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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 company. The product of Mini is cars; the company has a total of 6 different cars, these are: Mini Hatch, Mini Coupe, Mini Convertible, Mini Clubman and Mini Countryman (Mini, 2011). Each car goes into a certain product life cycle (Xie and Simon, 2006). When the car reaches a certain stage (maturity or declining) according to Kohn (2006) he explains that, a company such as Mini can decide to re-launch a new version of that car or perhaps eliminate it from the market (the latter does not happen quickly in the auto industry as companies prefer to launch a new version). The price of Mini is considered to be a high. According to McCartie (2011) Mini falls in the premium car segment. Although there are many factors that can affect the price of the car, such as engine size, motor sport version, etc. However, Mini cars are based on a high-value strategy when considering that Mini delivers high quality product with a high price. Mini is putting a lot of effort when looking at the promotion aspect. A broad range of advertising has been used to promote the company, advertisements such as: Internet (which is further elaborated in the third question), television commercials, direct marketing, sponsoring (Olympic Games), public relation, Billboards, outdoor advertisements, radio, magazines, movies (The Italian Job, Austin Powers 3 and James Bond).

Figure 1 Marketing Mix
Designed by al Husni (2011)
Figure 1 Marketing Mix
Designed by al Husni (2011)

Considering the place perspective, according to McCartie (2011) she explains that, there are 146 dealerships in the UK who are franchised to sell Mini cars. Mini does not own these franchises, but they take their brand very seriously. As they provide a complete marketing support for their dealers. The pattern of distribution of Mini is as follows: Manufacturer -> Dealers -> Consumers (Simms and Trott, 2007). This marketing tool mix has been expanded with 3 additional P’s: People, Process and Physical Evidence which...
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