BMW Marketing Case Study

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German automaker BMW was presented with opportunities and challenges in launching its new Z3 roadster in the United States. BMW had strong brand recognition but low market share in the US. Its plan involved an unconventional marketing strategy using the James Bond movie "Golden Eye" and other promotional activities to build excitement and awareness for the Z3 launch.

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Presented by: Abdullah Sohail Sabeen Fatima Shafiq Abdullah Umair Shafi Choksy

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