Strategii de marketing intr-o companie multinationala, studiu de caz BMW AG

CUPRINS
|Introducere                                                         |3  |
|Capitolul 1. Strategiile de marketing – componente fundamentale ale |4  |
|strategiei generale a intreprinderii                                |   |
|1.1. Marketingul – concept modern si                                |4  |
|complex…...................................….                       |   |
|1.2. Marketingul strategic – factor de                              |4  |
|competitivitate…...................................….               |   |
|1.3. Planificarea strategica si strategia de marketing              |5  |
|…..................................                                 |   |
|1.4. Tipologia strategiilor de marketing                            |6  |
|…...................................….                              |   |
|Capitolul 2. Prezentarea generala a companiei BMW AG                |14 |
|2.1. Repere privind evolutia companiei BMW                          |14 |
|AG…...................................….                            |   |
|2.2. Gama actuala de produse a firmei                               |15 |
|…....................................…                              |   |
|2.3. Strategia de distributie a                                     |17 |
|companiei....................................…                      |   |
|2.4. Responsabilitate corporativa sociala si cultura                |18 |
|corporatista…....................                                   |   |
|2.5. Date financiare privind dinamica vanzarilor                    |19 |
|firmei…....................................…                        |   |
|Capitolul 3. Noi strategii de produs in cadrul mixului de marketing |21 |
|al BMW AG                                                           |   |
|3.1. Design nou, abordari noi si innoire a gamei de produse         |21 |
|..............…………                                                  |   |
|3.2. Strategie de downsizing la BMW AG: „Masini mai                 |22 |
|mici”..............................………                              |   |
|3.3. „Masini mai economicoase”- ajustare a strategiei la evolutiile |23 |
|recente de pe piata ....                                            |   |
|3.4. Amenintari pentru BMW AG si reactiiale companiei               |27 |
|................................…..                                 |   |
|3.5. Strategii de innoire la BMW AG- categorii noi                  |29 |
|…..................................………….                            |   |
|Capitolul 4. Noi strategii de promovare in cadrul BMW…              |32 |
|4.1. Strategii “normale” de promovare la BMW                        |32 |
|AG…..................................……                             |   |
|4.2. Campanii inedite de promovare si tactici de marketing          |32 |
|implementate …...............                                       |   |
|4.3. Promovarea prin metode                                         |35 |
|alternative…..................................………….                 |   |
|4.4. Sustinerea promovarii prin cercetare de piata si promovare     |37 |
|on-line ….......                                                    |   |
|4.5. Sloganuri si identitati…..................................………….|40 |
|Concluzii                                                           |45 |
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|Bibliografie                                                        |46 |
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|Anexe                                                               |47 |
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