Market Segmentation, Positioning and Targeting for BMW1.1 Introduction This report aims to examine the market segmentation, positioning and targeting of BMW (automotive company). BMW will be vetted by providing information about the company, where it is currently located and any recommendations we deem appropriate. 1.2 BMW Company Profile BMW was founded in 1917, from the merger of two small aircraft engine manufacturers. Their famous blue and white symbol comes from the colors of the Bavarian Luftwaffe and is said to resemble the view of an airplane through a propeller. BMW is renowned for its sporty, sophisticated and luxurious image, built since the 1970s with many motorsport victories ranging from touring cars to Formula 1. The global mission of the BMW Group is: "To be the largest premium manufacturer success in the industry". A company's marketing mix consists of four main points: price, product, promotion and location. Through these points we can examine the specifics of a company to gain in-depth insight into its segmentation, targeting and positioning. 1.4 Product The products manufactured by BMW are prestigious, high-performance and technologically advanced automobiles. We start from mid-range cars up to the most prestigious and luxurious. The models present are: BMW 3 Series - Sedan, Coupé, Convertible, Touring, Compact------------------ -------------- ---------------------------BMW 5 Series - Sedan, TouringBMW 7 Series – SedanBMW Z3 - RoadsterBMW Z4 - RoadsterBMW Z8 - RoadsterBMW X5 - 4WDBMW M - M5, M3 Coupe, M3 Convertible, M Roadster, M CoupeMini Cooper - an independent brand within BMW Group[2]1.5 PriceBMW price ranges range from $17,000 to $80,000. There are many options that influence the prices of their cars, such as engine sizes, equipment levels and motorsport versions. This means you can buy a base model (which is the cheapest) and then add options that can cost up to €20,000 more per car. Price examples: Model ----- Lowest price. Highest price cc:BMW 3 Series ?16.265 ?32.870BMW 5 Series. ?23.540 ?42.010BMW 7 Series ?52.750e ce. 60,000 BMW Zs3 ?