Economist

Launching the BMW Z3 Roadster Situation Analysis James McDowell, debility president of trade at BMW North America, Inc. must object Phase II communication strategies for the constitute of the new BMW Z3 roadster. The political platform follows an out-of-the-box pre-launch struggle concern on the placement of the ingathering in the November 1996 James bail movie, Golden Eye, and including other non-traditional elements such as a reaping appearance on Jay Lenos Tonight show, an go of a James Bond Edition Roadster in the Neiman Marcus Christmas Catalog, and mammoth scale public relations activities. McDowell must pass judgment the military strength of the pre-launch activities and design selling tactics that throne sustain product excitement until product availability in March. BMW Z3 is the first BMW elevator car which is being manufactured in North America which has not been a very commodious market [roughly around 16%] for BMW because of the inability of the A merican customer to associate with a opposed brand. Therefore the sales and marketing approach of BMW Z3 will dress 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 just ingrain their brand cipher in the hearts of the Americans. So how to strengthen their brand campaign for the coming two months was their principal(prenominal) concern.

SWOT Analysis STRENGTHS 1. BMW is not the biggest further the best car fellowship in the world as it is much into youth targeting. 2. outgrowth in sales: Their franchise expansion seems to be more promising way to incremental sale s to the brand. 3. It influences consumers ! strongly finished Media and film industry. 4. It is Innovative and Impactful. WEAKNESSES 1. Their bodied image is too wicked and tradition-bound 2. Plan Execution was complicated. 3. Z3 was sensed to be German-made car not an American made-car. OPPORTUNITIES 1. The cars are not as expensive as German manufactured cars. 2....If you fate to get a broad essay, order it on our website: OrderEssay.net

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