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BMW 2012

#Division #launch #Strategic #Change #Cannibalization


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
Published 2012
Industry MOTOR VEHICLES, PARTS AND ACCESSORIES
Analyzed Area General management
Pages 21
Language English
Teaching Note