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A Swot Analysis Of BMW

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THE BMW MARKETING CONCEPT

Background
In 1913, a company named Bayerische Motoren Werke (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, India, Korea, etc. At present, the company has positioned itself in the premium segments with three world’s famous brands i.e. BMW, Mini and Rolls-Royce. (kasi)
BMW Group Asia, based in Singapore, is the regional hub overseeing the East Asia region comprising 14 markets including: Singapore, Philippines, Indonesia, Vietnam, Brunei, Sri Lanka, Bangladesh, …show more content…

Updates on the latest models, BMW's latest innovative features and how the brand is making inroads into the green auto revolution are covered extensively in the magazine. (SPH Magazines)
Besides, commercial and print advertisement, BMW car can be commonly seen in motorsport sponsoring event. Indeed, BMW had sponsored many mega events that were mostly held in European countries such as European golf events, Art, Rugby and Trackdays. Those were some promotional activities for BMW to reach their potential customers. In Singapore, smaller scale of promotions could be seen held during the festive seasons such as Christmas and Chinese New Year. Those festive periods were seen as a season of joy for most customers and for the Chinese community, it is a start of a brand new year that most of them are looking forward to. Such promotion or events are usually held at a strategic location such as Singapore Expo, Gardens by the Bay or Suntec Singapore Convention and Exhibition …show more content…

Thus, BMW need to adjust to those factors and importantly, observe how the environment changes so that the company could adapt its strategies appropriately. BMW has its specific and preferred demographics such as age and income grouping. The culture for BMW customers are developed when their group of people start behaving in certain ways, especially when driving on the road which would automatically followed-by certain attitudes. BMW’s spirit of innovation, demonstrates the company’s innovative leadership and futuristic mind

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