Essay on Launching of Bmw Z3 Roadster -Case Study Report

1447 Words Feb 11th, 2014 6 Pages
MARKETING MANAGEMENT

CASE STUDY :
Launching the BMW Z3 Roadster

SYNOPSIS

BMW, a German automobile manufacturer, known for its German engineering and quality, had established itself as a strong brand in the luxury/performance segment in U.S.A. However due to increasing competition from car makers such as infinity, Lexus, Acura, its sales dropped during the period mid 80’s to late 90’s .
The case deals with the launch, of the now infamous BMW Z3 roadster, a car that revolutionized and rejuvenated the boring American motor industry back in the mid 1990's. The case talks about the successful first phase launch of this new drop top beauty. It focuses on the customers and how they suddenly picked up the marketing cues and stories
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* Expansion of market share and pushing the sales of BMW in US market. * Making BMW as a Global brand (Made in Germany to Made by BMW) * To use the roadster to motivate and stimulate the dealer network to meet higher standards to qualify for the roadster. * To build an order to enable the new Spartanburg plant to build the specifications of BMW customers.

TIMELINE OF KEY EVENTS

STRENGTH | WEAKNESS | * BMW is not the biggest but the best car company in the world. * Increase in Sales: Their franchise expansion seems to be more promising way to increment sales. * Influences consumers strongly through media and film industry. * Innovative and Impactful. | * Their corporate image is too serious and tradition-bound. * Plan Execution was complicated. * Z3 was perceived to be German made car not an American made car. | OPPORTUNITY | THREAT | * Build on strong buzz and success of phase 1 of marketing. * Expansion of market share and pushing the sales of BMW in US market * Making BMW as a Global brand * Re-launch of redesigned 5S * Official Automotive Sponsor of 1996 Atlanta Summer Olympics | * Competition from Mercedes.

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