CASE ANALYSIS Launching the BMW Z3 Roadster: An Analysis by �eyt�; 12.04.04 Statement of the Problem: How should BMW strategically launch its Z3 Roadster that will best result in the achievement of its company goals and objectives? Critical Factors: BMW should use a launching strategy that will be able to successfully meet the project�s objectives, as well as, the company�s overall marketing goals. Z3 launch must first basically meet its objectives. It should use the roadster to motivate and stimulate the dealer network to meet higher standards to qualify for the roadster, to build an order bank to enable the new Spartanburg plant to build to the specifications of the customer, and to design a marketing program that would sustain product excitement until dealer product availability beginning in March 1996. The central goal of the launch was �to expand the BMW franchise and further the rejuvenation of the BMW brand by positioning the Z3 squarely in American culture and settling into the hearts and minds of the American public.� It should be kept in mind that Z3�s l......

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