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About this document
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- 5 pages
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- $5 one-time, yours to keep
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- Subject
- Business Strategy, Marketing
This case study examines BMW’s marketing strategies, focusing on their appeal to male customers despite women making up the majority of car buyers. It discusses BMW’s branding, advertising, and website customization. It is for a marketing principles course.
What's inside
- BMW's marketing focus on male customers
- Branding and model naming strategy
- Advertising in James Bond movies
- Website customization options
- Comparison with Best Buy's marketing to women
- Suggestions for a dual-targeted marketing approach
Who it is for: Students studying business strategy and marketing. (Undergraduate)
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Summary
BMW's marketing strategies are analysed. Students learn about BMW's current marketing efforts and how they might appeal to women.
BMW's current marketing strategies
BMW's model names, movie appearances and website choices are described. BMW's marketing is said to appeal to men, but not to women.
Women's buying habits
Car and electronics buying habits of women are discussed. BMW's website choices are said to appeal to men, but not to women.
Suggestions for BMW
BMW's current marketing strategies are described. BMW is advised to consider marketing to women too.
Key terms
- BMW
- A car manufacturer that uses numbers and letters for its model names.
- James Bond movies
- Four movies that featured BMW cars.
- Best Buy
- A store that sells consumer electronics.
- female demographic
- Women who buy cars.
- action movies
- Films described as 'action movies' by the Motion Pictures Association of America.
- model naming scheme
- BMW's use of numbers and letters for its model names.
Questions this document helps with
- Who buys most cars?
- Which car brands appeal to women?
- How can BMW appeal to women?
Summary written with AI from the document's text.
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