New User Special Price Expires in

Let's log you in.

Sign in with Facebook


Don't have a StudySoup account? Create one here!


Create a StudySoup account

Be part of our community, it's free to join!

Sign up with Facebook


Create your account
By creating an account you agree to StudySoup's terms and conditions and privacy policy

Already have a StudySoup account? Login here

BMW Case Study Preparation Questions

by: ChoYeeWinAung

BMW Case Study Preparation Questions MKT 5750

Marketplace > Marketing > MKT 5750 > BMW Case Study Preparation Questions

View Full Document for 0 Karma

View Full Document


Unlock These Notes for FREE

Enter your email below and we will instantly email you these Notes for Marketing Strategy

(Limited time offer)

Unlock Notes

Already have a StudySoup account? Login here

Unlock FREE Class Notes

Enter your email below to receive Marketing Strategy notes

Everyone needs better class notes. Enter your email and we will send you notes for this class for free.

Unlock FREE notes

About this Document

This is a weekly class notes not a study guide. This notes cover BMW case study question and answers.
Marketing Strategy
Stacey Finkelstein
Class Notes
Marketing strategy, BMW case study, Marketing




Popular in Marketing Strategy

Popular in Marketing

This 3 page Class Notes was uploaded by ChoYeeWinAung on Tuesday February 9, 2016. The Class Notes belongs to MKT 5750 at a university taught by Stacey Finkelstein in Spring 2016. Since its upload, it has received 42 views.

Similar to MKT 5750 at University


Reviews for BMW Case Study Preparation Questions


Report this Material


What is Karma?


Karma is the currency of StudySoup.

You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!

Date Created: 02/09/16
 Marketing Strategy MKT 5750  (Fall 2016)   Professor Stacy Finkelstein Baruch College Preparation questions for BMW Case (Week 1): Bayerische Motoren Werke AG (BMW), included in the course packet.  While analyzing the case, assume the time line given in the case (1992).  Use the following questions to guide your preparation: 1 What was BMW’s status in the market in 1986?  BMW status in the market in 1986 is Upper class and Elite. 2 Who was buying BMW? Why? An affluent young man was buying BMW because of the status  symbol of BMW. 3 What do you think of BMW’s advertising? BMW’s advertisements in mid 80s include mansions, luxurious  lifestyle and attractive women. 1. What caused the sales decline from 1986­1991?  Cause 1: Changing Buyer Taste In 1986, the US congress passed tax reform act and therefore owning  luxury is more expensive. In 1987, stock market crash and therefore money is tight.  BMW pricing is pegged to Germany currency (Deutsche Mark) and  therefore more expensive. Consumers look negatively to BMW as a “bad status”. Consumers  want practical value conscious car. So spending money is okay but  have to perceive high value to the car. Cause 2: New Competitive Entrants New competitions are Honda­Acura, Nissan­Infinity, Toyota­Lexus  which are Asian competitors. These cars are high performance and  more affordable but not cheap. Also, BMW dealership in 1980s did not have BMW own showroom. Cause 3: Market Contraction BMW carssold 96K cars In 1986:    Total of carssold∈USA 11.4Mcars =.842 market share BMW carssold 53.3K cars In 1991:   Total of carssold∈USA 8.4 M cars.635 market share Therefore, from 1986 to 1991, 3M fewer cars were sold in 5 years. Cause 4: BMW Actions Product: 7 series 750 are top of the line model and high priced model. 2. Could BMW have prevented it given its position in 1986? BMW could control advertisement, cut timeline of 8 years (research and  development) and pricing. BMW could somehow control new  competitors by foreseeing the competition. 3. Evaluate Gerlinger’s performance. What has he accomplished to date? “BMW­The Smart Choice” Campaign. 4.  Can BMW compete effectively against Lexus and Infiniti? No, BMW cannot compete effectively against Lexus and Infiniti. 5. What advice would you give Gerlinger to help him achieve his  100,000 sales goal? To be able to reach 100,000 sales goal Gerlinger should broaden target  segment. BMW advertisements need to be consistent. BMW 3 series  should be highlighted. BMW managers from Germany should have better ties to US current Market.


Buy Material

Are you sure you want to buy this material for

0 Karma

Buy Material

BOOM! Enjoy Your Free Notes!

We've added these Notes to your profile, click here to view them now.


You're already Subscribed!

Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'

Why people love StudySoup

Jim McGreen Ohio University

"Knowing I can count on the Elite Notetaker in my class allows me to focus on what the professor is saying instead of just scribbling notes the whole time and falling behind."

Allison Fischer University of Alabama

"I signed up to be an Elite Notetaker with 2 of my sorority sisters this semester. We just posted our notes weekly and were each making over $600 per month. I LOVE StudySoup!"

Jim McGreen Ohio University

"Knowing I can count on the Elite Notetaker in my class allows me to focus on what the professor is saying instead of just scribbling notes the whole time and falling behind."


"Their 'Elite Notetakers' are making over $1,200/month in sales by creating high quality content that helps their classmates in a time of need."

Become an Elite Notetaker and start selling your notes online!

Refund Policy


All subscriptions to StudySoup are paid in full at the time of subscribing. To change your credit card information or to cancel your subscription, go to "Edit Settings". All credit card information will be available there. If you should decide to cancel your subscription, it will continue to be valid until the next payment period, as all payments for the current period were made in advance. For special circumstances, please email


StudySoup has more than 1 million course-specific study resources to help students study smarter. If you’re having trouble finding what you’re looking for, our customer support team can help you find what you need! Feel free to contact them here:

Recurring Subscriptions: If you have canceled your recurring subscription on the day of renewal and have not downloaded any documents, you may request a refund by submitting an email to

Satisfaction Guarantee: If you’re not satisfied with your subscription, you can contact us for further help. Contact must be made within 3 business days of your subscription purchase and your refund request will be subject for review.

Please Note: Refunds can never be provided more than 30 days after the initial purchase date regardless of your activity on the site.