BMW 2012
Abstract
This case deals with BMW’s decision of launching two new sub-brands for cars in rapid succession after having had only two brands for the past 39 years. The introduction of even a single sub-brand can be seen as a large step for the firm which previously consisted of the core brand BMW and the sporty M division. Introducing two sub-brands in only 13 months has tremendous influence on strategy and marketing matter and could change the entire company.
Detailed information
Case ID | 12-1043 |
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Published | 2012 |
Industry | MOTOR VEHICLES, PARTS AND ACCESSORIES |
Analyzed Area | General management |
Pages | 21 |
Language | English |
Teaching Note |