BMW AG - Brand Analysis through Marketing and Advertising Strategies

소개글

영어로 작성한
BMW 마케팅과 광고를 통한 브랜드 분석

BMW 소개
SWOT분석
4P분석
BMW 인터넷 광고 분석

목차

1. Why did we choose BMW for the Assignment?

2. Introduction to BMW
- Facts

3. SWOT Analysis
- STRENGTHS 5
- WEAKNESSES
- OPPORTUNITIES
- THREATS

4. 4P Advertising Analysis of BMW 7 Series and BMW 3 Series
- Product
- Price
- Promotion
- 7 Series
- 3 Series
- Place

5. BMW’s Specialty - Internet Advertising
- 1. Example: The movie “The Hire”
- 2. Example: The 1-Series Internet Ad-Campaign (Elliot, 2008)

References:

본문내용

1. Why did we choose BMW for the Assignment?

The “Bayrische Motoren Werke AG” (BMW) is one of the most famous car producing brands world wide and among the top- selling companies in the middle-class and luxury- class car section. We wanted to work on the assignment with a brand that is globally recognized. It is most likely that no matter whom and in which country you ask, people will know what you talk about when mentioning BMW. BMW is not simply the brand, only recognized by those who are interested in cars. BMW is associated with a certain life-style and feeling and therefore, allots a high value of recognition. Furthermore, the blue-white-black emblem, with the three letters B-M-W is easy to remember.
We think, by choosing BMW as a brand, we are able to communicate the content of our paper better to anyone who reads it. Even when a reader might not have much of the background knowledge about the company, the brand is so popular and famous making it easy for him/her to understand the message we want to send. We consider this fact to be the main point of our assignment.


2. Introduction to BMW

Facts
Rapp Motorenwerke GmbH was founded in 1913 by Karl Rapp and was the predecessor. But the official foundation is dated on march 7th 1916, by Gustav Otto, and the name was changed in 1917 into “Bayrische Motoren Werke”. At the beginning BMW was only a manufacturer of airplane engines, started building motorcycles in 1923 and finally advanced in 1928 to an automobile manufacturer. During the war time, BMW had expanded and stayed actively in production; however only cars and aircraft engines were in focus

참고 자료

- www.BMW.de
Accessed: 2009/ 05/ 20- 2009/ 05/24
- www.BMW.com
Accessed: 2009/ 05/ 20- 2009/ 05/24
- VDI News: News of FH Gelsenkirchen
“Wackel- Elvis lockt Kunden an”
- Frankfurt Institute for Marketing Supervision: “BrandControl”
Accessed: 2009/ 05/ 21
- Statista: Internet Statistics Forum, Data from Thomson Media Control
Accessed: 2009/ 05/ 23
-Elliot Stuart (2008): “BMW Turns to the Web for Its 1-Series” in: The New York Times
- Marketing Campaign Case Studies (2008): “The Hire Campaign”
- Aroq :Limited: ”BMW AG: 2005 company profile edition 1”
http://www.just-auto.com
- BMW Group: “Annual Report 2008”
http://www.bmwgroup.com
- Maheshkoneru: “BMW-Brand Audit”
http://www.mahesgkoneru.wordpress.com