Chap. 7 - Business Marketing

Bmw is brand that is made by the same people who make Mini and Rolls Royce. With producing over 1,481,253 automobiles and 112,271 motorcycles around all brands, since 1926, they have become a great name in the car industry. Mini, is partnering up with Burton snowboard company for the second time to host an annual snowboarding competition. Mini is supporting the Burton Global Open Series. These competitions get tens of thousands of fans, and many professional snowboarders. They give out an "Creative Use of Space" award for the snowboarder who does the best tricks. The winners receive $85,000, and a brand new MINI Countryman, with plenty of room for a snowboarding kit.

Here you see Mini and Burton working together. Burton is trying to show how snowboarding is   becoming a culture, and Mini wants to be involved.

Heres the Countryman riders will win.

Chap. 8 - Segmenting and Target Markets

In 2000, BMW suggested new cars to redesign there product line. These new cars are reflecting off customer taste and behavior. The chief executive says "Taste is changing. Customers are slicing the market into more focused pieces. BMW regularly does research on there customers occupations and hobbies. In the 1990's, they sensed different people were buying luxury cars. These new customers included aging baby boomers, yuppies who had started families, and liberal minded wealthy professionals. Research was shown that these people wanted more choice and more eye-catching design for there changing lifestyles. Bmw is very clear with there target markets, they target premium priced cars that don't compete with other parts of the auto industry. They focus more on the luxury rather than high volume, middle-of-road vehicles. This is what makes Bmw one of the most profitable automobile makers. Sometimes Bmw will begin to see that they are selling more to outside of there target market, it usually can be a good thing. The Bmw Z3 had a target market of men and women over the age of 40, people who are thinking about the car they wanted all there life. But, now the car became sort of a toy for wealthy people in there twenty's. It wouldn't be a problem for Bmw to start selling to more wealthy people. But, the marketers would have to have kind of an idea of who is buying there product, so they can deal with there wants and needs for future sales.

Bmw Holiday Sales Event

For the 2011 holiday season BMW will have a "mission to drive sales event". They are promoting there new 6 series that is featured in the new movie Mission Impossible: Ghost Protocol. They will be offering test drives to any car on the BMW line up. Also offering up to 2,500 dollars cash back on the new 2012 models, credits on some of there models, and 0% financing for 24 months.

Chap. 11 - Developing and Managing Products

Every year BMW develops new products and improve other products to keep with the moving world. For example the in 2008 they changed the head and tail lights to LED. All products developed are meant for a market, and every aspect developed into the car is at reason for the market best trying to sell to. Bmw also shows how even the sounds of the car show the quality of the car, they say how there sound is some what long and classical. They are now developing and new car to release in 2013, the BMW i3 (also called Mega City Vehicle). It will have an all electric range of 31 miles. It will also be a plug in to charge. The car will be 4 door, 4 passenger and will be a bit bigger than the 1 series. It will have a 134 horsepower electric motor running on lithium ion batteries. These cars will be manufactured in a new plant in Moses Lake, Washington, which costed 100 million dollars. The raw materials will be shipped from Japan, and cars will be shipped back to Germany where parts will be fabricated. The market for this new product will be in big cities around the world (US, France, Germany, and the UK).

Here BMW Compares there sound with Mini Sound.

Here they show the development of the BMW products and how it was done in 1984.

Chap. 16 - Integrated Marketing Communications

BMW has many ways of promoting there products. In 2000, they put out videos online that were called BMW films to support there campaign of "Ultimate Driving Machine". From 2001 to 2002 they put out a BMW films series called "The Hire". It was a series of 8 films at about 10 minutes each. They starred an actor Clive Owen and it showed what BMW cars can do and there performances. Madonna, James Brown, Marilyn Manson, and many other celebrities starred in these films. 10 million films had been viewed on bmwfilms.com and 2 million people registered to the site. These films can be classified as branded entertainment, where it can be looked at like a hollywood blockbuster. 85% of people who BMW buyers looked and there website first.  The use of media is   increasing and finding ways to use it more and more to communicate with your costumers is a big factor to the company. By putting these films on there site they are reducing the money spent on TV advertising. 94% of people recommended these films to other people and by 2005 when they took the films off the site, they had been viewed 100 million times.

Here in this film BMW shows a leader in innovation and the domination of a luxury car.

Chap. 10 - Product Concepts

Bmw has many different products that serve the same needs but different specs and features to each of them. There different products are the 1 series, 3 series, 5 series, 6 series, 7 series, X3, X5, X6, and the Z4. They are all cars that have different and unique features. The 1, 3, 5, 6, and 7 are either sedans, coups, convertibles, some of them are also sports cars. The X series is an SUV type of car, which means a big car that has a lot of room and big trunk space. The Z is more of a sporty car which comes in convertible and is also only 2 seater, so it has no back seats. You can call these cars specialty products because they all serve different wants and needs. Consumers would look at these products because they are all fuel efficient and convenient cars. The BMW name has a fairly good reputation, when people buy there cars they know they are getting satisfaction. They have a luxury name and people know that there BMW will drive nice and smooth with minimum inconvenience. 

Chap. 18 - Sales Promotion and Personal Selling

Bmw is a top brand that is always is trying to keep in touch with there costumers. They are always promoting sales on many of there cars and motorcycles. They will promote sales weather its on a new car to the market, or if its just the right season for the particular car. You will usually see there promotions on advertisements, in the store, or even on there website. They have many different promotions, most of them, like all car companies, are small and eye catching. Usual promotions for Bmw are zero downpayment, zero security deposit, no charge to excess wear and use, and delivery charges. But, a big promotion for them is free service maintenance for the first 4 years or on a full lease. This would mean free maintenance for your car, and for anyone who has a Bmw, would know that there is a light on the dashboard of the car that says "service due", which only Bmw maintenance can take off.

Chap. 17 - Advertising and Public Relations

Bmw spends plenty of work and time on advertisements. They advertise globally in places like the US, UK, etc.. The ads focus on Bmw's brand values. There advertisements are always evolving to the change in economic response, like environment, and competitors. They advertise on TV on new cars and campaigns. In 2002, Bmw put ads on the radio for the first time. They also advertise in magazines, news  papers, and online, such as third party sites. Bmw has great product placement, in which the cars are in movies and TV shows. There cars and motorcycles have been placed in many different James Bond "007" movies. Bmw have started a campaign that is saying and telling people that Bmw id simply Joy. They produced a video ad showing all different age groups driving there Bmw's in sunshine with there hair blowing in the air. They go on to make a statement that says "What you make people feel is just as important as what you make, we make joy. They are wanting to show buyers that they are not making cars they are making joy.

This ad is showing how smooth and easy the car is.

Chap. 15 - Retailing

Recently, I have visited a BMW retail store in Eatontown, NJ. It is called Circle BMW. The reason I had to go to Circle BMW was because service was due for my mothers car (X5). At BMW servicing your engine is free for leases cars. They will also wash your car for free, with the car wash they have at the shop. The man at the front desk told me I would be out of there in 90 minutes, usually it would mean 120 minutes, but i was out of there 90 minutes. While the wait, I was browsing around the dealership checking out all the new cars they would have to offer. I was allowed to sit in any car and see how it felt. They also have a waiting area where there is free coffee, donuts, and magazines to read. At Circle BMW, they sell new and pre-owned cars, and lease cars. They also gave me a good estimate on how much it would cost to fix a minor damage that was on the car. As the service was finishing up, a representative introduced himself to me, and offered me free car washed whenever i come back.

Cont. Chapter 6 - Consumer Decision Making

Bmw's customers will decide if they want to buy a car if they are pleased with the way they are supplied to them, if and how they will use it, and whether or not and how they will dispose of the car when they are done. Bmw can supply you with a car by delivering it to you from the dealership. If the car is leased, you have free maintenance and services, you can also bring your car to a dealership and wash it for free. Bmw's can be small and convenient, or they can be big and spacious. So, people can decide if the car will have good use for them. The disposal of the car can be done by leasing the car, when the lease is up you give back the car. If you are buying the car and soon want to get rid of it you can usually sell it, unless you would like to donate it or throw it away, which most people wont want to just throw away a car.

Chap. 6 - Consumer Decision Making

Bmw's consumers can be from kids who are just starting to drive to old business men. The Bmw 3 series has more costumers that are younger, because it is sports car. You can put your convertible down in the summer, and the luxury is better than ever. The 7 series would have a more prestiges costumer base, because it a luxurious car that any successful business man would like to sit in the back and be driven around in. 

It can be said that the Bmw costumers chose to make the cars Eco-friendly. Bmw started the energy saving because they are seeing that there costumers are starting to be "green" just like the rest of the world. The fact that Bmw became energy sufficient, means that people would be saving more gas. Bmw would not sell products that don't have any consumers that will buy it.

Chap. 5 - Global Vision

        Bmw is a premium brand, they are looking to aim there new electric battery car, the i3 to middle class people in the biggest cities around the world. The car was actually first named as the Megacity vehicle (MCV). Bmw has never gone after third world markets, and if electric cars get popular in big cities, they will most likely be at the top of the market. Ulrich Kranz and his team working on the i3, have been studying for 4 years on the needs for people in "megacities". They've looked at cities like Shanghai, London, Tokyo and Los Angeles, studying the way people drive in those places. 

    The Bmw i3 is going into production in 2013, they are investing around $550 million dollars in production, and they will also create 800 more jobs. The i3 will be a four door car that can target urban middle class people. At low cost because of the lightness and small battery packs, people will be able to afford it. If the car ends up costing more than $30,000, it probably will not succeed. 

         Bmw is also putting a new branch in New York called Bmw I Ventures. They will be investing up to $100 million for new ways and ideas to clean up traffic and congestion in the streets. There first project is a mobile app that will show urban parking and public transportation, that will be called "My City Way". 

Electric cars will have many advantages to urban cities, but in some cities people lack private garages where people will be able to charge there i3.

Chap. 4-Marketing Envirement

Bmw has had a target audience of mostly middle to high class older people. But, they have started to put there focus on new younger entrepreneurs rather than baby boomers. They are focussing on young people who are starting in business, and economically conservative. These are people who work and save there money in many ways. In this generation at factor to people in there 20's, 5 to 1 people say they want to own a business rather than be a top executive in another business. The consumers are growing rapidly because of telecommunications and net based transactions. People are increasingly having more access to information online like pricing, services, delivery time, and costumer satisfaction. Bmw is also changing there brand on there ads, because the one they have had has been there for 33 years. They are thinking the using the line "Performance Driving" is getting old. There new ads will be stated "The Ultimate Driving Machine", which will bring in more and younger consumers.

Chap. 3 - Ethics and Social Responsibility

Bmw is recently increasing much production in 4 of there plants. Besides for that, they have been working in the past 5 years to reduce the energy consumed by the car. Reports have been issued to the many achievements the company has made in environmental product development. They are committed to help people and nature by preserving the environment. Bmw is reducing the energy used to make the vehicles as well as when the car is on the road. They have made a set of guidelines that show what they are doing to save energy. There are set groups and teams who meet often to come up with more ideas to help there goals in saving energy.

Strategic planning For Bmw

Bmw is a well known car manufacturing company. They have been manufacturing and selling premium class cars for years. They are the owners of Mini and Rolls Royce, which are also high class cars. They have sold 1.3 million cars in 2010. They produce there cars in 8 plants, in Germany, United Kingdom, United States, and South Africa.

Bmw has many plans for the future. They come up with new plans every 12 years, which are divided into yearly periods. They are planning on making the cars values better for long term, so the cars can last people a long time. Retail in cars is getting very big, Bmw is planning on raising there motorcycle sales by 50%. More of there targets are to reduce prices, capital expenditure and capital employed by vehicle in development, production, sales, and administration. By doing all of this they are rising there productivity by 5% each year.

Chapter 1 - Mission Statement, Brief History

Bmw is a company that sells cars. BMW's mission statement is  "The BMW Group is the world's leading provider of premium products and premium services for individual mobility." They are saying that they make top of the line products, and they have top of the line services for cars and other vehicles. They are also stating that they are the best in the world at what they do. 


BMW started in the early 1900's in Bavaria, Germany. It was formed from 3 manufacturing company's that joined together. They were called Bayerische Motorenwerke. They started as a engine manufacturer for military aircraft. They were shut down because of the Treaty of Versailles after WW1. They later re-opened under the name BFW, later to be called BMW when they started to manufacture Motorcycles. In 1929 they started to make automobiles, and in 1936 they made there first sports car. Once WW2 started they started again to manufacture military supplies, after that it was downhill with making pots and pans to survive the business world. But in 1952 they were back in business of producing cars.