BMW, the leading manufacturer of luxury cars in the United States, introduced a new marketing initiative is based on the services of online video to increase sales of specialized vehicles. Before the introduction of "Dream It. Straw. Ride." Program, BMW SUV sales in the U.S. were in decline, and the situation requires an immediate response management. With the advent of next-generation X3 models in 2010, BMW has launched a new online service that allows customers to watch the creation of their new car through streaming video. The case addresses nutrition for consumers in North America, where the majority of car buyers want immediate satisfaction of their purchases. BMW to address this issue with a set of changes to the production system to reduce the time frame for its new vehicles, transfer of complete production line from Austria to South Carolina. "Hide
by Dmitry Alenuskin, Andreas Schotter Source: Thunderbird School of Global Management 16 pages. Publication Date: June 23, 2012. Prod. #: TB0301-PDF-ENG
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