Case study #8: BMW

Have “Imagination at Work,” “Contamination,” and “Hallucinations” successfully communicated Gee’s focus on its newer endeavors? Why or why not? Yes, they have. Because “Imagination at Work” successfully highlights Gee’s focus on new technology used in the work place such as aircraft engines and medical systems. “Contamination” naturally leads people to think of “CEO” and “environmentally-friendly’ and it emphasizes Gee’s new focus on “green technologies” such as solar energy. “Hallucinations” is even more obvious n promoting health and medical technologies.

Each of the three campaigns has their own focus yet shares the same word “Imagination” to pull the Identity of the much diversified company together. Case study #8: BMW

Question 1: What are the pros and cons to BMW selective target marketing? What has the firm done well over the years and where could It Improve?

Pros: Recognize customer differences and Identify their needs better; build a strong reputation In a specific product area; boost brand loyalty; achieve more efficient In reaching to the roof of consumers they have the greatest chance of gaining and satisfying; when marketing efficiency Increases, profit Increases.

Cons: They may leave some potential customers out of the target; limit market share; heavily rely on market research being accurate In Identifying their target market.

Question 2: Bum’s sales slipped during the worldwide recession In 2008 and 2009. Is Its segmentation strategy too selective? Why or why not? No, the slip In sales during economic recession cannot serve as the sufficient evidence of the segmentation strategy being too selective.

Because according to basic economic principles, when disposable Income decreases, demand for normal and luxury goods decreases. During the economic downturn, It Is normal for BMW to experience a drop In sales and so Is for most companies. However, BMW need to pay attention to how selective they get because If the market segmentation Is too selective, It equates to deliberately Limiting their own growth.

Marketing Case Study By futurities own focus yet shares the same word “imagination” to pull the identity of the much

Question 1 : What are the pros and cons to Bum’s selective target marketing? What has the firm done well over the years and where could it improve?

Pros: Recognize customer differences and identify their needs better; build a strong reputation in a specific product area; boost brand loyalty; achieve more efficient in reaching to the marketing efficiency increases, profit increases.

Cons: They may leave some potential accurate in identifying their target market.

Question 2: Bum’s sales slipped during the worldwide recession in 2008 and 2009.

Is its segmentation strategy too selective? Why or why not? No, the slip in sales during economic recession cannot serve as the according to basic economic principles, when disposable income decreases, demand for normal and luxury goods decreases. During the economic downturn, it is normal for BMW to experience a drop in sales and so is for most companies. However, BMW need to pay attention to how selective they get because if the market segmentation is too selective, it equates to deliberately limiting their own growth.

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