1. Evaluate BMW's position in the North American market? How healthy is the BMW brand compared to previous years? What are the weak points of the BMW brand? What is BMW's growth strategy in the North American market? BMW is a relatively small company and had a small market share in the North American market, compared to that of the European market. BMW operates in the premium category, luxury/performance segment, and focuses on quality, rather than volume. In North America, before the mid-1970s, people viewed BMW as a niche foreign automaker and associated it with Mercedes-Benz, Jaguar, and Cadillac, which conveyed a more conservative, heavy-handed image. However, after the launch of the BMW Ultimate Driving Machine campaign, which featured young urban professionals driving the BMW, it showcased the BMW's high performance along with superb handling and German engineering. This entirely new campaign began to attract the attention of young urban professionals, pursuing design, style and wealth in North America. In the late 1980s and early 1990s, BMW's sales suffered a significant decline due to its new competition, the Japanese luxury brands. These new upcoming brands stand out by offering high quality, reliability and service at lower prices than BMW. Additionally, they sell cars through a relatively small number of high-quality, exclusive dealerships, providing better service and ensuring customer satisfaction. To maintain the lost market share, BMW initiated several new strategies. It introduced a new design and engine in its main series with a premium price to maintain the high-end brand image. Additionally, BMW has reconceptualized its dealer operating system (DOS) to ensure consistency in customer experience across dealers with high satisfaction. Additionally, BMW innovates several new series, roadsters and sport utility vehicles, to drive and meet the diverse needs of a broader customer base. To better cater to the North American market in particular, BMW makes everything simple, like one-touch windows it had never thought of before. In order to increase its market share, BMW constantly innovates design and technology to meet the needs of its target market. Furthermore, BMW continuously conducts market research to monitor the demographic profile of its target customers and ensure that its product better reaches consumers' niche needs. The most important reason why BMW can be so successful in North America is its BMW Films, innovative IMC plan, which integrates a marketing campaign with TV, print and Internet to maximize audience reach. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essay2. Analyze the BMW Films campaign paying attention to the motivation behind the idea and the target audience. Describe the typical BMW customer and analyze how well the BMW Films campaign might be able to reach and influence them. In early 2000, both sales and the BMW brand were very strong without the introduction of any new products, however, competitors with a larger marketing budget begin to copy BMW's marketing strategy. BMW realizes that if it continues to advertise itself through traditional media, it will become invisible among its competitors. Therefore, BMW, which has a relatively small marketing budget, needs to ensure it has a strong brand voice, premium image and high performance to differentiate its product. To maximize impact and exposureof the BMW brand to its target market, started its non-traditional campaign with the Z3 campaign along with the traditional campaign. The Z3 campaign was very successful, which gave BMW the confidence to continue to use creative leverage in the new media environment, BMW Films, to increase brand awareness with consumers and demonstrate the capabilities of its products. Furthermore, marketing research consistently conducted by BMW has shown that its target market is increasingly using the Internet to research upcoming automobile purchases, and BMW was ranked first among automotive brands in terms of the frequency of buyers using the Internet. This trend makes BMW believe that its customers would be receptive and appreciative of this new Internet advertising campaign. Most BMW customers work hard and have little free time, so they are very picky about what they do in their little free time. At the same time, these people are very active, love sports and enjoy the driving experience, which gives them a good feeling of self-expression. They consider driving time to be the most enjoyable time of their day. Furthermore, these people have a high level of education, an average income and for them technology is very important. However, a series of short films through the Internet cannot reach the same number of people as advertisements through television, because television has mass reach, attracts attention and favorable image advantages. However, the Internet offers viewers greater selectivity, engagement and interaction. Through the Internet, viewers can download Films, which allows people to collect and share their favorite films with friends. For BMW's energetic, technology-oriented and excitement-loving target market, this unprecedented new way of communication would definitely engage them in expected, exciting and fun ways. Because BMW has the first mover advantage, allowing viewers to associate this new, creative, innovative and incredible adventure with the BMW brand. Undoubtedly, MBW Internet Movies truly captures its target market, BMW owners, luxury lovers and tech-savvy people, enhancing brand awareness and customer loyalty.3. Evaluate the success of the BMW Films campaign by paying attention to the types of metrics that can be used to evaluate its impact. What would you conclude about the success of the campaign? BMW considers BMW Film to be legitimate entertainment. For them to be worth seeking out, the films must be of high quality and the client would not consider it a conventional advertisement, but a big budget Hollywood production, BMW partners with Anonymous Productions, well connected within the Hollywood community, and offers them complete freedom without any limitations, which is usually used in traditional advertising campaigns. The Hire includes five short films, shootout and chase scenes featuring its many newer BMW models, appealing not only to its target market, but also action movie fans who would seek out the films and help spread the word. Each of these shorts stars the expert and mysterious British actor Clive Owen as a professional pilot who survives every impossible scenario with a few words and incredible movements. BMW films use the driver to customize the performance of its product. Each film showcased the vehicles' high performance across a variety of scenarios. In the films Ambush, Chosen and Powder Keg, the stories were about how Clive Owen accomplished his mission by helping someone out of situationsdangerous. He responded immediately to unexpected dangers by using a BMW vehicle that he relies on and trusts completely. These films show that the BMW is a ready, undefeated and easy-to-handle vehicle compared to other vehicles of the brand, which in the films always lagged behind the BMW, thanks to the perfect manipulation of Clive Owen. In Star, Clive Owen uses a more humorous way to show the high performance of the BMW vehicle. Finally, The Follow was shot at a slower pace, in a more mysterious setting rather than a tight, nervous setting. Compared to other films, The Follow showed less driving technique and high vehicle performance. However, the mysterious and distrustful attitude between the actress and Clive Owen, and the intense traffic of the city, instead bring out the expression of luxury of BMW vehicles. Starting from six criteria for commercial evaluation, including benefits, symbolism, resonance, story, product integration and campaign extension, I would give each criterion a high rating except campaign extension because BMW Films was the first time for BMW to create an advertising campaign for the Internet. By using several latest models in the film and showing the driving experience of the driver's skillful handling, BMW Film communicated to its target customers the benefits and value of the brand, the most exciting luxury and high-performance car. These five shorts have the same basic structure of having a central character who helps people overcome impossible situations, which gives viewers coherence, but 5 different stories, each lasting about 7 minutes. A 7-minute message on the computer would definitely engage viewers with its captivating and well-structured plot more than a 30-second TV commercial does. Viewers would have an emotional attachment to the story and give it great resonance. Additionally, even though the BMW logo wasn't always shown in the film, the vehicle was definitely a star demonstrating what amazing work it can do. I would say that the BMW brand is really a central component of the campaign and integrates very well. Please note: this is just an example. Get a custom paper from our expert writers now. Get a custom essay4. Where should BMW go from here? Evaluate the options considered by Jim McDowell. For the next step, BMW has four options, including leveraging the five existing films by making them available to a wider audience, continuing to develop a series of short films, developing a feature film that would play in theaters across the country, and finally not do nothing. Milking the five existing films by making them available to a wider audience. To reach a wider audience, BMW can broadcast the films alongside trailers for other upcoming attractions, release the shorts theatrically or turn the edited films into the full-length version as DVDs, and distribute it through selected dealers or magazines. This option can reach people who may not have access to high-speed internet to increase brand awareness. However, if other competitors followed and copied this advertising strategy or even had more creative leverage, BMW would risk losing first-mover advantage. Continue to develop a series of short filmsIf BMW continued to develop a series of short films, it could not only increase brand awareness, but also consolidate the modern and innovative image of the brand, which is so desired by its target customers. The downside to this option is that it requires another huge marketing budget. Developing a feature film that would play in theaters across the country. Because The Hire has a huge impact on its viewers,.