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 www.miniUSA.com. 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 comprehensive description 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 report
for you. This report should be your own analysis, your own interpretation, and your
own words. Do not simply copy things that are written on websites or in magazines.