols ever created. The eller blade set against a blue sky ute to the company’s founding days as an aircraft er revealed that the logo. the outer ring and blue-and-white checkered BMWs because of their premium point sporty design, and axpensive SUV des group called upper conservative sportier cars, so BMW addede windows, seats, airflow, and point-and-click system calle attracting drivers away from launched the X Series by tar and gone on to have childre 6 Series, 7 Series X Series, Z4 Roadster, M Series, Hybrids, and the lower priced 1 Series and X1 SUV to target the modern so family focused and active but had previously avoided premium cost. The 1 Series reached this group with its lower price nd. The X1 and X3 also hit home with a smaller, less design of the 7 Series, BMW’s most luxurious car, targeted a servatives. These wealthy, traditional consumers don’t usually like added electronic components such as multiple options to control the flow, and lights, a push-button ignition, and night vision, all controlled by a stern called Drive. These enhancements added comfort and luxury, vers away from competitors like Jaguar and Mercedes BMW su Series by targeting upper beras who had achieved success in the 1990s to have children and take up extracurricular activities such as biking, golf, and consumers needed a bigger car for their active lifestyles and growing families, BAN n e by the German compan A L B s permice and RXUVY. The com 1988 rainemen t proces engines during Wo a mode and automobile der by the mid-20 century t a ly and brand win 700 wan in sales in 20 of most native and groovy recognised symbols ever create BUV rounder looks like a spinning propeller blade set against ah countr y thought to be able to company s founding days as an ant er Recent however, a New York Times reporter revealed that the which was the letters at the top of the outer ring and blue-and-white check ng was trademarked in 1917 and meant to show the colors of the fee State of Bavana where the company is headquartered. BMW’s growth exploded in the 1 and t he successfully targeted the growing market of baby boomers professional y pies who put work first and wanted a car that spoke of their success, BMW by boomers and prve on sooty sedians with exceptional performance and a brand that stood for pre and achievement The cars which came in a 3.5 or 7 Series, were basically the same de for prestige syn in the screst was at this time that yuppies made Beemer and Bimmer the slang s for cars and motorcycles popular names still used today. At the turn of the century consumers amudes toward cars changed. Research showed that they cared less about the bragging nghts of the BMW brand and instead desired a variety of design, size, mice, and she choices. As a result, the company took several steps to grow its product line skling. These consumers needed SO BMW created a high-performance luxury SUV. BMW refers to its SUVs as sport acti consumers. BMW Introduced income group that continues to Series, a flashier version of the his to its SUVs as sport activity vehicles in order to appeal even more to these active BMW introduced convertibles and roadsters to target post-moderns.” a high- in that continues to attract attention with more showy, flamboyant cars. BMW’s 6 flashier version of the high-end Series, also targeted this group. BMW uses a wide won of advertising tactics to reach each of its target markets. However, the company’s US “The Ultimate Driving Machine, has remained consistent since it first launched there 1974. During that time, sales have grown to more than 300,000 units in the United States in 2013. In recent years, BMW has returned to emphasizing performance over status, stating We only make one thing, the ultimate driving machine.” BMW owners are very loyal to the brand, and enthusiasts host an annual Bimmerfest each year to celebrate their cars. The company nurtures these loyal consumers and continues to research, Innovate, and reach out to specific segment groups year after year. Dy targeting specific market segments. This resulted in unique premium-priced cars such as SUV convertibles, and roadsters, as well as less expensive compact cars like the 1 Series. in action B redesigned its 3, 5, and 7 Series cars, making them unique in appearance yer mantening the exceptional performance BMW’s full range of cars now includes the 1 REGENT BUSINESS SCHOOL (RSS) Jay 2009 Adapted from Kotler & Keller, 2012, 15th edition 21 REGENT BUSINESS SCHOOL (RBS) July 2019

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