Bmw I3 Electric Car

Executive Summary

This Marketing Plan summarises the 3 year operational plan for the BMW i3 Electric Car, it addresses the internal and external factors which will affect the brand as well as the competitors it will face in the market. Objectives were outlined, target markets were identified and subsequent tactics and action plan were put in place to achieve those objectives. Controls were also put in place in order to measure the success of each objective.

Section one provides a Macro Analysis which includes a PESTLE analysis where various factors were identified which in turn helped shape the entire campaign. E.g. The i3 was eligible for zero London congestion charge which could make the car more desirable for those who live in London. The SWOT analysis also helped to identity factors which would set the i3 apart from the rest in the electric car market, factors which could be built upon in the campaign, such as the strong image of the BMW brand, a factor which could be a deciding factor for a consumer. The micro analysis was carried out; this provides a market overview, the view of the consumer and an analysis of competitors. The markets overview shows that although the electric and hybrid market only makes up 1.4% of the total market, sales have increased by 5.5% from 2011 to 2013. The competitor analysis shows that there are a number of top of the range electric cars such as the Nissan Leaf and the Ford Focus Electric, but there is also a high demand for Hybrid cars which currently appear to be more popular than electric cars.

Section two discusses the objectives for the three year campaign; they are SMART objectives which will ultimately achieve BMW’s aim, to build a reputation as manufacturer of premium electric cars, so awareness needs to be raised in order to increase sales. Objectives range from increased market share, to increasing the number BMW dealerships selling the i3.

Section three has