MINI COOPER

Mini Cooper Marketing Strategies

[Name of the Institute]

Mini Cooper Marketing Strategies

Overview

The Bayerische Motoren Werke also commonly known as (BMW) is the world's most renowned automobile brand. The company is based in Germany with its headquarter in Munich, Germany. BMW manufactures automobiles, aircraft engines, motorcycles, and other premium products Rolls-Royce, BMW mini. The company has a total of 23 production facilities around the globe in 12 different countries with representation in more than 140 countries. The company is famous for its world class luxury cars offered to international customers. BMW is considered as the world's leading and most prominent premium manufacturer. In the year 2007 the company reported a net profit of €3 billion, with more than 222,875 mini units, 1,276,000 BMW brand cars, and 1,010 Rolls-Royce cars. BMW AG, has employed more than 107,000 (2007) employees throughout the world. Despite the fact that the company lost the first position in the automobile sector which it held for many years, BMW remains among the top five companies on the DAX and (CTI) corporate trust index of German companies (Paternie, 2003, pp. 45-51).

The company is still ahead of its competitors Daimler and Volkswagen in terms of market share and customer satisfaction. BMW is following a local production strategy; BMW is highly committed towards its long term strategy of market penetration, while at the same time escaping high duties on imported foreign produced cars. Another production and sales strategy used by the company is the (CKD) process which is known as completely knocked down process in which different components and parts are imported from different local and international assemblers. However, in this paper I will be discussing the marketing and advertising strategies adopted and initiated by BMW for Mini Cooper, one of the most prestigious and reputable brand of the BMW family.

Mini Cooper Marketing Strategy

A premium brand that has a system as flexible payment is not common. So the British automaker chose this strategy as part of the celebrations of the 50th anniversary, with the aim that new consumers will "encourage" sharing something that, from the firm, called the "Mini Cooper lifestyle." This is as defined in BMW group which includes the brand, the community of customers who chose to pay at $ 36000 to have one of the smaller cars but more "customized", of which there are many Optional models as users (Dahlén, Lange, Smith, 2009, pp. 247-251). While its history dates back to 1959, Mini Cooper has taken advantage of the "retro wave" that was imposed in many consumer markets and today is one of the icons of innovation, technology and sophistication of the automotive industry. There are four characteristics on which the company capitalizes to structure its marketing strategies.

Driving: front-wheel drive, low centre of gravity, precise steering and the concept "wheel at each corner" are designed to feel every curve as possible.

Security: protection has six airbags, a sophisticated system of checks and measures to protect against side impacts.

Concept-Design: The compact style front (Mini invented in the 50 ...