Case Study

BMW Portugal Lda (A): Aligning distribution with brand strategy

12 pages
June 2007
Reference: IMD-3-1846

This three-part BMW case series focuses on two main issues, alignment between brand and distribution channel strategy and the challenges of implementing this strategic shift at country level. A few years ago BMW decided to reorganize its distribution channels – country sales organizations and dealerships – to be more in line with the outstanding image the BMW brand enjoyed in the market place. The case describes first the shift in the BMW`s corporate strategy and then describes the ways the CEO of BMW Portugal went about implementing this shift.

Learning Objective

Develop further understanding of horizontal linkages in the business system (upstream/downstream branding distribution and implementation tools).

Keywords
Branding, Distribution, Implementation, Automotive
Settings
Portugal
2004-2006
Type
Field Research
Copyright
© 2007
Available Languages
English
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