목차
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
본문
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
본문내용
ion
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
1. Introduction
1.1. Background
The automotive industry is distinguished by a highly competitive
market.
Thus, actors on the market is struggling with high
c
참고문헌
-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 Australias 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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