Advances in Economics, Management and Political Sciences

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Proceedings of the 7th International Conference on Economic Management and Green Development

Series Vol. 42 , 10 November 2023


Open Access | Article

BMW's International Marketing Strategy Analysis

Qianqian Yu 1 , Miao Zhang * 2 , Yanwangqing Ju 3
1 Ningbo Foreign Language School
2 Newcastle University
3 Yangzhou High School

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 42, 89-96
Published 10 November 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Qianqian Yu, Miao Zhang, Yanwangqing Ju. BMW's International Marketing Strategy Analysis. AEMPS (2023) Vol. 42: 89-96. DOI: 10.54254/2754-1169/42/20232084.

Abstract

This research explores BMW’s international marketing strategies, illuminating the company’s dynamic approach to global expansion and local market adaptation. Renowned for its luxurious and high-performance vehicles, BMW has successfully established a prestigious brand image worldwide. This study investigates the pillars of this international success, emphasizing its innovative product strategy, effective localization, comprehensive customer engagement, and commitment to sustainability. The study further dissects BMW’s market segmentation, positioning, and targeting approaches, which have helped the company build customer loyalty and generate a competitive advantage in diverse markets. The adaptability of BMW’s marketing mix—product, price, place, and promotion—across different geographic regions is also examined, underlining how the company balances standardization and customization. Additionally, the research reveals BMW’s increasing reliance on digital marketing and its impact on the brand’s global reach and customer experience. Lastly, the paper discusses BMW’s sustainability initiatives, shedding light on how the company addresses emerging global concerns and market demands, particularly the transition towards electric vehicles. This comprehensive study provides insights that may guide other multinational corporations in designing and implementing their international marketing strategies. It also contributes to the academic literature on international business and marketing by providing a nuanced understanding of how a premium automotive brand like BMW navigates complex and diverse global markets.

Keywords

domestic marketing, international marketing, branding

References

1. Reppel, A.E., Szmigin, I. & Gruber, T., 2006. ‘The iPod phenomenon: identifying a market leader’s secrets through qualitative marketing research’. Journal of Product & Brand Management, 15(4), pp. 239-249.

2. Juschten, M., Mühlbacher, H. & Raich, M., 2016. ‘International Marketing (Simulated Test-Market Forecasting of BMW i3)’, In: International Marketing in the Fast Changing World. Advanced Series in Management, vol 13. Emerald Group Publishing Limited.

3. Keller, K.L., 2008. ‘Strategic Brand Management: Building, Measuring, and Managing Brand Equity’. Pearson Prentice Hall.

4. Schmid, S. & Kotulla, T., 2011. ‘50 years of “exporting” by BMW—A case study’. Journal of International Business and Economy, 12(1), pp. 1-25.

5. Franke, N., Schreier, M. & Kaiser, U., 2010. ‘The “I Designed It Myself” Effect in Mass Customization’. Management Science, 56(1), pp. 125-140.

6. Mintz, O. & Currim, I., 2013. ‘What Drives Managerial Use of Marketing and Financial Metrics and Does Metric Use Impact Performance of Marketing-Mix Activities?’. Journal of Marketing, 77(2), pp. 17-40.

7. Liker, J.K. & Choi, T.Y., 2004. ‘Building Deep Supplier Relationships’. Harvard Business Review, 82(12), pp. 104-113.

8. Oliver, R.L., Rust, R.T. & Varki, S., 1997. ‘Customer delight: findings, and managerial insight’. Journal of Retailing, 73(3), pp. 311-336.

Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 7th International Conference on Economic Management and Green Development
ISBN (Print)
978-1-83558-105-6
ISBN (Online)
978-1-83558-106-3
Published Date
10 November 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/42/20232084
Copyright
© 2023 The Author(s)
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated