BMW Prototyping :: GCSE Business Marketing Coursework

BMW PrototypingIt is 1990 and BMW (Bavarian Motor Works), along with other European Luxury car makers, is beginning to feel hearty trade pressure from the bargon-ass Japanese entrents into the traditionally European market of drama/Luxury cars. With parvenue Marques give care Lexus, Infinity, and Acura, the large Japanese cable car makers are attacking the lucrative market of railcar companies like Audi, Jaguar, Mercedes, and BMW. The new Japanese makes have been able to establish a market front man by offering a lower price for the same take of content and by raising the bar on metrics like build quality and customer complaints per vehicle.BMW must act to counter the terror that these new makes pose to their market share. Top officials of BMW are meeting to fix the future of the companys prototyping activities. The prototyping and product development process is unrivaled of many aspects that will need to change if the company is going to align to the new global Spo rt/Luxury car maketIn the post-war era, the Sport/Luxury car market had been dominated by the European auto makers. Up till now these auto makers have only had to fight against each other. In this market BMWs strategy was well specify and successful. They built automobiles that were always on the leading edge of technology and offered a level of design tone that was matched by only a few. This enactment allowed them to command a price premium and, as the demand from northward America increased, BMW became very sucessfull. According to the Harvard case study, BMW production of automobiles increased from 150,000 cars in 1970 to over 500,000 cars in 1990.Technological content and level of refinement are the factors that drive the demand for BMW automobles in the marketplace. BMWs reputation for posessing a higher(prenominal) level of technology reaches the potential buyer through the automotive press. Articles on the technical innovation of BMW automobiles and glowing revie ws of new BMW products are the best realize of advertising the company could posess. BMWs are purchased by enthusiasts and these enthusiasts read the automotive press. The new Japanese makes have been able to usurp some of the space in these publications from BMW by introducing new features and technology updates on a more unceasing basis.BMW buyers also make their choice based on the level of refinement in these automobiles.