Purpose

• To analyze the strengths and weaknesses of the BMW Z3 Roadster Phase I marketing strategy.

• To formulate a plan on how to proceed during Phase II; specifically:

• How to sustain the buzz created in Phase I?

• How to deal with the Z3 launch being so close to the release of the new 5 series?

• How to convert interest of prospective customers into orders?

• How can the Z3 become part of American culture?

• How to sustain the interest of customers who are waiting for their cars to be built?
Recommendations
• Continue using non-traditional marketing during Phase II of the Z3 launch.

• Use a traditional marketing campaign for the 5 series and a non-traditional marketing strategy for the Z3.

• Continue shifting focus on BMW as a “global” brand.

• Gradually mold the Z3 from an elusive “secret agent” car into a more attainable “fun second car”, e.g. Mazda Miata
Analysis
Phase I
Overall the Phase I......

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Title: Bmw Z3
Approximate Word Count: 2027
Approximate Pages: 9 (250 words per double-spaced page)

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