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Assessment Strategy
- MINI CASE -

Presented by
Noor al Husni
L1201119
10-01-2012

tEESSIDE bUSINESS SCHOOL
TEESSIDE UNIVESITY
Table of Contents
Introduction3
The First Query4
Marketing Mix Tools4
Product Life Cycle Model6
Three Level Model7
PEST Analysis8
SWOT Analysis10
The Second Query11
Internet Advertising12
E-mail Marketing13
Viral Marketing13
Social Web Marketing13
Online Marketing13
The Third Query14
The Fourth Query17
References20

Introduction
Mini, the popular name of a small car that was produced in 1959 and 2001. It was a revolutionary and characterful small car designed by Alec Issigonis (1906-1988). He combined economical transport, character and fun all together. This was the first car in the world with a transverse engine and front-wheel drive, a concept that is still being used. The Mini was produced in the same way for 40 years (Simms, 2008).
In 2001, BMW (which had the trademark rights of Mini) launched a new model, “New Mini”. This was very successful and was well favored by the customers, because it still have the icon contained the old stylish car, but with a new look. The researcher has noticed that almost every one to two years a new model was (re)introduced. Taking an example in the year 2007 a new model of the successor of Mini entered the market. In this new version the car has a station wagon and double rear doors, which received the name “Clubman”. The company has a symbol as being spontaneous and independent (Simms, 2007). The core elements of MINI are fun, exciting and original (McCartie, 2011).

The First Query
The first question that is examined was to draw an analysis of MINI’s current marketing strategy. There are several models and theories used to have a clear idea of how MINI’s marketing works.
The first tool which will be examined is the marketing mix tool (Baines et al, 2009). This is an essential tool in the marketing world, it consists of the Product, Price, Promotion and Place of the

References: Aaker, D.A. (1991), Managing Brand Equity, The Free Press, New York, NY. pp. 14-15 Biel, A.L BMW Group Press Release. (2012) MINI Press Conference North American International Auto Show 2012. Available at www.press.bmwgroup.com/pressclub [Accessed: 10 January 2012] C Cooper, P. (1999), "Consumer understanding, change and qualitative research", Market Research Society, Vol. 41 No.1. pp.1-9. Craig S. Breitenbach, Doris C. Van Doren, (1998) "Value-added marketing in the digital domain: enhancing the utility of the Internet", Journal of Consumer Marketing, Vol. 15 Iss: 6, pp.558 – 575 David R de Chernatony, L., Dal 'Olmo Riley, F. (1997), "Modelling the components of the brand", European Journal of Marketing, Vol. 32 No.11/12, pp.1074-90. del Rio, A.B., Vazquez, R., Iglesias, V. (2001), "The effects of brand associations on consumer response", Journal of Consumer Marketing, Vol. 18 No.5, pp.410-25. Fred Hansen, Michele Smith, (2006) "The ethics of business strategy", Handbook of Business Strategy, Vol. 7 Iss: 1, pp.201 – 206 G Gayle C. Avery, Harald Bergsteiner, (2011) "How BMW successfully practices sustainable leadership principles", Strategy & Leadership, Vol. 39 Iss: 6, pp.11 - 18 Gordon E McCartie, D. (2011) “Managing Marketing Assessment 2011: case study MINI”, Middlesbrough: Teesside University National Mini Owners Club (n.d.), “Mini – old and new!”, available at: www.Miniownersclub.co.uk/aboutus/ [Accessed 17 December 2011] Philip Kotler, Gary Armstrong, Veronica Wong, John A. Saunders (2008) “Principles of Marketing” 11th edition Edinburgh Gate: Pearsoned Population Growth in the last 50 years (2011) Available at http://www.mintel.com [Accessed: 23 December 2001)