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商品編號： TB0301 出版日期： 2012/06/23 作者姓名： Alenuskin, Dmitry;Schotter, Andreas 商品類別： General management 商品規格： 16p 再版日期： 地域： North America 產業： Automotive 個案年度： -
商品敘述：
BMW, the leading luxury car manufacturer in the United States, implemented a new marketing initiative based on its online video services aimed to increase sales of customized vehicles. Prior to the introduction of the ""Dream It. Build It. Drive It."" program, BMW''s SUV sales in America were in decline, and the situation required an immediate management response. With the arrival of the next generation of the X3 model in 2010, BMW launched a new online service allowing customers to watch the creation of their new vehicle through live video streaming. The case addresses the challenges of catering to the North American consumer, where most car buyers want immediate gratification with their purchases. BMW tackled this issue with a complex change in its production system to decrease lead times for its new vehicles, transferring a complete assembly line from Austria to South Carolina.
涵蓋領域：
General management;Competitive strategy;Marketing
相關資料：
Case Teaching Note, (TB0302), 9p, by Dmitry Alenuskin, Andreas Schotter
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