• Examine and apply the consumer-buying process for BMW. Identify the steps and the application to BMW. How does this process assist the marketing team at BMW?
• How could data analytics be used to research the consumer in order to ensure a strong understanding of overall business and marketing outcomes at BMW?
• Within the case, several clearly different target markets are identified. What does BMW do well to target each of these groups, and what could it do better? Within your response, include the process of segmentation.