Bayern Motoren Werke AG (BMW) is a German motorcycle, automobile, and engine-manufacturing organization that came into operation back in the year 1916 (Papasolomou & Kitchen, 2011). BMW has been globally known for the way that it uses segmentation to produce and market its products. This paper will focus on the assessment of BMW’s marketing and segmentation and make the necessary recommendations on what can be done to improve.
Question One: How BMW Segments its Consumers
It has been documented that BMW experienced explosive growth when it managed to target a particular market segment successfully (Müller-Ötvös, Robertson & Segler, 2005). BMW segments its consumers majorly based on their demographic, psychographic, as well as behavioral factors. From the case, BMW started targeting consumers who wanted their car to depict….