Marketing Strategy Of BMW

951 Words4 Pages
Executive Summary

In 1913, a company named Bayeriche Motoren Werk (BMW) was established in Germany who used to build military aircrafts and aircraft engines. With the passage of time, the BMW group also began to produce automobiles, motorcycles etc. The company has achieved a strong market presence in over hundred countries like United States, United Kingdom, Canada, China, India, Korea etc.
At present, the company has positioned itself in the premium segments with three world’s famous brands i.e. BMW, Mini, Rolls-Royce. In the following marketing plan, the challenges and strategic goals of BMW, the Situational analysis, Competitor analysis with rivals like Mercedes Benz is discussed. The collaborators of the company, SWOT analysis are presented to identify the factors that determine where the company stands out in the auto- making industry.
Moreover, the market segmentation of the company has been discussed briefly as what kind of strategy the BMW has adopted to be profitable and remain to be the best of all.
The marketing plan has been made to understand the efforts of the BMW Company as how their brand has been ingrained in the minds of its customers (Bhasin, 2016).

Company Overview
Bayerische Motoren Werke AG commonly known as BMW or BMW AG, is a German automobile, motorcycle and engine manufacturing company founded in 1913. It also owns and produces Mini cars, and is the parent company of Rolls-Royce Motor Cars. BMW produces motorcycles under BMW Motorrad. BMW has
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