Marketing analysis

Competitor analysis of BMW BMW defines its competitors as companies that can provide the same products or competing in the same market.  Audi and Mercedes-Benz are the main competitors of BMW and lie in the same strategy group. Moreover, all these three auto companies are considered high-end brands and target customers who have strong demand in luxury car field ➢ Main competitors Audi Audi that is the subsidiary company of Volkswagen Group ranks the third place in global luxury car brands sales ranking and became a strong competitor for BMW. The current objective of Audi is to transit to produce various vehicles that include advanced technologies such as electric drives and digital services and sustainable development concept that can meet customer’s future needs. In addition, expanding China’s market would be their main strategy. Audi plans to invest EUR 14 billion from 2019 to 2023 in electric mobility, digital service and autonomous driving , which may create both strengths an...

Bayerische Motoren Werke AG Current approach to Market segmentation: One of the key aspects of designing strategy within the BMW’s marketing department is the consideration of ‘market segmentation’. The main goal of market segmentation is to ramify large heterogeneous markets into several branches such that they can be targeted effectively to complement customer needs   BMW offers a wide range of car models with unique designs and specifications that offer different advanced features to comply with customer demands. These models are designated numbers from 1 to 8, which are known as series number. Each series number represents the division of a vehicle line, which primarily differs on the basis of size and provides distinct features.   Marketing researchers claim that, it is constructive to analyze the situations, which may affect consumers’ buying behaviors for successful marketing. This proposes the idea of dividing customers into different groups based on four key segm...