BMW have made several attempts at increasing their market share and appealing to a wider target market. Their attempts do not appear to have succeeded. This 10 page paper is a research proposal with the aim of identifying how and why BMW have been unable to attract new target markets. The paper presents research aims and objectives, a literature review, a methodology and a timescale for the research. The bibliography cites 6 sources.
Name of Research Paper File: TS14_TEBMWfail.rtf
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4.4 Interview Proposals 11 5. Proposed Timescales 11 1. Introduction BMW is a well known German automotive company. As a car manufacturer its core market is the
premium or quality car market with a range of saloons and other mid to large size cars. The company has been very successful in differentiating itself on the basis of
its quality and German engineering creating a very positive reputation. However, with its high level of differentiation appealing to specific segments of the market the company has also constrained is
potential target market. Over the years BMW have tried to break out of its limited image in order to increase its market share by appealing to a larger target market.
Strategies have included the failed acquisition of Rover, which was subsequently sold with the exception of the Mini Cooper division, the development of small and low-cost models and the adoption
of technology is styles which are expected to appeal to the mass market in the future. Despite these forward-looking strategy is BMW remains a niche market supplier with only a
limited target market. The success of its past appear to be limiting its future due to the image it is created. With the different strategies that BMW has adopted the
question remains, why have they been unable to break their market constraints and attract new target markets to either the BMW brand, or to acquired brands or models. The purpose
of this paper is to examine BMW is strategy in order to understand why its attempts to expand its market have failed. 2. Objectives The aim of the paper is to
assess why BMW has failed to significantly increase its target market as sales despite the pursuance of strategies aimed to realise that goal. It is only when the reasons behind
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