Bmw Case

FACTS OF THE CASE

1. This case focuses on BMW’S innovative idea of allowing customers to customize their automobiles.

2. Due to a decline in sales of cars and specially suv, BMW had to implement new strategies to improve sales.

3. Automotive industry, the largest manufacturing sector in U.S.

4. Financial crisis forced few big companies to depend on loans.

5. Automobile brands quit as a result of financial crisis.

6. In 2009 the global automobile industry dominated by U.S. came down to third as a result of fuel-efficient cars built by Japan and China.

7. By 2011 sales of suv increased as customers preferred light duty trucks.

8. Apart from the rival between BMW and MERCEDES in selling luxury cars, TOYOTA Lexus stood as a top selling luxury car.

9. Internet brought a new dimension to the way people researched about cars.

10. BMW had the ability to adapt to the market, in times of recession.

11. New locating systems which helped in locating, identifying and documenting vehicle movements.

12. U.S. had sales of only 15% customised cars compared to Europe which had half of customised BMW.

13. Customizing involved from interiors such as leather and wood finishing, and exteriors such as paint colour.

14. BMW used video cameras to record assembly stages of the customised car and sent the videos to the customers who could view and share the video anytime.

15. The marketing strategy “Dream It. Build It. Drive It” increased the sales of BMW.

STAKE HOLDERS OF THE CASE

1. BAVARIAN MOTOREN WERKE (BMW).

2. JOSEPH WIERDA: BMW Product Manager.

3. LUDWIG