The Mini Cooper

Paper Summary:

This paper is an extensive marketing analysis that uses many tools: SWOT Analysis, PEST Analysis, Porter's Five Forces, Ansoff Matrix, Value Chain Analysis, Financial Performance, and McKinsey's 7's Strategy. The author points out that the car has obviously hit a solid market niche, as potential owners are now facing a year-long waiting list to buy one. The paper relates that BMW group has initiated a strategy to reach other market segments with their products; the upper echelon of luxury vehicles became increasingly crowded, and the company wisely selected a strategy of diversification in order to maintain and ultimately expand its market penetration. Tables and Figures.

Table of Contents
The Mini's History
Marketing Strategy
Marketing on the Web
Developing the Mini's Marketing Campaign
SWOT Analysis
Mini's strengths
Mini's Weaknesses
Mini's Opportunities
Threats to the Mini
PEST Analysis
Porter's Five Forces
The Threat of Entry of New Competitors
The Power of Buyers
The Power of Suppliers
The Threat of Substitutes
Competitive Rivalry
Ansoff Matrix
Sector One: Existing Products for Existing Markets
Sector Two: New Markets Existing Products
Sector Three: New Products Existing Markets
Sector Four: Diversification with New Products and New Markets
Value Chain Analysis
Generic Marketing Strategies
Cost Leadership
Differentiation
Focus
Financial Performance
McKinsey's 7's Strategy
Conclusion

From the Paper:

"In comparison, the Kia automobile, manufactured in Korea, while entering the market in the same price point, and similar size vehicle, does not have a similar positive level of political, economic, or social trend evaluation, as does the Mini. The Korean automaker does not have the history of producing quality autos, nor the economic ties with the states or Europe. While Kia is producing a smaller, economic vehicle prices for the same market so the Mini, the Kia vehicles captivate the social trend, which are embodied in the Mini."

More papers on The Mini Cooper:

• Essay # 69424 : "Mini Cooper Strategy"
• Case Study # 71896 : "Case Study: Mini Cooper "
• Argumentative Essay # 69176 : "United Kingdom's Automobile Industry"

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