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, side andtargeting of BMW (automobile company). BMW will be examined givinginformation about the company and where it is now and anyrecommendations that we feel are appropriate.1.2 BMW Company ProfileBMW was formed in 1917, from the uniting of two small aero enginemakers. 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 by a propeller.BMW is renowned for its athleticsy, sophisticated & luxury image which hasbeen built up since the 1970s with many motor sport victories rangingfrom Touring Car to Formula 1.BMW Groups worldwide mission bid is To be the mostsuccessful premium manufacturer in the industry.11.3 BMWs Marketing MixTo examine BMW we must first look at the marketing mix. A companysmarketing mix is made up of four main points these are Price, Product,Promotion an d Place. Through these points we can examine the specificsof a company to gain an sharpness 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, boneheaded-----------------------------------------------------------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 mugwump brand within the BMW Group21.5 PriceBMW scathe 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 purchase a base model (whichis the cheapest) and then add options which may cost as much as?20,000 more per car.Ex amples 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 ?