BMW SWOT
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Transcript of BMW SWOT
![Page 1: BMW SWOT](https://reader036.fdocuments.in/reader036/viewer/2022082807/55493915b4c905054d8b49d3/html5/thumbnails/1.jpg)
MARKETING CASE STUDYPRESENTATION
BY GROUP 3
BMW’S “COMPANY OF IDEAS” Campaign:
Targeting the “Creative Class”
![Page 2: BMW SWOT](https://reader036.fdocuments.in/reader036/viewer/2022082807/55493915b4c905054d8b49d3/html5/thumbnails/2.jpg)
CASE OVERVIEW
• THE ULTIMATE DRIVING MACHINE.• GOING BEYOND “THE YUPPIES”.• TARGETING THE “CREATIVE CLASS”.• “THE COMPANY OF IDEAS” CAMPAIGN.
![Page 3: BMW SWOT](https://reader036.fdocuments.in/reader036/viewer/2022082807/55493915b4c905054d8b49d3/html5/thumbnails/3.jpg)
QUESTIONS
• CRITICALLY ANYLYSE BMW’S “COMPANY OF IDEAS” CAMPAIGN. DO YOU THINK THAT THIS CAMPAIGN WHICH TARGETED NEW CLASS OF CUSTOMERS WAS NECESSARY, CONSIDERING THE COMPANY’S GOOD PERFORMANCE IN 2005?
• DO YOU AGREE WITH THE CRITICS THAT BMW WAS LOSING ITS SOUL? DISCUSS.
![Page 4: BMW SWOT](https://reader036.fdocuments.in/reader036/viewer/2022082807/55493915b4c905054d8b49d3/html5/thumbnails/4.jpg)
SEGMENT CHANGE
CREATIVE CLASSYUPPIES
• YOUNG URBAN PROFESSIONALS
• UPPER MIDDLE ECONOMIC CLASS
• UPWARDLY MOBILE• AGE GROUP 20 TO 30’S
• SCIENTISTS• ENGINEERS• ARCHITECTS• EDUCATORS• WRITERS• ARTISTS• ENTERTAINERS
![Page 5: BMW SWOT](https://reader036.fdocuments.in/reader036/viewer/2022082807/55493915b4c905054d8b49d3/html5/thumbnails/5.jpg)
WHY SEGMENT CHANGE ?
• ONLY 2 % OF THE CURRENT SEGMENT• 1.6 MILLION BY 2010• RISE OF CREATIVE CLASS PEOPLE• HUGE POTENTIAL FOR NEW MARKET• HIGH COST OF MANUFACTURING• NET PROFIT NOT INCREASING
![Page 6: BMW SWOT](https://reader036.fdocuments.in/reader036/viewer/2022082807/55493915b4c905054d8b49d3/html5/thumbnails/6.jpg)
INNOVATION & CREATION
• AD SHOWS LIEPZIG PLANT WHICH WON ARCHITECTURE AWARD IN 2004
• FLAME SURFACING DESIGNS (BANGLE BUTT)• ENVIRONMENT SENSITIVITY
![Page 7: BMW SWOT](https://reader036.fdocuments.in/reader036/viewer/2022082807/55493915b4c905054d8b49d3/html5/thumbnails/7.jpg)
AD CAMPAIGNPRINT AD
NO
MATCH
AIRBAGS
RISKY
TV AD
OVERTHINKERS
EUPHEMISMS
BENEDICT ARNOLD
ENEMY OF IDEAS
“WE MAKE SURE GREAT IDEAS LIVE ON TO BECOME ULTIMATE DRIVING MACHINES”
![Page 8: BMW SWOT](https://reader036.fdocuments.in/reader036/viewer/2022082807/55493915b4c905054d8b49d3/html5/thumbnails/8.jpg)
![Page 9: BMW SWOT](https://reader036.fdocuments.in/reader036/viewer/2022082807/55493915b4c905054d8b49d3/html5/thumbnails/9.jpg)
MARKETING STRATEGY COMPARISON
OLD
AGE GROU
P
INCOME
NEW
AGE GROU
P
INCOME
LIFE STYLE VALUE
SPERSO
NA.
DEMOGRAPHIC
DEMOGRAPHIC + PSYCHOGRAHIC +
GEOGRAPHIC
![Page 10: BMW SWOT](https://reader036.fdocuments.in/reader036/viewer/2022082807/55493915b4c905054d8b49d3/html5/thumbnails/10.jpg)
SWOT ANALYSIS
STRENGTHS•LEADER IN LUXURY CAR SEGMENT•DYNAMISM IN GROUP•AD CAMPAIGN MATCHES WITH COMPANY BASICS.•STRONG MARKETING CHAIN AVAILABLE IN US.
WEAKNESSES•NET PROFIT AT THE END OF 2005 WAS LOW FOR BMW GROUP•CONFUSION OVER AD•ONLY IN HOUSE STUDY DONE.•HEAVY COST ON PRODUCTION
![Page 11: BMW SWOT](https://reader036.fdocuments.in/reader036/viewer/2022082807/55493915b4c905054d8b49d3/html5/thumbnails/11.jpg)
SWOT ANALYSIS
OPPORTUNITIES
• MARKET CAPTURING THROUGH EMERGING CREATIVE CLASS•REVENUE GROWTH THROUGH NEW SEGMENT
THREATS•LOSS OF OLD BRAND IMAGE & CUSTOMER•CRITISISM FROM EXPERTS AS DEFENSIVE CAMPAIGN•HIGH COST OF NEW AD CAMPAIGN•IMAGE DEPENDENT ON NEW AD COMPANY
![Page 12: BMW SWOT](https://reader036.fdocuments.in/reader036/viewer/2022082807/55493915b4c905054d8b49d3/html5/thumbnails/12.jpg)
LEARNINGS
• NEED FOR SEGMENTATION• CRITERIA FOR SEGMENTATION• TARGETTING THE SEGMENT