'Bmw Films Case Essay\r'

'In 2001, BMW came out with its ripest innovative securities industry strategy titled BMW Films. In partnering with Fallon and unnamed Productions, who connected with A-list directors, actors, and production value, created a serial of five dashs collectively called â€Å"The Hire” that generated 2. 5 millions viewers with over 24,000 to a greater extent unit sales than the 2000. And the question now filch to what should BMW’s next survive be. abridgment It took the firm about 50 years from its first automobile in 1929 to be firmly established in unification America.\r\nBut rectify when other Nipponese simple machines entered the commercialize in in the late 1980s, BMW went from one of the most brought luxury car to falling behind Lexus who became the number-one luxury substance in the country. The sign had an outdated motion picture and U. S sales went from 96. 8 (thousands) in 1986 to 53. 5 (thousands) in 1991 supported by let out 1 and 4. But subs equently taking drastic measure of perk up itself in northeasterly American by introducing newer 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.\r\nIn 2001, BMW was definitely in its maturity phase where it has enough brand consciousness amongst its mastermind market that it didn’t’ inquire an extravagant marketing budget. In showing 2, out of the luxury brands top 5 highest total sales, BMW was the second most interchange brand while nevertheless spending half (62. 4 million) of its competitors (134-215 million). BMW attracted a diametrical psychographic than its competitors. It looked for highly educated affluent soulfulness who wants to have a great impulsive experience. Exhibit 7 shows BMW’s client Base vs.\r\nthe Competition where the highest percentage of its target age group is 30-44 comp bed 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 low number over 45 with no children. Compared to other luxury brands in Exhibit 3, BMW is right in the shopping centre with determine its Sedans. Its neither has the highest or the lowest price, which is right in line with its target market who’s income is also in the middle range from the other’s.\r\n(See Appendix 1 for SWOT analysis). ALTERNATIVES The different options for BMW is summarized by: 1. chip in the films available to a wider audience by distributing in places like the theatres 2. Develop 3-5 more short films in relations to it’s current series 3. Develop a full length movie that would casing in theatres 4. Do no matter and simply move on to the â€Å"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 â€Å"next thing”. \r\n tally to McDowell, 90% (2 million) of the series’ viewers precious 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 respectively. I appreciate BMW was able to successfully reach its targeted market and with it’s position as universe the leader in the market. Where not only if the other companies starts copying BMW, but BMW when â€Å"copies” itself, honourable like the Goldeneye taught the company, repeat performances are rarely as compelling as premiere performances.\r\n'