BMW Marketing Case Study

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BMW Marketing Case Study

  1. 1. Presented by: Abdullah Sohail Sabeen Fatima Shafiq Abdullah Umair Shafi Choksy
  2. 2. <ul><li>German Based established in 1917 </li></ul><ul><li>Mini and Rolls-Royce also in the portfolio </li></ul><ul><li>Production in Germany, UK, USA, Brazil and China </li></ul>
  3. 3. <ul><li>Internal Factor </li></ul><ul><li>Low US market share </li></ul><ul><li>Strong Research and Development </li></ul><ul><li>Financial Resources </li></ul><ul><li>Production Capacity </li></ul><ul><li>Personnel </li></ul>
  4. 4. <ul><li>External Factors </li></ul><ul><li>Competitors </li></ul><ul><li>Economic Factors </li></ul>
  5. 5. <ul><li>Strengths </li></ul><ul><ul><li>Past experience of building automobiles </li></ul></ul><ul><ul><li>Strong brand name </li></ul></ul><ul><ul><li>Flexible Customer Oriented Production </li></ul></ul><ul><ul><li>Strong focus on R&D </li></ul></ul><ul><ul><li>Early Launch of Z3 </li></ul></ul><ul><li>Weakness </li></ul><ul><ul><li>Failure of Z1 </li></ul></ul><ul><ul><li>Low involvement in US </li></ul></ul><ul><ul><li>Product Unavailability </li></ul></ul>
  6. 6. <ul><li>Opportunity </li></ul><ul><ul><li>Cheaper environment </li></ul></ul><ul><ul><li>Cater to a larger market </li></ul></ul><ul><ul><li>Opportunity to expand </li></ul></ul><ul><li>Threat </li></ul><ul><ul><li>Similar concept by other companies </li></ul></ul><ul><ul><li>Emphasis on non-traditional marketing approach </li></ul></ul><ul><ul><li>Sustaining product excitement </li></ul></ul>
  7. 7. <ul><li>Launching the Z3 </li></ul><ul><li>Low US market share </li></ul><ul><li>Brand Image </li></ul><ul><li>High Cost </li></ul>
  8. 8. <ul><li>Spartanburg Plant </li></ul><ul><li>Non-Traditional Marketing </li></ul><ul><ul><li>The Movie “ Golden Eye ” </li></ul></ul><ul><ul><li>The Six Step Plan </li></ul></ul><ul><li>TV and Print Advertising </li></ul><ul><li>Dealer advertising and promotions </li></ul>
  9. 9. <ul><li>The Movie “ Golden Eye ” </li></ul><ul><li>The Six Step Plan </li></ul><ul><ul><li>Presence of World Wide Web </li></ul></ul><ul><ul><li>Neiman Marcus Catalogue Special Edition </li></ul></ul><ul><ul><li>Press Launch at Central Park </li></ul></ul><ul><ul><li>The Tonight Show </li></ul></ul><ul><ul><li>Radio Program </li></ul></ul><ul><ul><li>Go: An American Road Story </li></ul></ul>
  10. 10. <ul><li>Successful Launch </li></ul><ul><li>Greater Dealership Activity </li></ul><ul><li>Lower Costs </li></ul>

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