BMW Case Study

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1 BMW Case Study Students Name Course Title Institution Affiliation Professors Name Due Date

2 BMW Case Study a. According to Alenuskin and Schotter (2012), Bavarian Motor Works (BMW) is an innovative automotive manufacturer that serves its clients in different markets worldwide. In the United States, BMW introduced the “Dream it. Build it. Drive it” marketing program to reverse the declining sales of luxury cars ( BMW Group, 2012). This marketing program was supported by a marketing program that promoted the engagement of BMW with its customers, who were allowed to choose different combinations of cars and watch a live stream of the completion of their cars. However, the program raised concerns regarding the 2010 BMW X3 models. The first concern is whether or whether not to expand the marketing program that allowed the mass customization of the BMW X3 model to the X5 model to increase its sales or use the same marketing program to launch BMW X4 models. The second concern was that the ever-increasing gas prices would negatively affect BMW X5 model cars sales. b. It was necessary for BMW to understand the concerns about the marketing program, “Dream it. Build it. Drive it”, used for the sale of BMW X3 models since the program would have flopped for the launch of BMW X4 and revitalize the sales of BMW X5 models. The marketing program used by BMW to sell BMW X3 increased the sale of this car model. Since customers continue to utilize the internet for shopping, BMW should be concerned about increasing its ecommerce presence and using technologies that appeal to customers. Most customers shopped online for the BMW X3 model because it reduced their cost and improved convenience; therefore, the marketing program used for BMW X4 and BMW X5 reduces costs,

3 lead times, and other inconveniences customers experience when buying cars from dealerships. Therefore, BMW should seek to understand how to improve its marketing program to launch BMW X4 and drive the sales of BMW X5. It was not necessary for BMW to understand the concerns about the impact of increasing gas prices on the sales of BMW X5. This concern is not supported; thus, it is not necessary for BMW to understand it since there is no evidence that gas prices have reduced car sales since 2009. The gas prices are usually increasing, and evidence shows that car models like BMW X3 have recorded increased sales despite there being an increase in gas prices. c. BMW is facing various obstacles in the US market. However, the imprecise analysis of the “Dream it. Build it. Drive it” is one of the primary obstacles that BMW is facing. This obstacle is about the questions of the efficacy of the program and BMW’s dilemma about the use of the program to launch and market other car models. The increase in sales by 450% of the BMW X3 models was due to the new marketing program and enhanced features such as new functionality, interiors, and high performance compared to the previous BMW X3 model ( Alenuskin and Schotter, 2012). This obstacle can be addressed by analyzing the impact of the “Dream it. Build it. Drive it” marketing program by considering all aspects of BMW X3 sales between 2010 and 2011. The aspects to be considered include demographics of customers who bought the BMW X3, SUV sales made by competitors, and customer feedback about the new marketing program. In addition, the issue of sustainability is an obstacle BMW is facing since Alenuskin and Schotter (2012) state that young adults who are more environmentally conscious

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4 avoid buying cars, especially cars that run on fuel. According to Todd et al. (2013), this obstacle can be addressed by creating electric vehicles.

5 References Alenuskin, D., & Schotter, A. (2012). BMW of North America: Dream It, Build It, Drive it . Thunderbird School of Global Management. https://zdocs.mx/doc/bmw-case- xm6yq39ey3 BMW Group. (2012, June 15). ANNUAL REPORT 2012. Retrieved on January 21, 2022, from https://www.annualreports.com/HostedData/AnnualReportArchive/b/OTC_BAMGF_201 2.pdf Todd, J., Chen, J., & Clogston, F. (2013). Creating the clean energy economy. analysis of the electric vehicle industry. International Economic Development Council, Washington, DC . https://www.iedconline.org/clientuploads/Downloads/edrp/IEDC_Electric_Vehicle_Indus try.pdf

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