What are the pros and cons to BMWs selective target marketin

What are the pros and cons to BMW’s selective target marketing? What has the firm done well over the years and where could it improve?

Solution

Pros:

1) It produces cars for different types of consumers in the premium car category and offers variety of options in terms of styles, price, color and design.

2) Different and specific type of car for specific class.

3) It establish the strong brand image in a particular category and the consumer is able to feel important by buying these cars.

Cons:

1) cars are only for few segments of the society.

2) market segment is exclusive that reduces its market target size as low class category doesnt come under its preview , thus lower scope for incremental growth.

The fim has done well over the past few years that can be seen in its strong sales growth and increase in number of consumers driven by continuous innovation, new designs and better customer relations. The company has strong hold in its category of premium cars, so i would say the company can continue to improve further through coming up with new designs and better mileage or fuel efficency.