Bmw Z3 Roadster Summary

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Case Title: Launching the BMW Z3

Case summaries must be submitted before class on the days they are called in to receive marks. No exceptions.


Who (Name & Position): James Mc Dowell, BMW’s Marketing Vice President

When: January, 1996

Where: North America

What: Designing the Roadster introductory marketing plan

Why (Issues): Design a phrase two marketing program that’ll sustain product excitement until product availability beginning in March. The plan had to be undertaken with the context of the April launch of the redesigned 5 series and the company role as the “official international automotive sponsor” of the 1996 Atlanta Summer Games.


Define the Problem (note underlying factors):

Position itself from being a German car manufacturer and moving towards a truly global brand. •Position itself to obtain an annual sales unit sales volume of 100,000 units in the U.S in order to operate at an efficient scale and to be viewed as a major player in the marketplace. •Continue to build 100% U.S manufactured BMW vehicles like the Z3 Roadster.

Evaluate the Situation (i.e. situation analysis):

Lot’s of competition in the industry (Japanese joined during the mid 1980’s) •Cost a fortune to produce cars in Europe

Org Health
Reverse sales declining starting in 1992
Adjusted model and prices to be more competitive
Dealer network had been improved

Market Analysis
No product on the market at the time delivered against the positioning of “emotional fantasy theme” •Concept test revealed high interest across a number of life stage-defined segment •Forecast Analysis

Concept test revealed high interest across a number of life stage-defined segment •After phase 1 of the marketing plan, responds was far greater than expected over 9,000 units was pre-ordered.

Growth Strategy
Expanding to the youth market
Escaping Germany’s high...
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