THE BMW JOY SALES EVENT

THIS HOLIDAY SEASON, WE'RE SPREADING
JOY WITH A HOLIDAY CREDIT OF UP TO $2,500.
Our favorite time of the year is here. And now you can celebrate it by driving away in an Ultimate Driving Machine®. Until January 3, 2011, take advantage of unprecedented offers on all 2011 models. Enjoy a Holiday Credit of $1,500 on the 1 Series, 3 Series, 5 Series (including the Gran Turismo) and Z4. You'll also receive a $2,500 Holiday Credit on the X5, X6 and 7 Series (excluding the 760Li and Alpina). And when you buy or lease through BMW Financial Services, you'll enjoy financing rates as low as 0.9% or no down payment. 1


Every BMW comes standard with luxurious interiors, stunning exteriors and thrilling performance. And with dozens available for you to choose from, you'll find the model for you. So, visit your local BMW Center before this very special offer ends on January 3, 2011.

Week 14- ( Chap.8)-Segmenting Targeting Markets

In United States, BMW is a niche market. Although BMW, Mercedes-Benz and Audi dominate the market for executive cars, BMW has found its specific target market by focusing on a relatively small group of customers. However, the brand and cars make BMW successful. It often said that said that " its better to be a relatively big fish in a small pond than a small fish in a big pond". BMW does that by shrinking the market and creating a specialized marketing mix for the customers. For example, the customer at BMW dealers look for cars that are classic, executive, and sporty. Generally, the people that own a BMW car are professionals, not saying that an illiterate person shouldn't have it. As a example I have a family who is a doctor and he has one BMW Z4, my boss who is a pharmacist has a BMW M3. In addition, young married/divorced without children are more likely to have a BMW, not saying that elderly or parents shouldn't have it. In my way to BMCC every morning I see business people driving this car. I know for sure that in the future I will be in that position. BMW dealers are more visited in Manhattan Downtown than in The Bronx. It means that they target geographically that community in Downtown because over there customers have more purchasing power and is more accessible. BMW also fulfill the needs of the customer and the environment. They manufactures their car thinking quite a lot about sustainability. BMW is one of the three biggest player in the market for executive cars. The competition for sales between the big three German premium brands is heating up but BMW still remains ahead of rivals Audi and Mercedes-Benz. For November 2010, BMW Group's global sales were 129,014 units - a 20 percent rise over the same month last year. BMW outsold its closest competitor Mercedes-Benz by more than 15,000 units. Mercedes-Benz global sales were 112,300 units while the VW Group's Audi brand were 87,050. BMW benefited from having a new 5-series and the all-new X1 and MINI Countryman models to offer its customers.

Source: Bloomberg

http://www.bloomberg.com/news/2010-12-08/bmw-says-november-sales-gained-putting-2010-car-delivery-goal-in-sight-.html

Week 13-( Chap.11)- Developing and Managing Products

In October 2002, the world-renowned automobile manufacturer from Germany, BMW Group (BMW) was awarded the 'Outstanding Corporate Innovator (OCI)' title for 2002, by the Product Development & Management Association (PDMA).

This award was given for BMW's demonstrated exceptional skill in constantly creating and capturing value, through its innovations and development of new products. Commenting on BMW's selection for the award, the Chairman of the OCI Awards Selection Committee said that the company had shown a strong strategic commitment to innovation. The award came as a major recognition of the company's decision to let innovation be the driving force for its product development process throughout the late 1990s. Industry observers expected this development to further help BMW establish itself as one of the leading players in the premium segment of the global automobile market. According to analysts, BMW's innovation management system, developed in the late 1990s was the main reason behind the company winning the OCI title.

This innovation management system enabled BMW to exploit various path breaking technological innovations, right from the idea generation stage to the market introduction stage. This system enabled BMW to develop a continuous stream of new products and brands. Company sources admitted that by focusing on new product development practices using the innovation approach, BMW successfully withstood competitive pressures and held on to its market position. BMW is already working with consumers. The benefits of embracing new consumer interaction practices and experimenting new ways of seeking consumer inspiration. With the availability of new and technologies and a little imagination they recognize that they cannot maintain competitive advantage by relying only on traditional methods. Companies intrigued by this may want to start by conducting a small experiment such as opening up a design meeting or a brainstorming session to consumers who may have an opinion, product suggestion, or new business idea.

Finally this video will show you more about what BMW is doing:

BMW