The group of BMW also has the data required for creating an understanding about the marketplace and the base of customers. This information is utilized by the brand for reaching the audience being targeted that are young, urban and tech savvy professionals by advertisements being placed on the television and the internet (Menguc, 2008). However, with respect to this particular strategy, the brand needs to be reconsidering the market being targeted. The articulation of new marketing strategies is being done by BMW for the creation of value that serves the needs of customer in a better manner. BMW understands the logic related to the needs international marketing that it considers as an ideal strategy for performing in a new manner within new markets such as the market of Korea. With respect to the segmentation, there is a need for the consideration of all marketing mix. In consideration with segmentation, the brand has made different segments within the industry in accordance with different preferences of different customers (John, 2010). This segmentation has been done with respect to the varying patterns related to the buying behaviour of the customers.