Product Manager at BMW Group Canada planning (BMW) was wondering how to revive the once promising program BMW Individual. Despite a strong start, when a collection of BMW Individual (IC) was launched in 2002, and a significant increase in sales of BMW in the past three years, IC sales declined significantly. At the corporate level, no concrete measures taken to ensure continued focus on the individual program. At the client level, BMW retailers were pushing a little effort, probably because they did not have an additional incentive to put forward a program that addressed only a very small portion of its customer base. Product Manager Planning wondered how he could revive BMW Individual programs in Canada and give it the attention it deserves. "Hide
by Kyle Murray, Jason Chan Source: Richard Ivey School of Business Foundation 13 pages. Publication Date: April 1, 2008. Prod. # 908A07-PDF-ENG
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