Instructions
Casestudies are an essential learning strategy in business classes because theyprovide an opportunity for you to critically analyze events that have takenplace in real-life businesses. This develops your critical thinking andresearch skills as you research the competition and industry in which yourbusiness resides in order to formulate a recommendation for the challengesfaced by the company.
Forthis unit, review the Marketing Excellence: BMW case study on pp. 273 of yourtextbook. This assignment will be comprised of two parts; one part will ask youto respond to questions, and the other will require you to complete a caseanalysis.
Part 1
Evaluatethis case, and respond to each of the following questions using both theory andpractical 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.
YourPart 1 response must be at least two pages in length. Follow APA Style whencreating citations and references for this assignment. Note that you willsubmit Part 1 and Part 2 in one document.
Part 2
Completea case analysis of BMW. This requires that you conduct research on BMW beyondthe case study material in the textbook. In the case analysis, you will look atthe situational analysis, problem, and alternatives, and you will provide arecommendation. 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.
Inorder to successfully complete Part 2 of this case study, you need to reviewthe video and task learning guides (TLGs) below. The following resources willprovide you with the skills to research industries/competitors.
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Part2 must be at least four pages in length. Follow APA Style when creatingcitations and references for this assignment. Support Part 2 with at leastthree sources outside of the textbook. As aforementioned, keep in mind thatPart 1 and Part 2 will be submitted in one document.
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