Chapter 6 Consumer Decision Making

“We set future standards today” is the main slogan for BMW and that sentence alone attracts consumers to their product because who doesn’t want to be a trendsetter in society, but it’s not just a sentence that made BMW master their effect on consumer decision making; it is the brand of BMW and how they run their organization as a whole. Let’s start with the first steps of purchasing a product which is need and want, every time you see a BMW product it is always displayed in the best lighting and atmospheres while performing its top features, which makes the consumer automatically want it because it seems to be the elite of cars. It is easy to show a consumer why he/she should want something but to prove why they need it is the real work which as always BMW completed by showing their consumers the intricate design that enhances aerodynamics, ventilation and efficiency which in other words means you are driving with the wind. Besides the look of the vehicle BMW has proven to their consumers a comfortable commute in their vehicles with spacious seating and back seat reclining so one person can nap or just relax while catching up on some office work. Technology is a major factor in society today so by providing the most updated software it combines a consumer needs and wants because consumers need the software to be compatible with current devices but also wanting the newest software as a luxury to get things done faster with less work, such as voice commands and hand gestures for demands or the self-parking. When you think of BMW you think luxury, presentable, expensive, and when you look up BMW typically you’ll find feedback such as being the best of the best and driven by the best which is intense stimuli on your internal and external research. However this high end brand BMW created also formed a culture and refined to an upper class social class where consumers of all ages are striving for.

Chapter 5 Developing A Global Vison

From originating in Munich, Germany to successfully launching 23 production shops in 13 different companies, 12 research and development plants in 5 countries, it is clear that BMW has realized the importance of globalization. However realizing the importance and considering the risk of globalization are two major factors that are extremely relative. BMW had to figure which country can rationalize their currency the best, has a large market for cars and maintain the “high End “brand they created. In fact BMW found USA to be the most competent country to meet all criteria, starting with the ratio of 1$ to .91Euro  which is great compared to other countries where 1 currency varies form .60 euro and below, also USA has the 2^nd largest car market in the world so BMW will definitely get their money worth. The USA is one of top viewed countries on the internet which exposes BMW to other countries and will create a higher demand. In addition, the USA was a smart decision to open shop in because even though BMW can manufacture their cars in less developed countries to profit more; they will be losing integrity of the brand due to lack of professional and expertise in skill with assembling luxury vehicles, rather than a more developed country like the USA.

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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