The BMW car manufacturer considers German as one of its leading target markets. BMW is a high profile company known for its posy car models. The German market segment serves the best target market for BMW’s cars for a number of reasons; ranging from geographical, demographic, psychology to behavioral.
Geographically, German is located in the same country as the BMW cars manufacturer location. Even if the company was started in the United States, it is mainly manufactured in Germany. At Bavaria in German, a number of car models are manufactured. This physical positioning of the German Market segmentation, given the demand from the German population, makes the country a best target for its models. It makes an economic sense as the amount of tax incurred as a result of crossing borders is notably avoided. This makes the net price of the cars lesser than if it were imported to another nation, say in Asia.
BMW gives its customers the freedom of choice. Considering that the car manufacturing company is mainly based in German, the country’s customers can directly order cars. This allows the customers to enjoy customizable car manufacturing services. According to the BMW website, the company is very flexible allowing customers up to six days to make changes before building of the car is started.
German is ranked number 16 most populous nation in the world, and ranks the most populous in the European Union. This population serves as a ready market for the BMW car models. The population consists of an independent aging population. Such a population has a higher propensity to buy cars than a young growing population. Additionally, German a large number of immigrants. The immigrants mix with the native diversifying their heritage, thus, a broader base of demands for a number of different models.
Work Cited
"Production Overview | BMW US Factory." N.p., 2014. Web. 27 Feb. 2014. <https://www.bmwusfactory.com/manufacturing/production-overview/>.
