BMW Portugal Lda (A): Aligning distribution with brand strategy
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.
Develop further understanding of horizontal linkages in the business system (upstream/downstream branding distribution and implementation tools).
2004-2006
Cranfield University
Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]
Harvard Business School Publishing
60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]
NUCB Business School
1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]
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