Case Study Of BMW

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BMW (U.S) Holding Corporation is a franchise of the high-end performance based global automotive company BMW. For the first time in its history, BMW is to launch its first American made car, the BMW Z3 Roadster. Having only made cars in Germany, this time the car is to be assembled in Spartanburg, South Carolina. BMW’s objective is to expand its market share in the U.S., make the brand name more global and improve its dealer network. With this in mind, the company developed a two phases launch plan for the BMW Z3 Roadster.
BMW used predominately non-traditional marketing methods such as product placement in the James Bond movie GoldenEye in phase 1. This approach was successful and created excitement and anticipation among potential customers for the release of the car in March of next year.
In phase 2, the company faced the challenged of sustaining the hype around its new car and ensuring that potential customers actually purchase the Z3 when it is available. After reviewing the advantages and disadvantages of both marketing methods (traditional and non-traditional) and considering the success of phase 1, it is recommended for BMW to continues use the non-traditional approach and use minimum traditional strategies.
Tactical recommendations for phase 2 include emphasis on the augmented product, special promotions on the dealership level while continue to work with MGM to promote the Z3 through the James Bond image.

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