CASE STUDY - BMW

CONSUMER BEHAVIOURCASE STUDY - BMWAn analysis of BMW s marketing strategy within the framework of the consumer behaviour disciplinePrepared by:18th June 2018 TACTICAL MARKETING SPECIALISTSDEBORAH IEVERSPGrad MSc (Marketing) AsBBus (Business)Tel: (08) 9206 5773 Mobile: 0401 003 631 Email: 2 Table of Contents ..21 Executive Summary ..32 Introduction ..53 Background ..54 Analysis of the luxury car 1 - Australian luxury vehicle sale to October 2017 ..65 Identifying the target market ..66 Current and emerging consumer trends ..77 Analysis of marketing strategy ..78 Analysis of consumer behaviour ..9 Table 1 - VALS Framework values and lifestyles ..119 Personal reflection ..1210 Marketing opportunity ..1210 Conclusion ..12 Reference List ..13 TABLE OF CONTENTSPage 31. EXECUTIVE SUMMARYThis report analyses BMW s marketing strategies from a consumer behaviour perspective to better understand the company, the product, their target market and the motivations, influences and values driving consumer s decision to purchase.

The evolution of marketing concepts from selling ... of price points, and changing consumer preferences, the luxury car market was seen to be poised for growth. ... The use of the various marketing strategies has included social factors, reference groups,

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  Points, Selling, Luxury, Included

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