Bmw of North America
Autor: GOPHER • July 10, 2015 • Research Paper • 1,012 Words (5 Pages) • 2,371 Views
BMW of North America
Strategic Management Business 620
American Public University
By Jon Kaercher.
Abstract
BMW has set a new standard for how cars are manufactured and how we purchase our cars. They accomplish this through a process called customization in which he potential buyer can create the vehicle of his or hers dreams and have that vehicle built and deliver to their door. This is a deviation for the normal purchasing habits of the America public. This new concept was limited to only one model but due to its success this program will be extended to other models. BMW continues to innovate is marketing strategy which will undoubtedly change the car buying experience.
- What is fueling BMW Growth.
BMW, is the number one luxury car manufacturer in the world, it achieves this by maintaining it brand awareness through customization. It utilizes a marketing program based on an online video services aimed to improve sales of its customized vehicle program. With this service a customer can order a vehicle and customize it to meet their specific needs. They can track the building of their vehicle. This customization process was introduced as the "Dream It. Build It. Drive It." Program. This marketing strategy was BMW's answer to weakening sales in America and this situation required an immediate response from management. With the arrival of a new generation of the X3 models, BMW launched a new online service which allowed customers to watch the creation of their new vehicle through live video streaming. This strategy was created to focus on the unique buying habits of the North American customer. American car buyers where use to immediate satisfaction with their purchases. They bought what was available and hope to find a vehicle that matched their needs. BMW responded to this issue with a complex change in its production process to decrease lead times for its new vehicles, BMW relocated a complete assembly line from Austria to Spartanburg, South Carolina.
- How is BMW doing in the U.S
BMW is known as the best driven brand in the world. The company’s profit reached nearly 1 billion dollars. BMW has placed lot of emphasis on building its brand strategy. It has been very consistent over the years in providing their product line which reflects almost everything about the company. BMW's brand values has been relevant and also differentiated to consumers across the globe. The branding strategy of BMW focuses on consumers who have high quality standards they see quality and luxury as necessities. This expectation helps the company to increase its brand value. BMW overall has done well in North America, Since it established an Office in 1975 and a production facility in South Carolina it has increased its sales and profit margins. The BMW Group posted the following financial reports.
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