BMWfilms

1
BMWfilms

• MAR 4803
• Dr. Axel Stock
• University of Central Florida

2
Case group assignment

• Worth 50 points
• There is no quiz
• Perform a situation analysis for BMW at the time
  before the BMWfilms campaign
• Consumers
• Company
• Competitors
• Context (analyze the submarket that BMW is
  serving)
• Collaborators
• Please utilize (and refer to) the exhibits in the
  case for your analysis
• Format requirements (no exceptions)
• Limit 5 pages max
• Font size 12
• Line spacing 1
• Utilizing tables / bullet points is allowed
• E-mail Word document to Sangwon at
  leesangwo_at_gmail.com by the beginning of class
  time on November 15.

3
Case questions (for in class discussion)

• What are the key problems that BMW is facing
  before launching the BMWfilms campaign?
• What are the main objectives of the BMWfilms
  campaign?
• Has the campaign be successful (study exhibit 11)
  and what should BMWs future strategy be?