Marketing Management Mini Cooper MBA Te
MARKETING MANAGEMENT
SBMA7138
MINI COOPER – THE MARKETING STRATEGY
Assignment 2
Essay
By
Kunik Bharti
ID: 1303608
MBA Term 1
Supervisor: Richard Small
Submission Date: September 4, 2014
INTRODUCTION
AIMS:
To critically analyse and research the Marketing Strategies and possible responses of
THE MINI, the automobile brand. Try to find the path taken by MINI after the recent takeover by
German giant BMW in 1999-00. In this essay we would be looking primarily the small car sector market in the UK.
Evaluate and analysis various examples, studies, reports and theories
leading to the key repositioning of the brand in the global market after the takeover.
Towards concluding the essay, I would be able to examine and point out the future moves of Marketing Strategies of MINI. Try to find out the possible future tactics they could carry out to spread its reach in the global market. This in turn will act a stepping stone for my critical evaluation as a marketing proficient analyst. Contemplating on the examples, studies, researches and projects carried out in the course curriculum, I would try to reflect my understanding of the subject onto this essay and comprehend it with utmost potential.
INTRODUCTION
MINI or commonly known as MINI Cooper was a brain child of a decorated automotive designer
Sir Alec Issigonis. It has become a legend in the automotive industry and perhaps the most recognised in the world maybe after Volkswagen Beatle. This car made actually wrote history and became a ‘British Icon’ in the world. We could get an idea about the popularity and status of
the car by knowing the fact that it was awarded “European Car of the Century Award” and second in ‘Global car of the Century” just behind Ford’s Model T (This Just In: Model T gets
Award, 1999) Sir James Dyson a famous British inventor once said “One of the most fun inventions of my lifetime is the MINI” (Anon., 2001). MINI began its manufacturing in 1959 at a factory in Longbridge, UK under the
SBMA7138
MINI COOPER – THE MARKETING STRATEGY
Assignment 2
Essay
By
Kunik Bharti
ID: 1303608
MBA Term 1
Supervisor: Richard Small
Submission Date: September 4, 2014
INTRODUCTION
AIMS:
To critically analyse and research the Marketing Strategies and possible responses of
THE MINI, the automobile brand. Try to find the path taken by MINI after the recent takeover by
German giant BMW in 1999-00. In this essay we would be looking primarily the small car sector market in the UK.
Evaluate and analysis various examples, studies, reports and theories
leading to the key repositioning of the brand in the global market after the takeover.
Towards concluding the essay, I would be able to examine and point out the future moves of Marketing Strategies of MINI. Try to find out the possible future tactics they could carry out to spread its reach in the global market. This in turn will act a stepping stone for my critical evaluation as a marketing proficient analyst. Contemplating on the examples, studies, researches and projects carried out in the course curriculum, I would try to reflect my understanding of the subject onto this essay and comprehend it with utmost potential.
INTRODUCTION
MINI or commonly known as MINI Cooper was a brain child of a decorated automotive designer
Sir Alec Issigonis. It has become a legend in the automotive industry and perhaps the most recognised in the world maybe after Volkswagen Beatle. This car made actually wrote history and became a ‘British Icon’ in the world. We could get an idea about the popularity and status of
the car by knowing the fact that it was awarded “European Car of the Century Award” and second in ‘Global car of the Century” just behind Ford’s Model T (This Just In: Model T gets
Award, 1999) Sir James Dyson a famous British inventor once said “One of the most fun inventions of my lifetime is the MINI” (Anon., 2001). MINI began its manufacturing in 1959 at a factory in Longbridge, UK under the
Bibliography: Anon., 2001. BrainyQuote. [Online] Available at: http://www.brainyquote.com/quotes/quotes/j/jamesdyson404325.html CGMA, 2014. CGMA.org. [Online] Available at: http://www.cgma.org/Resources/Tools/essential-tools/Pages/porters-fiveforces.aspx?TestCookiesEnabled=redirect C, S. & P, T., 2014. Journal of Product & Brand Managment. An Analysis of Repositioning of BMW MINI, 16(5), p Drummond, G., Ensor, J. & Ashford, R., 2008. Strategic Marketing: Planning & Control. 3rd ed. icrossing, 2014. YouTube "Not Normal" Campaign for iCrossing Germany. USA: icrossing inc.. Lake, L., 2014. About.com. [Online] Available at: http://marketing.about.com/cs/brandmktg/a/whatisbranding.htm Mini.co.uk, 2014. Mini.co.uk. [Online] Available at: http://www.mini.co.uk/about-us/news-reviews-awards/awards/ Morrison, M., 2014. Pestle Analysis, London: CIPD. Reynolds, P. & Lancaster, G., 2005. Managment of Marketing, Oxford: Elseiver ButterworthHeinemann. Telegraph, T., 2013. telegraph.co.uk. [Online] Available at: http://www.telegraph.co.uk/motoring/car-manufacturers/mini/10456844/WhyBMW-has-been-the-making-of-Mini.html TheGuardian, 2014. TheGuardian.com. [Online] Available at: http://www.theguardian.com/best-awards/mini-not-normal This Just In: Model T gets Award (1999) James G. Cobb. Trotman, A., 2012. Thousands of UK jobs safeguarded as BMW invests extra £250m in Mini. Venugopal, P., 2010. Marketing Management - A decision making approach. 1st ed. Ned Delhi: Sage Publications.