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
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SWOT 17 6.0. BASIC STRATEGIC THRUST 23 6.1. Proposal 1: Innovation 25 6.2. Proposal 2: Differentiation 26 6.3. Proposal 3: Focus 27 6.4. Proposal 4: Synergy 28 6.5. Proposal 5: Branding 29 7.0. MARKETING GOALS 30 7.1. BMW 3 Series Sales 30 7.2. BMW 3 Series Life Cycle 30 8.0. PRODUCT-MARKET INVESTMENT STRATEGIES 31 8.1. Ansoff’s Product- Market growth strategies 31 8.2. Target market selected and why? 31 9.0. STRATEGIC MARKET MIX (Medium Term 3-5years) 32 9.1. Product
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BMW, renowned as one of the world leaders in the production of precision automobiles is not a company that has rested on the laurels of it products nor has the company allowed its success to hamper efforts to expand and remain a top competitor in the global market today. Begun as Rapp Motoren Werke, in Munich Germany, as an airplane engine manufacturer, in 1916 by Karl Friedrich Rapp, a well know engineer. (Rudelius, 2011) Nearby, Gustav Otto, set up his own shop, Gustav Flugmaschinefabrik, building
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CARS 2009 BMW 328 i - $32,777 Dealer: Vista BMW/VW 866-383-5614 Mileage: 23,327 Body Style: Convertible Exterior Color: Monaco Blue Metallic Interior Color: Gray Stock #: B50174 VIN: WBAWR33569P460869 2009 BMW 328 i - $32,995 Dealer: Lauderdale BMW of Ft. Lauderdale Call: 877-370-4558 bout This 328 Mileage: 17,843 Body Style: Convertible Exterior Color: Monaco Blue Metallic Interior Color: Cream Stock #: P461124 VIN: WBAWR33559P461124 OFF LEASE 1-888-294-8218 2009
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brandedentertainment Case study: BMW movies – luxury car to movie star Charles Young and Amy Shea Hall, Ameritest, examine a famous piece of branded entertainment, and show how two similar films have different effects F ADE IN: An impossibly handsome man guides his convertible up to a dilapidated house on a deserted street. He exits; his white suit glints in the sun as he surveys the landscape from behind impenetrable sunglasses. In his hand, a metallic attaché case. Members of a SWAT team
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This case is based in the 90’s era when BMW decided to reinvigorate its sales and brand, make the BMW brand global and penetrate into the US market. The key challenges that lie in front of James McDowell, VP Marketing at BMW (NA) to launch a Phase II program for BMW Z3 Roadster are: a. Design a marketing campaign to create a sustained product excitement, continuing what was generated from Z3 Phase I program, until product is available at dealer stores b. Attract consumers based only the demand
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around in an all black shiny BMW sports car with tinted windows. The morning of my birthday I woke up to the smell of warm chocolate cake fresh out the oven. I immediately ran downstairs greeted by both my parents and siblings. Everyone begin to sing happy birthday to me, as my parents wrapped blindfolds over my eyes. My heart started to race as they opened the front door & guided me towards the driveway. All I could think about was starting the engine to my 2011 BMW z4. Finally they ripped off
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HIC MASS COMMUNICATIONS MAC101 FOUNDATION/ BUSINESS NAME: BHAVEN MORAR ID NUMBER: MOBHC2B LECTURER: BEN WHEELER DATE: 9/08/2012 BMW ADVERTISEMENT ANALYSIS This is a representation of a BMW, an advert that was used when promoting the BMW Z4. This advertisement targeted a specific gender, age group and clearly shows signs of muscularity by a female. All this has been communicated using various aspects of location, context, costume, copy, colour framing, set design, and body language.
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2.0 Análisis de la situación Mercedes-Benz hará el lanzamiento del Clase A la cual se llevara a cabo a finales de mes de octubre del 2012. Con este nuevo producto se busca entrar en un nuevo segmento donde la competencia acapara todo el mercado. La campaña de lanzamiento será fundamental para que el producto sea bien recibido por los nuevos clientes. Hoy en día el consumidor de autos Mercedes-Benz es una persona mayor y la idea de este nuevo producto es llegar a los consumidores más jóvenes.
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objective of the project is to halve lead time of product development in BMW from 60 months to 30 month. As a result, the firm can incorporate reflect fickle customers’ tastes and the latest technology to their product development quickly and it enable them to fit the market needs strategically. If this change is successful, the experience and knowledge can be transferred to 7-series and all other new projects. It will make BMW in front of the competition. And it will save huge money and time of the
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