The paper 'The Aston Martin and the BMW Company Industry' is a wonderful example of a marketing case study. The automobile industry has transformed society for more than a century now. Many companies that developed throughout this period have had their moment of financial success as well as the financial meltdown. The financial swings have been attributed to the firms’ marketing strategies, quality of their product, political stability as well as the prevailing economic conditions. However, despite the volatility associated with this industry, most entrepreneurs have risked venturing into the manufacture and sale of vehicles, as there is a ready market for them.
Each company strives to be as unique as possible by producing high quality and affordable vehicles that people can identify with. As a result, the competition for customers is currently fierce, and each company gets pushed to the limit to deliver in terms of design, performance, and affordability. Aston Martin and the BMW Company are two examples that bring out the real picture of what it takes to make it in the automotive industry. HistoryAston Martin was founded in 1913 under the name Bamford & Martin Ltd by Robert Bamford and Lionel Martin.
The name Aston Martin came to be, a year later, following successful runs at the Aston hill climb in Buckinghamshire England (Colson, 16). The company later became associated with the manufacturing of high-end luxury cars in the 1950s and ‘ 60s. To date, the company has remained among the top manufacturer of high-quality vehicles in Europe and across the globe. BMW, on the other hand, became an automobile manufacturer in 1929 after purchasing Fahrzeugfabrik Eisenach. Its engineers progressively developed their cars from small cars into six-cylinder luxury cars (Colson, 80). During World War II, the company became fully engrossed in the production of aircraft engines and motorcycles.
The company resumed the building of cars in 1952 in Bavaria, where the BMW 501 luxury saloon was first produced. Since then, a wide range of vehicles has been developed, including the BMW 7 series (E65) (Colson, 72). Market As a reputable luxury car in the world, Aston Martin is currently revising its market by targeting younger and female buyers as opposed to wealthy men.
By targeting female customers, the company aims at expanding its customer base by providing a vehicle that they can identify with. The company is targeting China as a prospective future market as it is among the fastest-growing automobile markets in the world (Clark, 53). The skyrocketing demand for luxury goods in the country amid the rise of the new class of millionaires has led to Aston martin’ s anticipation that much of its future profit growth will come from China. The company is, however, at a disadvantage since companies such as Audi and Mercedes had already been in the market earlier and had already established themselves in the region.
It is not the market establishment that Aston Martin is cashing in on, but rather, the purchasing power and generosity of Chinese customers (Clark, 64). According to Aston Martin’ s Asia Pacific director, Matthew Bennett, there is nothing as a “ typical customer” because the company ensures that it has one-to-one relations with each of its customers. Currently, the firm has segments in the global market, in three regions, with each comprising of roughly 30% of the total market share (Colson, 74).
Since the inception of the BMW Company, its mission has been to provide its customers with sheer driving pleasure. The constantly changing market has enabled the company to focus on segments of production that have a high likelihood of developing in the future. Taking a bold step of venturing into an unknown niche of production is a risky decision that requires the company to fulfill 100% of its consumers’ expectations (Colson, 79). Thus, the company has a clear strategy on its target market in that it only targets premium-priced cars.
It also avoids the already saturated middle-of-the-road vehicles and instead focuses on the luxury sector. Through market research, BMW settled for the following three segments:
BMW automobiles : BMW AG website. (n.d.). Retrieved April 18, 2015, from http://www.bmw.com/
Clark, A. (2004, September 1). Is This The Golden Age Of Driving? The automobile is faster, smarter and safer than ever before, and we have the numbers to prove it.(The Future Of The Car/Technology)(Chronology). Popular Science.
Colson, R. (2011). BMW. New York: PowerKids Press.
Colson, R. (2011). Aston Martin. New York: PowerKids Press.
Gardener, E. (2001). Bank strategies and challenges in the new Europe. Houndmills, Basingstoke, Hampshire: Palgrave.