Amazon and BMW Films

Paper Summary:

This paper discusses the two cases of Amazon.com and of BMW Films, which is a marketing division of BMW. The paper discusses the focus of Amazon's firm, which is followed by a general discussion of customer demand in Europe and the EDN for the European market. The paper then considers BMW's continued use of the BMW Films concept in relation to its target markets and segments thereof, while recommendations are made for future advertising strategies.

From the Paper:

"The question of whether Amazon should concentrate on its customers, the firm, or both is somewhat disingenuous because the firm and its customers are really just two ways of saying the same thing. If Amazon had no customers it would cease to exist and if the customers did not have the opportunity to avail themselves of Amazon's services they would lose a valuable consumer service option. Amazon's management correctly understands this unique relationship because it instituted the Six Sigma quality operations program as a way to refine its operations and particularly the basic Six Sigma tenet of DMAIC (Amazon 5). Six Sigma is a process reengineering practice with the ultimate goal of reaching no more than 3.4 defects per million opportunities to produce a defect."

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