BMWFilms Case Solution

Case Solution

Jim McDowell, VP of marketing at BMW The US, is talking about the best way to follow-in the wealth of his latest marketing campaign, BMW Films. This campaign features five short films for that internet, directed with a couple of of the largest youthful company company directors in Hollywood. By all signs, the nontraditional campaign is a big success. Now you now request ,, what direction to go with an encore?

Excel Calculations

Questions Covered

1. Was the BMWFilms idea a good one?How successful has the campaign been? 

2. What was the motivation behind the idea? Who was the target market for the BMWFilms campaign? 

3. Describe the typical North American BMW customer. How does BMW’s U.S. customer base compare to that of its competitors? 

4. How healthy is the BMW brand in North America, relative to previous years? What (if any) are the current weaknesses in the BMW brand? What do you make of BMW’s growth strategy?

5. What should McDowell do? Which option should he pick?