Bmw Films Case Essay Example for Free

Bmw Films Case EssayIn 2001, BMW came out with its latest innovative selling strategy titled BMW Films. In partnering with F eachon and Anonymous Productions, who connected with A-list directors, actors, and production value, created a series of five films conjointly called The Hire that generated 2. 5 millions viewers with oer 24,000 more unit sales than the 2000. And the question now movement to what should BMWs next move be. ANALYSIS It took the firm about 50 years from its first move in 1929 to be firmly established in northbound America. But right when other Japanese cars entered the market in in the late 1980s, BMW went from one of the most brought luxury car to falling stub Lexus who became the number-one luxury import in the country. The brand had an outdated image and U. S sales went from 96. 8 (thousands) in 1986 to 53. 5 (thousands) in 1991 supported by Exhibit 1 and 4. But after taking forceful measure of reinvigorate itself in North American by introducing ne wer models and series that were more suitable for the North American market, a new brand image arose and BMW sales rebounded reach records level from 1996-2001.In 2001, BMW was in spades in its maturity phase where it has enough brand awareness amongst its target market that it didnt adopt an extravagant marketing budget. In Exhibit 2, out of the luxury brands top 5 highest total sales, BMW was the scrap most selling brand while solely spending half (62. 4 million) of its competitors (134-215 million). BMW attracted a contrary psychographic than its competitors. It looked for highly educated affluent person who wants to have a great driving experience. Exhibit 7 shows BMWs Customer Base vs.the Competition where the highest percentage of its target age group is 30-44 compared to everyone else. Besides Volvo, BMW guest base is predominately married men. BMW has one of the highest numbers of customers under 45 with no children and the lowest number over 45 with no children. Compare d to other luxury brands in Exhibit 3, BMW is right in the middle with price its Sedans. Its neither has the highest or the lowest price, which is right in line with its target market whos income is likewise in the middle range from the others.(See Appendix 1 for SWOT analysis). ALTERNATIVES The different options for BMW is summarized by 1. beat the films available to a wider audience by distributing in places like the theatres 2. Develop 3-5 more short films in relations to its current series 3. Develop a full length movie that would shop window in theatres 4. Do nothing and simply move on to the next thing RECOMMENDATION With all its success with the BMW Films, I would recommend BMW go with option 4 and do nothing and simply move on to the next thing.According to McDowell, 90% (2 million) of the series viewers wanted to see more films, but in Exhibit 11 when BMW came out with 3 additional films, only 13%, 18%, and 29% of the number views compared to first film in the series res pectively. I think BMW was able to successfully reach its targeted market and with its position as being the leader in the market. Where not only if the other companies starts copying BMW, but BMW when copies itself, just like the Goldeneye taught the company, repeat performances are rarely as compelling as premiere performances.