IMD-3-1846 © 2007
Bouvard, Jacques; Kubes, Jan
This three-part BMW case series concentrates on 2 primary concerns; positioning in between brand and distribution channel strategy and the difficulties of executing this tactical shift at nation level. A couple of years ago BMW chose to rearrange its distribution channels - nation sales companies and dealers - to be more in line with the exceptional image the BMW brand enjoyed in the market location.
The case explains initially the shift in the BMW's business strategy and after that explains the methods the CEO of BMW Portugal set about executing this shift. Knowing goals: Develop more understanding of horizontal linkages in business system (upstream/downstream branding distribution and application tools).
Subjects: Branding; Distribution; Implementation; HR Challenges
Settings: Portugal; Automotive; BMW Group: 2005 Revenues of €47 billion; 105;000 employees; 2004-2006
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