Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh

Exercise 61

China is not the only Asian country with a large population that represents opportunity for new customers who have their own unique tastes. Similar to BMW Brilliance, BMW India serves the Indian market and launches certain models especially for India. Discuss factors that make India attractive to BMW. Compare and contrast India and China in terms of the key elements that BMW must address.