第三章 目标市场策划(国外英语资料).docVIP

第三章 目标市场策划(国外英语资料) The third chapter, target market planning BMW brand globalization marketing segmentation market planning case I. background: integration of the European Community market BMW (Germany Bavaria automobile company, BMW) is an export oriented German car company, the production of 2/3 are exported. As for the main areas of exports, it is clear that they are concentrated in highly industrialized countries such as the European community, Japan and the United states. However, after January 1, 1993, export and domestic sales ratio was reversed, because the 2/3 production concentrated in the integration of the European market. January 1, 1993 is the mark of the formation of European market integration, although the integration of real time, but at this stage, many automobile manufacturers have adjusted them to the European market sales network, BMW is no exception. One of the integration policies is the standardization of technical rules, which is, of course, beneficial and whether the target groups in the market should be standardized. Apparently, describe the company customer structure information seems to show that the companys target group the same: BMWs customers are basically a first-class education, they are either in high positions, either free professionals, two of them belong to the high-income class. Is it really so simple? The 12 member countries of the European community have 9 languages, ll denominations of different currencies, even after 1992, the euro (ECU) can not become a means of payment. The company markets although concentrated in industrialized countries, but also agriculture accounted for a considerable proportion of the country, in these countries, peoples way of life makes different life level disparity. In terms of per capita gdp. Poor and rich areas are five times more than they are. No matter how important the harmony and unity are, the cultural, traditional and lifestyle differences that have evolved over the past 100 years wi