BMW 7 series SWOT Analysis, USP & Competitors

Posted in Automobiles, Total Reads: 2697
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SWOT Analysis of BMW 7 series with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

BMW 7 series

Parent Company

BMW

Category

Luxury Sedan

Sector

Automobiles

Tagline/ Slogan

A class unto itself

USP

Ultimate luxury and comfort for the elite class

STP

Segment

Luxury Sedan for businessmen& professionals of elite class

Target Group

Targeted towards businessmen& professionals who would prefer international brand of elite level

Positioning

Positioned as a luxury sedan & cruiser delivering good performance and luxury of world class level

SWOT Analysis

Strengths

1.Customization available for customers

2.Wide wheel base provides extended rear legroom space

3. Excellent styling & design

4.A good cruiser providing excellent handling even at high speeds

5. Positive brand identity due to concentrated marketing efforts

Weaknesses

1. The brand faces tough competition and is a small segment hence limited market share

2. Being a premium car, maintainence and servicing costs are high

Opportunities

1.Increasing market share due to youth orientation

2.Increasing per capita income and purchasing capability of potential customer base

3. Opportunity to leverage brand identity

4. Increasing manufacturing plants & augmenting current production capacity

5. Augmenting the distribution and service network in various countries

Threats

1.Increasing fuel costs

2.Competition from other automobile giants

3. Competitive products offering same level features at a lesser price

4.Product innovations and frugal engineering by competitors

Competition

Competitors

1. Jaguar XJ

2. Mercedes R class

3. Audi A8

4. Volkswagen Phaeton



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