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Essay Details:
Essay text:
However, in a long-term purchase such
as these, there is a need for more substance than just marketing, otherwise the life of
the company would be relatively short due to the nature of the purchase. It is in these
longer-term systems and strategies that we can see many of the strengths of BMW, we
can consider these by starting with the market position of the company.
BMW as well as Mercedes' and a few other companies have managed too
successfully attain a market position where they have a focus on a narrow range of
exclusive cars. These can be seen as aimed at the market place that is not also sensitive
to price, and as such we must argue that the market positioning may be seen as a
strength as there will not be such a reaction if the economic conditions change...
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