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Essay / Research Paper Abstract
This 9 page paper considers how BMW approach the marketing of their products internationally. The paper examines the evidence for standardisation and customization with BMW marketing, citing different marketing campaigns to illustrate points raised. The bibliography cites 12 sources.
Page Count:
9 pages (~225 words per page)
File: TS14_TEBMWmarketing.rtf
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Unformatted sample text from the term paper:
such as the strategy when making use of the internet short film The Hire which was made for the internet, the company may also appear to have a singular approach
to marketing, seeking to spread a single message in a single manner across the globe (Graser, 2002). The film was so successful that BMW in North America followed this up
with more short films, such as the Croupier (McCarthy, 2002). However, the marketing is not this simple, there is a clue in the above strategy, and the follow on
film was for the US arm of BMW and not made by the parent company and as such we can start to argue there is not the standardised unified approach
taken. To consider the way BMW approach marketing we can look at international marketing theory and the way that brands are managed and maintained and apply this to BMW. BMW
have a range of vehicles, in some instances it is the brand that is marketed, however, for the most part each car is treated as a brand, with a range
of variations, therefore when we talk f brands this may be applied to the company as a whole or to groups of products that also have their own brand, such
as the Mini Coopers. There are many theories that emphasise different types of strategies in an international market. The value of
a brand in a global market can be seen when we look at the recognition levels and customer loyalty to brands such as Cocoa-Cola and McDonalds and the general perception
is that these are standardised brands which are identical from country to country. However, the strategy to perpetuate the brand and manage its image may not be that straightforward and
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