Launching the Bmw Z3 Roadster Case Analysis
Launching the
BMW Z3 Roadster A Case Analysis
Submitted to:
Prof. Jayasimha K.R.
Introduction
Bayerische Motoren Werke (BMV) was a global automotive company, primarily into manufacturing luxury cars originated in Germany, with a significant position in the luxury/performance segment of the U.S. automotive market. In the early 90s, owing to competition from competitors such as Lexus, Acura and Infiniti, the company had repositioned its brand to more quality-oriented and had adjusted model prices in the view of new competition, improved dealer network for better customer buying experience and made some significant improvements in the product line. BMW wanted to position itself as the "best" rather than "biggest" brand in automotive manufacturing and attain a unit sales volume of near
100,000 units in the U.S.
The BMW Z3 Roadster initiative
A sudden decline in the motorcycle market was witnesses during the early 90s which sparked an internal effort to identify possible product concepts which were capable of addressing the same feelings, emotions and fantasies which were normally associated with the motorbikes.
Among the possible alternatives of Race Cars, Dune Buggies, SUVs and roadsters, it was the roadster concept which was adopted because it fitted well with the positioning of a vehicle which offered driving excitement, and went well with the tradition of BMW' s brand and its heritage of roadster producer. The roadster product concept was refined over 2 years of its inception and concept tests revealed high interest across a segment of people with a mindset which was lifestyle-defined.
Launching the BMW Z3 Roadster
The launch of BMW Z3 Roadster was planned in 2 phases:
Phase 1 concentrated on the new two-seat convertible Roadster through James Bond hit movie "Golden Eye" which was a kind of cross-promotion with the main aim of creating a word-of-mouth publicity.
Phase 2 was to be undertaken with the main objective of
BMW Z3 Roadster A Case Analysis
Submitted to:
Prof. Jayasimha K.R.
Introduction
Bayerische Motoren Werke (BMV) was a global automotive company, primarily into manufacturing luxury cars originated in Germany, with a significant position in the luxury/performance segment of the U.S. automotive market. In the early 90s, owing to competition from competitors such as Lexus, Acura and Infiniti, the company had repositioned its brand to more quality-oriented and had adjusted model prices in the view of new competition, improved dealer network for better customer buying experience and made some significant improvements in the product line. BMW wanted to position itself as the "best" rather than "biggest" brand in automotive manufacturing and attain a unit sales volume of near
100,000 units in the U.S.
The BMW Z3 Roadster initiative
A sudden decline in the motorcycle market was witnesses during the early 90s which sparked an internal effort to identify possible product concepts which were capable of addressing the same feelings, emotions and fantasies which were normally associated with the motorbikes.
Among the possible alternatives of Race Cars, Dune Buggies, SUVs and roadsters, it was the roadster concept which was adopted because it fitted well with the positioning of a vehicle which offered driving excitement, and went well with the tradition of BMW' s brand and its heritage of roadster producer. The roadster product concept was refined over 2 years of its inception and concept tests revealed high interest across a segment of people with a mindset which was lifestyle-defined.
Launching the BMW Z3 Roadster
The launch of BMW Z3 Roadster was planned in 2 phases:
Phase 1 concentrated on the new two-seat convertible Roadster through James Bond hit movie "Golden Eye" which was a kind of cross-promotion with the main aim of creating a word-of-mouth publicity.
Phase 2 was to be undertaken with the main objective of