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Anaeli Aleman Baldor BMW (Bayerisch Motoren Werke) Marketing Plan BMW (BAYERISCH MOTOREN WERKE) MARKETING PLAN Contents Executive Summary Company Profile Market Segmentation & Targeting Situation and Company Analysis Ethics and Social Responsibility Marketing Information and Research Customer Decision-Making Profile Positioning and Differentiation Branding Marketing Mix (4Ps) Product Strategy Pricing Strategy Place: Distribution Strategy Promotion: Integrated Marketing Communications Strategy Budget Action Plan Risk Factors Attributions Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 1

Anaeli Aleman Baldor BMW (Bayerisch Motoren Werke) Marketing Plan Executive Summary BMW AG (German) was originally an initialism for Bayerische Motoren Werke in German or Bavarian Motor Works in English) is a German multinational company that currently produces automobiles and motorcycles and produced aircraft engines until 1945. The company was founded in 1916 and is headquartered in Munich, Bavaria. BMW produces motor vehicles in Germany, Brazil, China, India, South Africa, the United Kingdom, and the United States. In 2015, BMW was the world's twelfth-largest producer of motor vehicles, with 2,279,503 vehicles produced. The Quandt family are long-term shareholders of the company, with the remaining shares owned by public float. Automobiles are marketed under the brands BMW (with sub-brands BMW M for performance models and BMW Motorrad. The company has a significant motorsport history, especially in touring cars, Formula 1, sports cars, and the Isle of Man TT. Everything about the brands is designed to transform customers' dreams into reality, today and in the future. BMW is one of the world's leading premium manufacturers of automobiles and motorcycles and premium financial and mobility services. Company Description The company Bayerische Motoren Werke AG is involved in the production and marketing of cars and motorbikes. The company is divided into the following business segments: Financial Services, Motorbikes, Automotive, and Other Entities. The Automotive segment designs, develops, produces, assembles, and markets automobiles and off-road vehicles under the Rolls-Royce, BMW, and MINI brands, in addition to accessories and spare parts. The premium sector is the main emphasis of the motorcycles section. Retail clients can obtain credit financing, leasing, and other services from the Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 2

Anaeli Aleman Baldor BMW (Bayerisch Motoren Werke) Marketing Plan Financial Services section. Activities related to holding and group finance are included in the Other Entities category. Munich, Germany serves as the company's headquarters. It was established on March 6, 1916. Target Segment BMW Group concentrates on being famous as a "premium car" and "an extraneous or international car", which means BMW Group targets internationally, rather than on one concrete ethnic or citizen group of customers, aged in their late twentieth and fortieth. However, the targeting strategy implemented by the German group shall be described as a concentrated targeted strategy as the group directs its marketing effort towards only high-income customers who want to own the most chick car with a sleek, up-to-the- minute look and luxuries factor. The main factor BMW Group emphasizes on targeting affluent customers on high-income earners. Competitive Advantage BMW's business strategy may be defined as product differentiation with a special emphasis on design and digitalization. Electromobility is the most recent path for BMW Group product differentiation, with the business launching its completely electric BMW i3 in 2013. In 2014, the BMW i8 plug-in hybrid car was released. Furthermore, BMW's business strategy emphasizes on individual mobility in the luxury category, which is complemented with appealing mobility services. The following factors contribute to BMW Group's competitive advantage: 1. Status and achievement are represented. BMW belongs to the luxury automotive category and owning a BMW model car may be seen as a symbol of success and social prestige in a society. 2. Effective design and features incorporated into each brand model. The two-section, rounded radiator grille, beautiful aesthetics, sophisticated style, and Hofmeister kink, i.e., the counter curve in the window outline at the foot of the rear roof pillar, are examples of common design and effective elements. Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 3

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Anaeli Aleman Baldor BMW (Bayerisch Motoren Werke) Marketing Plan 3. Reasonable after-sales service. BMW has received favorable feedback for its exceptional after-sales customer care, which consumers highly value. Positioning Statement BMW The foundation of the company's marketing operations may be defined as segmentation, targeting, and positioning. BMW, like any other firm, must split the population into separate groups based on a set of specified criteria and offer products and services that are particularly appealing to this specific group. This is referred to as segmentation, targeting, and positioning in marketing. Businesses must utilize segmentation, targeting, and positioning because they cannot offer products and services that are equally appealing to all parts of the population. Segmentation is categorizing potential consumers into separate categories based on variables like as age, social status, lifestyle, and so on. There are four forms of segmentation: demographic, behavioral, and psychographic. Following the segmentation step comes the targeting stage, which is linked with the selection of a certain group(s) as a target consumer segment. Positioning is the final stage of segmentation, targeting, and positioning, and it entails selecting the marketing mix that is most appropriate to the specified target consumer segment. BMW Group employs mono-segment positioning, and as a result, the corporation appeals to a single consumer category. In other words, the BMW Group product range primarily includes pricey automobiles at the premium level, and the corporation does not offer budget vehicles in its inventory to target individuals and households on a tighter budget. Marketing Plan Objectives BMW has retained its core values of delivering premium quality sport-cars since the Group’s foundation. The values are continuously messaged through the advertising campaigns in commercials, billboards, printed ads etc. Moreover, BMW also sets on the thoughtfully to the environment that shall be seen Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 4

Anaeli Aleman Baldor BMW (Bayerisch Motoren Werke) Marketing Plan throughout the advertising strategies. The company has adopted a differentiated strategy, with emphasizes on specific car markets. The market is for customers within the certain segmentation. Company Profile ● Company Name: BMW Group ● Industry: Automotive ● Headquarters (city, state, country): Munich, Germany ● Year founded: March 7, 1916 ● The number of employees: 149,475 employees ● Annual revenue (estimated): $158,446 Billions ● Major products and/or services: Automobiles and motorcycles ● Target customers: BMW's core demographic comprises successful professionals, typically aged 30–50, with higher levels of income. These individuals value both performance and luxury in their vehicles. ● Distribution channel(s): BMW's sales and distribution channels are 80% offline, i.e., the cars are available in stores, which the respective showrooms can provide on customers' visits. The other 20% of purchases are made online in a virtual showroom where customers can customize their cars and later pay for and obtain the cars. ● Key competitors: Audi, Mercedes Benz, Porsche, Jaguar, Lexus. ● Link to website: https://www.bmwusa.com/home.html?cid=GOOGLE_700000001893972_G %7CBMW%7CCXS%7CMiami%7CAll%7CBrand+Core%7CAO%7CAlways+On %7CExact_YEE23+%7C+BMW+Brand+ %7C+Exact&tier=tier2&maco=0428&ch=paid_search&veh=NA&gad_source=1&gclid=CjwKC AjwkY2qBhBDEiwAoQXK5THoX0K1fDRNyXza-DJ03u- v080DfcKJMaSt09qUt9wSLpsuUljWwRoCBbAQAvD_BwE&gclsrc=aw.ds Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 5

Anaeli Aleman Baldor BMW (Bayerisch Motoren Werke) Marketing Plan ● Link to Yahoo! Finance information page (for public companies): https://finance.yahoo.com/quote/BMW.DE/? guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQ AAAA1QdiJRZaeE2XYhqdyyVba3r6wnKuir4iGmArlc6cdtpnNm_L8TKwgKMOcIaHevMKCh gb5ldzkZ1Gf_fm2298QJuVDf8VVuFpEdMtzsH1oZqTqt99eImQUdNZnqZYr721b- vjmCs1Ji4CTr92ifWN77mxdsFqD_2lXNkRIFpSlS Market Segmentation & Targeting ● What problem does your product or service solve? ● Describe the total market for your solution: Who are potential customers? ● What are the key segments within this market? ● Identify and briefly describe 1-3 segments that this company serves. ● Which segment does this marketing plan focus on, and why? Why do you believe this segment will offer growth and profit opportunities? Situation and Company Analysis Economic Environment Because of the political unrest in Eastern Europe, the cost of oil and gas has risen steadily, reducing people's discretionary money in other categories, particularly transportation. Furthermore, while the UK economy has improved, the country has had a double-dip recession and a high unemployment rate in recent years. For example, between July and September 2009, the country began to endure a 0.4% reduction in GDP (Milmo 2012). Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 6

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Anaeli Aleman Baldor BMW (Bayerisch Motoren Werke) Marketing Plan People tend to save more to strengthen the economy and to enhance their confidence in the country's prospects. As a result, interest rates have fallen to a historic low of less than 0.5%. This might benefit the automobile sector since customers may be discouraged from saving because of the low interest rate (Reuters 2013). Technical Environment BMW, for example, has been focusing on R&D and innovation to produce cutting-edge technologies such as I Drive (Unknown 2009). Faced with a resource constraint, there is a push for the development of alternative energy to minimize dependency on gasoline, such as hybrid electric vehicles. People are also more concerned about global warming and are enforcing stricter CO2 emission controls, such as the Kyoto Protocol. As a result, more individuals are beginning to adopt a greener lifestyle (Rushlane.com 2013). Industry Environment The BMW Group is still designing the future and pushing sustainability ahead with its innovations. The circular economy is essential for resource conservation and lowering carbon emissions. For us, circularity means that vehicles are used as a source of raw materials for new automobiles at the conclusion of their life cycle. On average, our cars are manufactured with up to 30% recycled and repurposed components. We intend to keep increasing this amount. To analyze each manufacturing process and locate alternative raw materials, fundamental research, comprehensive development, and a strong focus on sustainability are used. We are focusing on raw materials that are responsibly sourced, processed carbon-free or low in carbon, and highly recyclable. We embrace fresh ideas and rethink traditional tactics in our pursuit of innovative solutions. Our hope and promise: we will turn things around. Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 7

Anaeli Aleman Baldor BMW (Bayerisch Motoren Werke) Marketing Plan Competitive Environment The German car makers have been leading the car market with its cutting-edge technology. However, other competitors are also catching up with increased investment in R&D and industrial design. As far as competition is concerned, BMW's key competitors are other German car manufacturers such as Audi, Mercedes Benz, and Porsche (Wired, 2009). Other non-European players such as Lexus and Acura are also getting a share in the luxury car market. Internally BMW also has competition with MINI and Rolls Royce (Mangold, 2012). Political Environment In general, the political environment in the UK has favored the launched of hybrid electrical car. For example, the government has implemented the scraping scheme for car owners to scrape cars with 10 years of age or above for buying a new car. The emission target of car has been set to 130 g/ km (Reuters 2013) Swot Analysis . Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 8

Anaeli Aleman Baldor BMW (Bayerisch Motoren Werke) Marketing Plan Mission, Objectives & Goals Convert objectives into specific marketing goals that are easy to measure and evaluate, e.g., SMART . (Example: The company’s goal is to increase market share of international theme park visitors by 10% within the next two years.”) The BMW Group's core goal is to be the world's leading provider of Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 9 HELPFUL Ideas HARMFUL Concerns Internal Strengths ● BMW is known for constant product innovations and technological advancements which made it a top brand. ● Diversified portfolio that included Luxury Sedans, sports car and motorcycles. ● BMW cars now comes equipped with IDrive, an in-car infotainment system, which connects all the inner functionalities and capabilities. ● Great Styling and elegant interiors. ● Strong car market presence and a manufacturer that's been around for over 100 years. ● Multiple brands like Mini, Motorrad, and Rolls Royce. Weaknesses ● Strong competition from other luxury manufacturers. ● Being a popular brand, minor controversies affect the company stocks.

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Anaeli Aleman Baldor BMW (Bayerisch Motoren Werke) Marketing Plan premium goods and services for individual mobility. This mission statement is valid till 2020 as of 2015. The BMW Group focuses only on the international premium or luxury automobile markets. The primary goal of this assignment is to show BMW's corporate strategy while also highlighting their aims and business practices in the business environment. BMW's mission is to "be the most successful premium manufacturer in the industry." The statement outlines the indicators by which the firm intends to define its growth trajectory. Furthermore, with this quality, BMW can demonstrate its leadership and influence in the vehicle manufacturing industry. According to the vision statement, BMW is: The BMW iNEXT represents a significant milestone in the BMW Group Strategy for 2021. This futuristic vehicle will incorporate all of the major technologies for individual luxury transportation in the future: Intelligent lightweight design, electric drive train, autonomous driving, and digital connection all work together to provide a new dimension of individual mobility. Ethics and Social Responsibility Current Status BMW committed to quickening the global shift to sustainable transportation by developing goods that benefit society and the economy. BMW developed several novel technologies to further its goal, which they chose to share with rival companies and innovators. BMW felt that it was their societal duty to share their innovations so as not to prevent others from making contributions toward achieving the goal. When someone wants to exploit their technology in good faith, the corporation will not file a patent action against them. Recommendations BMW's rechargeable batteries store and transfer electricity using the mineral cobalt. Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 10

Anaeli Aleman Baldor BMW (Bayerisch Motoren Werke) Marketing Plan Unfortunately, there are a lot of environmental and human rights problems linked to the manufacturing of cobalt. The Democratic Republic of the Congo provides this mineral for around 40% of the global market. Child labor, hazardous working conditions, community relocation, and water contamination from hazardous processing chemicals are some of the alleged abuses in this area. BMW should concentrate its efforts on locating a cobalt substitute and take up the cause of better mining techniques. Marketing Information and Research Research Question BMW will need to enhance their customer service as they push the boundaries of the automotive industry. Information Needed BMW needs to assess how best to serve its clientele. They are devoid of technicians and service centers. They need to decide how to enhance this part of their business the most. BMW should develop a more efficient database to collect and retrieve data about the customers and dealers to take steps to ensure prompt services to the customers. The call center of BMW needs to be virtual and dynamic to respond to the demand and inquiries of the customers to overcome existing few dilemmas in CRM issues at BMW necessitates building a team of employees with strong interpersonal skills to deal with the customers to convince them more vigorously. The marketing and communication of BMW could target properly so that the right person gets the right message. Research Recommendations They ought to recognize focus groups. Surveys and interviews should be done to determine the best course of action for dealing with this problem. Increasing staffing levels at both their current service Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 11

Anaeli Aleman Baldor BMW (Bayerisch Motoren Werke) Marketing Plan centers and any new ones they launch in areas where sales are strong enough to warrant the establishment of a new center are two possible answers. For clients that value rapid service above all else, they may hire mobile service experts or provide a premium option that allows them to join up for a premium service plan at a set fee or pay more for an earlier appointment. Customer Decision-Making Profile Identifying the Customer and Problem BMW's upper-middle-class target market is its focus. The age range is 30 to 60, and the household income is at least $75,000. As the world's attention continues to turn from fossil fuels to renewable energy sources, we think this target market will only grow. The market for hybrid and completely battery- powered automobiles is crowded with rivals. Automakers with established brands like Ford, GM, and Honda, along with several upstarts, manufacture comparable automobiles. Our business views the power of our well-known, robust brand and our three-pronged strategy for marketing, maintaining, and charging our electric cars as a significant competitive advantage. Our firm uses direct sales as opposed to other automakers that use franchised dealerships for their sales. a global network of galleries and showrooms controlled by the firm, mostly located in well-known cities throughout the globe. Owning the sales channel gives us an edge in terms of product development speed and, more crucially, improves the purchasing experience for customers. BMW has increased client demand by merging several service and sales locations. At the service facilities, patrons may service or charge their cars. Additionally, BMW has addressed and resolved one of the biggest problems facing the battery-powered vehicle industry today by building its own network of "Supercharger stations," which allow customers to completely charge their BMW cars for free in around 30 minutes. The purpose of these charging stations is to accelerate the uptake of electric vehicles. The network of Supercharger stations in the US, Europe, and Asia will keep growing. We think that having a strong brand and a methodical approach offers us a significant Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 12

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Anaeli Aleman Baldor BMW (Bayerisch Motoren Werke) Marketing Plan competitive edge in the market for battery-powered cars. We also think that this gives us a wonderful opportunity to keep and expand our clientele. Factors Influencing Customer Decisions Individual and demographic attributes:  Age range: 45 to 64  Male gender  Family size: one to four  Family life stage: Probably mature and well-established. 66% of people do not live with children.  Revenue: More than $100,000  Personality: Put performance and luxury first. enthusiastic about the natural world. Features related to social and psychological aspects:  Culture: affluent, erudite, well-established  Social Class: Middle-class upper-class  Lifestyle: opulent, technologically adept, and environmentally conscious  Inspiration: Adoring a pampered lifestyle and improving the environment.  Mentality: Creative  Reference Groups: Elite  Views: Technology's importance and improving the environment ● Situational features: Situation of Purchase  BMW cars may be bought online or in person at a dealership.  Level of Involvement: Profoundly engaged with the advantages of technology and the environment.  Use the product on a regular basis. Market Offerings: Special and practical Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 13

Anaeli Aleman Baldor BMW (Bayerisch Motoren Werke) Marketing Plan  Daily Usage Brand Loyalty: BMW was ranked #1 in brand loyalty by Forbes Reaching the Customer BMW takes great satisfaction in employing what has been called a "zero-dollar" marketing tactic. Emphasizes word-of-mouth advertising and social media marketing. The customer experience is one way to get to customs. could make use of a referral program that improves the consumer experience by providing financial credit together with extra extras and benefits (car accessories, VIP tickets to Unveiling events, etc..). BMW has an additional distinguishing edge because of its well-liked CEO, Oliver Zipse. As the face of BMW, he has changed. Making use of his big social media following would be another successful marketing tactic. Another unique marketing opportunity would be to make use of cross- promotional chances that arise from Oliver Zipse's other company efforts, such as SpaceX and Solar City. Positioning and Differentiation Positioning and differentiation explain what you want to be known for in the market, and how you are different from competitors. Respond to the following questions. Competitive Advantages BMW's business strategy may be defined as a concentration on design and digitalization, together with product differentiation. The BMW Group's most recent product differentiation strategy is electromobility, and the business debuted its completely electric BMW i3 in 2013. The 2014 model year BMW i8 plug-in hybrid came after this. Additionally, BMW's business strategy emphasizes personal mobility in the luxury market, along with alluring mobility services. The following factors underpin the competitive advantage of the BMW Group: 1. Status and accomplishment are represented. Owning a BMW can be seen as an indication of success and high standing in society because BMWs are considered luxury automobiles. Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 14

Anaeli Aleman Baldor BMW (Bayerisch Motoren Werke) Marketing Plan 2. Good features and design are included in every brand model. The two-section, rounded radiator grille, appealing aesthetics, sophisticated style, and Hofmeister kink—that is, the counter curve in the window outline at the foot of the rear roof pillar—are just a few of these frequent design and useful elements. 3. Competitive after-sale support. Customers really respect BMW's reputation for providing excellent after-sale customer care, which has earned the company good recognition. The top management of BMW properly recognizes the critical role that research, and development (R&D) plays in maintaining the company's competitive edge. R&D spending reached over EUR 4.2 billion in 2015, an increase of EUR 136 million. It is important to highlight that BMW's competitive edge is difficult to maintain over the long run since it depends on the company's capacity to consistently launch new features, products, and capabilities. Market Niche and Positioning Strategy BMW stands itself from the competition because it offers both new and used technology. has established and controlled the market for high-end, long-range electric cars. A BMW product costs less than a luxury gas-powered car or another electric vehicle. To support the functioning of its vehicles, BMW has also constructed the infrastructure that is required, such as a network of superchargers, battery swap stations, and service stations. When compared to other firms that produce electric automobiles, BMW sells its goods in large numbers. This is because every other company's revenue comes from their expensive internal combustion engine automobiles. Up until now, rivals have erred on the side of caution and let BMW dominate the market. Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 15

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Anaeli Aleman Baldor BMW (Bayerisch Motoren Werke) Marketing Plan Positioning Statement Because of its dedication to protecting the environment and transforming the auto industry for future generations, BMW is a green-friendly electric car firm that delivers a real luxury sports vehicle to forward-thinking, environmentally conscious consumers. Repositioning Considerations BMW is ideally positioned in the market as the top EV brand in America and the second-best EV brand worldwide. BMW targeted the wealthy and affluent who are prepared to spend more than they do on cars, which allowed them to establish premium pricing, build a brand identity, and make high unit gross margins. They did this by choosing the smaller volume, price-insensitive performance car market. Branding Brand Description BMW has developed into a technology business that creates technological platforms over the years, going beyond only making automobiles. Future-focused vision is the foundation of your brand. Brand Promise Make items more widely available and reasonably priced, which will eventually result in clean transportation and clean energy generation. This will hasten the transition to sustainable transportation. Brand Voice and Personality [Brand] is BMW (Bayerisch Motoren Werke) Oliver Zipse is a German business executive who has been the chairman of the board of management (CEO) of BMW since 16 August 2019. Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 16

Anaeli Aleman Baldor BMW (Bayerisch Motoren Werke) Marketing Plan Brand Positioning and Strategy Lead the global shift to electric cars and build the most fascinating automotive firm of the twenty-first century. BMW takes great pleasure in challenging the car industry's traditional wisdom. Marketing Mix (4Ps) Product Strategy The primary goal of the BMW Group is to produce ultra-luxury two- and four-wheel drive vehicles for international markets. These items are produced in a few select locations across the world following the unique requirements of each market niche. While the bulk of the items is the same across continents, others provide a great degree of customization to their clients. BMW's four-wheel drive vehicles have long been linked to the premium and high-end product category. The firm has been working hard to earn the reputation of "Premium" among its clientele. Premium sedans, SUVs, and sports vehicles that provide style, performance, and a status symbol are the items in the BMW marketing mix. For the items to be highly competitive in the marketplaces, they go through a constant process of technical progress. The company's distinctive traits in the past were luxury and elegance. However, as time has gone on, BMW's product lineup has made it increasingly clear how important efficiency, safety, and dependability are to the company's business plan. Their vehicles include the following:  7 Series Sedan  XM SUV  X6 Coupe SUV  2 Series Gran Coupe Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 17

Anaeli Aleman Baldor BMW (Bayerisch Motoren Werke) Marketing Plan  M4 Competition Convertible Pricing Strategy The BMW Group has long been a prominent player in the industry, providing upscale luxury cars that are regarded as status symbols. All the goods are priced "premium" in comparison to their category competitors. The company's price strategy is also communicated via brands affiliated with BMW, such as Rolls-Royce and Mini Cooper. The prices of these brands are slightly more than those of the BMW product line. BMW introduced premium pricing to place itself in the market's "Desirable" category. Incorporating a price plan into the marketing mix also helps to prevent brand dilution and imprecise brand positioning. The price of BMW spare parts and after-sales servicing expenses carry on this marketing approach. Additionally, these cost a little more than comparable modern brands. But for its entry-level models in more recent areas (Brazil, India), where it provides a competitive price for its smaller models, BMW has implemented a dynamic pricing approach. The alluring pricing of 25 Lacs INR is applied to the new BMW 3-Series cars. With such a high amount, consumers can see themselves as potential owners of a premium car. In addition, BMW has introduced financial services to its clientele to boost sales even more. All things considered, though, the price has been designed to appeal to the luxury and specialty car segments. BMW automobiles are priced differently based on the model and available extras. Prices range from about $38,000 to over $180,000.  7 Series Sedan $96,400 Starting MSRP (Manufacturer’s suggested retail price)  XM SUV $159,000 Starting MSRP (Manufacturer’s suggested retail price) Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 18

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Anaeli Aleman Baldor BMW (Bayerisch Motoren Werke) Marketing Plan  X6 Coupe SUV $73,900 Starting MSRP (Manufacturer’s suggested retail price)  2 Series Gran Coupe $38,400 Starting MSRP (Manufacturer’s suggested retail price)  M4 Competition Convertible $93,300 Starting MSRP (Manufacturer’s suggested retail price) Place: Distribution Strategy BMW is a well-known automobile company that has expanded its production sites throughout several locations. Munich, Bavaria was home to the first facility. But in order to meet these enormous quantities, the corporation has already established enormous manufacturing facilities in response to the addition of new clients across the world. BMW's marketing mix location strategy encompasses not just its manufacture but also its global reach to company dealerships and other premium automobile vendors. As of 2015, BMW's production plants span over ten countries and collectively produce over 2430000 automobiles. BMW recently established production plants in several smaller and developing regions. This has also aided in the company's market expansion into other smaller nations. Many of the factories produce goods in large quantities for export to neighboring nations while also meeting local demands. Promotion: Integrated Marketing Communications Strategy Use the template below to lay out your design for a marketing campaign aimed at your target segment. Approach For more than 50 years, BMW has been a well-known brand worldwide. The business has done a good job of marketing its goods and other services. To continuously build brand recognition, the promotional strategy, which is a component of the marketing mix, relies on aggressive advertising through media channels including TV, internet advertisements, billboards, print ads, etc. BMW has close-sponsored Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 19

Anaeli Aleman Baldor BMW (Bayerisch Motoren Werke) Marketing Plan many sports and rally racing competitions. The business also supports several well-known rally drivers and sports teams. For a very long period, BMW has consistently competed in several international rally competitions. They have a long history of success in Formula One races. In addition to the Formula One racer, BMW has been a competitive Superbike racer. Ever since the firm started producing motorcycles in 1923, it has been a regular participant in many racing competitions. In addition to participating, the business has organized other such events throughout the world. Over the years, these occurrences have helped BMW establish a reputation as a quick and dependable car. Furthermore, because these racing events have such a large global fan base, BMW has discovered a successful strategy for breaking into new markets. In addition to these partnerships, BMW has discovered a creative way to promote itself. Every year, BMW plays practical jokes on the globe, which has made it another success. Every year, BMW pulls pranks on the globe, known as "April Fools' Day," which is another effective marketing and promotion campaign for the company. This brings the BMW marketing mix to a close. Goal The goal of the BMW Group is to become the most prosperous and environmentally conscious premium manufacturer for personal mobility. To accomplish this challenging objective, we are developing an expanding number of complete sustainability solutions. We simultaneously want to fulfill our obligation to adhere to social and ethical norms. Our specific objectives are to lower CO2 emissions, boost resource efficiency, and significantly raise environmental and social standards. Because of this, we have already set certain goals that we want to accomplish by July 2020 and 2030. The spectrum covers topics including electromobility and CO2 reduction, as well as circularity, social and environmental norms, and social responsibility. All these subjects are connected by our steadfast dedication to reaching our objectives. Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 20

Anaeli Aleman Baldor BMW (Bayerisch Motoren Werke) Marketing Plan Messages The BMW website will urge to customers to "build your vehicle process." This pulls technique mostly depends on pre-existing customer demand via websites, media, and word-of- mouth. Example: 1. Building their automobiles online and watching the process with a smartphone, for example, gives buyers a sense of ownership throughout the production process. 2. Customers may have their automobiles delivered to them anywhere they desire. 3. Call to Action: Buy now online. Promotional Mix and IMC Tools BMW's communication model is quite similar to the abbreviation "DAGMAR" (Defining Advertising Goals for Measured Advertising Results). Setting clear, quantifiable targets for a marketing plan to evaluate if objectives were fulfilled is the technique. DAGMAR tries to transmit a certain message through four steps: Increasing customer awareness of BMW Motors Understanding entails informing the consumer about their automobiles and ecologically friendly batteries. Conviction is the process of persuading a customer to buy a car. Acting entails convincing the consumer to make a purchase. Sales Alignment This campaign works in the sales alignment process's close-the-sale step. Measurement (KPIs - Key Performance Indicators) Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 21

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Anaeli Aleman Baldor BMW (Bayerisch Motoren Werke) Marketing Plan 67% of BMW Group workers believe their department's KPIs and OKRs are clear. Employee comprehension of BMW Group's KPIs and OKRs is critical to the company's performance. Twenty BMW Group employees responded to the question, "Are your company's goals clear, and are you invested in them?" Twelve people answered yes.  BMW revenue for the fiscal year ended June 30, 2023, was $158.446 billion, a 15.79% rise year on year. BMW's yearly revenue in 2022 was $150.254 billion, a 14.17% increase over 2021.  In 2022, the BMW core brand sold 2,100,692 units (-5.1%) globally, with the M division setting a record. Budget The BMW Group spent $300 million US dollars on advertising in the United States in 2019, somewhat increasing from the previous year's dramatic decline compared to the continuous yearly climb in ad spending that began in 2014 and continued until 2017. Estimated campaign impact: [insert] Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 22

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Anaeli Aleman Baldor BMW (Bayerisch Motoren Werke) Marketing Plan Action Plan The BMW Group can back up its emissions policy with data as well: these actions will reduce CO2 emissions in the supply chain by 20% by 2030 compared to 2019. It has already signed over 400 contracts with providers to utilize only green power. All cast aluminum wheels for BMW and MINI automobiles will be produced solely with renewable power beginning in 2024. From 2025, it will employ CO2- reduced steel made from natural gas, hydrogen, and green power. This might save up to 400,000 tons of CO2 every year. "We at the BMW Group want to realize the most sustainable supply chain in the automotive industry," says Dr. Joachim Post, CEO of BMW Group. Risk Factors An organization may be exposed to a variety of dangers. One is that growing raw material costs may imperil BMW's profitability. New environmental standards imposed as part of the Paris Agreement (2016) may endanger certain established product categories. Because of the many restrictions and continual shifts in product standards in different areas, the firm may face litigation in a variety of marketplaces. Another concern is the pandemic's aftermath. Several risk variables might exist in every company, both anticipated and unexpected. Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 23

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Anaeli Aleman Baldor BMW (Bayerisch Motoren Werke) Marketing Plan Attributions CC LICENSED CONTENT, SHARED PREVIOUSLY Flinders Business School Marketing Plan Template. Authored by David Medlow-Smith. Located at: https://archive.org/details/FlindersBusinessSchoolMarketingPlan2 . License: CC BY-SA . ORIGINAL CONTENT SWOT and Integrated Marketing Communications Templates. Authored by Melissa Barker. License: CC BY: Attribution . Revision and adaptation. Authored by Lumen Learning. License: CC BY-SA . Revision and adaptation. Authored by Waymon D. “Wade” Hyde, faculty, El Centro College/Dallas County Community College District. License: CC BY-SA . Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 24

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Anaeli Aleman Baldor BMW (Bayerisch Motoren Werke) Marketing Plan REFERENCES Admin. (2019, December 24). What is BMW aims and objectives? Sage. https://sage- answer.com/what-are-bmw-aims-and-objectives/ BMW Group Kpis and okrs | comparably. (n.d.-a). https://www.comparably.com/companies/bmw/kpi-okr BMW Business Strategy and competitive advantage - research-methodology . Research. (2016, April 21). https://research-methodology.net/bmw-unique-selling-proposition BMW segmentation, targeting and positioning - research-methodology . Research. (2017, January 6). https://research-methodology.net/bmw-segmentation-targeting-and-positioning/ Forbes Magazine. (n.d.). BMW Group | Company Overview & News . Forbes. https://www.forbes.com/companies/bmw-group/?sh=4f59a8a03e9c Milmo, D. (2012) European car sales fall for 12th month. [online] Available at: http://www.guardian.co.uk/business/2012/oct/16/european-car-sales-fall-new-car- registrations [Accessed: 1 Nov 2023] Team, M. S. (2023, July 9). BMW Marketing Strategy & Marketing Mix (4PS) . https://www.mbaskool.com/marketing-mix/products/16810-bmw.html Reuters (2013) BMW says European markets to remain shaky for at least 5 yrs. [online] Available at: http://www.reuters.com/article/2013/03/05/autoshow-geneva-bmw- idUSWEA00BFM20130305 [Accessed: 1 Nov 2023]. Unknown. (2009) ACEA - European Automobile Manufacturers ‘Association. [online]Available at: http://www.acea.be/index.php/news/news_detail/global_insight_the_crisis_is_devastating/ [Accessed: 8 Apr 2014] Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 25

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Anaeli Aleman Baldor BMW (Bayerisch Motoren Werke) Marketing Plan Unknown (2011) Automotive Shopping Behavior Study. [e-book] Google Stat . Available through: Scribdhttp://www.scribd.com/doc/104862699/2011- CompleteGoogleAutoShopper [Accessed: 8 Apr 2014]. Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 26

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