Bmw : Redefining Premium Brand

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BMW: Redefining Premium Brand Identity

BMW: Redefining Premium Brand Identity

MGMT 8700 Strategic Management

MBA Trimester 2, 2011

|Patrick Gallagher |20805458 | |Sion Karta |20182345 | |Mark Lim |10468237 | |Wei Zhe Poh |20605321 | |Jackie Tran |20597931 | |Janifer Yap |20841177 |

BMW: Redefining Premium Brand Identity

|Table of Contents | | | List of Tables and |4 | |Figures............................................................................................................... | | | BMW Case Study |5 | |........................................................................................................................... | | | Introduction |5 | |................................................................................................................................. | | | Company History |6 | |........................................................................................................................ | | | Brand Expansion – The Failure of the Rover Acquisition (1994–1998) .................................... |7 | | The Turnover (1998–2006) ......................................................................................................... |9 | | Milberg’s Premium Strategy Brand......................................................................................... |9 | | Helmut Panke, Milberg’s Successor...................................................................................... |10 | | Revitalizing the Brand: BMW, MINI & Rolls-Royce........................................................... |12 | | Building on the Success of the Premium Brand Strategy ......................................................... |13 | | Strategic Realignment ............................................................................................................... |14 | | Strategy Number One |16 | |................................................................................................................... | | | The Four Pillars of Strategy Number One ................................................................................ |18 | |1. | |18 | | |Growth......................................................................................................................| | | |...... | | |2. | Shaping the Future |19 | |...
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