Marketing Management: Critical Analysis of BMW's Environmental and Consumer Behavior Strategies for the Launch of the 'Brilliant' Model
A solved assignment analyzing BMW's marketing and environmental strategies for the launch of its new model, providing insights into consumer behavior.
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MARKETING MANAGEMENT 1
MARKETING MANAGEMENT
Student’s Name
University Affiliation
Based on the provided marketing management report for BMW's new vehicle launch,
critically analyze the company's environmental and consumer behavior analysis strategies.
How do these analyses contribute to the development of a targeted marketing strategy for the
new model, "Brilliant"? Support your answer with examples from the report and provide
suggestions for any areas of improvement.
Word count requirement: 1,000 - 1,200 words
MARKETING MANAGEMENT
Student’s Name
University Affiliation
Based on the provided marketing management report for BMW's new vehicle launch,
critically analyze the company's environmental and consumer behavior analysis strategies.
How do these analyses contribute to the development of a targeted marketing strategy for the
new model, "Brilliant"? Support your answer with examples from the report and provide
suggestions for any areas of improvement.
Word count requirement: 1,000 - 1,200 words
MARKETING MANAGEMENT 2
EXECUTIVE SUMMARY
The business environment is very competitive and needs strong decision making skills
in order to survive. One of the key areas in business is marketing management; this has to be
done with a lot of expertise because it is responsible for attracting and retaining customers to
a given business. In this paper, different aspects of marketing management have been
highlighted in line with introduction of a new vehicle by BMW. It is important for the
marketing department to understand the environment in which the business is operating
before launching a product. Environmental analysis needs to be conducted to determine the
viability of a project (Dev, 2005). In this case, environmental analysis was carried out
through various strategies and it was found that the market is in need of newer models of
vehicles.
Since consumers are the ones being targeted, their behavior was also important to be
looked at. It was found that BMW was trusted branded and any other introduction by the
company was likely to be accepted just like the previous ones. This is because the consumer
behavior on different brands of the company was very positive. Segmentation of the market
and the consumers was also done by the marketing department and it was established that the
most relevant group of consumers to be targeted is the middle class in the economy. This
group is made of economically stable individuals who may find it necessary to own classy
vehicles. The analysis on this targeted market also proved that the individuals have had
experiences with previous models of BMW and wouldn’t mind if the company introduced a
new model.
Table of contents
Item Page
EXECUTIVE SUMMARY
The business environment is very competitive and needs strong decision making skills
in order to survive. One of the key areas in business is marketing management; this has to be
done with a lot of expertise because it is responsible for attracting and retaining customers to
a given business. In this paper, different aspects of marketing management have been
highlighted in line with introduction of a new vehicle by BMW. It is important for the
marketing department to understand the environment in which the business is operating
before launching a product. Environmental analysis needs to be conducted to determine the
viability of a project (Dev, 2005). In this case, environmental analysis was carried out
through various strategies and it was found that the market is in need of newer models of
vehicles.
Since consumers are the ones being targeted, their behavior was also important to be
looked at. It was found that BMW was trusted branded and any other introduction by the
company was likely to be accepted just like the previous ones. This is because the consumer
behavior on different brands of the company was very positive. Segmentation of the market
and the consumers was also done by the marketing department and it was established that the
most relevant group of consumers to be targeted is the middle class in the economy. This
group is made of economically stable individuals who may find it necessary to own classy
vehicles. The analysis on this targeted market also proved that the individuals have had
experiences with previous models of BMW and wouldn’t mind if the company introduced a
new model.
Table of contents
Item Page
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