Bmw Films
Essay by 24 • January 2, 2011 • 271 Words (2 Pages) • 1,216 Views
BMW Films
Case Summary
In the early 1990's BMW was in trouble, so much trouble that rumors of BMW withdrawing all together from the US swirled about the automotive community. The ride on top of the luxury car market from the 1980's was over, Lexus had taken over the top spot and other Japanese manufacturers where close behind. These Japanese cars had superior quality and durability, they were backed by a more exclusive dealer net work and offered service at a substantially lower price point then BMW. The situation required action by BMW in the from of the following:
* Release of the completely redesigned 325
* Release of the 740i with a V8 engine
* Aggressive pricing on the two models (maintaining the 10-15% premium over the Japanese brands)
* Reorganized dealer network - DOS (Dealer Operating System)
* Release of the Z3
These actions coupled with continued research and technological improvements to the vehicles and features launched BMW back toward the top of the luxury market.
SWOT
Strengths:
* Core Product Lines
* New product releases (325, 750)
* New product lines (6 series)
* Consumer Reaction and "Buzz" around the 5 films
* Media Reaction to films
* Excellent balance of prestige and performance
* Display of vehicle performance in films
* Unique Customer loyalty
* Great product structure to "up sell" customers from one car to
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