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This impressive turnaround was achieved through introducing new models, an aggressive pricing strategy, re-organising the dealer network and adapting the cars to the American market.
The cars were marketed at very specific target audience. BMW had identified their target customer segment and were satisfied that their market positioning left them with a distinct market in which they had no real competition. They sought to appeal to well educated, successful, single males who desired quality but also had a love for driving. No other luxury car maker had positioned themselves in this space.
Following the successful 10 year run, the challenge put to the company was to continue to aggressively grow annual sales...
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