Mini Cooper Marketing Analysis
Bus 100
This assignment is a marketing analysis of the Mini Cooper automobile which is sold by the BMW Corporation. You will definitely want to visit Your research and analytical efforts will culminate in a written report structured as follows:
Title Page
This should include your name, the course name, the course section number or day and time, and the date. Of course, you should give your report a title.
History
Even though the current version of the Mini is a fairly recent product, there is a rich history of this car which goes back to England. Write a history of this product indicating the major milestones from its origin to the present. Have you learned anything about the future of this product?
Target Market
Based on your research and analysis, write a comprehensivedescription of the target market for this product. You will find information on the company website and others (use Google or your favorite search engine) that will help you. Especially helpful might be websites for Mini enthusiasts or Mini Forums. The website for your text has a brief video clip that discusses some characteristics of this target market. At the textbook site, click on Online Learning Center-Student Edition, then Additional Video Clips,and then scroll to Mini Cooper. The section in your text called Segmenting the Consumer Market, starting on page 361, might be helpful with this. The strength of the rest of your report will depend on this.
Product
Describe the most important features of this product and how they benefit those in the target market. How is this car differentiated from other cars in the automobile marketplace? Use at least two specific competitors.
Price
What pricing strategy have they used for the Mini? How does the pricing meet the needs of the target market? Does the pricing for the Mini provide a competitive advantage over other cars? Use at least two specific competitors.
Place
Minis are distributed through BMW dealers. Visit a dealer near you (see website) and evaluate how effective you think this distribution system is. In what ways does the dealer you visited help meet the needs of the target market?
Promotion
Which elements of the Promotional Mix does Mini use most effectively? Describe a recent ad campaign and indicate how well you think the message speaks to the target market. Contrast with ad campaigns of at least two competitors.
Website
Go to the “Build Your Own” section of the Mini website and create your own version of this product to meet your personal wants and needs. What are the main features of your personal Mini? How does the price on your Mini compare with the list price on the basic car?
How effective is the Mini website? What do you think could be done to improve it?
Sources
Provide citations for all of your sources of information including all websites, dealer visit, text, enthusiast magazines such as Autoweek, Motor Trend, Road & Track, etc.
Note that your sources are to provide background information, not to write your reportfor you. This report should be your own analysis, your own interpretation, and yourown words. Do not simply copy things that are written on websites or in magazines.