Case Study

BMW Portugal Lda (B): Hit the ground running!

13 pages
June 2007
Reference: IMD-3-1847

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).

Branding, Distribution, Implementation, Automotive
Field Research
© 2007
Available Languages
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

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]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]


Research Information & Knowledge Hub for additional information on IMD publications

Discover our latest research
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics