Final presentation mini

MARKETING FOR MANAGERS
KARAN CHHABRA -W1662989
AMIRANI AZIKURI -W1666868
MERT AYAYDIN -W1685428
MARIAM MUSSA PANJWANI -W1669303
SAHAR MOHAMMAD -W1502172

British heritage
BRAND IDENTITY
PRISM

AFFORDABLE
SPORTY
PREMIUM
PRACTICAL
PERCEPTUAL MAP OF MINI
COUNTRYMAN

BUYING
DECISION
POST
PURCHASE
WHAT INFLUENCES
CONSUMER
BEHAVIOUR
• Feel exciting,
energetic
• Eye-catching
standout
• Transverse Engine
• spacious interiors
• Aesthetics, visual
pleased.
• Classic British design
• German
Engineering
• razor sharp
handling
• Latest ABS
• In-Control of
vehicle
Cognitive Dissonance
• Self image and reflection
not going hand in hand
• Expectation of a fuel
efficient car going other
way round.
• No spacious interiors,
more of a compact
hatchback.
• Needs not being fulfilled
because not suitable for
a family even after paying
23,000 GBP.
• Trend and fashion is
dynamic in nature, keeps
on changing.
• Perception of Racing
heritage is not attractive
for women

Mini Cooper Pestle Analysis
Tax and
government
policies on
automobile
market
GDP and
exchange rates
fluctuations
Increasing
awareness
because of
global warming
Changing
demographic,
consumer
preferences
Increasing use
of
technologies
in cars
Legal aspects
affecting car
export import
policies

Industry rivalry-
high
• Competition for
luxury brands
is high -BMW,
Range Rover
Mercedes- Benz,
Audi and so on
Bargaining power of
customers- low
• bargaining position in terms
of negotiation is low-
• however, in terms of
switching cost it is high as
determining factors affect
customer choice
Bargaining power of
suppliers – medium to
high
• reliance on suppliers for
spares and parts reflects
on the management of
production
Threats of substitutes- low
• means of transportation include
bicycles, motorcycles, underground,
buses
• Luxury car segment, on the other
hand, is different in a way that they
are purchased to satisfy needs
beyond transportation
Threats of new entrants –
high
• Barriers to entry are high
firms substantial amount
of capital investment,
funding, highly skilled
technicians and
engineers
PORTER’S 5 FORCES ANALYSIS

SWOT ANALYSIS
Great navigation system
• Infotainment services and smart
connectivity
• Country Time MINI evaluates driving fun
over demanding terrain.
• Countryman has already important and
huge segmentation potential.
• They receive lots of compliant because of the price.
• Countryman has important interior issues.
• Lack of feet space makes it a weakness.
• Post-purchase problems. People don't feel like a
premium car.
• Heavy steering
• There is a fear that the design and styling lead
to a belief that the Mini-Cooper Countryman is
only for a certain group of family customers
thus keeping a large group of people away
from the experience.
• Mini cooper countryman targets to produce new features
with the zero-emission responding to the eco-trend.
• Nowadays there is an increase in the need for smart
vehicles. Which is why mini cooper countryman importance
should be increasingly more and more.
• They can try to sell the countryman for more older women
and men.

• 17’’ light alloy wheels.
Cosmos spoke silver
• Roof and mirror caps
white
• White bonnet stripes
• Brand new upholstery with leatherette combination.
• Sports seat for driver and front passenger to increase
space and leg room.
• chrome line interior for premium feel.
• smaller mini navigation XL.

MARKETING OBJECTIVES
3 P’s PLACE
PROMOTION
PRICE Minimal increase price, Added new
features.
Market segmentation age 20-
39.
• Has been promoted as a
crossover SUV, rather should be
promoted as a hatchback.
• Mini fan club membership.
• Resolving Post Purchase Problems by
Enhancing customer relationship.
• Adopting More marketing channels of
digital marketing like Mini France
Googlemap racing advert game and
Nickelfish’s 50th anniversary Game.
• Recognizing and Minimizing the
Risk
• Stakeholder’s concerns need to
be addressed
• Installing Sprint Boosters.
• Keeping Pace with the new
Eco Trend.
• Increasing the market share
in United Kingdom market by
approximately 5%

References
Degruyter.com. (2018). Cite a Website - Cite This For Me. [online] Available
at: https://www.degruyter.com/downloadpdf/j/cris.2012.2012.issue-2/v10284-012-0001-3/v10284-012-0001-
3.pdf [Accessed 26 Feb. 2018].
England, B. (2018). 7 Common Repair Problems Mini Cooper Owners Face. [online] Baautocare.com. Available
at: https://www.baautocare.com/car-repair-education-and-info-blog/bid/88829/7-common-repair-problems-mini-
cooper-owners-face [Accessed 26 Feb. 2018].
Inside Retail. (2018). How to increase sales with money mapping - Inside Retail. [online] Available
at: https://www.insideretail.com.au/blog/2015/04/22/how-to-increase-sales-with-money-mapping/ [Accessed 26
Feb. 2018].
Mini2.com. (2018). Sprint Booster - MINI Cooper Forum. [online] Available
at: http://www.mini2.com/forum/first-generation-mini-tuning/154186-sprint-booster.html [Accessed 26 Feb.
2018].
sales, E., segment, U., segment, U. and tool, C. (2018). Mini Cooper European sales figures.
[online] carsalesbase.com. Available at: http://carsalesbase.com/european-car-sales-data/mini/mini-
cooper/ [Accessed 26 Feb. 2018].
Solomon, M., Bamossy, G., Askegaard, S. and Hogg, M. (2016). Consumer behaviour. Harlow, England: Pearson.
The Marketing Mix. (2018). Marketing Mix Definition - 4Ps & 7Ps of the Marketing Mix. [online] Available
at: http://marketingmix.co.uk [Accessed 26 Feb. 2018].
What Car?. (2018). Mini Countryman review 2018 | What Car?. [online] Available
at: https://www.whatcar.com/mini/countryman/hatchback/review/ [Accessed 26 Feb. 2018].

References
The Official MINI Website | MINI UK. (2018). The Official MINI Website | MINI UK. [online] Available at:
https://www.mini.co.uk/en_GB/home.html [Accessed 22 Feb. 2018].
Thecarconnection.com. (2018). 2016 MINI Cooper Countryman vs Acura RDX, Audi Q3, BMW X1, Land Rover Range Rover Evoque,
Volkswagen Tiguan - The Car Connection. [online] Available at:
https://www.thecarconnection.com/compare/mini_countryman_2016_choices [Accessed 22 Feb. 2018].
The WritePass Journal. (2018). Strategic Analysis (PESTEL, Porter and SWOT) of BMW – The WritePass Journal. [online] Available
at: https://writepass.com/journal/2012/11/strategic-analysis-pestel-porter-and-swot-of-bmw/ [Accessed 22 Feb. 2018].
UKEssays. (2018). A porters five forces analysis of BMW. [online] Available at: https://www.ukessays.com/essays/marketing/a-
porters-five-forces-analysis-of-bmw-marketing-essay.php [Accessed 22 Feb. 2018].
Kapferer, J. (2012). The New Strategic Brand Management. 5th ed. Kogan Page Ltd

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