Most of the people value “a feeling of safety” while using BMW, which positions BMW Group ahead of its competitors in customer satisfaction. BMW has setup its manufacturing facilities in many smaller and emerging markets recently. The names and other brand information used in the Marketing Mix section are properties of their respective companies. The large number of new BMW and MINI models will play a major part in this.”. In the end it may be said that the BMW Group distinguishes from its customers by its great advertising and marketing campaigns and mostly by their great brand image. James Bond drove the new Z8 before the car was launched and in “Austin Powers 3-Goldmember” the MINI Cooper was used. This has helped the company to expand its market to many smaller countries as well. BMW Vision iNEXT. The report will look at the current business strategy that BMW adopts and also the future strategy of BMW Group. In the Reithofer strategy for emerging markets, he emphasized on targeting a double-digit growth in the Chinese market for 2010. However, BMW invests in technology and has brought a large range of cars, SUVs and small MINI cars to the market. BMW was founded by Karl Friedrich Rapp in 1913, under the name of BFW (Bayerische Flugzeug-Werke). BMW is also the parent organization for other automobile brands like sports coupe manufacturer Mini Cooper and luxury car manufacturer Rolls-Royce. This, subsequently forced the company to concentrate on only passenger automobiles. BMW Group reported strong growths in 2009 in emerging markets such as China, Brazil and India. BMW Group adopts a marketing campaign of targeting its customers. Business strategy has been defined by Johnson, Scholes & Whittington in their book “Exploring Corporate Strategy” as “a strategy that is concerned with how a business competes successfully in a particular market. Hence, this conclude the BMW marketing mix. BMW Group should also look to make new collaboration with other car manufacturers i.e. We're here to answer any questions you have about our services. This is a lucrative figure, enabling buyers to imagine a possibility of owning a luxury segment vehicle. Also, innovative and fresh products are introduced at regular time intervals according to the changing needs of the customers. Product, Price, Promotion and Place is called the Marketing Mix. The mission statement of the BMW Group says that the company is trying to reduce costs by reducing the number of employees and by reducing costs on Research & Development. The BMW Group sold a total of 1,286,310 vehicles worldwide in 2009. By, these people have a clean modern look and a feel good factor. The marketing strategy of BMW Group will include their segmentation, target markets, marketing mix and by using SWOT analysis, the author will describe the advantages and benefits it is delivering to its customers and also its disadvantages. We are beginning the New Year with a sense of optimism, even though we are still feeling the effects of the global economic crisis. Bayerische Motoren Werke AG or BMW as it is known around the world, is a German luxury automobile manufacturer. BMW Group has a strategy of targeting their customers by using segmentation. Save Thousands on a New Car! BMW Group focuses on being labeled as a “luxury car” and “a foreign or international car”, so BMW Group does not look to target one ethnicity or citizenship. In the slogans i.e. Dealer Incentives are set incentives or rebates made by the factory to the dealer to lower the cost of the vehicle from the factory to the dealership. But the BMW cars are not used that much as compared to other developed economies. BMW Group adopts a differentiation strategy i.e. (www.europeanceo.com). BMW (Bayerische Motoren Werke) in English (Bavarian Motor Works) Group is the leading car manufacturer and seller in the world. Striving in order to reach a leading position in attractive markets. Below is the pricing strategy in BMW marketing strategy: BMW Group has always been a premium player in the market, offering high end luxury automobiles which are considered a status symbol. These figures suggest that Mercedes-Benz are decreasing in sales and are left behind Audi. Company Registration No: 4964706. The Destination Fee is what the factory or manufacturer charges to get the vehicle from the factory to the dealership. (Some information taken from http://ivythesis.typepad.com). Audi Company has a future strategy that focuses on more investment in Research & Development to look into new areas of the automobile industry. It has been reviewed & published by the MBA Skool Team.