For this unit, review the “Marketing Excellence: BMW” case study on pp. 273 of your textbook. This assignment will be comprised of two parts; one part will ask you to respond to questions, and the other will require you to complete a case analysis.
Evaluate this case, and respond to each of the following questions using both theory and practical managerial thinking.
Examine and apply the consumer-buying process for BMW. Identify the steps and the application to BMW. How does this process assist the marketing team at BMW?
How could data analytics be used to research the consumer in order to ensure a strong understanding of overall business and marketing outcomes at BMW?
Within the case, several clearly different target markets are identified. What does BMW do well to target each of these groups, and what could it do better? Within your response, include the process of segmentation.
