Premium Essay

Bmw, Mp

In: Business and Management

Submitted By Rane
Words 8773
Pages 36
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|BMW AG |
|Marketing Plan |
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|Robbie Johnson, Paul Vitale, Tim Lyons, Nathan Davis, and Laura Rusbarsky |

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Executive Summary

Plan Overview: • We made sure to do the SWOT Analysis for BMW. Our strengths are our brand recognition and reputation for quality while our weaknesses are our high repair costs and vulnerability to currency fluctuation. Additionally, our opportunities are increased media attention on the 2012 Olympics and the BMW Championships golf tournament (both of which we sponsor) and our threats are the rising cost of fuel and the severe economic downturn. • We examined several trends affecting BMW and the car industry as a whole. Every automobile manufacturer must find ways to deal with increasingly demanding regulations on emissions and fuel economy from the EPA. Further, BMW’s customers care about being cutting edge, so we must find ways to thoughtfully integrate the latest technologies (navigation system, Bluetooth, HD radio)…...

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