BMW Films
...o do not believe that developing a feature –length movie based on the films would be a good idea because the case describes BMW’s target customers as people who are active, who work hard and whose “free-time is particularly valuable” and thus I do not believe that BMW’s target customer would take the time to go to the movie theaters and watch a movie on BMWs’ because downloading the movie on one’s computer at home or at work is one thing but going to the movie theatre is an entirely different and more time consuming thing. Finally, I do not believe that moving onto the next thing would be the best decision either for BMW because if they did this they would not be listening to their consumers who as the case informs us overwhelmingly enjoyed the short films and demand more, “90% of the visitors to the web site requested additional films.” I feel that by making another 5 short films BMW would be implementing the best marketing strategy possible because by doing this they will be doing the best thing possible to serve their market segment and they will be listening to the needs of their target customers. These short films serve the needs of their customers very well because they are short, they are easily accessible and they depict the image that the people in BMW’s target market want to portray about themselves. Additionally, I do not feel that by making another of set of these films BMW customers would feel that BMW was repeating itself rather I believe that consumers would enjoy the films and go out of their way to view them because of there mass appeal and their ability to reach people outside of BMW’s market segment, 68% of the visitors to the web site were non luxury car owners and 14% owned luxury cars other than BMW’s. The negative aspect of making more short films is what happened with the James Bond Films, that they will no longer be “the radical new thing” wh...