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Promotion is a key stage as it determines the success of the product. Since cars became one of the most necessary things for people in the world, there were a huge number of brands, created by different car companies, trying to reinforce their images, developing new technologies in order to attract more consumers and takeover other entry vehicle brands. In this report, I will analyze and compare the marketing communications strategies and tactics of Skoda and BMW by using both primary and secondary research.
Skoda is an automobile manufacturer, based in Mlada Boleslav, Czech Republic. By 1991, Skoda became private subsidiary of the Volkswagen Group (VG), which currently is the largest car manufacturer in the world (Autocar, 2009), VG also subsidiaries many well-known car brands such as Audi, Bentley, Lamborghini, Bugatti (Volkswagen, 2009). Skoda is one of the four main brands under VW group, its cars mostly developed in Germany, under the idea of Volkswagen's platform.
Skoda's cars mainly focus on customers who have low or average salary, low labour cost and Germany's car technologies help Skoda establishing a cheap but good performance car (autozine, 2009). Bayerische Motoren Werke (BMW) is a German automobile company, one of the most famous cars, motorcycles and engines manufacturing company in the world, was founded in 1916 and its headquarter is based in Munich, Germany. BMW company is also own and manufacture the MINI brand, and BMW currently is the parent company of the well-known luxury car brand Rolls-Royce (BBC, 1998).
BMW Company mainly focuses on customers who have high salary and demand a posh and high performance car, but they are also develop low price cars for average salary customers. Primary research: Including observation method and survey method. Observation is conducted after watching the news, TV advertisements. Survey is conducted through University and street interview in Brunel University and Uxbridge high street.
About 15 interviews were given in Brunel University and 10 interviews were given in Uxbridge high street, interviewees were asked to fill in the questionnaires and people were selected randomly. The overall comparative analysis may be affected as the ability to collect all the information promotion of the 2 automobile brands is limited. Also, secondary research may bring errors as the purpose of research may not be the same as mine. The report will lead to inaccurately as all the findings depend on these data.