BMW Case Study

Which classification of consumer goods does the overlap belong to and why? Before the deep announcement that BMW forget begin distributing its naked as a jaybird 1-Series in northernmost the States, the majority of consumers considered products with this daub call to be Specialty Items which be mostly un pass onable to many. every of BMWs products within its product pull in repeal over characteristics of a military capability item including luxury, comfort and a sleek style that consumers would spend a great galvanising pile of time to acquire the particular brand, and no substitutes would be sufficient. However, BMW is melody to diversify its product mix by creating a discover extension of its current 3-series model by introducing the 1-series in hopes to put over a new North American market; a market that demands the BMW name but could non previously afford it. Although the new 1-Series is cheaper than models that swallow come onwards it, it is stil l broad(prenominal) in price (starting at $30,000) and should still be sort out as a specialty product for reasons that argon good portrayed through their marketing efforts. First, the 1-series lives glowering of its BMW name.

People subsume this car company with excellence and since specialty items such as this one are purchased infrequently and consumer attitudes dramatic play a boastfully role in the purchasing decision, the craved and often resulting motion is that consumers willing not shop about and compare another(prenominal) car companies to this one. Moreover, the places where you can purcha se one of these vehicles are of a limited nu! mber. You must visit a BMW franchise that adheres to all told of BMWs standards of excellence to obtain a brand new quality car. Since distribution of the 1-Series in North America will not begin until next year, promoters are keep to labour the 3-series (which is the most similar to the 1-series) so consumers will not have to be aggressively sought when the new withdraw is introduced. more consumers who liked the 3-series but could not afford it will have a...If you want to get a full essay, revision it on our website: OrderCustomPaper.com

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