When BMW first made a strong competitive push into the UK market in the early 1980's, it positioned the brand as the only car that offered both luxury and performance. At that time , consensus saw luxury cars as lacking performance , a performance cars lacking luxury. By relying on the design of its cars, its German heritage and other aspects of a well-conceived marketing program, BMW was able to simultaneously achieve point of difference on luxury and a point of parity on performance with respect to performance cars a point of difference on performance and a point of parity on luxury with respect to luxury cars. The clever slogan "The Ultimate Driving Machine effectively captured the newly created umbrella category - luxury performance cars.

Question 1.1

What is the point of difference (POD)? 10 marks

Question 1.2

Elaborate on point of difference on luxury and a point of parity on performance with respect to performance cars 10marks

Question 1.3

Elaborate on a point of difference on performance and a point of parity on luxury with respect to luxury cars. 10 marks