BMW Z3 launch - MANAGEMENT The task of launching the BMW Z3...

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MANAGEMENT: The task of launching the BMW Z3 Roadster in an “out of the box” fashion was lead by Victor Doolan, President of BMW North America. The marketing Vice President was James McDowell. Doolan and McDowell had to give BMW a new image. 1 st task was “exporting the mystique image from the Bavarian hills in Germany to the fields to the fields of South Carolina.” Furthermore, management needed to break out of the “Yuppie Status Symbol” to the more quality-oriented “Ultimate Driving Machine.” EXPORTING THE IMAGE FROM GERMANY: Franchise expansion into more youthful targets seemed the most promising way to add incremental sales to the brand. As Adweek put it; “BMW needs to be perceived as a little less serious and tradition-bound… they need to preserve their reputation for driving performance but reposition their German-made cars as being stylish and fun to drive as well.” In order to change from the biggest to the best, Bert Holland, BMW’s Series Manager of Special Projects developed a new concept for the roadster. The concept was “emotional fantasy theme” and the platforms on which to execute this were: race cars, dune buggies, sport utility-vehicles, roadsters. No products on the market at that time delivered against this positioning. The new roadster image/style from the US was born. PROBLEMS:
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This note was uploaded on 01/18/2011 for the course BUS 201 taught by Professor Marybethwhite during the Spring '08 term at University of South Florida.

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BMW Z3 launch - MANAGEMENT The task of launching the BMW Z3...

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