FIVE-YEAR MARKETING PLAN BMW Car Club of America Beth Foley Chris Brown Mike Jacobs Andrew Sauer Tom Hoffman Table of Contents 1. Executive Summary 2 2. Company Description 3 3. Strategic Focus and Plan 4 a. Vision b. Goals 4. Situational Analysis 5 a. Research b. SWOT analysis c. Competitor analysis d. Customer analysis e. Geographic analysis 5. Marketing / Sales Focus 10 a. Identify sales cycle b. Marketing mix strategy c. Product Description d. Pricing Strategy e. Placement / Distribution 6. Promotional Plan 14 1
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FIVE-YEAR MARKETING PLAN
BMW Car Club of America
Beth FoleyChris BrownMike Jacobs
Andrew SauerTom Hoffman
Table of Contents
1. Executive Summary 22. Company Description 33. Strategic Focus and Plan 4
6. Promotional Plan 14a. Creative Strategyb. Direct marketing / Database marketing
7. Implementation 178. Budget 18
9. Evaluation & Control 1910. Bibliography 20
1
Executive Summary
BMW Car Club of America is an enthusiast group focused on enhancing the
BMW experience for their members by providing services, support, information, and
activities that promote camaraderie and encourage social awareness and responsibility.
Through an in-depth analysis of BMW Car Club of America’s strategic focus and
ambitions for growth, we created a comprehensive marketing plan, including the steps
needed to carry out the proposed goals over the next five years.
Through SWOT, industry, competitor and customer analysis, we took a detailed
look at the BMW Car Club of America’s strengths and weaknesses and the trends of the
industry in which the car club is competing. This analysis led to covering the specifics of
the younger demographic and how our plan will gain and retain this target group. Here
we discussed market and service objectives, target markets, points of difference, along
with positioning.
After gaining a better understanding of BMW Car Club of America’s current
positioning and the direction in which they wish to proceed, we have formulated a
marketing plan that can be easily implemented by the club on both the local and national
level in order to achieve maximum future growth.
2
Company Description
The year was 1969. There were soldiers in Vietnam; hippies at Woodstock; and in
Boston, a few car nuts were wandering the streets, snapping leaflets to the windshields of
a curious new German import – the BMW 2002. They were recruiting members for a new
car club dedicated to the object of their desire. In time, veterans, hippies, and other
driving purists from all over the spectrum would find common ground in what has
become the world’s largest owner-supported car club – the BMW Car Club of America.
Today, BMW CCA has 65 chapters nationwide, with more than 75,000 members,
mutually enhancing each other’s BMW ownership experience.
It doesn’t matter what model you drive. Whether you’re on your first BMW, or
your thirtieth, there are just certain subjects that only BMW owners are interested in and
BMW CCA addresses all of them.
Their official mission is: to enhance the BMW experience for their members by
providing services, support, information, and activities that promote camaraderie and
encourage social awareness and responsibility. Unofficially, they are a big support group
for Ultimate Driving Machine addiction.
BMW CCA enjoys a strong yet independent relationship with BMW AG and its
BMW of North America subsidiary. They are a not-for-profit corporation governed by a
nine-member elected board of directors -- four national officers and five regional vice-
presidents who serve the interests of the chapters. Each chapter is an independent
corporation chartered by BMW CCA with headquarters located in Greenville, SC.
3
Strategic Focus and Plan
Mission/Vision
This section covers the Club’s goals and aspirations for growth, which have
guided the marketing plan we have developed. The prominent goal for BMW CCA is to
create an awareness of the organization among the college-aged future leaders of
America who will own a BMW one day. It is vital to the future of the Club that they
continue to find innovative ways to appeal to the college-aged consumer in order to draw
these potential future owners into the organization and keep them there.
Goals
The marketing plan we have developed for BMW CCA is projected over a five-
year period. With this time period, the Club can focus on all college students, from
current graduate students all the way down to current freshman undergraduates.
1. Utilize the Top 75 schools according to US News & World Report
rankings.
BMW CCA Ultimate College Campus Tour
Campus Representative Program
2. To develop and sustain a relationship with BMW North America
Corporate, and eventually BMW AG.
Dealership contracts
Corporate relationship
4
3. To increase communication avenues internally and externally.
Situational Analysis
This situation analysis starts with a snapshot of the current environment in which
the BMW CCA finds itself by providing a brief SWOT (strengths, weaknesses,
opportunities, threats) analysis. After this overview, the analysis probes ever-finer levels
of detail: industry, competitors, and customers.
SWOT Analysis
BMW CCA has many strong points that have made it the company it is today.
Roundel Magazine is the official publication of the BMW CCA, and is available both
online and in paper form. There are 65 chapters nationwide, with a total of 76,000
members, which is incredibly impressive. The Club members possess a strong sense of
brand loyalty and are unwavering in their dedication to BMW and the Car Club. And the
BMW CCA is recognized as a national organization, and thus is able to host national
events. With the marketing plan that we have developed, we hope to capitalize on the
aforementioned strengths and implement new and innovative marketing techniques.
Although Roundel Magazine is a positive asset, the Club has over relied on it to
fully represent the organization. The majority of the 65 chapters act independently
without any direct contact with the National organization. Another weakness of the Car
Club is the lack of a concerted training program for chapter leaders. Although these
weaknesses have not had detrimental effects on the organization, there is definitely room
for improvement and increased efficiency.
5
There are many opportunities for improvement available within the Car Club. It
already possesses the structure and finances needed to overcome its weaknesses. And
there is currently a detailed strategic plan and vision for the organization.
The BMW CCA faces the dangerous threat of complacency; however, with the
marketing plan that we have developed, it will be difficult to remain content with the
current state of the Car Club. There is also an “old guard v. new guard” mentality that
needs to be overcome in order to appeal to the college-aged consumer. There have been
issues with BMW enthusiasts forming their own groups, both physical and through online
forums. It is vital that these outside groups make their way under the BMW CCA
umbrella.
Competitor Analysis
BMW CCA faces competition from other car clubs, primarily Audi, Porsche, and
Mercedes-Benz. After engaging in some secondary research, we have uncovered the
following information regarding the competition:
Audi Car Club of AmericaNumber of Members: 10,000Dues: $44 (1 year) - $750 (Lifetime)Membership Benefits:
Audi Club Driver Safety Schools nationwide Care, maintenance and technical tips from Audi experts
Information on new products Sources for enhancement products Parts discounts for club members Access to a range of advertisers Keeping in touch with members across the country Special promotional giveaways from sponsors Camaraderie shared by fellow enthusiasts
Porsche Car Club of AmericaNumber of Members: 97,000Dues: $42 (1 year), $82 (2 years), $120 (3 years)Membership Benefits:
Local Regions with local newsletters and events. (Some regions have additional fees and requirements).
Vast technical publications — Up-Fixin der Porsche (Vol. 1-11 — reprints of all technical articles ever appearing in Porsche Panorama, organized by year of original publication, fully indexed).
Tech Committee available to answer your questions. Specialists for all models plus exteriors/interiors and historic racecars.
Valuation committee to help you establish the value of your Porsche for insurance purposes.
Access to specialized insurance for Porsches that are second autos/pleasure only/limited use. Translates to money saved on premiums. (Leland-West Insurance — must be a PCA member.)
PCA Club Racing Program — nationwide; modeled on vintage racing rules. Annual national convention (Porsche Parade) gathers in a different location each
year. Over 600 Porsches and 1500 folks gather for a week of noting but Porsche.
Mercedes-Benz Club of AmericaNumber of Members: 29, 894Dues: $45 (1 year), $87 (2 years), $127 (3 years)Membership Benefits:
You will gain access to useful information that will help you to preserve the appearance, performance, and value of your Mercedes-Benz automobile.
You will receive six big issues of The Star Magazine You will be able to participate in dozens of local section activities and events You will receive a local section newsletter several times per year You will be able to attend National Events and conventions You will be able to advertise free in the classifieds section of The Star Magazine You will have access to a technical hotline You will have access to the Club Store You will be able to get technical and vintage reprints of information printed in
The Star Magazine You will keep up to date on new developments and products which are often
previewed to club members
This information about the competitors is vital in developing a strategic marketing
plan that will give BMW CCA the competitive advantage.