Содержание
- 2. Company Background BMW = Bavarian Motor Works Founded in 1916 Originally an aircraft engine manufacturer Produced
- 3. Product Line 3 Series Entry Level Sedan $25K to $40K 5 Series Mid-range Sedan $37K to
- 4. The BMW Customer Average BMW Customer Profile: Approx. 46 years old Median income = $150K Well-educated
- 5. BMW Films In 2000, BMW had a unique window of opportunity Sales were highest ever in
- 6. BMW Films Non traditional approach Previous success with product in films Unique opportunity to sell brand
- 7. Problem Identification How to increase sales in the U.S. 40% (which would represent a 2% market
- 8. Question 1—What are some of the concerns about future customer acquisitions? BMW is more of a
- 9. Question 2—What are some of the issues that must be addressed in order to successfully market
- 10. Question 3—What is the concern about managing the retention and acquisition of customers at the high-luxury
- 11. Question 4—What are some of the issues that BMW has with managing growth? BMW future growth
- 12. Recommendations To focus on long-term strategic objectives rather than push a particular model or series: To
- 13. Rationale for Recommendations By focusing on every sub-segment of the luxury car market rather than to
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