Answer to Question #242836 in Marketing for Maxx

Question

3. BMW in China.

Answer these questions:

* Discuss the entry strategy used by BMW, in entering China.

* Describe the marketing mix and the overall strategy of BMW in China.

Answer 1

BMW entered China in 2003 through a joint venture with a Chinese company Brilliance China Automotive Holdings Ltd. which was a leading automotive and automotive component manufacturer in China. It started its operations as BMW Brilliance Automotive Ltd. Its strategy is the rapid expansion of electromobility.

BMW's marketing strategy concentrates on high-end segments on a global scale and consistently defines premium brand identification renders success. Trendsetting and attractive product range deliberately targets affluent customers and demonstrates the success of the automaker's global marketing strategy. The promotional strategy as a part of its marketing mix focuses on aggressive advertising using media channels like TV, online ads, billboards, print ads, etc so that it can create continuous brand awareness. BMW has been a close sponsor for various rally racing events and other sports events.