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Harvard Case - BMW of North America: Dream It. Build It. Drive It

"BMW of North America: Dream It. Build It. Drive It" Harvard business case study is written by Dmitry Alenuskin, Andreas Schotter. It deals with the challenges in the field of General Management. The case study is 16 page(s) long and it was first published on : Jun 23, 2012

At Fern Fort University, we recommend BMW of North America (BMW NA) implement a multifaceted strategic plan focused on digital transformation, customer experience enhancement, and sustainable innovation. This plan should leverage BMW's established brand reputation, global reach, and technological prowess to navigate the evolving automotive landscape and solidify its position as a leader in the luxury electric vehicle market.

2. Background

The case study 'BMW of North America: Dream It. Build It. Drive It' explores BMW NA's strategic challenges in the early 2010s. The company faced growing competition from established luxury brands and emerging electric vehicle manufacturers, while simultaneously navigating a global economic downturn. The case highlights BMW's strengths in brand image, engineering, and manufacturing, but also underscores the need for strategic adaptation to remain competitive. The main protagonists are the BMW NA leadership team, tasked with developing a long-term growth strategy that aligns with the company's global ambitions.

3. Analysis of the Case Study

Strategic Analysis:

  • SWOT Analysis: BMW NA possesses strengths in brand recognition, product quality, and technological expertise. However, it faces weaknesses in its limited electric vehicle portfolio and a perception of being less innovative compared to newer competitors. Opportunities lie in the growing demand for electric vehicles and the increasing adoption of digital technologies. Threats include intensifying competition from established and emerging players, regulatory changes, and potential economic instability.
  • Porter's Five Forces: The automotive industry is characterized by high rivalry, with established players like Mercedes-Benz and Audi vying for market share. The threat of new entrants is increasing due to the rise of electric vehicle startups. Bargaining power of buyers is moderate, while supplier power is relatively low due to the global nature of the automotive supply chain. The threat of substitutes is high, with alternative transportation options like ride-sharing and public transport gaining traction.

Financial Analysis:

  • BMW NA needs to invest heavily in research and development to stay ahead in the rapidly evolving electric vehicle market. This requires careful financial planning and resource allocation to ensure profitability.
  • The company must also consider the impact of changing consumer preferences and the potential for disruption from new technologies on its financial performance.

Marketing Analysis:

  • BMW NA needs to adapt its marketing strategy to target a younger, more digitally savvy audience interested in sustainable transportation. This requires leveraging digital channels, influencer marketing, and personalized experiences to build brand loyalty.
  • The company must also communicate its commitment to environmental sustainability and social responsibility to resonate with environmentally conscious consumers.

Operational Analysis:

  • BMW NA needs to optimize its manufacturing processes to efficiently produce electric vehicles while maintaining its high standards of quality and craftsmanship.
  • The company should explore strategic partnerships and alliances to leverage external expertise and accelerate its transition to electric vehicle production.

4. Recommendations

1. Digital Transformation:

  • Invest in digital technologies: Implement advanced data analytics platforms, AI-powered customer service solutions, and connected car technologies to enhance customer experience and optimize operations.
  • Develop a comprehensive digital marketing strategy: Utilize social media, influencer marketing, and targeted online advertising to reach a wider audience and build brand awareness.
  • Embrace e-commerce and digital sales channels: Offer seamless online purchasing experiences and personalized recommendations to cater to digitally savvy consumers.

2. Customer Experience Enhancement:

  • Focus on personalization and customization: Offer tailored vehicle configurations and services to meet individual customer needs and preferences.
  • Enhance customer service: Implement omnichannel customer support, provide proactive maintenance reminders, and offer personalized assistance through dedicated customer relationship managers.
  • Create immersive brand experiences: Host virtual events, offer exclusive online communities, and provide interactive digital content to engage customers beyond traditional marketing channels.

3. Sustainable Innovation:

  • Accelerate electric vehicle development: Invest heavily in research and development to expand the electric vehicle portfolio and introduce innovative models with extended range and advanced features.
  • Embrace circular economy principles: Implement sustainable manufacturing practices, reduce waste, and explore recycling and reuse initiatives to minimize environmental impact.
  • Promote transparency and accountability: Communicate the company's commitment to sustainability through clear and concise reporting, highlighting environmental performance and social responsibility initiatives.

5. Basis of Recommendations

These recommendations align with BMW NA's core competencies in engineering, manufacturing, and brand management. They also address the evolving needs of external customers, who are increasingly seeking sustainable, technologically advanced, and personalized automotive experiences. By embracing digital transformation, customer experience enhancement, and sustainable innovation, BMW NA can position itself as a leader in the future of mobility, while maintaining its commitment to luxury and performance.

Quantitative Measures:

  • Increased market share in the electric vehicle segment: Aim for a significant increase in sales of electric vehicles within the next five years.
  • Improved customer satisfaction scores: Track customer feedback and strive for consistently high ratings across all touchpoints.
  • Reduced environmental footprint: Implement measurable targets for reducing emissions, energy consumption, and waste generation.

Assumptions:

  • Continued growth in the electric vehicle market.
  • Increasing consumer demand for sustainable and technologically advanced vehicles.
  • Availability of skilled workforce and technological expertise for digital transformation initiatives.

6. Conclusion

BMW NA has a unique opportunity to solidify its position as a leader in the luxury electric vehicle market by embracing digital transformation, customer experience enhancement, and sustainable innovation. By implementing the recommendations outlined above, the company can leverage its established brand reputation, global reach, and technological prowess to navigate the evolving automotive landscape and achieve long-term success.

7. Discussion

Alternatives:

  • Focusing solely on traditional internal combustion engine vehicles: This approach risks falling behind competitors and losing market share in the rapidly growing electric vehicle segment.
  • Acquiring a smaller electric vehicle startup: This strategy could accelerate BMW NA's entry into the electric vehicle market, but it carries risks associated with integrating new companies and cultures.

Risks:

  • Technological disruption: The rapid pace of innovation in the automotive industry could render current technologies obsolete.
  • Regulatory changes: Government policies and regulations related to electric vehicles and emissions could impact BMW NA's business strategy.
  • Economic instability: Global economic downturns could affect consumer demand for luxury vehicles.

Key Assumptions:

  • Continued growth in the electric vehicle market.
  • Increasing consumer demand for sustainable and technologically advanced vehicles.
  • Availability of skilled workforce and technological expertise for digital transformation initiatives.

8. Next Steps

Timeline:

  • Year 1: Implement digital transformation initiatives, including data analytics platforms, AI-powered customer service solutions, and connected car technologies.
  • Year 2: Launch a comprehensive digital marketing strategy, focusing on social media, influencer marketing, and targeted online advertising.
  • Year 3: Introduce new electric vehicle models with extended range and advanced features.
  • Year 4: Implement sustainable manufacturing practices, reduce waste, and explore recycling and reuse initiatives.
  • Year 5: Evaluate progress and adjust the strategy based on market trends and customer feedback.

Key Milestones:

  • Launch of a new electric vehicle model.
  • Achievement of significant market share in the electric vehicle segment.
  • Implementation of a comprehensive digital marketing strategy.
  • Reduction in environmental footprint through sustainable manufacturing practices.

By taking these steps, BMW NA can position itself for long-term success in the evolving automotive landscape, while staying true to its core values of luxury, performance, and innovation.

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Case Description

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.

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