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Sunday, January 20, 2019

Marketing Excellence: BMW Essay

? 1. What are the pros and cons to BMWs selective target selling? What has the steady done well over the years and where could it improve? When I expect someone riding in a BMW, I know that they essential be making good money. The stereotype for people who drive BMWs is that they are rich, and these are the people that the people over at BMW target. The pros to targeting the higher(prenominal) income cosmos is that they will be targeting people who are more apt(predicate) to purchase their product.Since BMW is known as a luxury car, people who hasten lower incomes are less likely to purchase from them. The cons to the selective marketing are that by not advertising to lower income people, they have cipher to be propel for. Someone could think a BMW ad, and be motivated to one day own one. Since the market is specifically the wealthier incomes, the lower income population may not be as aware of BMW. I see commercials for Mercedes all of the time now, and I know that I cant a fford one yet.As soon as Im able in addition, I plan on making it a precession to purchase a Mercedes. The firm has done a great personal credit line of improving its vehicles over the years. They have added so many electronic features to its cars to encumbrance up to date with technology. BMW also has come out with high-performance SUVs for people with larger families and who are more active. To improve, I would suggest that they peradventure create a model for the lower income population. Considering the majority of the population is middle class or lower, there is a whole untapped market for BMW to reach. 2.BMWs sales slipped during the worldwide recession in 2008 and 2009. Is its segmentation strategy too selective? Why or why not? I would severalise that their strategy is not too selective. During the recession, everybody struggled. So to blame BMW for their strategy that had make them so successful in the first place would not be fair. I believe that their strategy couldv e actually helped them during that time. Since BMW is so selective, they are but targeting people that have money anyways. So money that they spend on advertising wasnt necessarily being wasted.

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