Bmw Case Study

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BMW - Executive Summary BMW Group Canada fell short, in recent years, on its expected sales of the BMW–IC concept vehicle. The company suffered some setbacks losing its brand manager and has no person at the corporate level responsible for the program. The end result is retailers are not honouring their agreements and no one enforces them. The internal marketing and support that is required for the ongoing success of the BMW-IC concept, an idea that only BMW is selling at this point in time, is lacking. At present, BMW has slipped to second place, behind Mercedes-Benz, in Canadian luxury vehicle sales. Having a fully functional BMW-IC program would help BMW move towards reclaiming the number one position. As the BMW–IC package option represents an unmatched competitive advantage in the Canadian auto market; it is clear that keeping the program benefits BMW Canada. It is recommended that the BMW–IC undergoes a facelift and re-launches to the retailers and their employees. Full corporate support is required in the form of training, materials, display items, software upgrades, and full incentive package to promote it. Each employee will receive training and full incentive package, while each retailer will receive demonstration items to appeal to the senses of the customers and software to allow to in-house design of personalized vehicles right before the eyes of the customer. There is no doubt that with the application of this new action plan that the BMW–IC package option will succeed. 2. Problem Statement Before Jeremy Shaver can re-launch the BMW Individual Collection (BMW–IC) as an exclusive, profitable and brand building program, he must remove its second priority status within BMW Canada and make changes to the program to support and encourage retailers to refocus on selling BMW–IC. This is too definitive, you need to identify the issue,

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