Bmw Case Study

Daniel Mandara

Marketing Management

Case Study-BMW

BMW of North America

Dream it. Build it. Drive it.

Part I-Executive Summary

Here, BMW is evaluating its “customerization” option available to customers who want to customize their BMW. Some benefits of the process are that is allows customers to feel that they are a part of the brand and gives them a sense of exclusivity with their purchase. While it seems to work with newer models, the process seems to be taking away business from local car dealerships. Furthermore, in the US market, consumers are used to getting what they want right when they want it which is a weakness of the “customerization” process. Having partially addressed that problem by moving some of the operations to the US, it still may not have solved that problem. BMW should reduce the number of dealerships in the US and reduce the number of models of cars available. Furthermore, with increasing gas prices and increasing environmental awareness, BMW should invest more in making a luxury fuel efficient hybrid to remain competitive with other luxury brands such Audi and Mercedes Benz.

Part II-Strengths

BMW is one of the strongest and most recognizable car brands in the world. BMW’s products are known for their high quality and luxuriousness. Throughout the years BMW has managed to keep itself as one of the leading luxury car brands by consistently producing safe, reliable, comfortable, high quality automobiles. The effectiveness of BMW’s marketing strategy is evident being that the brand is extremely familiar. One way they accomplished this was by placing their products in action movies like the James Bond series and Mission Impossible. This marketing strategy was extremely effective especially towards males. By placing their new products in these action movies, they increased their familiarity and the demand for these new cars.

Another strength of BMW is their innovation through research and development. Often...