Bmwi3

1. Introduction
With increasing awareness of environmental protection, mass concerns about the exhaustion of oil and global warming, electric car - a product of new era - was borned with global expectation and huge future development. Ever since created the first electric car BMW1602 in 1969, BMW has continually been committed to develop electric car into wider practice. After many years’ research and hard work, BMW is planning to launch the first commercial electric car –BMWi 3- in the market in 2013.
According to “the electric vehicle study” conducted by Zpryme Research &Consulting, LLC in US, December 2010, a substantial group said they were very likely (8.5%) or somewhat likely (28.7%) to purchase an electric vehicle in the next two years (Figure1), only 1.1% indicated they were very likely and 25.8% did indicate they were somewhat likely to purchase an EV in the next five years (Figure 2). Therefore, how to grasp this market and find out targeting customers are essential for BMWi 3.

This report mainly focus on the situation analysis of BMWi 3 and make strategies for itydxecs promotion, generating sales through concise and effective utility of relationship and direct marketing.
2. Situation Analysis
According to a report from BBC, the price of an electric car is usually at least $10,000 (£6,400) more than its petrol-engined equicalent. For example, the California-based Tesla roadster costs around £90,000. While the price of BMWi 3 is only £35,000. Obviously, BMWi 3 obtains the advantage of acceptable price with reliability which is guaranteed by the brand performance of BMW. Furthermore, compared with other eletric vehicles available in UK market, BMWi is designed more spacious with four seats inside (Appendix1. most of the electric vehicles in UK only has two seats).
2.1 Brand Analysis
The inspiringly designed visionary vehicle BMWi3 can be described as an eco-friendly, innovative, energy-efficiency and refined brand. It adopts an all-embracing...