Company background- Founded in 1917 Munich airplane motor maker. Hit series: BMW 303, 328. Total annual output: 950K. Diesel cars cover more miles than petrol engine. People are more concerned with the price of running a car than the price of buying it. In the eyes of the consumer Mercedes is the main competitor. Between 1994 and 1995, customer brand loyalty is decreasing for the two main competing cars. BMW exists in 30 countries throughout the world and has a very strong and prestigious image. Provide excellent after sales service for customers. Have a strong relationship with dealers.
[...] CONSUMER LOYALTY STRENGTH & WEAKNESS FOR LAUNCH BUSINESS PLAN MARKETING STRATEGY MARKETINGOBJECTIVE MARKETING MIX PRODUCT PROMOTION PLACE PRICE MARKETING GOAL Market the new product to both EXISTING and NEW customers PRODUCT POSITIONING PROMOTION PROMOTION:EVENTS PLACE PRICE We calculate the new price thanks to the former series 5 Increase the price of Diesel very low compared with Mercedes Diesel become lower than Mercedes Range of Price 26/56, except the M5 BUSINESS PLAN FINANCIAL FORECAST BUDGETING SALES FORECAST SALES FORECAST Bibliography Driven: Inside Bmw, the Most Admired Car Company in the World par David Kiley (Relié - 20 avril 2004) BMW NEW 5 SERIES BUSINESS PLAN INTRODUCTION COMPANY INTRO RANGE OF PRODUCT SERIES 5 NEW SERIES 5 COMPANY BACKGROUND COMPANY INTRO Brand personality International Premium Exclusive Basic slogan “SHEER DRIVING PLEASURE” (Le plaisir de conduire) BMW FRANCE Established in 1973 First in Europe Import, distribute, etc 370 employees Market share : Market volume PRODUCT RANGE FORMER SERIES 5 NEW SERIES 5 BUSINESS PLAN MARKET ANALYSIS CAR MARKET IN FRANCE SEGMENT & TARGET COMPETITORS & MARKET SHARE THE CAR MARKET IN FRANCE 95% of households own cars In the luxury market Security is favoured over speed THE CAR MARKET IN FRANCE SEGMENT & TARGET TARGET CUSTOMER DEMOGRAPHY MALE 95% EXECUTIVE LEVEL MIDDLE-PRIME AGE INCOME > 45K EUROS BUSINESS USE MOTIVATION OF PURCHASE BMW SERIES 5 COMPARED SERIES 5 COMPETITORS IF YOU HADN'T BOUGHT A BMW, WHAT CAR WOULD YOU CHOOSE? [...]
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