Read e-book online BMW Brand Audit PDF

By Marion Maguire

ISBN-10: 3638653137

ISBN-13: 9783638653138

medical examine from the 12 months 2004 within the topic company economics - advertising and marketing, company conversation, CRM, marketplace learn, Social Media, grade: A, Hawai'i Pacific collage (HPU), direction: model administration MBA type, language: English, summary: A survey used to be performed to examine the emblem BMW and the firms branding technique. The survez indicated the subsequent: because the sensible luxurious market’s conventional male domination is lessening, the objective marketplace for BMW includes either genders. Citizenship or ethnicity is unimportant. As an exporter, BMW target is to entice each person despite ethnicity. BMW believes the confident institutions (country of foundation) for his or her model help them of their export markets. The survey effects point out that the BMW message is achieving their target audience. Of the survey respondents, extra then thirds recalled BMW as a luxurious automobile, approximately all recalled BMW as a overseas motor vehicle, and all respondents well-known the BMW name.

BMW produces types concentrating on the singles marketplace in addition to versions for households. The survey facts exhibits the attributes on the subject of institutions with the singles industry to be some distance weaker then these excited by the relatives industry. BMW realizes that their objective market’s monetary prestige calls for them to target a extra expert purchaser, person who has accomplished collage, and survey effects ascertain their good fortune. the cost segmentation BMW chooses limits its target audience to contributors at greater degrees of source of revenue. The industry segmentation calls for source of revenue degrees such as expert members and execs. Professions of survey members integrated managers and different professional’s BMW targets.

The survey additionally indicated respondents no longer precise through BMW have an interest their items. it is a results of BMW’s organization as a standing image. Our survey led to a rating of 4.1 and 4.6 (5 greatest attainable) while contributors have been requested to point contract with the phrases ‘prestigious vehicle’ and ‘status symbol’, respectively. a few of these no longer specified but drawn to BMW may movement into the objective industry via commencement from collage or expanding degrees of company responsibility.

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BMW Brand Audit by Marion Maguire

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