Assignment Task: ATL Automotive has secured the BMW franchise, which was previously owned by the Stewarts Automotive Group. The senior management team has decided to hire you as the new marketing manager, with responsibility for their BMW X6 vehicle.
Question 1:
A. Explain the stages that a typical customer would go through when buying a BMW X6 for the first time.
B. Describe two (2) levels of distribution channels that ATL Automotive could consider using to sell its BMW motor cars. Which level would you recommend and why?
Question 2: You have been charged with special responsibility for developing the Segmentation, Targeting & Positioning strategy (STP) for the BMW X6.
A. Describe two (2) appropriate segmentation bases for the BMW X6 and select a target marketing strategy that would be suitable for the marketing of the BMW X6. How would you position the BMW X6?
B. To assess the likely receptivity for the BMW motor cars in rural Jamaica, ATL is planning on conducting marketing research. Outline and briefly explain the four steps in the marketing research process which ATL could undertake.