OMA IN MANAGEMENT ACADEMIC AND ASSESSMENT CALENDA SEMIC AND ASSESSMENT CALENDAR 5 Series, o benewens, Benes, Z4 Roadster JANUARY JUNE 2020) POSTGRADUATE DIPLOMA Series. J Series 5 Serie W. BMW created the lo matream,” a group who are cost. The 1 Series rex w because of and luxury. The company was mid-20 century, and today h $105 billion in sales in 2012. BMW’s symbols ever created. The Wade set against a blue sky o the company’s founding days as an aircraft- York Times reporter revealed that the logo port, sporty design, and luxury expensive SUV design. The rede group called upper conservat sportier cars, so BMW ada windows seats, airflow, and point-and-click system called attracting drivers away from Launched the X Series by and gone on to have children skiing. These consumers ne 7 Series, X Series, Z4 Roadster, M Series, Hybrids, and the lower priced 1 Series and X1 SUV to target the modem ho are also family focused and active but had previously avoided ost. The 1 Series reached this group with a lower price luxury brand. The X1 and X3 also it home with a smaller, less The redesign of the 7 Series, BMW’s most luxurious car, targeted a nservatives. These wealthy, traditional consumers don’t usually the ww added electronic components such as multiple options to control the W. and lights, a push-button ignition, and night vision, all controlled by a called Drive. These enhancements added comfort and luxury. way from competitors like Jaguar and Mercedes BMW successfully X Series by targeting “upper liberals who had achieved success in the 1990s have children and take up extracurricular activities such as biking, goll, and onsumers needed a bigger car for their active lifestyles and growing families, BMW created a high-performance luxury SUV. 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- up that continues to attract attention with more showy, flamboyant cars. BMW’s e fashier version of the high-end 7 Series, also targeted this group. BMW uses a wir of advertising tactics to reach each of its target markets. However, the company’s U ne. The Ultimate Driving Machine,” has remained consistent since it first launched th 1974. During that time, sales have grown to more than 300,000 units in the United Stat 2013. In recent years, BMW has returned to emphasizing performance over status, s We only make one thing, the ultimate driving machine. BMW owners are very loya brand, and enthusiasts host an annual Bimmerfest each year to celebrate their ca company nurtures these loyal consumers and continues to research. Innovate, and to specific segment groups year after year. ASSIGNMENT QUESTIONS SEMESTER TO HANUARY JUNE 11.2. MARKETING MANAGEMENT [100] SECTION A Read the case study below and answer the questions that follow BMW machine Manufaclured by weerman company Bayerische machine Manufactured by the Germ SV theated on Were A B stands for both performance and a tengine manufacturer and produce onges during World unded to as an area organd manufacturer and produced engine and evolved into a motorcycle and automobne maker by the mid-20Century animational respected company and brand win so bilion in sales in 20+ go one of the most distinctive and globally recognised symbols ever tu Wrounder lokke sping properer bade set against a backgroundong nay thought to be a te me company founding days as an egne manufacturer. Recenty. however, a New Yonnes reporter revealed that th which are the letters BMW at the top of the outer ng and blue-and-white checker ansion in the innering, was trademarked in 1917 and meant to show the colors of the State of Bavaria, where the company is headquartered. BMW’s growth exploded in the and 1990s, when it successfully targeted the growing market of baby boomers and professional yuppies who put work first and wanted a car that spoke of their success. BMW gave them sporty sedens with exceptional performance and a brand that stood for prestie and achievement. The cars, which came in a 3, 5, or 7 Series, were basically the same design in three ses. It was at this time that yuppies made Beemer and Bimmer the stand forms for BMW’s cars and motorcycles, popular names still used today. At the turn of the century, consumers’ attitudes toward cars changed. Research showed that they cared less about the bragging rights of the BMW brand and instead desired a variety of design size price and style choices. As a result, the company took several steps to grow its product line by targeting specific market segments. This resulted in unique premium-priced cars such as SUVs, convertibles, and roadsters, as well as less expensive compact cars like the 1 Series. In addition, BMW redesigned its 3, 5, and 7 Series cars, making them unique in appearance yer maintaining their exceptional performance. BMW’s full range of cars now includes the 1 REGENT BUSINESS SCHOOL (RBS) July 2019 BMW refers to its SUVs as se consumers. BMW introdue income group that continues Adapted from Kotler & Keller, 2012, 15th edition REGENT BUSINESS SCHOOL (RBS) July 2019

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