Marketing 101 - the Foundations

The goal of the organisation should be to increase the number of exclusive dealerships. This would involve overcoming the financial distress the dealers are in and their hesitancy in entering a standalone deal with BMW by reworking the financial strategy with the dealers to enhance the mutual success.

The most important thing for BMW is to have more exclusive dealerships. This would be vital to enhancing the whole experience of buying a car for a customer to go along with giving BMW a platform to showcase its assorted range of cars in a solitary location hosting none of the competitor’s vehicles. The reworked pricing strategy had ensured it was no longer just in a luxury car segment. The research findings about the young population being inclined to buying BMW’s would also be aided if they were treated to a superior customer experience at an exclusive dealership.

The biggest impediment to overcome would be convincing the dealers about the benefits of having an exclusive dealership while assuring them about their financial concerns as well as any worries they may have about BMW’s intent to contest in the US market. This is a greater concern than other factors such as manufacturing facilities, exchange rate, “outrageous” prices since most of these would be overcome by the new plant.

Reassessing the financial working with the dealers to offer them loans to ensure their financial security and to create an exclusive dealership is vital to the organisation. As this would increase the confidence the dealer as well as the media has in BMW. The growth in sales as well as the establishment of a new plant would help gain margin in various segments. This would require a significant investment to begin with to own the dealership exclusively, but considering the rise in sales of BMW cars and the imminent opening of the plant to keep a steady production line this could be realised duly.