Marketing plan on BMW - Курсовая работа

Contents 1. Purpose and Mission 1.1 Purpose of the Marketing Plan 1.2 Organization Mission Statement 1.3 BMW Strategies 2. Situational Analysis 2.1 Internal environment 2.1.1 Clients 2.1.2 Competitors 2.1.3 Suppliers 2.1.4 Channel Members 2.1.5 Public 2.2 External environment 2.2.1 Political 2.2.2 Economical 2.2.3 Social 2.2.4 Technological 2.3 Financial Codition 2.4 Summary (SWOT analysis) 3. Marketing Programs 3.1 Target Markets 3.2 Product (PLC, BCG) 3.3 Promotion 3.4 Distribution 3.5 Pricing 4. Conclusions and Recommendations 4.1 Concusions 4.2 Recommendations References Part 1: Purpose and Mission 1.1 Purpose of the Marketing Plan Purpose of this project is to provide the basic information about the company BMW, analyze the contemporary situation, its place in the world automotive market, identify its marketing strategy, determine the company’s objectives and define the basic components of marketing mix. In addition, this plan was produced to review the industry and BMW’s share in it, continue the growth of existing product and revenues and give some recommendations and my vision to the future. Given information is useful for analyzing the automotive industry, research of advantages and disadvantages of BMW production, elimination of these problems and setting the targets to be achieved in the next year. 1.2 Organization Mission Statement BMW is an acronym for Bayerische Motoren Werke AG or, in English, Bavarian Motor Works. Whatever you call it, the German-based company is one of the worlds most respected automakers, renowned for crafting luxury cars that offer superior levels of driving enjoyment. Founded in Munich, the company began in the early 1910s as an aircraft manufacturer. BMWs current logo, designed to represent white propeller blades against a blue sky, reflects these origins; its blue-and-white color scheme also references Bavarias blue-and-white checkered flag. It wasnt until 1928 that production began on the first BMW automobile, the Dixi. The car proved tremendously popular, and its success helped the manufacturer weather the Depression. BMWs best-known pre-World War II vehicle was the Type 328 roadster, a supple two-seater that racked up over 120 victories on the motorsport circuit between 1936 and 1940. Postwar BMW cars maintained this tradition, winning several racing, rallying and hill climb victories. The early 1950s saw the launch of the BMW 501, a roomy, voluptuous sedan that was resplendent with all of the hopefulness of that era. It was soon followed by the 502 which was powered by the worlds first light-alloy V8, foreshadowing BMWs ongoing commitment to developing new technology. The best-selling BMW of that decade was the Isetta, a petite two-seat microcar typically powered by a 12- or 13-horsepower engine. The mid-50s also saw the debut of the limited production and breathtakingly beautiful 507 sports car which had an alloy body and used the 502s V8 for propulsion. In the 1960s, BMW sales strengthened significantly, thanks in part to the immense popularity of the 1500, a sporty family sedan. By the 1970s, BMW was establishing itself as a full-fledged car company. It was a pioneer for many emerging technologies, including turbocharging and advanced vehicle electronics. This was also the period when BMW of North America was established and consumers, who coveted both sports and luxury cars, became loyal Bimmer owners. The 70s also saw the birth of BMWs three-tier sport sedan range consisting of the 3 Series, 5 Series and 7 Series cars and the creation of its performance M division. More recently, the company has been expanding its reach worldwide. It opened its first U.S. manufacturing plant in the latter half of the 1990s and has expanded its brand empire to include Mini and Rolls-Royce. BMW also continues to build motorcycles, something it has done since the 1920s. The BMW Group is one of the most successful makers of cars and motorcycles worldwide and among the largest industrial companies in Germany. With BMW, MINI and Rolls-Royce, the BMW Group owns three of the strongest premium brands in the automotive industry. The vehicles it manufactures set the highest standards in terms of aesthetics, dynamics, technology and quality, a fact borne out by the BMW Group’s leading position in engineering and innovation. In addition to its strong position in the motorcycles market, the BMW Group also offers its customers a successful range of financial services. In recent years, the Group has also established itself as a leading provider of premium services for individual mobility. Long-term thinking and responsible action have long been the cornerstones of our success. Striving for ecological and social sustainability along the entire value added chain, taking full responsibility for our products and giving an unequivocal commitment to preserving resources are prime objectives firmly embedded in our corporate strategy. Thanks to these endeavours, we have been among the most sustainabl