Case Study


Review the “Marketing Excellence: BMW” uploaded. This is comprised of two parts; one part respond to questions, and the other to complete a case analysis.

Part 1

Evaluate this case, and respond to each of the following questions using both theory and practical managerial thinking.

  • Examine and apply the consumer-buying process for BMW. Identify the steps and the application to      BMW. How does this process assist the marketing team at BMW?
  • How could data analytics be used to research the consumer in order to ensure a strong understanding of overall business and marketing outcomes at BMW?
  • Within the case, several  clearly different target markets are identified. What does BMW do well to      target each of these groups, and what could it do better? Within your      response, include the process of segmentation.

Part 1 response must be at least two pages in length. Follow APA Style when creating citations and references for this assignment.

Part 2

Complete a case analysis of BMW. This requires that you conduct research on BMW beyond the case study material in the textbook. In the case analysis, you will look at the situational analysis, problem, and alternatives, and you will provide a recommendation. Refer to the instructions below as you construct your analysis.

  • Situational Analysis
    • Discuss the external environment through the compilation of a PEST (political, economic,       sociocultural, and technology) analysis.
    • Discuss the internal and external environment through the compilation of a SWOT (strengths,       weaknesses, opportunities, and threats) analysis.
  • Problem
    • Identify at least one organizational problem that BMW is currently having or one in which you       project it will have in the future. Base this upon your research and critical thinking.
  • Alternatives
    • Compile three or four  potential marketing-related solutions to the problem above. Remember that  these are potential alternatives; you will not select all of the  alternatives to solve the problem.
  • Recommendation (Marketing Strategy)
    • Select one or two of the alternatives above to solve the problem that you identified in this case       analysis.
    • Discuss your rationale for choosing these and not the others. Include supporting research that will       increase the depth of your analysis.

In order to successfully complete Part 2 of this case study, review any video database or learning guides. 

Part 2 must be at least four pages in length. Follow APA Style when creating citations and references for this assignment. Support Part 2 with at least four sources. Part 1 and Part 2 will be submitted in one document.

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