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The Film approach also led to impressive bottom line results and a redefined the company’s brand image.
Nearly a decade later, the firm struggles to build on the success established by BMW Films. The company’s ultimate goal is to continue increasing volume of U.S. sales to 300,000 cars sold per year; support new product introductions and cement its brand among its target audience who they identify in the case as “people who tended to be leaders, who worked hard, played hard, and achieved a lot very early in life.”
Thanks to the success of BMW Films the company has a great start. However, several problems need to be recognized in order for the company to move forward with an encore strategy to BMW Films:
1...
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