BMW Case Study Analysis

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According to a 2000 poll conducted by Gfk Roper, women buy 60 percent of new cars and 53% of used cars. A 2009 poll by NBC/Universal shows much of the same.

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Nate LindstromProfessor FruchterMarketing Principles10 February 2011BMW Case Study AnalysisAccording to a 2000 poll conducted by Gfk Roper, women buy 60 percent of new cars and 53% of used cars. A 2009 poll by NBC/Universal shows much of the same: eight of 10 women say they are involved, solely or jointly, in car purchase decisions. And a third say they make those decisions themselves [ CITATION Mot09 \l 1033 ]. It logically follows that since women easily account for more than half of all car purchases, the marketing efforts of a car manufacturer, such as BMW, should focus on their female demographic. After all, why would they market their products to the minority demographic?Curiously, this is precisely what BMW has decided to do. In a case study of BMWs marketing efforts published in Marketing, 10th Edition, authors Kerin, Hartley, and Rudelius list at least three aspects of BMWs branding and marketing that they believe lend the most appeal. First, BMW is fortunatewe dont have too much of a dilemma as to what were going to call our cars, says Jim McDowell, vice president of marketing at BMW. Hes referring to the fact that BMW names their cars using simple numbers and lettersfor example, the M3 or the 7 seriesrather than using unique names as so many other manufacturers do [ CITATION Ker11 \l 1033 ].Second, the authors identify that BMW has been successful as placing its vehicles in four different James Bond movies, an

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