BMW of North America Case Write-up - Individual Assignment

Please read the BMW case and address the following questions:

(1) Assuming that most modern cares share very similar characteristics, what do customers really buy-a product or an experience?

a. In your opinion, what drives car-buying decisions?

(2) In the "Dream It. Build It. Drive It." program a sustainable advantage in the long-term?

a. Do you see any room for further improvement?

(3) Put yourself in Joseph Wierda's shoes. What would be your decision regarding using video streaming technology for other models such as the X5 or the X1? 

a. What makes it easy or difficult? 

b. Would you apply a similar program for the X4 launch in 2014?

(4) Do you think customers really need "millions of combinations" for their car?

a. Can they be happy with available standard options?

b. What are the downsides of mass customization?

(5) The "Dream It." part of the program encourages future buyers to go online and build a relationship with the brand by designing their dream car and also sharing personal information.  How else could you grow the online sales channel?

Attachment:- Case Study.rar