BMW
Motorcycle Niche Marketing
The Company
1. The
BMW Home Page -
http://www.bmwusacycles.com/
- provides basic information concerning the company and its different stlyes
that are available. Due to the pressure of the high competition from
Japanese manufacturers, the company has made strides to meet customer demands
by offering adjustable handlebars and seating heights. BMW was known
to sell a dependable motorcycle with minimal accessories. This approach
has changed, which is evident with the accessory-laden flagship, the K1200LT.
BMW has been first in many areas including telescopic front forks, anti-lock
brakes and the telelever front suspension. To meet the competitive
market, all areas of the riding arena have been attacked. These include
off-road/on-road (enduro), cruising (Harley-Davidson), sport touring (Japanese
models), low-cost entry models, and of course, the touring models (Honda
Gold Wing).
2. Hoovers
Online -
http://www.hoovers.com/co/capsule/8/0,2163,41758,00.html
- provides an overview of BMW who manufactures automobiles as well as motorcycles.
The company began to manufacture motorcycles in 1923 and automobiles in
1927. Previous to 1923, they manufactured airlplane engines.
This was stopped in accordance with the end of World War I treaty.
The History
3. The
BMW Site -
http://www2.tower.org/bmwsite/history.html
- provides the history of the evolution of the BMW motorcycle. In
the past, all BMW motorcycles were only available in the legendary black
color. It was not until the 1980's that other colors were made available.
In addition to being available only in black, the company was not receptive
to customer complaints of riding position and accessories.
4. BMW
of Santa Cruz Home Page -
http://www.bmwscruz.com/bmw/bmwinfo.html
- Provides a detailed analysis of each motorcycle produced by BMW and history
of the manufacturer.
The Clubs
5. The
BMW Motorcycle Owners Association -
http://bmwmoa.org/ - provides information
on benefits of being a club member. Club related rallies are listed
and the site also contains an on-line flea market for used parts.
The magazine that you receive upon becoming a member contains reviews on
new models, technical articles and articles on touring different parts
of the world.
6. The
BMW Riders Association -
http://www.bmwra.org/ - provides information
regarding membership benefits and locations of motorcycle rallies.
This club is smaller than the BMWMOA, but has a closer knit membership.
7. The
Airheads Beemer Club Home Page -
http://www.airheads.org/ - provides information
on club information, dealers, technical resources, and archived articles
on BMW motorcycles. This club is formed from the older crowd who
have boycotted the newer design K-style engine. The members remain
faithful to the old style air-cooled 2 cylinder opposed engine.
The Marketing Strategy
8. Transium
Company Search -
Provides the text of an article from Dealer
News on strategies that BMW are taking to place themselves in the market.
As stated in the article, advertising and the level of awareness of what
the customer wants has made the biggest difference in their sales over
the past years.
Off Road /
On Road Model
9. Mica
Peak Home Page -
http://www.micapeak.com/bmw/gs/-
provides
information on the on-road/off-road version of the BMW motorcycle, the
R1100GS. This model captured the Paris-Dakar race on several occasions.
This version is, surprisingly, the best selling model due to its versatility
and excellent ride. It also appeals to the older crowd of BMW followers
by implementing the 2 cylinder opposed model.
Cruiser Model
10. Woman
Motorist -
http://www.womanmotorist.com/motorcycles/reviews/bmw-r1200c.shtml
- Reviews the BMW R1200C that competes with the Harley-Davidson cruisers
but without the engine vibration and power deficiencies.
11. Blue
Moon Cycle Web Page -
http://www.bluemooncycle.com/cruiser.html
- Comments on the R1200C and its specifications. This motorcycle
directly attacks the cruiser market with a smooth ride and dependability.
Sport Touring
Models
12. Scot
Marburger's Web Site -
http://www.gunsmoke.com/scot/k75s.html
- provides a detailed analysis of the extinct, but good used motorcycle
to be found. This bike has been touted as the smoothest motorcycle
ever produced by BMW. This motorcycle production was halted due to
the cost nearly matching the larger K100, but profits being minimal.
13. Marty's
Foreign Motors -
http://thor.he.net/~martys/99rrs.htm -
provides information on the BMW R1100S which is the sport bike version
featuring the 2 cylinder opposed engine. This motorcycle was marketed
to appeal to motorcyclists that want a sporty bike which features the old
syle look of the opposed cylinders.
14. The
Bikes Web Page -
http://www.bmweb.co.za/pg-bikes/testr11s.html
- provides a detailed review of the BMW R1100S. This motorcycle is
marketed as a replacement for the legendary R90S, which captured the 1976
AMA Superbike Championship.
15. Adventure
BMW/Ducati Web Page -
http://www.adventurebmw.com/k1200rs.html
- Provides basic information on the K1200RS, which is the sport bike version
featuring the 4 cylinder K-style engine. This bike has all the luxuries
of a sport bike with the addition of anti-lock brakes and a patented telelever
front end to reduce dive during braking.
16. San
Jose BMW -
http://www.sjbmw.com/k12.html - provides
the specifications of the BMW K1200RS. This motorcycle has high horsepower
with a linear power curve to provide a truly memorable ride for any motorcyclist.
Entry Level
Models
17. Woman
Motorist -
http://www.womanmotorist.com/motorcycles/reviews/mo-bmw.shtml
- Provides a review of the BMW F650. The F650 is BMW's thrust at
capturing the entry level BMW rider in the market for a low-cost motorcycle.
Touring Models
18. Bruce
Wagner's K1200LT Home Page -
http://www.bmwbruce.com/ - provides detailed
information on the BMW K1200LT, which is BMW's marketing attack on the
Honda GoldWing. Besides providing an incredible highway experience,
handling is similiar to a smaller, lighter motorcycle. Links from
this page provide information on the bike, accessories available, information
on riders of the K1200LT and links to other sites.
19. Cary's
BMW RTSource Page -
http://bmwr1100rt.com/ - provides information
on the 2 cylinder opposed engine touring motorcycle, the people who ride
them and the accessories available. This version provides a sporty
ride in a touring model, which appeals to the crowd that favor the older
style engine.
Miscellaneous
20. The
Great Answers Web Site -
http://www.greatanswers.com/vbmw/links.htm
- provides links to over a hundred different BMW and other motorcycle links.
If you can't find it here, it isn't on the web.
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