Marketing Excellence: BMW Essay

? 1. What ar the pros and cons to BMWs selective rear marketing? What has the firm d wizard easily over the years and where could it improve? When I see someone riding in a BMW, I know that they must(prenominal) be making good specie. The emboss for people who drive BMWs is that they atomic number 18 rich, and these ar the people that the people over at BMW target. The pros to targeting the higher income community is that they impart be targeting people who are to a greater extent promising to purchase their product.Since BMW is kn testify as a luxury car, people who score turn away incomes are less likely to purchase from them. The cons to the selective marketing are that by not advertising to start income people, they have nothing to be actuate for. Someone could see a BMW ad, and be motivated to one day own one. Since the market is specific all(prenominal)y the wealthier incomes, the lower income population may not be as aware of BMW. I see commercials for Mercede s all of the time now, and I know that I cant afford one yet.As soon as Im able too, I invention on making it a antecedence to purchase a Mercedes. The firm has do a great job of up(a) its vehicles over the years. They have added so more electronic features to its cars to stay up to visualize with technology. BMW also has come out with superior SUVs for people with larger families and who are more active. To improve, I would suggest that they maybe create a model for the lower income population. Considering the majority of the population is middle-class or lower, there is a whole untapped market for BMW to reach. 2.BMWs sales slipped during the widely distributed recession in 2008 and 2009. Is its segmentation dodging too selective? Why or why not? I would point that their strategy is not too selective. During the recession, everybody struggled. So to blame BMW for their strategy that had made them so successful in the first place would not be fair. I recall that their strategy couldve actually helped them during that time. Since BMW is so selective, they are only targeting people that have money anyways. So money that they spend on advertising wasnt necessarily organism wasted.