[국제마케팅] BMW vs. AUDI(아우디) 마케팅전략(영문)
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추천 연관자료
- 목차
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Table of contents
1. Introduction
1.1. Background
1.2. Purpose
2. Industry overview
3. 3Cs
3.1. Corporation
3.2. Competitors
3.3. Customers
4. 4Ps
5. Brand Identity
6. Targeting
7. Brand positioning
8. Conclusion
8.1. Challenges
8.2. Recommendations
References
Appendix
- 본문내용
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3. 3Cs
3.1. Corporation
1) BMW
The BMW Group is the world’s leading company of premium products and services in the automobile market. BMW, which stands for Bayerische Motoren Werke, was established in 1817 in Germany and is now one of the ten largest car manufacturers in the world. There are more than 14 million BMW vehicles on the road today.
As a company producing high class automobiles, BMW operates in a segment that grows faster than the general automotive market. Today, one out of ten automobiles sold is a premium vehicle, and the numbers are expected to take off. BMW shows promising performance in key markets. 21.1 % of BMW automobiles are sold in the US, 5.3% in China, 19.6% in Germany and 10.6 in the UK. BMW’s competitive advantage of flexible production networks enables the company to adjust production capacities in line with changing situations on various markets. By utilizing its competitive advantage, BMW was able to minimize losses due to the financial crisis in 2008. [Appendix 1]
2) Audi
Audi is a prominent manufacturer of exquisite automobiles. Audi’s four rings symbolize the amalgamation of four automobile manufacturers of Audi, DKW, Horch, and Wanderer. It became a major brand in the premium market when the Volkswagen group acquired it in 1964. Their core values of creativity, commitment and enthusiasm are evident through their constant innovation and through their motto of “Vorsprung durch Technik,” which means advantage through technology.
Audi, like BMW produces high class vehicles and targets the premium automobile market segment. Audi is showing strong performance in key markets. The [Appendix 2] illustrates Audi’s performance. The company is doing well in Europe and is gaining market share in Asia Pacific.
3.2. Competitors
1) Volvo: Volvo has been in the premium automobile market for a long time but has less presence than in the past. Vovlo’s brand image is very conservative but they are well known for their product attributes of safety. Therefore, Volvo is preferred by customers who are relatively old, or who are looking for very safe, strong cars. Thus, customers who are considering of buying a BMW or an Audi would not necessarily consider a Volvo as an alternative.
2) Mercedes Benz: Mercedes Benz is one of the leading automobile manufacturers in the premium market segment. With a long history and positive country of origin effect (made in Germany), Mercedes Benz positions itself as a more conservative car. While BMW and Audi are drivers’ cars, Mercedes Benz mainly designs owner cars, except for a few sports cars. Mercedes Benz has an image of being conservative, classic and is synonymous with being successful. It is also chosen by those who are very conscious about status. Therefore, Benz customers are relatively older and more conservative than Audi or BMW.
3) Lexus: Like the Mercedes Benz, Lexus is a owners car. Although it was relatively late in entering the premium market, it was successful partly due to the support of its mother company Toyota. Although it is a owners car, Lexus positions itself for customers who are intelligent, open minded, progressive and energetic. Thus, other than the fact that its an owners car, positioning is similar with the BMW and Audi.
3.3. Customers
Because Audi and BMW are targeting the premium automobile market segment, their target customers are generally of high income who can afford a $40K-$100K vehicle. Traditionally, customers in the market were defined by how much they could afford. However, market dynamics have changed. “Massification” of luxury brands is happening in the automobile industry as well. In the past, if you belonged to a certain group, you bought the cheapest cars and lived in the smallest houses. Now, people may starve lunch but still want a BMW or an Therefore, the boundaries of the market segment are unclear.
The reason why people with relatively low income still yearn to purchase luxury cars is because premium products are directly linked to the images that consumers wish to pursue. The brand of their cars enunciates the state of their wealth, social status and lifestyle choice. Therefore, instead of defining their target customers according to income, Audi and BMW’s target customers should be anyone who is willing to pay the price to associate the cars’ image with their own image. Therefore, it is very important for Audi and BMW to forge an emotional link with consumers and to create strong brand images and positions to differentiate them from other brands. BMW positions itself as “real drivers car” with powerful performance. It can be associated with masculine, aggressive and dominant customers who are well educated and early achievers. Audi also positions itself as a drivers car and targets progressive, stylish sporty and urban customers.
4. 4Ps
4.1. BMW
1) Price
BMW price ranges are from approximately £16,000 to £60,000 plus. There are many factors that
- 참고문헌
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-Audi website http://www.Audi.com/com/
-BMW website http://www.bmw.com/
-Wikipedia (2009) < http://en.wikipedia.org/wiki/Audi>
-Wikipedia (2009) < http://en.wikipedia.org/wiki/BMW>
-Audi A8 is Australia's Best Luxury Car, by Anna Burgdorf, Autoweb, Dec 4, 2003
-Audi and BMW Engage in Billboard Battle, 04.23.09
-Audi Annual Report 2008
-Audi: Most awarded luxury car brand in India, The Financial Express, Jan 19, 2009
-Audi Narrows Gap To BMW, Mercedes; Mkts Contract Further, by Christoph Rauwald, The Wall Street Journal, May 8, 2009
-Audi sticking it to its rivals, by Amdrew, BMW Blog, Feb 2, 2009
-Audi: we will beat Mercedes and BMW in Europe by 2010, by Nelson Ireson, Motor Authority, Mar 2, 2009
-BMW Annual Report 2008
-Cateora, P.R., Gilly, M.C., and Graham, J.L. International Marketing (2009) Fourteenth Edition
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