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Unit 3 - Know the role of marketing in organisations
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Unit 3Know the role of marketing in organisations
BMW - Blackberry
Index
1
© Written by Mr. P. Hebels (2010) – All rights reserved.
,P1 – Describe how marketing techniques are used to market products in two
organizations. Page 3
P2 – Describe the limitations and constraints of marketing.
Page 5
P3 – Describe how a selected organisation uses marketing research to
contribute to the development of its marketing plans.
Page 7
P4 – Use marketing research for marketing planning.
Page 8
P5 – Understand how and why customer groups are targeted.
Page 9
P6 – Be able to develop a coherent marketing mix.
Page 10
P1
This report is about how BMW and Blackberry use marketing techniques to
market products.
First i start with the BMW 5-serie. The BMW 5-Series is a great car with good
handling and a sporty look. Every carfreak knows that.
2
© Written by Mr. P. Hebels (2010) – All rights reserved.
, All of the previous 5-series were very succesfull. But BMW now needs to come up
with something new for stay ahead above competitors like Mercedes and Audi.
Therefore they have a new target for the new BMW 5-serie concept.
They want to change the design of the car, incorporate the latest technology and
create a more powerfull engine. With this target they hope they can stay above
the competitiors.
BMW is one of the best car brand, and high on the list of market leaders . But
previous year the competitors were better than BMW for example Audi.
Growth Strategies
Market penetration: BMW has a selected target group. Not everyone can
buy this car, it is middleclass-rated.
Market development: BMW has two examples. They have joined two
new markets after they landed the BMW Z4, the sports car, and when the
x-series came out, the SUV's.
Product development: BMW made special packages with additional
features, such as the famous M-Package which stands for a sports version
of the BMW 5.
Diversification: BMW allready did this by creating motorbikes.
Almost everyone who has a car, knows the brand BMW. Especially the BMW 5.
This car is made as a family car with class and power. The brand does not have a
popular slogan or one special advertisement.
The most people who buy a BMW 5, knows that it is an top quality car and brand.
Because the growing of competition, BMW decided to do relationship marketing.
They have created an communication service which allows customers to contact
them to take complaints and suggestions about what can be improved. Or if they
have problems they can ask it at this service.
BMW 5
Further we have the Blackberry 9700 Bold. This Blackberry phone is now an very
popular phone among the young. but actually this phone is made for business
people and not made for daily usage.
3
© Written by Mr. P. Hebels (2010) – All rights reserved.
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