Research On Marketing Strategy Of BMW-brilliance Automotive Ltd

From2008, China become the largest country in which the most automobilesare produced and sold, in2013, about22million cars were sold，and1.4millionLuxury Cars were sold. From the data of sales of almost all of the Luxury Carcompanies, China is their largest market, huge amount of profit comes from Chinaand China will become more and more important, it can be said that the future ofLuxury Car is in China.BMW Brilliance Automotive Ltd. is one of the mostsuccessful car maker in the Luxury Car field of China, since2003, BMW BrillianceAutomotive Ltd. Try its best to produce the Luxury Cars with high quality and highperformance, the sales increase year by year, in2013,390thousands BMW carswere sold in China.Currently the marketing strategy of BMW-brilliance can be summarized asbelow: Firstly, market positioning is different from other Luxury car makers, paymore attention on sporty feeling, passion, and the driving pleasure. Secondly, BMWset the higher product price for the brand advantage. Thirdly, rapidly develop thesales network.These strategies bring some problems: Firstly, the flamboyant marketpositioning bring negative image. Secondly, the higher product price bring badimpact on the sales volume. Finally, the high speed of sales network developmentbring some problem on the management.These problems are related to the macro-environment. When the politicalenvironment and technology environment bring new changes, the economyenvironment and social environment bring new opportunities. Comparing with otheropponents, BMW-brilliance has advantages on brand positioning and quality, but also has disadvantages on brand image and the localization of new cars.BMW-brilliance should catch the opportunities of the reform of officer’s car and thetrend of the consumers of Luxury Cars getting younger and use proper methods tocope with the threat from new coming opponents and the environment protection andhigher price of oil.Based on the analysis, the marketing strategy is made on product, price andpromotion: Firstly, more and more new car models should be introduced to China,pay more attention on quality and packaging, try to promote the satisfaction ofconsumers. Secondly, modify the price to a proper range. Thirdly, do more work onthe marketing channel subdividing and sinking with a proper speed, try the newchannel such as internet channel. Finally, use sport marketing, entertainmentmarketing and Social cause marketing to make the BMW brand more positive.I do the research on the marketing problems with PEST, SWOT and STPmethods, after analysis, marketing strategy is made. I hope BMW-brilliance can salemore cars in China with the new marketing strategy. Of cause, the strategy are usefulto other car makers, what’s more, the analysis methods and marketing strategy arehelpful on the research of marketing problems on other fields.