This website uses cookies to ensure you have the best experience. Learn more

Launching The Bmw Z3 Roadster. An Hbs Case

705 words - 3 pages

BMW Z3 is the first BMW car which is being manufactured in North America which has not been a very big market [roughly around 16%] for BMW because of the inability of the American customer to associate with a foreign brand. Therefore the sales and marketing approach of BMW Z3 will lay the foundations of the future of BMW brand in America. Their phase I was a success, and they had two months between the launch and the product availability to further ingrain their brand image in the hearts of the Americans. So how to strengthen their brand campaign for the coming two months was their main concern.Brand symbol is an important aspect in the automobile industry as it is the brand image that drives the person to buy the automobile and defines the target market and therefore the revenues. This could be supported from the past: their shift in positioning from "yuppie status" to "Ultimate Driving Vehicle" led to a 18% increase in sales in one year.For BMW Z3 brand they wanted to preserve their reputation for driving performance but reposition their cars as stylish and fun to drive so that they settle into the minds and hearts of the American public and the vehicle becomes a cultural icon.With the plan of leveraging the excitement and enthusiasm of the customer base in a way that it will draw maximum attention and interest to the brand "non-traditional" marketing methods were chosen. These methods were more cost efficient because of the psychographic segmentation and delivered to a broader base which was the major intention of BMW. It was also different and unconventional which was what BMW wanted to associate with their unique brand.All their various marketing campaigns which included release of "Golden Eye", in which their car was featured as "Bond's car", screening in the "Tonight Show", Central Park launch event, radio DJ program, Neiman Marcus Catalog Offer and the video were completed by November which were roaring success and helped in building the required brand image which were reinforced through the traditional media campaigning in December.These...

Find Another Essay On Launching the BMW Z3 Roadster. An HBS Case

The Case of Conjoined Twins- an Ethical Dilemma

3253 words - 13 pages the ‘doctor knows best’ theory, we can see why they may present a stronger argument. In this case the doctors being those in support of the separation can be seen as overriding the autonomous wishes of the parents, with the goal of benefiting one of the twins or acting in their ‘best interests’. Therefore adopting a paternalistic role and acting in their duty of beneficence, since the patient is unable to make an autonomous

Critique of “The Salman Rushdie Case: An Islamic View”

2070 words - 9 pages Khalid Zaheer is a fervent critic of liberal and religious extremism, and firmly believes that Islam provides a remedy for this plague by preaching an ideology of a pluralistic society that espouses of peace, harmony and egalitarianism. His article, “The Salman Rushdie Case: An Islamic View” was posted on his official website in July 2007 and is aimed at addressing the resentment against Salman Rushdie’s controversial book “The Satanic Verses

An applied environmental ethics 'case study on the Brazilian rainforest'

5842 words - 23 pages aid the latter's development) always imposes an unjust burden on these countries. Specifically in the case of the rainforest, Katz and Oechsli argue that first world appeals to Brazil to forgo short-term economic gain for long-term environmental sustainability are "imperialistic." The need for economic development seems so great that consequences such as the effect of cutting down the forest on global warming "appear trivial" (Katz, E and Oechsli

An empirical case study into the Tea Market

793 words - 3 pages down to an increase in income. This means Brooke Bond may be able to sell more of their products at a given price or charge higher price. If income falls, the demand curve would shift inwards and the quantity demanded may fall. If the price of a rival's price goes up, customers may be more willing to buy more this product. If the rival's price fall customers may reduce demand for this product. The changes in taste can also effect as some may switch

Accounting in an Emerging Country - The Case of Bangladesh

8276 words - 33 pages Accounting in an Emerging Country: The Case of Bangladesh 213 MD. Tashrif Ul Amin ID: 2009-2-10-333 East West University 2 | P a g e Letter of Transmittal September 09, 2013 To Prof. Dr. Monirul Alam Hossain Department of Business Administration East West University, Dhaka Subject: Submission of the Project Report. Dear Sir, This is the exceptionally overwhelming experience of submitting the project report which I have prepared with my hard

The Global Car Industry-An Analysis of Macro Environment, from the Case study by Nick Potter

3197 words - 13 pages parts and other main component parts of a car. Luxury and high brand perception cars such as BMW and Mercedes have continuously invested in the development of high-end technologies and customers have formed an image about these cars, not only of safety but also of high value and luxury cars. Customers can easily identify how sophisticated technology makes a good car; and are also aware of the cost implication of such sophistication. On the other

Robert Bork's "The Right of Privacy". An examination of the landmark case Griswald v. Conneticut

877 words - 4 pages certain rights, shall not be construed to deny or disparage others retained by the people.' (Pg.124)Bork also complained that Justice Douglas was being quite the alarmist by implying that the Griswald case would never be enforced. 'There was, of course, no prospect that it ever would be enforced.' (Pg. 133) It is not very assuring to my own peace of mind, when one defends an offensive law by stating that it's never going to be used. It only takes

"The two wrongs of an alcoholic case", by F. Scott Fitzgerald

842 words - 3 pages 'The Two Wrongs of an Alcoholic Case'In his writings, F. Scott Fitzgerald sometimes blends many similar character traits among the main characters. So it goes with 'Two Wrongs,' and 'An Alcoholic Case.' Perhaps it may seem an unlikely choice for a comparison/contrast, however I believe these stories are very much correlated. From the way that Fitzgerald typecasts, 'alcoholic artists' as the main characters, to the similarities in the reactions

Case Study Concerns an Infant that Died due to the Wrong Medication Treat

1482 words - 6 pages In sum,( Roberta Carroll’s , Risk Management Handbook for Health care Organizations), Case study concerns an infant who was prescribed a medication to treat congenital syphilis that was transmitted from the infant’s mother.( Roberta Carroll,2009) “The hospital did not have a complete medical history from the mother. A dosage of benezathine pen g 150,000 IM was written to be administered to the infant. All of the health professionals involved

A Case Study in the Pharmacological Regime of an AIDS Patient

3181 words - 13 pages regime:The standard dosage initially is 200 mg po q 4hrs, and after 1 month, 100 mg po q 4hrs. Zidovudine is available in capsule, syrup, and IV preparations.Applications to case studyIt can be confirmed that Rodney has a CD4 count less than 500. The dose, scheduling and route of administration comply with standards (if preceded by an initial first month at higher dosage). Records are not available to confirm this. It is usual to commence treatment

Why is Strategic Recruitment Critical to the Success of an Organization: Case Analysis

980 words - 4 pages Case Analysis: Interviewing, Hiring, and Selection Raymond Buckingham Kaplan University   Why is Strategic Recruitment critical to the success of an organization in meeting its goals and mission? Heidrick & Struggles International, Inc. Heidrick & Struggles International, Inc. is an executive search firm whose primary business model is strategic recruitment for high level executive placement for clients. Companies will need to have

Similar Essays

Harvard Case: Launching The Bmw Z3 Roadster

1172 words - 5 pages Harvard Case: Launching the BMW Z3 Roadster James McDowell, vice president of marketing at BMW North America, Inc. must design Phase II communication strategies for the launch of the new BMW Z3 roadster. The program follows an “out-of-the-box’ pre-launch campaign centered on the placement of the product in the November 1996 James Bond movie, Golden Eye, and including other “non-traditional” elements such as a product appearance on Jay Leno’s

An Analysis Of Hbs Case Acme Trust (Private Equity Finance)

1016 words - 4 pages average regardless of the expected return on invested funds. The increase of its management fee may only signal that it was historically abnormally low compared to market averages.Another possible explanation is that Warburg is addressing the agency problem between general and limited partners. The case provides evidence that it exists some gap between the announced returns of Private Equity's funds and the actual returns cashed in by limited

Colgate Palmolive Company: The Precision Toothbrush Case (Hbs)

831 words - 3 pages leading toothbrushes. The brush achieved an average 35% increase in plaque removal and is more effective at the gum and between the teeth. Focusing on prevention of gum disease CP should differentiate Precision by positioning it first as a niche product. Target customers are Therapeutic Brushers who account for 46% of the US adult population. Becoming more concerned about the health issue this baby boom generation is willing to pay premium for

Hbs Case Study Globalization Of Cemex Pankaj Ghemawat, Jamie L. Matthews Product Number: 701017 Pdf Eng Questions: In The Word Document Attached

2799 words - 11 pages Untitled Exam Questions CEMEX The CEMEX case (found in your readings book for the class) describes the global activities of competitors in the cement industry. For the purposes of this exam, you should focus only Cemex and Holderbank. Industry Analysis: (15 points) Describe the industry factors that influence the profitability of this industry? The industry is very global. Do you think these industry factors are the