1. How does BMW segment its consumers? why does this work for BMW?

2. What does BMW do well to market to each segment group? Where could it improve its marketing strategy?

3. Should BMW ever change its tagline, "The Ultimate Driving Machine"? Why or Why not?

can someone please help me with this?

Case Study #1 - BMW ,page 272.The assignment needs to be at least four pages in length. Be sure to follow the APA formatting for this assignment.

What are the critical issues or problems? What are the alternatives? What recommendations can be made? How can you justify your strategy? At least 3-5 journal articles required.

BMW is the ultimate driving machine. Manufactured by the German company, BayerischeMotorenWerke AG, BMW stands for both performance and luxury. The company was founded in 1916 as an aircraft-engine manufacturer and produced engines during World War I and World War II. It evolved into a motorcycle and automobile maker by the mid-20th century, and today it is an internationally respected company and brand with €53 billion (about $76 billion) in revenues in 2008. BMW’s logo is one of the most distinct and globally recognized ever created. The signature BMW roundel looks like a spinning propeller blade set against a blue sky background – originally thought to be a tribute to the company’s founding days as an aircraft engine manufacturer. Recently, however, a New York Times reporter revealed that the logo, which features the letters BMW at the top of the outer ring and a blue-and-white checkered design in the inner ring, was trademarked in 1917 and meant to show the colors of the Free State of Bavaria, where the company is headquartered. BMW’s growth exploded in the 1980s and 1990s, when it successfully targeted the growing market of baby boomers and professional yuppies who put work first and wanted a car that spoke of their success. The result: sporty sedans with exceptional performance and a brand that stood for prestige and achievement. The cars, which came in a 3, 5, or 7 Series, were basically the same design in three different sizes. The 1980s was also a time when yuppies made Beemer and Bimmer, slang terms for BMW’s cars and motorcycles, popular names that are still used today. At the turn of the century, consumers’ attitudes toward cars changed. Research showed that they cared less about the bragging rights of the BMW brand and instead desired a variety of design, size, price, and style choices..................