Andreas Klein 
Marketing Plan: BMW 1-series in Germany [PDF ebook] 

Seminar paper from the year 2007 in the subject Business economics – Offline Marketing and Online Marketing, grade: A, University of Bradford, course: MBA, language: English, abstract: Terms of Reference
This marketing plan for the BMW 1-series aims to outline and analyse the market environment in Germany. Also, an evaluation of the strategic and operational orientation as well as the strength and weaknesses of the product should be given. Based on this, recommendations for the future direction and implementation of the marketing-mix will be given.

Executive Summary
In the competitive compact segment (short: C-segment) with increasingly demanding customers, BMW with its newly launched product clearly builds on its premium image as a sports car manufacturer. Although this is generally a good strategy, certain parts of the marketing mix need to be adjusted. Especially the high price of the product in comparison with its competitors is a potential problem. The following suggestions can be given to successfully built up a sustainable leading position in this segment, which is very important in terms of Customer-Lifetime-Value (CLV):

– Reduction of quality problems
– New technology development through increased R&D measures
– Increased promotional measures focused on the target group
– Strengthening of the dealer relationship
– Development of new distribution channels