Bmw Canada Case
Marketing Plan
Executive Summary
BMW Group Canada is looking to revive the Individual Collection (IC) program to distinguish BMW from the competitor high end vehicle customization marketing options. In order to successfully revive the Individual Collection program at BMW, changes need to take place at the head office level to create awareness and importance on this program to increase sales and excitement companywide.
Re-launching the Individual Collection program at BMW would increase sales by creating a redesigned marketing strategy that would bring interest to the automotive market.
There are four major alternatives to increase awareness and the revival of the Individual Collection program:
1. Training – head office to provide companywide training to all retailers
2. Financial Incentives – head office to provide financial incentives to each retailer to be measured on a quarterly and annual basis
3. Advertising Campaign – create advertising target market for top executive/professional and elitist customers
4. Status Quo - take no action as it would be costly at both corporate and retailer level.
Alternatives 1, 2 and 3 are recommended in order to increase customer awareness and potential sales on the re-launching of the Individual Collection program.
Providing proper training by head office to all retailers companywide will create awareness, product excitement and product knowledge to retailers to enable them to promote the IC program to the BMW enthusiast.
Providing financial incentives to each retailer by head office will create competition among all the retailers. Also it will create more interest and motivation by sales staff to promote the IC program.
Creating a new marketing campaign to promote the re-launching of the Individual Collection will be a crucial step to make this program successful. Targeting the executive/professionals and
Executive Summary
BMW Group Canada is looking to revive the Individual Collection (IC) program to distinguish BMW from the competitor high end vehicle customization marketing options. In order to successfully revive the Individual Collection program at BMW, changes need to take place at the head office level to create awareness and importance on this program to increase sales and excitement companywide.
Re-launching the Individual Collection program at BMW would increase sales by creating a redesigned marketing strategy that would bring interest to the automotive market.
There are four major alternatives to increase awareness and the revival of the Individual Collection program:
1. Training – head office to provide companywide training to all retailers
2. Financial Incentives – head office to provide financial incentives to each retailer to be measured on a quarterly and annual basis
3. Advertising Campaign – create advertising target market for top executive/professional and elitist customers
4. Status Quo - take no action as it would be costly at both corporate and retailer level.
Alternatives 1, 2 and 3 are recommended in order to increase customer awareness and potential sales on the re-launching of the Individual Collection program.
Providing proper training by head office to all retailers companywide will create awareness, product excitement and product knowledge to retailers to enable them to promote the IC program to the BMW enthusiast.
Providing financial incentives to each retailer by head office will create competition among all the retailers. Also it will create more interest and motivation by sales staff to promote the IC program.
Creating a new marketing campaign to promote the re-launching of the Individual Collection will be a crucial step to make this program successful. Targeting the executive/professionals and
References: 1. Perreault, William, Jerome, McCarthy, Lindsay, Meredith, and Lynne Ricker. Basic Marketing: a global-managerial approach. 12th Canadian Edition. Toronto: Lynn Fisher, 2012. Print. 2. Ivey Management Services, “Customization at BMW”. Marketing Management MM1 Cases. McGraw-Hill Ryerson Canada, 2009. Print. 3. "BMW Market Analysis." BMW Market Analysis. N.p., n.d. Web. 18 Sept. 2012.