The Harvard Business School case from 2002 shows BMW attempting to focus purely on branding BMW in order to surpass competition in marketing innovation, gain market share and reach new sales goals of an additional 40% in the US. This focus on branding resulted in the production of 5 short films under the name BMWFilms that attracted the younger generation and neglected the current consumers. BMW should supplement this with advertising focused on their current consumer as well as additional customer
Words: 1347 - Pages: 6
Car on lease – iAspire, are you? Your neighbor, the one with two small kids and a Benz; how does he do it? Is he just rolling in extra money to buy a 30 Lakh car? Chances are he isn't, as many luxury cars makers are providing car on lease. In the era of “Use and Throw”, a luxury car on lease may prove to be a good move. If you appreciate good things, enjoy luxury life, change cell phones after every 6 months then you will most likely be driving the latest model of Mercedes after reading this
Words: 768 - Pages: 4
Let’s MOTOR. ® Find a MINI Dealer at MINIUSA.COM * BOOT TO BONNET NO COST MAINTENANCE. MINI also wants to ensure the proper performance of your vehicle, so we offer No Cost Maintenance standard for the first 3 years or 36,000 miles. WARRANTY.* At MINI, our commitment to quality and customer satisfaction is clearly demonstrated by a 4-year/50,000-mile New Passenger Car Limited Warranty and a 12-year/unlimited-mileage limited warranty against rust and corrosion perforation. * ROADSIDE ASSISTANCE
Words: 3629 - Pages: 15
a manageable commute to downtown jobs, restaurants, and entertainment. Age range not less than 55. Their life style and media traits are: · Order from barnesandnoble.com · Play golf on weekends · Watch Saturday Night Live · They BMW X6, Range Rover.
Words: 416 - Pages: 2
Marketing Plan for BMW 3 Series Dipanjali Biswas 2014143 Disha Divecha 2014144 Eden Jacques 2014145 Gaurav Nolakha 2014146 Ghanishtha Agrawal 2014147 The slugfest between Germany's Big Three automakers in India has a new winner. After leading the Indian luxury car market for four straight years BMW has dropped to the third position. The new leader is Audi India, followed by Mercedes, which has also moved one place up. Both Audi and Mercedes have been working feverishly
Words: 1436 - Pages: 6
3H Strategy and International Business 2001/02 Session 13 – The Rover/Honda Alliance and BMW Acquisition of Rover Group The following comments are extracted from the teaching manual that accompanies Exploring Corporate Strategy. Whilst they may not address directly the issues we covered in the classroom, they offer some interesting and relevant insights. The Rover/Honda Alliance At the heart of the alliance between the two companies was the logic of strategic fit and the way
Words: 1124 - Pages: 5
venture into Canada and North America must prove to be profitable. From the analysis, it is evident that as in Europe the North American and Canadian market is fierce with competition. There are currently many strong contenders in the market such as BMW, Mercedes-Benz, Audi and
Words: 7566 - Pages: 31
the Mini in the 60s, 70s, 80s and 90s, I think that BMW skillfully recreated the Mini with tremendous improvements in the design, particularly the interior. In addition, BMW has attracted many customers to the Mini since it is a retro sport car. 3. BMW witnessed many modern automobiles resembling beloved retro cars. The launch of Z3 was very successful yet different from BMW’s prestigious sedans. After acquisitioning Rover Group Ltd., BMW had the right to recreate the Mini; thus the Mini was
Words: 297 - Pages: 2
UK AUTOMOTIVE AT A GLANCE UK AUTOMOTIVE INDUSTRY: PROFILE MANUFACTURING THE SOCIETY OF MOTOR MANUFACTURERS AND TRADERS MOTOR INDUSTRY FACTS 2014 REGISTRATIONS VEHICLES ON THE ROAD ENVIRONMENT CONTENTS WHAT IS SMMT? The Society of Motor Manufacturers and Traders (SMMT) supports and promotes the interests of the UK automotive industry at home and abroad. Working closely with member companies, SMMT acts as the voice of the motor industry, promoting its position to government
Words: 4213 - Pages: 17
9-597-002 REV: JANUARY 8, 2002 SUSAN FOURNIER ROBERT J. DOLAN Launching the BMW Z3 Roadster January 1996 marked the beginning of Phase II of BMW of North America Inc.’s Z3 roadster introduction. Phase I had centered on the placement of the new $28,750 two-seat convertible in the James Bond hit movie, GoldenEye, which premiered several months earlier. While not yet critically evaluated, results of the “out-of-the-box” pre-launch campaign appeared very positive: word-ofmouth concerning the
Words: 8686 - Pages: 35
