Final Assignment for Marketing

Introduction:

In the 21st century the automotive industry are very dynamic and highly competitive. In 1916 BMW founded as a motorcycle and engine manufacturer company in Germany. Form a report of 2013 BMW group had 106,407 employees worldwide. By 2012 all BMW series brand cars sales went up by 10.6%to 1,845,186 units which ensure BMW group retained pole position in the premium segment. one of the major strength of BMW is strongest brand portfolio worldwide and also completely high profit margin. The dynamics increase of car sales in 2012, the BMW Group has been able to reach new heights in terms of sales and profits. Group sales grew dynamically by 11.7% to € 76 million for the year (2011: € 68 821 million) ( BMW annual report 2012).

This assignment is divided into two main sections. Relevant theories and contents have applied in the main section. This assignment will give a clear idea about marketing strategies and tools applied to BMW. In the first section I discus company market share and also discuss the formulation of business strategy by using different strategic tools as SWOT, PEST in UK markets. I also try to identify their competitive market followed by identification of its competitive edges.  In order to discus second part recommendation in marketing strategy I used three STP process (how to position in new market) and marketing mix and programme and also use their marketing objective and goal. .

Part: A

Research methodology:  

A survey might be based on two types of data, primary and secondary data. Primary data is information that must be collected. Secondary data are data that are now accessible. In this study, only secondary data has been used. The purpose of this study is to examine the use of secondary sources of research and analysis for the secondary analysis of survey data on the basis of BMW.

Secondary data is the re-analyzed of data in order to answer the original question, with better statistical technique. The purpose of secondary data analysis is performed to verify that data from original research are preserved and secondary analysis is funded. According to (McArt & McDougal, 1985; Polit & Beck, 2004), “Secondary analysis of data is a method in which data collected in another study is used to answer new research questions or use different statistical techniques”.

This method has a long history with data from existing studies on the results of the first study and can confirm or lead to a better understanding of BMW problems or indicate areas for future studies can be compared. Studies of secondary analyzes usually have less time to perform the following operations, such as access to the sites of data collection and data collection will take time. According to ( Polit &Beck 2004;wolf 1986) The analysis of secondary data is not meta-analysis, however the meta-analysis is a method that integrates and combines the results of several studies on the same topic.