Bmw Case Study
Instructor’s Manual
CASE TEACHING NOTES
BMW Automobiles in the mid 2000s
Valeriano Lencioni
1. Introduction
This case explains the elements that make up BMW’s strengths and weaknesses and illustrates the circumstances that surround the group in the mid 2000s. After an outline of the automobile industry, the case examines the product portfolio and the performance of the automobiles division of the BMW group. Students are likely to relate readily to the issues in this case, since the product and brands of the BMW group are well known. Also, as the products in the case are very desirable to most people, many students are likely to own or desire one.
2. Position of the case
The case is best used as part of a strategy course dealing with positioning, branding, product portfolio and corporate strategy. It can also be used as part of courses that deal with strategic marketing issues, specifically brand development and management. The information on the automobile industry is limited, but sufficient for students to attempt some initial industry analysis, before moving on to consider the specific issues of BMW’s capability and positioning. The case may be presented to students in two main ways: • As an initial scenario that students will explore by themselves, with a general brief that requires them to identify and discuss the issues they see as critical in the case. Students who are used to an independent pattern of learning will favour this approach, and arguably they will learn more than in many other ways. This approach may also be extended to involve students in researching further some of the issues in the case, on the basis of an assessment of the existing information. As a self-contained scenario that is used by students as a source of information to answer a number of specific questions set by the tutor.
•
271
© Pearson Education Limited 2005
Instructor’s Manual
3. Learning objectives
The main learning objectives that students should
CASE TEACHING NOTES
BMW Automobiles in the mid 2000s
Valeriano Lencioni
1. Introduction
This case explains the elements that make up BMW’s strengths and weaknesses and illustrates the circumstances that surround the group in the mid 2000s. After an outline of the automobile industry, the case examines the product portfolio and the performance of the automobiles division of the BMW group. Students are likely to relate readily to the issues in this case, since the product and brands of the BMW group are well known. Also, as the products in the case are very desirable to most people, many students are likely to own or desire one.
2. Position of the case
The case is best used as part of a strategy course dealing with positioning, branding, product portfolio and corporate strategy. It can also be used as part of courses that deal with strategic marketing issues, specifically brand development and management. The information on the automobile industry is limited, but sufficient for students to attempt some initial industry analysis, before moving on to consider the specific issues of BMW’s capability and positioning. The case may be presented to students in two main ways: • As an initial scenario that students will explore by themselves, with a general brief that requires them to identify and discuss the issues they see as critical in the case. Students who are used to an independent pattern of learning will favour this approach, and arguably they will learn more than in many other ways. This approach may also be extended to involve students in researching further some of the issues in the case, on the basis of an assessment of the existing information. As a self-contained scenario that is used by students as a source of information to answer a number of specific questions set by the tutor.
•
271
© Pearson Education Limited 2005
Instructor’s Manual
3. Learning objectives
The main learning objectives that students should