Case summaries must be submitted before class on the days they are called in to receive marks. No exceptions.
I. SHORT CYCLE PROCESS
•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.
II. LONG CYCLE PROCESS
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
•Reverse sales declining starting in 1992
•Adjusted model and prices to be more competitive
•Dealer network had been improved
•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.
•Expanding to the youth market
•Escaping Germany’s high...