BMW Harvard Case Studies

What is the strategic signifi pottyce of the BMW Z3 build? Firstly, the order of the BMW Z3 is significant for the company as it helped the company inch closer towards their long term goal in becoming a global brand. Prior to the entre of BMW Z3, the most common mindset of the general public about BMW is that the super quality of their products are due to the fact that it was made in Germany. With the Z3 manufacture in Spartanburg USA, BMW can show that they can be a happy global company by manufacturing at strategic locations even when its not in Bavaria.Furthermore, this launch had helped people to associate the quality of BMWs product to the company itself rather than its manufacturing location. Secondly, the launch of Z3 further supported BMWs effort to reposition their brand from Yuppie Status Symbol to their much favorite(a) Ultimate Driving Machine. As shown by the BMW Unit gross sales History, this campaign was victorful in helping BMW increase their unit sales in the U. S. and Worldwide by 10. 7 thousands and 16. 2 thousands respectively in a year. This is significant as the Z3 helped generate dealer traffic art object stimulating interest in other BMW product line.Lastly, the production of the Z3 amaze also satisfied the needs of a certain segment in the market while simultaneously enabling them to become the pioneer of the modern font roadster category by releasing it before their such(prenominal) as Porsche and Mercedes. The Z3 appealed to the Generation-Xers as it gives them a sense of uniqueness, it appealed the Gen-40s as the Z3 materialized their roadster car theyve been pipe dream of all their lives and lastly, the Z3 reminded the Baby Boomer of the roadsters of yesteryear. 2. How would you measure the overall process of the launch?In my opinion, one way to measure the overall performance of the launch is by simply comparing the projected unit sales against the veritable unit sales. However, another way of measuring Z3s launch performance is by analyzing the publicity impact of BMWs publicize campaign such as 1 The GoldenEye Product Placement This was a undimmed decision as it allowed them to, without any monetary fee, add attractiveness to the Z3 and give foreign customers and younger generation who are generally harder to annoy.In addition, the time wisecrack between the movies premier and the Z3s launch gave BMW the probability to build cars to exact customer specification. 2 Neiman Marcus Catalog By go a James Bond edition of the Z3 in the catalog, BMW had successfully created a buzz and excitement by requiring over 6000 customers to be on a waitlist to purchase the 100 cars that were available. 3 BMW Internet Site The Build Your ingest Roadster module was important as it generated buzz by twist excitement, anticipation and awareness towards the Z3 and perhaps other models.4 Press Launch in Central Park This particular activity resulted in extensive reportage in both broadcast and print news companies. This was a advantageously decision as it increases the awareness of the product with a higher reach than many traditional advertising methods. 5 Jay Leno & Radio DJ political program Normally, I would advocate against practicing these methods of advertising as they are a precise risky and has a very large reach. However, the amount of word of tattle resulted from these methods suggests that this program was in fact successful.6 Go An American Road yarn Video In my opinion, this method was unnecessary as the emotional and wishful content of the video contradicts with Z3s new and exciting image. 3 What are your recommendations for the Phase 2 and why? After the success of the first phase, BMW straight finish up faces another problem as they must formulate a scheme that can both sustain the public interest and convert those interests into existent order. To preserve the publics interest, BMW can maintain contacts with their potential customers by disclosing relevan t messages through e-mail, mail, or phone.The content of these messages should be designed in a manner that will stimulate an immediate physical or psychological reaction. For instance, the message can include an stateation regarding the current asseverate and development of the Z3 or perhaps the message can include an invitation to take away the Z3 for a trial during a specific time window. To convert interests to veritable order, I would recommend BMW to implement a more informative advertising rather than another awareness building, non-traditional marketing.For instance, perhaps now BMW can inform its audience about its financing option for the Z3 or the steps that they can take to pre-order the car. Should they implement another non-traditional marketing campaign, they may wane off the charm and effectiveness of their initial advertising, thus slowly turning them into a traditional marketing in the proximo. As non-traditional marketing was essential to the success of Z3s in troduction, it would be within BMWs best interest to oppose excessive non-traditional marketing so that they can continue to implement it for their future new product offerings.