Case Study: BMW of North America: Dream It. Build It. Drive It.

Brief Description: Set in 2011, this case describes how BMW, the leading luxury car manufacturer in the U.S., successfully implemented a new marketing initiative based on its online video services and increased sales of customized vehicles. The case addresses the challenges of catering to the North American consumer, where most car buyers want or have become conditioned towards immediate gratification with their purchases.

Main Learning Objectives:

· To underscore the importance of consumer behavior in strategic planning

· To illustrate the complexity of strategically managing the supply chain for a modern manufacturing company and the implications effects of ‘mass customization’ on supply (value) chain

Preparation & Analysis

1. Go online, research and take down a few notes on a strategic marketing concept called “mass customization” to prepare for an in-class discussion.

2. Read the case study BMW of North America: Dream It. Build It. Drive It. HSBP #TB0301IMD159 from the HBS Course site and review the following videos which directly pertain to the case