BMW

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BMW International Study
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Existence Requires Change Change Requires
Development Development is Constant
Self-Reinvention
Henri Bergson
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You must have a market position in Japan, the
United States, and Europe. If you loose one of
these markets, you will eventually loose all
three. Heinz van Deelen
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It is not the big fish that eat the small fish
but the the fast fish that eat the slow
fish Eberhard von Kuehnheim
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International Product Positioning
Product Positioning is the activity by which a
desirable position in the mind of the consumer is
created for the product. Product Positioning
reflects the perception the consumer has of the
product. All elements of the marketing mix have
to be consistent in order to create a homogeneous
and desirable perception. The actual position
of a product relative to its competitors can be
measured and visualized through a perceptual map.
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Perceptual Map USA 1991
Economy
TOYOTA
LEXUS

HONDA


VW
ACURA


NISSAN

MERCEDES

AUDI
Performance

BMW

CHEVROLET

FORD

CADILLIC

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Actual Positions versus Perceived Positions USA
1991
Economy
TOYOTA
LEXUS

HONDA


VW
ACURA


NISSAN

MERCEDES

AUDI
Performance

BMW

CHEVROLET

FORD

CADILLIC

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Perceived positions U.S. versus Japan Japan 1991
Economy
TOYOTA
LEXUS

HONDA


VW
ACURA


NISSAN

MERCEDES

AUDI
Performance

BMW

CHEVROLET

FORD

CADILLIC