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

Market Segmentation, Positioning and targeting for BMW1.1 IntroductionThis report aims to examine the market segmentation, positioning andtargeting of BMW (automobile company). BMW will be examined looseinformation about the company and where it is now and anyrecommendations that we feel ar appropriate.1.2 BMW Company ProfileBMW was formed in 1917, from the merger of two small aero railway locomotivemakers. Their famous blue and white symbol stems from the colours ofthe Bavarian Luftwaffe and is said to resemble the view of the one oftheir plane through a propeller.BMW is renowned for its sporty, civilise & luxury image which hasbeen built up since the 1970s with many motor sport victories rangingfrom Touring Car to Formula 1.BMW Groups worldwide mission statement is To be the most successful premium manufacturer in the industry.11.3 BMWs Marketing MixTo examine BMW we must first look at the marketing mix. A companysmarketing mix is make up of four main points these are outlay, P roduct,Promotion and Place. Through these points we can examine the specificsof a company to gain an insight into their segmentation, targeting andpositioning.1.4 ProductThe products produced by BMW are prestigious, high performance,technologically advanced automobiles. These start from mid-range carsup to the most prestigious and luxurious.The present models areBMW 3 Series - Saloon, 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 hurtBMW price ranges are from $17,000 to $80,000. There are many optionsthat affect their car prices such as engine size, equipment levels andmotor sport versions. This means you can procure a base model (whichis the cheapest) and then add options which may cost as much as?20,000 m ore per car.Examples of priceModel----- Lowest Price. Highest Price ccBMW 3 Series ?16,265 ?32,870BMW 5 Series. ?23,540 ?42,010BMW 7 Series ?52,750e ce. ?60,000BMW Z3 ?