BMW의 브랜드 확장 전략

소개글

BMW의 브랜드 확장 전략에 대한 보고서 자료입니다.

목차

1. Introduction

2. Market Analysis
2.1 How is BMW positioned?
2.2 Trends in the Automobile Market
2.3 The Environment-Friendly Trend
2.4 Hybrid Car as Brand Extension for BMW

3. Concept Development
3.1 BMW’s Image to Customers
3.2 Hybrid Concept to Customers
3.3 BMW’s Approach to Customers
3.4 The Environment Friendly Cars
3.5 Features of the new BMW Hybrid Car
3.6 Drawbacks of the Brand Extension
3.7 How is the Market Competition?

4. Concept Evaluation
4.1 Concept Testing of BMW Eco series
4.2 Concept Screening of BMW Eco series

5. Marketing Strategy
5.1 Brand Positioning
a) Target Market
b) Points of Parity – Points of Difference
5.2 Brand Elements
5.3 Marketing Program
a) Product Strategy
b) Pricing
c) Distribution Channel
d) Marketing Communications

6. Conclusion

본문내용

This sporty feature of their cars comes from their experience in making high performing engines, winning various engine awards in the past years (such as the International Engine of the Year for performance, green, and various engine liter classes”. Not only are their engines ready to make the car perform, the design of BMW cars are quite distinct for a luxury car.

키워드

BMW,   브랜드,   환경,   확장,   마케팅,   전략,   한국