Group member :

Jahedul

Alam

Ikram
Rony

barua

Austin

pias

Company history:
BMW is the ultimate driving machine. Manufactured by the
German company, BayerischeMotorenWerke AG, BMW stands for
both performance and luxury. The company was founded in
1916 as an aircraft-engine manufacturer and produced engines
during World War I and World War II. It evolved into a motorcycle
and automobile maker by the mid-20th century, and today it is
an internationally respected company and brand with 53 billion
(about $76 billion) in revenues in 2008.

Company profile

Type - Aktiengesellschaft

Traded as - FWB: BMW

Industry - Automotive

Predecessor(s) - Bayerische Flugzeugwerke AG (BFW)[1]

Founded - 21 July 1917

Founder(s) - Franz Josef Popp

Headquarters - Munich, Germany

Area served - Worldwide

Key people - Norbert Reithofer (CEO), Joachim Milberg

(Chairman of the supervisory board), Adrian van Hooydonk
Design Director

Worldwide sales

Series of car

1 series (F20) (2011-present) Hatchback

1 Series (E81) (2004present) Coupe and convertible

3 Series (F30) (2012present) Sedan

3 Series (E90) (2005present) Coupe, convertible and wagon

5 Series (F10) (2010present) Sedan and Wagon

5 Series Gran Turismo (2009present) Progressive Activity Sedan

6 Series (F12) (2010present) Coupe, convertible, Gran Coupe

7 Series (F01) (2008present) Sedan

X1 (2009present) Compact Crossover SUV/Sports Activity Vehicle (SAV)

X3 (F25) (2010present) Compact Crossover SUV/Sports Activity Vehicle (SAV)

X5 (E70) (2006present) Compact Crossover SUV/Sports Activity Vehicle (SAV)

X6 (2008present) Sports Activity Coupe

Z4 (E89) (2009present) Sports Roadster

PRODUCT OF BMW

Wide selection of models

Different styles to meet the customers needs

BMW Universal Bluetooth

iPod with BMW

BMW accessories

Watches

Question Number 1 Answer

Pros to BMW

The pros of selecting target marketing is

BMW created the lower-priced 1 Series and X3 SUV to target the

modern mainstream, a group who are also family-focused and
active but had previously avoided BMWs because of the premium
cost.

It helps to identify and asses the relative worth of

different market segments and selecting one or more
segments in which to compete.

It helps to easily identify the potential customers by

targeting into specific groups or individuals.

BMW uses a wide range of advertising tactics to

reach each of its target markets but has kept the
tagline The Ultimate Driving Machine for over 35
years. During that time, U.S. sales of BMW vehicles
have grown from 15,000 units in 1974 to
approximately 250,000 in 2009

Cons to BMW

The Cons of Selecting target segmentation

It was too selective strategy and were not

able to see other marketing strategy

The strategy was not flexible and gave

options .

The area of competitive differentiation was

very small.

Reaches a small percentage of a target

market has financial fluctuation, more segment
lower than others

Market too small fluctuate when there is an

economic downturn

Know what the general weaknesses restricts its

ability to sell to a wide range ]of the population more
specific segment of the population

BMW uses a wide range of advertising tactics to

reach each of its target markets but has kept the
tagline The Ultimate Driving Machine for over 35
years. During that time, U.S. sales of BMW vehicles
have grown from 15,000 units in 1974 to
approximately 250,000 in 2009.

What has been the firm done well over the

years and where could it improve

The company regularly follows the customers wants

and demand, which is showed in various seasons, the
company took several steps to grow its product line by
targeting specific target segment and achieved well.

The company introduces market positioning in which

identification of a particular appeal that the firm can
make to customers in each target segment, which is
designed to convenience customers to choose BMW over
its rivals

BMW has makes a different automobile for each one of their

segmented objective

BMW created the lower-priced 1 Series and X3 SUV to target

the modern mainstream, a group who are also family-focused
and active but had previously avoided BMWs because of the
premium cost.

Area of Improvement

Area of Improvement

BMW should asses again and again and asses the needs and
wants of the customers to creat understanding about the product
very well.

From the first market target segmentation I have understood

that the first segmentation was not complete, and not give
chance in order to diversified market segmentation with different
variables.

Thank you