1. Evaluate BMW's position in the North American market? How healthy is the BMW brand compared to previous years? What are the weaknesses of the BMW brand? What is BMW's growth strategy in the North American market? BMW is a relatively small company and its market share in the North American market is low compared to the European market. BMW operates in the premium category, luxury/performance segment, and focuses on quality rather than volume. In North America, people viewed BMW as a niche foreign automaker and associated it with Mercedes-Benz, Jaguar and Cadillac, which conveyed a more conservative and heavier image, before the mid-1970s. However, after the BMW's launch of the Ultimate Driving Machine campaign, which featured young urban professionals driving a BMW and showed the BMW's high performance along with superb handling and German engineering. This brand new campaign has started to attract the attention of young urban professionals, seeking design, style and the wealthy in North America. In the late 1980s and early 1990s, BMW sales suffered a significant decline due to new competition, Japanese luxury brands. These new brands distinguish themselves by offering high quality, reliability and service at lower prices than BMW. In addition, they sell cars through a relatively small number of high-quality and exclusive dealerships, providing better service and ensuring customer satisfaction. In order to maintain its lost market share, BMW has launched several new strategies. It introduced a new design and engine in its main series with a premium price to maintain its premium brand image. Additionally, BMW has reconceptualized its Dealer Operating System (DOS) to ensure the customer experience is consistent across dealerships with a high level of satisfaction. In addition, BMW is innovating several new series, roadsters and sport utility vehicles, to drive and meet the different needs of a wider customer base. To better cater to the North American market specifically, BMW is simplifying everything, such as one-touch windows, something it never imagined before. In order to increase its market share, BMW is constantly innovating design and technology to meet the needs of its target market. Additionally, BMW continually conducts market research to track the demographic profile of its target customers and ensure that its products better meet niche consumer needs. The most important reason why BMW can achieve such success in North America is its BMW Films plan, an innovative IMC plan, integrating a television, print and internet marketing campaign to maximize viewership. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get an original essay2. Analyze the BMW Films campaign paying attention to the motivation behind the idea and the target audience. Describe the typical BMW customer and analyze to what extent the BMW Films campaign could reach and influence them. At the beginning of 2000, sales and the BMW brand were very strong without introducing a new product. However, competitors with larger marketing budgets are starting to do so. copy BMW's marketing strategy. BMW realizes that if it continues to market itself through traditional media, it itself will become invisible among its competitors. Therefore, for BMW, which has a budgetrelatively modest marketing, it must ensure that it has a strong brand voice, a high-end image and high performance to differentiate its own product. In order to maximize the impact and exposure of the BMW brand on its target market, it launched its non-traditional campaign with the Z3 campaign as well as the traditional campaign. The Z3 campaign was highly successful, giving BMW the confidence to continue to use its creative leverage in the new media environment, BMW Films, to build brand awareness among consumers and demonstrate the capabilities of its products . Additionally, BMW's ongoing marketing research showed that its target market is increasingly using the Internet to research their next car purchases. And BMW was leading auto brands in buyer purchase frequency using the Internet. This trend makes BMW believe that its customers would be receptive and appreciated to this brand new Internet advertising campaign. Most BMW customers work hard and have little free time, so they are very picky about what they do in their little free time. At the same time, these people are very active, love sports, and enjoy the driving experience, which gives them a good sense of self-expression. They consider driving time to be the most enjoyable part of their day. Additionally, these people are highly educated, have a median income, and technology is very important to them. However, a series of short films on the Internet cannot reach as many people as television advertisements, because television provides mass coverage, attracts attention and has favorable image advantages. However, the Internet offers viewers greater selectivity, involvement and interaction. Through the Internet, viewers can download movies, allowing people to collect and share the movies they like with their friends. For BMW's target market, energetic, technology-oriented and appreciating enthusiasm, this unprecedented new means of communication would certainly engage them in an expected, exciting and entertaining way. Since BMW has first mover advantage, which allows viewers to associate this new creative, innovative and incredible adventure with the BMW brand. Undoubtedly, MBW films for Internet effectively attract its target market, BMW owners, luxury seekers and technology enthusiasts, improve its brand awareness and build customer loyalty.3. Evaluate the success of the BMW Films campaign by paying attention to the types of metrics that can be used to assess its impact. What do you think of the success of the campaign?BMW considers the BMW film to be legitimate entertainment. For them to be worth seeking out, the films must be of high quality, and the customer would not consider them as a conventional advertisement, but as a big-budget Hollywood production. BMW partners with Anonymous Productions, well connected within the Hollywood community, and gives them complete freedom without any limitations, which are usually used in traditional advertising campaigns. The Hire includes five short films, action shootouts and chase scenes with its several latest BMW models, which attract not only its target market, but also action movie fans who would seek out the films and contribute to their diffusion. Each of these shorts starred the accomplished and mysterious British actor Clive Owen as a professional pilot who survives every impossible scenario with few words and incredible moves. BMW films use the driver tocustomize the performance of your product. Each film showed the high performance of the vehicles through varied scenarios. In the films Ambush, Chosen and Powder Keg, the stories told how Clive Owen accomplished his mission by helping someone out of dangerous situations. He reacted instantly to unexpected dangers using a BMW vehicle he relies on and trusts completely. These films show that BMW is a fast, unbeaten and easy to handle vehicle compared to vehicles from other brands, which always lagged behind BMW in the films, thanks to the perfect handling of Clive Owens. In Star, Clive Owen uses a more humorous way to show the high performance of the BMW vehicle. Finally, The Following was filmed in a slower, more mysterious storyline instead of a tight, edgy one. Compared to other films, The Following showed less driving technique and high vehicle performance. However, the mysterious and suspicious arrangement between the actress and Clive Owen, and the heavy city traffic bring out the expressive luxury of BMW vehicles. Based on six business evaluation criteria, including benefits, symbolism, resonance, story, product integration and campaign extension, I would rate each criterion highly, The exception of the campaign extension, because BMW Films was the first time that BMW ran an advertising campaign on the Internet. . By using different latest models in the film and showing the driving experience of drivers skilled in driving, BMW Film communicated the brand advantages and brand value, the most exciting luxury and high-performance car, with its target customers. These five short films have the same basic framework, namely a central character who helps people overcome impossible situations, which gives consistency to viewers, but 5 different stories, each of which lasts approximately 7 minutes. A 7-minute message on desktop would definitely engage viewers with its attractive and well-structured plot, more than a 30-second commercial on television. Viewers would feel an emotional attachment to the story and give it great resonance. Additionally, even though the BMW logo didn't appear all the time in the film, the vehicle was certainly a star in showing off the incredible work it could do. I would say that the BMW brand is indeed a central element of the campaign and it is very well integrated. Keep in mind: this is just a sample. Get a personalized article from our expert writers now. Get a personalized essay4. Where should BMW go from here? Evaluate the options considered by Jim McDowell. For the next step, BMW has four options: exploit the existing five films by making them accessible to a wider audience, continue developing a series of short films, develop a feature film that would be shown in cinemas nationwide, and do nothing. Address the five existing films by making them accessible to a wider audience. In order to reach a wider audience, BMW may release the films alongside trailers for other upcoming attractions, distribute the short films to cinemas or make the full version edited films. in the form of DVD and distribute it in concessions or in selected magazines. This option can reach people who may not have access to high-speed internet to increase brand awareness. However, if other competitors follow and copy this advertising strategy or even have more creative leverage, BMW would risk losing the first-mover advantage. Continue the development of a series of short filmsIf BMW continues to.