Harvard Business Review Case Analysis

In making this cession, m either factors have to be taken into consideration. One is whether a traditional or nontraditional approach is needed. Another is making sure that the decision builds or at least compliments the BMW shuffle positioning and also the aspect of competitor reaction and tactics must be taken into consideration so that BMW can take advantage of any open marketing tactic opportunities or learn from the mistakes of their competitors. Taking these factors into consideration, McDowell presents four different options to think through and come to a decision as to what would be best for the BMWCompany. These four options were 1) to milk the existing films and try to Insert them into different media vehicles to r distrisolelyively a broader audience 2) film additional short films based on Clive Owen (main character of the series) because loved the films and spoke out for more 3) develop a full induce-length movie based on the series to show in theatres in all around N orth America give people a full beginning to end story 4) do noaffair and focus their measure and resources on coming up with the next big successful marketing campaign.After analyzing the case and taking all hose decision factors into consideration, my personal recommendation would be to milk the existing five films by making them available too wider audience and also do nothing I. E. Simply move on to the next thing. Problem Statement What specific traditional or nontraditional marketing actions should BMW implement to follow up its short film series so that they carry on and build positioned brand image? Recommendations The short films were a huge success and hit among audiences that viewed it.But the number of people that actually viewed It had much more potential. Therefore to each this potential BMW should push the short film series through different channels to reach a wider more broad audience. These different channels include, but are not limited to, theatres by showing t hem during trailers or before feature presentations, industry related magazine inserts, and online advertisements clips with links to the website where the viewers can take the entire series of films.The film series was a great move for BMW marketing efforts and showed to be very effective for them, but it would be foolish of them to yet settle for a part of the potential effect the series had, and not strive to milk it for all its worth. My recommendation to 00 nothing comes In ten construct AT not long any Turner Telling AT letter more mini films or a full length feature film. As discussed in the case study, repeat performances were rarely as compelling as premiere performances. It would not be beneficial for BMW to waste valuable time and resources on a tactic that has already been utilized to its fullest, when it could be putting those resources to better use through the development of new / different marketing tactics. BMW need to focus its arresting sights on innovating th e next big traditional or nontraditional campaign to better reach and communicate with its audiences and through that see change magnitude returns.