Marketing Plan-BMW 1-series in Germany

Summary
This marketing plan for the BMW 1-series aims to outline and analyse the market environment in Germany. Also, an evaluation of the strategic and operational orientation as well as the strength and weaknesses of the product should be given. Based on this, recommendations for the future direction and implementation of the marketing-mix will be given. Executive Summary In the competitive compact segment (short: C-segment) with increasingly demanding customers, BMW with its newly launched product clearly builds on its premium image as a sports car manufacturer. Although this is generally a good strategy, certain parts of the marketing mix need to be adjusted. Especially the high price of the product in comparison with its competitors is a potential problem. The following suggestions can be given to successfully built up a sustainable leading position in this segment, which is very important in terms of Customer-Lifetime-Value (CLV): - Reduction of quality problems - New technology development through increased R&D measures - Increased promotional measures focused on the target group - Strengthening of the dealer relationship - Development of new distribution channels.
Response
In my opinion,BMW is car in dream of anybody.Car is modren,luxury and durable but car's Europe slow devolop more than car's Japan as saving oil,saving energy etc.The target of BMW is people have good status but high price than worth the expense to price.So marketing plan of BMW,we have strenght to the product for customer see diffence between car's europe and car's japan and have distriction point when thinking car's europe the What are you think?.Create brand image for company and satify of custumer in long-term.


Miss.Kamomchanok Sathit Section.2921 No.18
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