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Unveiling BMW's Advertising Strategies and Business Perceptions

Introduction: Unveiling BMW's Advertising Strategies and Business Perceptions

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  • Advertising campaign of BMW
  • Utilising marketing communication and appropriate media formats
  • Grasping the attention of customers through campaigns

This study has been introduced based on its advertising campaign. The company is utilising marketing communication and appropriate media format to identify its product in the competitive market. BMW is specialising its product in the market and grasping the attention of customers through campaigns. 

Micro-environment

Marketing mix (7 P’S)

  • Manufactured more than 75 to 80 models of luxurious cars
  • Focus to meet the demand of each class
  • Premium technology that makes BMW premium (Dörnyei, 2020)
  • Directly communicate with their showroom dealer for selling cars
  • Follows aggressive advertising through online platforms

Product Strategy- 

It has manufactured more than 75 to 80 models of luxurious cars. The company has developed more than 15+ motorcycle models that have been developed under the "Brand BMW Motorrad". A high price has made cars ranging from “lower-level to upper-level classes". The company focus to meet the demand of each class. 

Pricing Strategy- 

Utilise premium technology that makes BMW premium. This leads to increase demand and paying a high price for perceived quality. The company develop attractive and expensive vehicles to target upper class. BMW also offers financial services to their consumers. 

Place Strategy- 

The company has a global sales network. It has started manufacturing units in different countries. BMW directly communicate with their showroom dealer for selling cars from showrooms to their potential customers. 

Promotion Strategy-

The success of a company depends on adopting advertising as well as promotion strategies. They help in creating awareness and company follows aggressive advertising through online platforms. 

Marketing mix (contd.)

  • New production strategy named iFACTORY (Dörnyei, 2020)
  • Digital tools include digital twins and virtualisation
  • Layout and physical design are effective physical evidence strategies

Process Strategy- 

BMW implements a new production strategy named iFACTORY. This involves digital tools that include digital twins and virtualisation. It also streamlines business operations and decreases emissions effectively.

People Strategy-

BMW Group emphasises promoting and developing the performance of employees. They encourage their workers to take responsibility and design their working environment. 

Physical evidence Strategy-

The company refers to the "physical environment" experienced by its potential customers. Layout and physical design are effective physical evidence strategies. 

BMW in the Market

  • Target both females and males
  • A complex network of suppliers
  • Global sales network and started manufacturing units

Customers 

The company target both females as well as males with high loyalty. Psychographic segmentation of company divides customers into different groups. This is based on attitudes, social class, and personality. 

Suppliers

BMW relies on a "complex network of suppliers" to become efficient on the global stage. More than 42% of suppliers are located in subsidiaries of "German-based companies". 

Distributors

The company has a global sales network and started manufacturing units. BMW distribute their cars directly to showroom dealers that are from showroom to customers. 

Porter’s 5 Force analysis

  • Existing players in the competitive market are quite aggressive
  • Threats to new entrants are low due to high entry and exit barriers (Khurram et al. 2020)
  • High substitutes lead to a higher threat to profitability

The intensity of Rivalry-

In the automobile, industry competition is quite high. BMW has several rivals such as Mercedez, Toyota, Audi, and many more. Existing players in the competitive market are quite aggressive and invest to produce innovative products. Competitive brands focus on the experience of customer experience and technological innovation. 

The threat of substitutes-

This is an important factor that can show an impact on profitability and demand for the product in the automobile industry. High substitutes lead to a higher threat to profitability and consumer demand. 

The threat of new entrants

In the automobile industry, threats to new entrants are low due to high entry and exit barriers. Entry and exit barriers continue to grow and are higher in the competitive market. The major barriers are large capital investment, technological barriers, and brand equity. 

Porter’s 5 Force analysis (contd.)

  • Concentration of suppliers is considered to be high
  • Increase in bargaining power due to high competition (Shu, 2022)
  • The power of customer affect the profitability of a global business

Power of suppliers-

Suppliers' power is affected by several factors such as the size of the firm and concentration of suppliers. The concentration of suppliers is considered to be high.

Power of customers-

They are considered an essential factor in affecting the profitability of a global business. There is an increase in bargaining power due to high competition. 

Macro-environment 

PESTLE analysis

  • Modern parliamentary democracy
  • GDP growth rate 7.05% (com, 2022)
  • Population is over 67.07 million

Political

Political stability is considered to be an important factor. The UK has a modern parliamentary democracy and a constitutional monarchy

Economic-

The UK has the 6th largest economy by nominal GDP. It has a highly developed and market-based economy. 

Social-

The UK is influenced by social class concepts and the population is multicultural. The country has a high degree of social mobility.

PESTLE analysis (Contd.)

  • 63% of sales performance (com, 2022)
  • Employment Act 1996 
  • Challenging weather conditions

Technological-

Tech sector influences the GDP rate of the country by 63% of sales performance. 

Legal-

The country has an advanced legal system and a tradition of civil liberties. The government follows human rights and protected employees. 

Environmental-

Tourism plays an important role and contributes to economic growth. The UK face highly challenging weather conditions. 

SWOT Analysis

  • valuable automotive brands 
  • Geographically diversified (Kowalska-Pyzalska et al. 2020)
  • Increasing debt

Strengths-

The company has a valuable automotive brand and is geographically diversified. It has a successful partnership in China and competence in hybrid electric cars. 

Weaknesses-

BMW has a poor automotive brand portfolio. It also has increasing debt which is considered a major weakness. 

SWOT Analysis (Contd.)

  • Rise in fuel prices
  • Rise in demand for autonomous vehicles
  • Increasing government regulations (Thumiger, 2021)

Opportunities-

Decreasing the Euro exchange rate is considered to be a big opportunity for BMW. Thus, the company has a demand for autonomous vehicles.

Threats-

Increasing competition in the automotive market is considered to be a major threat. The automotive market is poised to slow down.

PROJECT OVERVIEW

  • will be analyzed the advertising strategies and using media formats by BMW
  • to analyze BMW's business perceptions using different custom media 
  • to develop advertising awareness and sales of BMW (Bmw.com. 2022)

BMW uses Audio and Video both media formats to increase customer engagement which creates some huge advantages for the organization. BMW's Go-To tactics build interpersonal communication skills for brand awareness plans in order to maintain the business perceptions in different custom media in the business. Social media activities by BMW state some huge advantages for the organization that initially develops the re-sorting followers' connection policies & engagement plans for customers and consumers in this competitive industry.

Promotional objectives:

  • To be the most sustainable brand in automobiles sector
  • To be most successful in premium car segments (Bmw.com. 2022)
  • Comprehensive mobility solutions in automobiles (Ma et al. 2022)

This has been noted that several implications in the promotional objectives of BMW have been analyzed by the advertising strategies and using media formats by this organization. BMW increases the business perceptions using different custom media like social media and TV advertisements in the business. Commercial advantages also define strategic goals by the organizations. 

PROPOSITION

  • “Ultimate Driving Experience” with unique designs and unbeatable performances 
  • Technological perfections in the Luxury & Premium segment stand out above for BMW
  • Premium demand in limited-time offers in select models in limited (Bmw.com. 2022)

Proposition tactics that builds interpersonal communication skills for brand awareness plans in order to maintain the business perceptions in different custom media in the business. This safe working policy in Social media activities by BMW states some huge advantages for the BMW to develop the market capabilities and its assessments in automobile sectors. 

TARGET AUDIENCE 1: TOOLS OF MARKETING

  • Advertising tools like Tv, Radio, Social media and digital advertisements (Xu. 2022)
  • Direct marketing like announcing car models or highlighting any special feature
  • Public relations like Media Monitoring programs and Keyword Research Tools

Promotional strategic approach in the direct and online market has been important for BMW to engage Tv, Radio, Social media and digital advertisements for the audio media advertisements. This organization also arranges announcing car models or highlighting any special feature for direct marketings and Media Monitoring programs and Keyword Research Tools for the Public relations methods. This has been important to understand the commercial business for personalized experiences

TARGET AUDIENCE 2: B2B AND B2C

B2B B2C
Commercial sites 1. E-commercial activities and developments in enforced platforms to increase tends 2. Maintain market competencies to encourage customers buying intentions 1. The B2C market competitively increases the Lagrange and mid-range modules 2. Brand exposures for promoting sales and engagement 
Direct market 1. Brand stock range sales and its “Road Home” plans for customers Go-To plan 1. Promotional strategic approach in the direct and online market 

BMW has a targeted audience of premium class that increase e-commerce activities and developments in enforced platforms in order to increase trends in the organization. Post a day strategy is quite massive in the competitive social market. This kind of promotional exposures for promoting sales and engagement for the designs perfections in the Luxury & Premium segment stand out above for BMW in B2B and B2C market.

TARGET AUDIENCE 3: SOCIAL MEDIA

  • BMW’s post a day strategy is quite massive in the competitive social market 
  • Virtual-life presence provided by the organization in social channels (Liu. 2022)
  • Responsibilities in E-commercial business for personalized experiences (Singh et al. 2022)

In social media advertisements BMW is the manufacturing leader in motorcycles and automobiles announced by the company. The B2C market competitively increases the Lagrange and mid-range modules for fundamental developments in the organization. 

BRAND GUIDELINES AND MANDATORY INFORMATION

  • Brand consistency across the globe as an performance powerhouse
  • Manufactures the WWI (engines for air-vehicles), for Airlines
  • Manufacturing leader in motorcycles and automobiles (Johnson et al. 2022)

BMW maintains several implications in the business perception of the BMW has been analyzed for the developing brand image and maintaining the sales advancements in the organization. This brand has created consistency across the globe as a performance powerhouse. This organization helps in IAA mobility for organizational development in the next 10 years.

BUDGET AND EVALUATION

Mid-budget (sales) Mid-budgets (sales) Up-budgets (sales) Net sales ($)
FY 2020-2021 $ 6420 $ 7856 $ 8646 35,423
FY 2021-2022 $ 7885 $ 11,350 $ 14,950 37,653

These procedures of futuristic events that BMW has included in their projections have also delivered some methods for the communication development in financial assessments. This also increases some mechanical advancements in order to maintain product outline in long term goals for BMW. This also creates some integrated variables that forms brand sales in different perspectives.

TIMESCALES

  • To achieve mechanical advancements in order to maintain product outline in long-term goals (Singh et al. 2022)
  • To develop the IAA mobility for the organizational development in next 10 years 
  • To push BMW in different sectors as luxury brand in car and motorcycle brand (Bmw.com. 2022)

This has been noted that several implications of the fundamental valuers and its assessments in the timescales of the organization has been reflected. BMW as an organization provides some most developed mobility services in the market that increase recent sales of the organizations in programming new ventures in the business engagements.

CONCLUSION

This report has been concluded that several implications in the business perception of the BMW has been analyzed for the developing brand image and maintaining the sales advancements in the organization. This has been concluded that futuristic events that BMW has included in their projections have also delivered some methods for communication developments. This report has concluded that BMW as an organization provides some most developed mobility services in the market that increase recent sales of the organization.

References

Dörnyei, K.R., 2020. Limited edition packaging: objectives, implementations and related marketing mix decisions of a scarcity product tactic. Journal of Consumer Marketing37(6), pp.617-627. https://doi.org/10.1108/JCM-03-2019-3105

Khurram, A., Hassan, S. and Khurram, S., 2020. Revisiting porter five forces model: Influence of non-governmental organizations on competitive rivalry in various economic sectors. Pakistan Social Sciences Review4(1), pp.1-15.

Kowalska-Pyzalska, A., Kott, J. and Kott, M., 2020. Why Polish market of alternative fuel vehicles (AFVs) is the smallest in Europe? SWOT analysis of opportunities and threats. Renewable and Sustainable Energy Reviews133, p.110076.https://doi.org/10.1016/j.rser.2020.110076

Shu, J., 2022, April. Analysing on External Environment and Industrial Competition of High-tech Companies. In 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022) (pp. 76-80). Atlantis Press. 10.2991/aebmr.k.220405.015

Statista.com (2022), The UK economy - Statistics & Facts Accessed from: https://www.statista.com/topics/6500/the-british-economy/ Accessed on: 13.02.2023

Statista.com (2022), United Kingdom - Statistics & Facts Accessed from: https://www.statista.com/topics/755/uk/ Accessed on: 13.02.2023

Statista.com (2022),Tech sector business performance in the United Kingdom 2021, by segment Accessed from: https://www.statista.com/statistics/1295726/tech-sector-business-performance-uk-by-segment/ Accessed on: 13.02.2023

Thumiger, B., 2021. The valuation of Tesla and BMW in a disrupted industry: a comparative analysis.10.21256/zhaw-24386

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