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Assignment Two 'Market Segmentation, Positioning and targeting for BMW & Jack Daniels' 1.1 Introduction This report aims to examine the market segmentation, positioning and targeting of BMW (automobile company) and Jack Daniels (dark spirits producer). BMW will first be examined giving information about the company and where it is now and any recommendation that we feel are appropriate. We will then examine Jack Daniels in exactly the same way. 1.2 BMW Company Profile BMW was formed in 1917, from the merger of two small aero engine makers. Their famous blue and white symbol stems from the colours of the Bavarian Luftwaffe and is said to resemble the view of the one of their plane through a propeller. BMW is renowned for its sporty, sophisticated & luxury image which has been built up since the 1970's with many motor sport victories ranging from Touring Car to Formula 1. BMW Group's worldwide mission statement is: "To...

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