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Caso BMW

El problema de BMW consiste en lanzar o no lanzar un servicio de personalización en sus modelos X5 o X4, ya que esto conlleva implicancias tanto en su mercado local (USA) como global (Europa).
Esto le deja a BMW tres alternativas:

1. No seguir con la personalización de sus productos, solo el modelo X3: * Mejorar la relación con los concesionarios, ya que cuentan con un inventario listo para ser entregado.
+ No existirían problemas en la cadena de suministros
+ Los clientes no deben esperar para recibir sus autos * Aumento de stock, aumentando los costos de inventario * Se perdería la inversión realizada en la plata, ya que solo se usaría para un modelo de auto, cuando podría ser utilizada en más. * Pérdida de clientes que quieren más modelos personalizados

2. Mantener el programa de personalización:
+ Clientes más felices porque reciben productos a su medida
+ Se aprovecha la inversión en la planta de ensamblaje
+ Se tiene experiencia previa en el ámbito de personalización de productos.
+ Disminuyen los costos de inventario
+ Se satisface la demanda de distintos segmentos de consumidores * Roces en la relación con concesionarios, ya que no pueden realizar una venta en el minuto * La planta puede no dar abasto, ya que no sólo deben personalizar modelos X3, sino que modelos X5 también.

2.1 Extenderlo al modelo X5: + Se revitalizan las ventas, ya que están han disminuido. * Canibalización con el modelo X3, ya que ambos son muy parecidos

2.2 Extenderlo al modelo X4: * Producto que aún no se lanza, por lo que permite terminar con el ciclo de vida de los modelos X3 Y X5, y “revitalizar” el ciclo con este nuevo modelo. * El poder personalizar el modelo potencia la venta de éste * Posible canibalización con los modelos ya existentes de SUV

En este caso, basándonos en el análisis anterior, la mejor alternativa para BMW es seguir con el programa de personalización y extenderlo al modelo SUV X4. Según mi entender, el modelo X5 y X3 son similares, por lo que el personalizar el primero puede afectar muchísimo en las ventas del modelo X3. No así el modelo X4, que a pesar de que aún no es lanzado, promete características distintas, por lo que realizar el programa de personalización con este modelo puede potenciar su lanzamiento además de “acompañar” al modelo X3, ya que siendo ambos SUV, son modelos distintos.

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