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Marketing Research -- BMW

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Marketing Research -- BMW

  1. 1. Marketing Research BMW
  2. 2. Our Research Problem <ul><li>What are the expectations of the current or potential automobile users on car in the near future? </li></ul>
  3. 3. Our Objectives of the Research <ul><li>Needs of the Hong Kong current or potential automobile users, </li></ul><ul><li>Concerns of the Hong Kong current or potential automobile users, </li></ul><ul><li>Price range for our new automobile in the future. </li></ul>
  4. 4. Sampling Method <ul><li>Convenience Sampling </li></ul><ul><li>High-Traffic Location </li></ul><ul><li>Sample Size: 131 Interviewees </li></ul><ul><li>Female and Male </li></ul><ul><li>Age Group: 18 – 60 Years Old </li></ul><ul><li>No Specific Occupation or Educational Background </li></ul>
  5. 5. Research Result
  6. 6. Research Result - Gender <ul><li>77 percent of them are Male </li></ul><ul><li>23 percent of them are Female </li></ul>
  7. 7. Research Result – Age Group <ul><li>Younger People  Our Target Market </li></ul>
  8. 8. Research Result – Educational Level
  9. 9. Research Result – Income Range
  10. 10. Research Result – Car Owners
  11. 11. Research Result <ul><li>100 percent of the interviewees want to be car owners in the future. </li></ul><ul><li>66 percent of the interviewees have planned to purchase a new car in the coming up 5 years. </li></ul>
  12. 12. Research Result <ul><li>79 percent of the interviewees are willing to pay less than HK$500,000 for purchasing an automobile. </li></ul>
  13. 13. Research Result <ul><li>Many HK people want to have a car </li></ul><ul><li>Do not want to spend too much money on purchasing an automobile </li></ul><ul><li>Automobiles are still luxury goods for most of the HK people </li></ul>
  14. 14. Research Result - Concerns <ul><li>Divided into 5 Aspects: </li></ul><ul><li>Body Design </li></ul><ul><li>Functions </li></ul><ul><li>Fuels </li></ul><ul><li>Environmental Protection </li></ul><ul><li>Gas Consumption </li></ul>
  15. 15. Research Result – Major Concern
  16. 16. Research Result - Concerns <ul><li>39 percent of the interviewees put Functions as the major concern </li></ul><ul><li>Automobiles are used for carrying people and things </li></ul><ul><li>Most of our potential customers want a practical car </li></ul>
  17. 17. Research Result – Least Concern <ul><li>57 percent of the interviewees think that the environmental protection issue is the least concern </li></ul><ul><li>Environmental protection issue is being ignored </li></ul>
  18. 18. Research Result <ul><li>39 percent of our interviewees put it in the third place </li></ul><ul><li>Only 8 percent put it as the least concern </li></ul><ul><li>Gas consumption is a basic concern of all automobile buyers </li></ul>
  19. 19. Research Result – Concern (Functions) <ul><li>Divided Functions into 5 Categories </li></ul><ul><li>Speed </li></ul><ul><li>Horsepower </li></ul><ul><li>Safety </li></ul><ul><li>Stability </li></ul><ul><li>Ability to Turn </li></ul>
  20. 20. Research Result – Concern (Functions) <ul><li>Safety and Stability are the major concerns of the interviewees </li></ul>
  21. 21. Research Result – Concern (Functions) <ul><li>Difference Age Groups actually show a totally different Picture </li></ul>
  22. 22. Research Result – Concern (Functions) <ul><li>In the groups of 18 to 25 years old , 41 to 50 years old , 51 to 60 years old , interviewees pay much more of their attention on Safety and Stability . </li></ul>
  23. 23. Research Result – Concern (Functions) <ul><li>Average range </li></ul><ul><li>Safety and Stability are in a High Percentage </li></ul><ul><li>Speed and Horsepower are in ever Higher Percentage </li></ul><ul><li>Age group of 26 to 30 year old, willing to take more risk </li></ul>
  24. 24. Research Result – Concern (Functions) <ul><li>Mature group </li></ul><ul><li>Enjoy taking risk </li></ul><ul><li>Usually have family </li></ul><ul><li>Need a Safer automobile </li></ul>
  25. 25. Research Result <ul><li>Overall all the Age Groups: </li></ul><ul><li>- Hong Kong people concern Safety and Stability the most. </li></ul><ul><li>- More than 50 percent of the interviewees choose Horsepower is also another major concern </li></ul><ul><li>- Our new car should include adequate Horsepower , Safety , and Stability factor. </li></ul>
  26. 26. Research Result - Needs
  27. 27. Research Result - Needs <ul><li>Different Age Groups have Different Demands towards Automobiles </li></ul>
  28. 28. Research Result - Needs <ul><li>Young People like Small Cars </li></ul><ul><li>Hong Kong is a small city </li></ul><ul><li>Huge cars do not fit the environment. </li></ul><ul><li>Difficult to find parking spots. </li></ul><ul><li>Big cars are easier to get into car accidents. </li></ul><ul><li>Small cars also give a flexible feeling to younger current or potential automobile users. </li></ul>
  29. 29. Research Result - Needs <ul><li>Older People like Luxury Cars </li></ul><ul><li>Highly Styled, Intended for the Comfort, Sacrificing Passenger Space </li></ul><ul><li>Higher Income and Better Occupations </li></ul><ul><li>Able to Handle Expensive Automobile </li></ul>
  30. 30. Research Result - Needs <ul><li>From the Two Oldest Age Groups </li></ul><ul><li>Married and Have Children </li></ul><ul><li>Need a Car that Carries the whole family </li></ul><ul><li>For Family Activities </li></ul>
  31. 31. Research Result - Needs <ul><li>Sports car is the Least favorite </li></ul><ul><li>Sports car is designed for Performance Driving </li></ul><ul><li>Not practical for driving in Hong Kong </li></ul><ul><li>Expensive </li></ul><ul><li>Not able to handle the Maintenance Cost. </li></ul>
  32. 32. Research Result - Needs <ul><li>Gasoline is the Most Favorable Fuel </li></ul><ul><li>Popular </li></ul><ul><li>Gasoline is also more Durable </li></ul>
  33. 33. Research Result - Needs <ul><li>74 percent of our interviewees concern about the Car's Exhaust System </li></ul><ul><li>Most of them want to prevent Exhaust Pollution </li></ul><ul><li>Most of people want to buy an Environment Friendly Car </li></ul>
  34. 34. Research Result - Summary <ul><li>Small Car & Personal Luxury Car are Favorite Types of Car </li></ul><ul><li>Functions & Body Design of the Automobile are the Major Concerns </li></ul><ul><li>Should be Safe , Stable , and User-Friendly </li></ul><ul><li>Gasoline is the Best Choice of Fuel </li></ul><ul><li>Most people are willing to pay under HK$ 500,000 for an Automobile </li></ul>
  35. 35. Research Result <ul><li>Suggestions for launching a new vehicle: </li></ul><ul><li>A Small Car </li></ul><ul><li>Put this project into the Subsidiary Company of BMW, MINI </li></ul>
  36. 36. Reasons to Support our Suggestions: <ul><li>MINI is specialized in producing small cars </li></ul><ul><li>Cost of producing Small cars is Lower </li></ul><ul><li>Producing Small cars is a “Win-Win” Situation for Producer and Consumer </li></ul>
  37. 37. Research Result – Continue <ul><li>Outlook of MINI = Guarantee of Sale </li></ul><ul><li>Gasoline should be the Fuel for Cars </li></ul><ul><li>Continue to develop New Ways to run Cars </li></ul><ul><li>Develop an After-Sale Service </li></ul><ul><li>MINI is within the Price Range </li></ul>
  38. 38. Research Result <ul><li>Innovation of Automobile will get into A New Generation </li></ul><ul><li>New Ways to Drive, New Technology, New Sources of Energy, New Outlooks </li></ul><ul><li>For BMW to launch a new MINI should be the BEST way to earn Impressive and Considerable Sum of Profit </li></ul>

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