Company and market analysis of BMW

confederation and commercialize analysis of BMWBusinesses and enterprises stimulate competitive in the market by consistently attracting and retaining nodes. They wee to do this by exchanging disparate var. of assets with consumers desire sufficient information, money, bonds, yields, work, rank, and sentiment. In these movements of ex replace, both the play along and the consumers accomplish benefitted.1Recent update on our BMW cars over solely sales rate7% rise9.1% rise20043.2 % rise20051.5 % rise20062% rise20073% rise20085% fall20094.7 % fallLast two historic period we are suffering decline in sales rate.As our BMW Company is trying to overcome from the consistent decline of sales, we deport to analyze somewhat questions precisely.What should we sell in the market for the consumers? What exit attract them to buy our cars? What bequeath prompt them to buy that our good or assist? What gives them the optimal profit? Understanding of consumer behavior go out answ er these questions very easily. This report contains the gist and analyzing consumer behavior and its significance to make our BMW Company overcome from its measurable situation.The joint consumer behavior is defined as, the behavior that consumer show when they are purchasing, searching, using, analyzing while buying, evaluating and disposing the fruit and secondings which they look forward to assure their wants. Consumer behavior give immenseness on how consumers al substances make their decisions to spend their available assets (time, money, effort) on usance of various products and services. G.S. Gupta, 2004, P 119Customers and ConsumersThe term customer refers to somebody who on a regular basis buys any products and services from a particular cheat or society in the market.2The term Consumer is defined as someone who is engaged in any of the activities those are stated in the commentary of consumer behavior.So their difference is based on the equipment casualty of a unique(predicate) company or firm.The term consumer behavior can be classified ad into two different kinds of consuming units the personal consumer and the organizational consumer.3The personal consumer mean an individual usager. The person purchase goods and services for his or her own physical exercise, for the use his/her sign of the zodiac, for his/her family or as a gift for a friend in any occasion.The organizational consumer this generally refers to the profit and not-for-profit organizations, government agencies (local, state, and Federal), and institutions ( much(prenominal) as schools, hospital, and prisons), which purchase products, machineries, utilities, equipment, and service to run their organizations.How to remain competitive in the market?To become the most desired company in the market a company has to give to a greater extent value and importance to the consumers than the some other rival companies set up them. Customer Value refers to the distinction b etween all the utilities received from a total product and all the costs to buy those benefits and utilities. A company has to be more responsive and helpful to the consumers pauperisms than the competitor companies in the market. A specialized analyzing of customer behavior is the key factor for strategical trade formulation. The organizations success or failure, decline in sales or surplus in sales depends on the consumers reactions to this specific selling schema. selling strategy starts with the analyzing of market segmentation, target market which means, the underway state of the parentage environment, other rival companies and customers.4The next form is research on marketing mix. The marketing mix includes the product, price, place and promotion to the target market. The final stage allow for be the computing the outcomes of the company because of the current marketing strategy and consumers reaction to it.Consumer stance refers to the consumer emotions like their thought, feelings, and approach toward some elements of the business and marketing environment such as a retail store, promotions or product. Tri-component attitude models and the multi-attribute attitude models provide a somewhat different perspective on the number of component parts of an attitude and how parts are lay or interrelated.Impact of External Influences on consumer behaviorThere is a huge impact of external influences on consumer behavior. The external in fluencies includes spherical and national culture, their subcultures, family, income, tender class, opinion leaders etc.5Now I will discuss a variety of factors those start an impact on consumer behavior. Besides, in this section it will be discussed about how our company should deal with these factors and how in that respect will be augmentation of our car sales by dealing with these factors.1)Factors those effectuate families and households purchasing decision Families fall in higher incomes than the househo lds. Because in the families more lot are employed comparing to the households. There are some factors which brace a great impact on the purchasing decisions of the families and households. We should give a vast significance on these factors. Besides, we relieve oneself research some other factors like age of caput of household or family, marital status, posture of children, and employment status.a)Age of head of household or family If the age head of the household or the family is not that much then it is very easily dumb that the person is not that experienced. So he will be in great confusion in do purchasing decision like buying or not buying products. For attracting them we should take some steps. uniform We stick out to make some business promotions where it is shown that a unripe head of a family is buying our cars and get satisfied in the end. Like BMW 5 serial 523i SE 4dr Saloon6. If the head of the family is experienced then we have to fix some unique modificat ions in the BMW cars like inclusion of NOS, Ejector cigarette and extra exhaust tips etc. because the person is really capable of making a good purchasing decision. On the other hand, we can hurl some business promotions for them as well.b) Marital view Most of the schoolboyishish people of our country are unmarried. So we have to bring those modifications in our cars which really attracts the young generation a great deal. Like we need to make some cars with gorgeous and attractive colors which really attracts the young generations. Besides, these modifications can be bringing on fantasy and sensation in the BMW. For the married people we have to drive those products which help one in their married life and in the family. Besides, we have to make certain modifications in our current products so that it will be greatly convenient for the families and households. For ideal we need make more promotions for some cars with great space into it so that the whole family can ride on to it.7 Like BMW 3 series 320d 184 shimmer Plus Edition 5dr rate railcar Diesel Touring6c) front end of children If there is the presence of more children in the families then there will be need of more space in our cars for their use. So we have to give emphasis mostly in these kinds of families to sell our product. Besides, we have to show certain cars with more space.7Like BMW 1 series 123d M Sport 2dr measuring railcar Diesel Convertible or BMW 1 Series 135i M Sport 2dr DCT Coupe62) Family adaptability Family adaptability is the ability of a family system to change its current situation of structure, human relationships and relationship rules when there is a situational, economical and developmental change and stress. Family adaptability should be understood by the company while selling finish their products and services.73)Status Status means, the position that is achieved or acquired by someone in a family or a group in the society. Besides it includes the rights, a pproaches towards society and duties associated with that acquired position. Status is defined in the depending upon the factors of age or sex, family, occupation, and friendship or habitual interest.We have to analyze the status section carefully. If a person is in high status then we have to launch certain BMW cars with hedonistic and unique facilities for them. Like BMW 3 Series 330d SE 5dr Step Auto Diesel Touring (29,015 or 505 per month) or BMW 5 Series 520d SE 5dr Step Auto Diesel Touring (29,598 or 501 per month)6. If a person is in pocket-sized or middle class status then we have to launch economical cars for them as well as making promotions for those economical products as much as possible. Like BMW 5 Series 520d SE 4dr Step Auto Diesel Saloon (27,271 or 455 per month) or BMW 3 Series 320d Efficient Dynamics 4dr Diesel Saloon (22,514 or 367 per month) 6. On the other hand, we can sell our present product in an economical way to those consumers. Loudon, 2001, P 2004) No rms Norms are the rules and standards that the families and the groups within the society are expected to do by heart and soul. So we have to conduct thorough market research about what the certain families and groups want for them. We have to sell our products and services to them by meeting their needs. Besides we can make certain modifications in our cars for certain groups. In this way we can overcome from our decline in sales. Loudon, 2001, P 2005)Socialization Socialization is defined as, how a young member of a group or family learns the norms, values, culture of that specific family and group. Consumer socialization refers to the way of how a consumer learns their function as an effective consumer in the market. This process is generally for the young generations. So we should sell our product to them by making unique modifications in our so that it attracts them greatly.3 Like BMW 5 Series 520d SE 4dr Step Auto Diesel Saloon66) Power Groups and families have power to influ ence their members purchasing decision and behavior. There are several sources of power within a family or a group. These includes reward power, coercive power, legitimate power, expert power, and referent power. We have to utilize these forms of power to influence and attract consumers.3We can use all three types of such group influence when developing several marketing promotions. Informational influence in promotion generally demonstrates powerful and experienced members of a group using a BMW. This will be a kind of message for the other members of the groups. The message can be like this if you are or want to be in a group such as this one, you should use this car. It does not mean that the other members will be accepted or well rewarded by the group members for using it or punished for not using it. The message is really this Everyone finds this car and its service the best among all. So all should use this brand without any wavering including the members of that group or fam ily.7) Culture Cultural changes affect the consumers in terms of their behavior and purchasing decision. So, understanding this has major implications for the formulation of marketing strategy. These typically include product-planning, distribution channel, promotions, and target market decisions.3a) Product Planning We have to assess consumers present and emerging needs those will help us to identify new product launching and accomplish better product positioning among the target markets.b) Distribution Channels Altering consumer-value scheme may guide to diverse shopping models, and innovative channel may be essential to attain customers. For customers who are time-pressured, retailers may offer home service for them which will be very much competitive for them. Retailers may use discounts and provide special offers to unemployed consumers.C)Promotion Effective and precise promotions also help to make a purchasing decision.d) Market Segmentation Familiarity with consumer assessme nt orientations provides a quantifiable set of variables, related to their needs.Some management theories on external influences on consumer behavior8The greater the social orientation on consumer the greater will be consumers propensity to accept family and social norms_So we have to take moves according to their needs as they will be more driven to their family and norms. We have to sell our cars in a way that it will meet the needs of certain families and norms. So their choice will be our first target and we have to sell our cars and modify our cars according to their choice.The greater the potential of a market choice to fulfill social aspirations or reduce social risks, the greater the chance of a consumer to make a positive purchasing decision_So we have to launch our cars in a way that it doesnt give rise to social risks and fulfill the social aspirations. Besides, we have to analyze what are their social aspirations and risks. We have to launch our cars according to their s ocial culture.Consumers will have greater propensity to engage in relationship with such market that is recommended by the opinion leader of referral networks._ In this case we have to convince the specific opinion leaders of specific referral networks by meeting their needs. We have to understand what kind of services and facilities they want from our car. We have to launch our car in such ways.Web references1 The customer is always rightOnline at http//www.bme.eu.com/article/The-customer-is-always-right/ 28 Aug, 20102 Customer gratificationonline at http//www.bmi-t.co.za/?q=content/customer-satisfaction 28 Aug, 20103 consuming unit, socialization, power, culture/ Consumer Behaviour by Mr. Lawal BelloOnline athttp//www.nou.edu.ng/noun/NOUN_OCL/pdf/mkt%20724.pdf28 Aug, 20104 merchandisingFrom Wikipedia, the free encyclopediaOnline at http//en.wikipedia.org/wiki/Marketing 29 Aug, 20105 Consumer BehaviorOnline at http//academic.brooklyn.cuny.edu/economic/friedman/mmconsumerbehavior.ht m 29 Aug, 20106 BMW AutomobilesOnline at http//www.bmw.co.uk/bmwuk/homepage/ 29 Aug, 20107 FAMILY INFLUENCES DECISION MAKINGOnline at http//www.articlesbase.com/marketing-articles/family-influences-decision-making-family-decisionmaking-1014177.html 29 Aug, 2010