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Formal Buisiness report - Essay Example

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BMW – THE ULTIMATE ATTRACTION RESEARCH ANALYSIS REPORT The CEO BMW - Headquarters [Insert Your Name] (The Address of your University) November 1, 2011 The Chief Executive Officer B.M.W – Headquarters Munich, Germany Dear Sir, BMW has been in the market providing a premium automobile to the premium consumer for more than a century now…
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Download file to see previous pages BMW’s advertisement strategies have been effectively executed in the past and especially short films with Clive Owen, a Hollywood star, has further leveraged the brand equity of BMW. However, one of recent BMW’s advertisements which appeared in Canada features somewhat inappropriate concept against a greater good. This advertisement features an intimate couple with a picture of BMW’s picture concealing the face of the woman. This may be offensive to some cultures living across Canada and might serve the purpose contrary to the company’s objectives. For this advertisement, a focus group of about 20 to 30 people were given a survey questionnaire to gauge the receptiveness and effectiveness of the ad. A detailed analysis of the advertisement is done in this report along with the results of the research. This would help BMW to get a picture of the effect which this ad might have had on the target. I hope you will consider this report to be the base of any further decision which you would take for the betterment of BMW. Sincerely, (Insert Your Name) (Insert Your University) Table of Contents 1LIST OF FIGURES 4 2EXECUTIVE SUMMARY 5 3INTRODUCTION 6 4RESEARCH 7 4.1Research Method 7 4.2Question-wise responses and their findings: 8 4.2.1Questions 1 – 2: 8 4.2.2Question 3 and 4 9 4.2.3Question 5 9 4.2.4Question 6 10 4.2.5Question 7 12 4.2.6Question 8 13 4.2.7Question 9 and 10 13 4.2.8Question 11 14 4.2.9Question 12 15 4.2.10Question 13 16 5CONCLUSION AND RECOMMENDATIONS 17 6APPENDIX 18 7BIBLIOGRAPHY 21 Particular Content Page No Exhibit 1 Advertisement of BMW – The ultimate attraction 6 Figure 1 Response of Question 1 of the Survey Questionnaire 8 Figure 2 Response of Question 2 of the Survey Questionnaire 8 Figure 3 Response of Question 3 of the Survey Questionnaire 9 Figure 5 Response of Question 5 of the Survey Questionnaire 9 Figure 6 Response of Question 6 of the Survey Questionnaire 11 Figure 7 Response of Question 7 of the Survey Questionnaire 12 Figure 8 Response of Question 8 of the Survey Questionnaire 13 Figure 9 Response of Question 9 of the Survey Questionnaire 13 Figure 10 Response of Question 10 of the Survey Questionnaire 14 Figure 11 Response of Question 11 of the Survey Questionnaire 14 Figure 12 Response of Question 12 of the Survey Questionnaire 15 Figure 13 Response of Question 13 of the Survey Questionnaire 16 1 LIST OF FIGURES 2 EXECUTIVE SUMMARY The objective of this report is to present a detailed analysis of an advertisement of BMW featured in the market of Canada. The advertisement contains strong and creative execution of an idea of a car – BMW specifically, being “The Ultimate Attraction”. The execution of the advertisement however, may be inappropriate for some audiences. Some may take offence whereas other s may feel discomfort and some might react positively towards the brand. These mixed feelings are scaled down through research in the form of a survey which was conducted online to gauge people’s perception and reaction to the advertisement. The report contains the analysis of the data which was extracted from the research and then, this data is interpreted into results of the ad campaign. 3 INTRODUCTION The brand of BMW revolves around the concept of intimacy which is centered in the ad. This goes against its corporate identity of a brand build on high performance and technology, as explained by Rosengarten, Philipp G, and Christoph B. Stu?rmer. ...Download file to see next pagesRead More
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