Critical Issue. BMW could reach their target markets …show more content…
With the consumer preference change in the beginning of the 21st century, the consumers wants, needs shifted and so did BMW’s marketing strategies and marketing segments. BMW grew a variety with the BMW brand. BMW adapted to the change and introduced 1 Series, 6 Series, X Series, Z4 Roadster, M Series, Hybrids and BMWi. 1-Series was created for price conscious consumers with families and active, “modern mainstream.” The 7-series redesigned for the wealthy, luxurious consumer with more comfort, “upper conservatives.” X-Series, targeted older successful businessmen with family and a like for extracurricular activities, “upper liberals.” Convertibles and Roadsters and 6-series were introduced for high-income that are brand-loyal and flashy, “post moderns.” (Kotler, & Keller, …show more content…
The problem with this celebration is, BMW is reaching out to these specific segment groups year after year, but what about reaching out to the new customers. BMW could continue to hold their legendary Bimmerfest annual celebration, but how about hosting a Beem-A-Ride, where BMW marketers target new specific segment groups, perhaps on a mass-marketing level, that are new and upcoming, i.e. college students, retirees, white-collar & blue-collar, teens, parents of teens and single