Furthermore, a marketer may make use of all the three positioning concepts altogether in order to devise a reliable positioning strategy. Nowadays, mostly all car brands stresses on handling, eco-friendly and safety features, thus it won’t be a good base for attaining brand loyalty since they can be easily copied.
Fifield (1998) stresses out that positioning and marketing strategy goes hand in hand because of the fact that the whole marketing mix can be affected either positively or negatively by any positioning decisions. For example if BMW wants to attain a sporty and luxury position in the Mauritian car market, it should be noticed in every single aspect of the marketing mixes namely the price of the car, the way the car is being sold followed by the different advertisement styles and the after-sales services offered like car maintenance and servicing. As a result, the BMW cars can be priced using a different pricing strategy as compared to other car competing brands, its sales methods can be adapted to the Mauritian context, that is as per the demand of the cars prevailing and its promotion activities can be licated in tuning or motor shows.
Marketing firms themselves such as BMW play a
part in technical progress, many having their own research division or
sponsoring research through universities and other institutions,
accordingly playing a part in innovating new developments and new
In this study, a broad definition of brand identity is necessary since the BMW car brand should be identified first on the Mauritian car market. Only then will different proper conclusions be drawn. Often, a firm identifies itself by its brand identity. The firm may bring products on the market with different characteristics as compared to other brands in order for identification. As Nandan (2005) implies, a firm often communicates its identity to different persons concerned with the business by using its branding strategy. For example, the Toyota car company can use the "hybrid" attribute of its latest car namely the "Toyota Prius" to inform its customers the features of the brand; being eco-friendly.
Additionally, there are 4 macro marketing factors, which all concern
BMW's marketing strategy, and BMW themselves cannot change or
This study is all about the positioning of BMW in the Mauritian car market, hence arises the need to evaluate the different positioning strategies and concepts, its importance and last but not least, the re-positioning concept.
Understanding where we are starting from is the first task of creating a strategy. We need to deal with facts, not beliefs, so that we know we are starting from the right place. Understanding your market, your products and services, where you sit in relation to competitors, attitudes of customers and potential customers and opinions of influencers. The more information we have, the more accurate a picture we can establish of where we are starting from and what we have to change in order to build awareness and positive perceptions of your business, products and services.