Case study analysis - Essay Example

Download file to see previous pages Politically speaking, being green or a friend to the environment means that a legislator or a political maven would not be too friendly with performance and luxury car producers like BMW. Essentially, the entire industry is facing this problem and something must be done on a collective basis to counter the political forces.
Since BMW is a global brand, it has to position itself according to the global market requirements for high end cars. In many places, the demand for luxury cars may not be as significant as others and since BMW is primarily a manufacturer of luxury cars, it should consider making inroads into areas like China and the Asia Pacific region where market growth is expected to boom in the coming years.
Moreover, economic competition for BMW is rather difficult since it competes more on the idea of luxury and style which is often much better than the other producers in the market. However, for markets where the buyers are seeking to economise on their cars, the MINI brand can work quite well if the market segmentation is handled effectively (Harbour, 2001). Additionally, cars running on alternative fuels such as hydrogen and cars running with hybrid engines can also be created for markets where there is an adequate support network for both.
While it is difficult to consider politically created socio-cultural factors as hurting or helping BMW’s position, the use of media, advertising and brand positioning all come into play under this title. Effective use of these sources can help BMW create, establish and even change their image if media sources are effectively managed by the company. The repute for German car making for example has long stood as a given in the car industry (Wikipedia, 2006). Similarly, the position of BMW as a luxury and performance car was certainly enhanced by the link to cultural icons like James Bond and such ...Download file to see next pagesRead More