MEMORANDUM

Date:
To:
From: 
Re: 
9/26/99
Dr. David Chappell
Kenneth Fast
BA 570 Internet Research Project

BMW Motorcycle Niche Marketing bmwspin.gif (16872 bytes)

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

Click me at any time to return the the home page
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. 
 

[airheads logo]
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 Pagek1200ltblur.gif (9329 bytes)
 

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.