Ch. 4 - The Marketing Environment

To ensure the sales of their products BMW not only had to make their products attractive but also encourage their market that BMW is the only way to go if you urge to ride in luxury, being that these products are considered “high end “it would only make sense to say their market would be people with disposable incomes, but it is not that simple. More specifically BMW target market is to the person(s) who truly value high standards and quality in their vehicles and are somewhere around the $75,000 salary which is typically a person over the age of 25. Sounds a little broad right? But it doesn’t stop there, BMW has a range of cars from 3-7 which individually meets all consumer needs on different levels. For example if you want your car to be small, fast but still maintain top of the line features then anything in the 3series collection would fit your liking. If you’re on the taller side or just want a spacious car that is just as fast if not faster than a 3series then one of the 7serires collection is for you. Maybe you’re a family person and really need something spacious for people and stuff but still capable of 0-60 in under 10 seconds then the x5 or x6 series will satisfy your needs, the list goes on. It’s evident that no matter how tall, short, heavy set, skinny, jeep lover or coupe fanatic there is a car for you. On a different note, BMW has to keep up with their brand so keeping up with times of today’s technology may be difficult do to the rapid changes in technology. So if their product doesn’t have what the newest computer has or more then that can affect the sales. However, BMW put a new technology of on window shield navigation, self-parking, wireless charging and hand signal commands to not only be updated with the hottest technology but to differentiate themselves from competitors.  

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