Case | HBS Case Collection | April 1993 (Revised June 1993)

Bayerische Motoren Werke AG (BMW)

by Robert J. Dolan

Abstract

In 1992, BMW attempts to revive its position in the United States market. In 1991, unit sales had fallen to 53,000 from 88,000 in 1987. The new CEO of North America considers a multifaceted plan to turn around the situation.

Keywords: Product Positioning; Marketing Strategy; Multinational Firms and Management; Market Entry and Exit; Sales; Manufacturing Industry; Auto Industry; Germany; North America;

Citation:

Dolan, Robert J. "Bayerische Motoren Werke AG (BMW)." Harvard Business School Case 593-082, April 1993. (Revised June 1993.)