Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 14 October 1993
Length: 24 pages
Data source: Published sources
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Abstract
Tracks changes in the luxury auto market during the 1980s and early 1990s. Shifts in target consumer behavior - particularly the yuppie lifestyle - serve as the basis for manufacturer modifications of product line, positioning, and advertising. The climax of the case is the 1991 overt effort by BMW to 'de-yuppify' itself in the minds of the target market.
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Abstract
Tracks changes in the luxury auto market during the 1980s and early 1990s. Shifts in target consumer behavior - particularly the yuppie lifestyle - serve as the basis for manufacturer modifications of product line, positioning, and advertising. The climax of the case is the 1991 overt effort by BMW to 'de-yuppify' itself in the minds of the target market.