MARKETING CASE STUDY:
STUDY OF BMW - MINI IN REFERENCE WITH THE MALAYSIA AUTOMOTIVE MARKET TREND Sarah Zakariah Student ID : 0011vmvm0312
This assignment is an overview of the MINI brand and how it is relevant to the current Malaysia Automotive Market by using the Marketing Model / Tool ; Ansof Matrix and Marketing Mix of seven Ps (7Ps).
TABLE OF CONTENT
1. EXECUTIVE SUMMARY 2. MINI PRODUCT DNA 3. MINI MARKET POSITION AND SEGMENTATION 4. MINI : ANALYSING THE MALAYSIA AUTOMOTIVE MARKET 5. CONCLUSION 6. REFERENCES
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EXECUTIVE SUMMARY Mini originally known as the Morris Mini-Minor and the Austin Seven, was launched by the British Motor Corporation in 1959. Design by Sir Alex Issigonis, the Mini was specifically build as small fuel economical compact car for a family of four to meet the requirement of the British people in the 1956 due to oil shortage – The Suez Crisis. By 1960s, Mini has established itself as a British Icon, featuring as the main character in film classic The Italian Job. In 1966 British Motor Corporation became part of British Motor Holdings. British Motors Corporation became a subsidiary of Leyland Motor Corporation when it was bought over by Leyland Motor in 1968. In 1988, British Aerospace bought over Leyland Motor and changes its name to Rover Group. When BMW Group took over the Rover Group in early 1994, BMW also own the rights to the Mini brand. BMW saw this as an opportunity to diversify and expend its entry level luxury car. This opportunity opens up a new perspective of the Mini brand. BMW Group grand idea was to rebrand the New MINI as a Premium Compact Car while still maintaining its symbolic characteristic of the old Mini. Together with the marketing launch of The MINI STORY by BMW Group Media communications in Munich in year 2006, The New MINI gives the small or compact car segment another fascinating injection of variety – upmarket positioning. The marketing campaign for MINI was a huge success, it had made MINI is the most iconic and exciting brand worldwide. The MINI is steadily gaining its place in the market, selling over 285,000 units worldwide. In this assignment, I will focus on the evolution of MINI, the success brand DNA and market positioning, analysing the marketing strategies of MINI by adopting the ANSOFF Matrix and Marketing Mix Seven Ps (7Ps). The Ansof Matix marketing model and the Marketing Mix Seven Ps will allow me to structure my case study on four major level; MINI Market Penetration, MINI Market Development, MINI Product Development and also Diversification. From the analysis made, we could see how MINI has evolved from an affordable compact car to a niche premium compact car and emerge as an iconic brand. By applying the marketing models and concepts, I could forecast MINI sales growth in reference to the Malaysia automotive market share. As a conclusion, I will explore further on the MINI market trend here in Malaysia.
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MINI : PRODUCT DNA
Figure 1 : One of the early sketches of Mini 1959 – was design on a piece of a napkin. (Source from BMW MINI STORY)
The MINI concept is always unique in all its features, qualities, and characteristics. Since the market launch of the New MINI in the year 2001 by BMW Group, the principle that had been already applied successfully over fifty years ago has once again proven its full value. The New MINI superior concept has always been convincing in many different variants and renditions. Both the old Mini and the New MINI shows their individual strength and unique character, while maintaining the essence of a MINI. Sir Alec Issigonis, the man responsible for designing the classic Mini revolutionize the automotive engineering especially on small car segment by offering the largest possible interior on the smallest possible footprint, transposing the design “form follows function” - the principle is that the...