Harvard Case : BMW of North America: Dream it. Build it. Drive it.

Topics: Manufacturing, BMW, Marketing Pages: 4 (1008 words) Published: April 11, 2014
Case Study: BMW of North America: Dream It. Build It. Drive It.

Brief Description: Set in 2011, this case describes how BMW, the leading luxury car manufacturer in the U.S., successfully implemented a new marketing initiative based on its online video services and increased sales of customized vehicles. The case addresses the challenges of catering to the North American consumer, where most car buyers want or have become conditioned towards immediate gratification with their purchases.

Main Learning Objectives:

To underscore the importance of consumer behavior in strategic planning To illustrate the complexity of strategically managing the supply chain for a modern manufacturing company and the implications effects of ‘mass customization’ on supply (value) chain

Preparation & Analysis

For Wednesday’s class (10/9/13):

1. Go online, research and take down a few notes on a strategic marketing concept called “mass customization” for in-class discussion. The process of delivering wide-market goods and services that are modified to satisfy a specific customer need. Is a marketing and manufacturing technique that combines the flexibility and personalization of custom-made with the low unit cost associated with mass production Sometimes called made-to-order or built to order.

Enabling a customer to decide the exact specification of a product or service, and have that product or service supplied to them at a price close to that for an ordinary mass produced alternative.  2. Read the case study.

3. Review the following videos which directly pertain to the case

Martha Stewart customizes a BMW X3 http://www.youtube.com/watch?v=8Ddq6O_QAz0 Understanding Robots – Mass Customization http://www.youtube.com/watch?v=HJzzPXeDdX8 BMW X3 Ad http://www.youtube.com/watch?v=KpLutmBkyZ4

BMW X3 Build Video http://www.youtube.com/watch?v=VH1gtBYNPOA

Individual Assignment: After spending time researching the concept of mass customization,viewing the above...
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