Competitive Analysis Fiat 500

Topics: Mini, Smart Fortwo, Smart Pages: 3 (725 words) Published: November 14, 2012
Competitive Analysis
* Strength
* Style: very unique, can be instantly recognized as a Mini, grabs customers’ attention. * Design: The emphasis was on making them stylish, forming an important part of the MINI's personality, but easy to use and easy to understand. * Safety:

- Setting new small car safety standards,
- A full array of airbags, including front and side airbags for the front passengers including head protection airbags too. * Target market: Geared towards not a certain demographic but different demographics of people. * Good warranty:

- Warranty period is for 4 years or 80,000 kilometres, whichever occurs first. - 12 year warranty for body (corrosion), for all vehicles first registered after 1 January 2004 - 2 years for Original MINI Parts

- 2 years for Original MINI Accessories
* Good post-purchase service:
- A free 3-year/50,000 km (whichever occurs first), no-charge scheduled maintenance. - CONDITION BASED SERVICE (CBS): Set maintenance schedule for customer by tracking how often, how adventurously and how far they drive. - For a one-off payment, customers get a whole range of services that are valid nationwide. * Strong effect on customers’ lifestyle:

-Selling men’s and ladies’ apparel, accessories, travelling products, electronic gadgets, model minis, etc. to affect customers’ lifestyle and foster loyal customer. - An Owner’s Lounge on the web site that only MINI owners can access - A community (MINI Space), interact well with Facebook for dealers and users to share news, events and ideas. * Weaknesses

* Higher price: the prices are higher than its competitors’ (almost double the prices of Fiat 500 and Smart) * Not attract men as well as women
* Opportunities
* Fuel efficiency, low carbon emission fits the emerging trend of eco-consciousness. * Appeal to the countries where gasoline is expensive and where need a small car. *...
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