Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 7th International Conference on Economic Management and Green Development
Series Vol. 42 , 10 November 2023
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BMW's International Marketing Strategy Analysis
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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
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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
- 10 November 2023
- 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