Principles of marketing in Mini Cooper
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Principles of marketing are very essential for every successful business’ marketing strategy provision of superior quality as well as value products play a major role in customer satisfaction. It is equally important to provide excellent services and to be innovative. Innovativeness provides differentiation and uniqueness in a product. Importantly, a business should thoroughly understand their competitors in the industry to maximize on their weakness and to understand their consumers through market research capabilities. Mini Cooper’s marketing strategy includes digital marketing initiative, branding and maintenance of ethical values as well as the fact that it strategizes on her historical iconic image of Mini for the UK. The company utilizes IT and social trends worldwide which includes digitalized marketing and social networking to reach their customers (Report Mini 2011, n.p). This reflective form of writing analyses the marketing strategies employed by Mini Coopers.
BMW Group that includes Mini Cooper is a multiproduct manufacturing company that enjoys a huge market share particularly in the US and many other regions such as Europe and Asia. Mini car has some special features such as unique interior design, drivability and is very economical due to its mini features that results into low fuel consumption (MINI 2013, n.p). Mini Cooper is amongst the most fun to drive models and has much bigger room than in its less space. The unit sales for the Mini car have been on the rise annually since 2002 and an increasing trend in the units sold for the same period of four years. It is therefore likely that there would be growth in sales and better performance in future (Report Mini 2011, n.p).
Mini Cooper cars also have outstanding cornering abilities as well as stable brakes, which makes its overall performance great compared with other competing brands. Additionally, the car USB port, Bluetooth and HD radio as well as optional infotainment and navigation systems. The four seat 2013 According to Report Mini (2011), Mini Cooper is available both in Hardtop and convertible models incorporated with very powerful engine in the model line. Moreover, the car has nimble handling and a bumpy ride as well as petite dimensions making it suitable for parking on a congested urban street (Richard 2013, p. 1-2).
Mini Cooper’s commitment to provide superior quality and excellent services to their consumers is evident in their strategic vision of allowing safe drive and giving their product a personal touch as well as environment preservation measures. The car is made up of durable materials and is currently top of the range, small and urbanized. The Mini Cooper’s brand image has been style, practical implication, originality and a hybrid car. The company uses online and direct promotion as well as television and cinema ads to reach their target market (Madslien 2008, n.p).
Considering the SWOT analysis of MINI, several internal and external factors influence the car is marketing strategy. Looking at the strength, the MINI is its own niche since there is no any other brand that offers unique style as the MINI. The company has enjoyed this strength since the launch of the car regardless of increased rivalry in the industry. The Mini Cooper customers are very loyal and enthusiasts because they take pride in the uniqueness and the originality of the car (MINI 2013, n.p). Mini Cooper enjoys originality in its initial flare coming from the outstanding quantity of the customizable options.
Nevertheless, the car has some weaknesses that include its small size. It is apparent that despite the car’s great performance, most people are never comfortable and do not feel confidence in its size. The car’s style is just superb and this may intimidate consumers forcing them to believe that it is more costly. This does not actually imply that Mini Cooper must be bigger and perhaps cheap looking, instead there should be improvement on the way it is perceived by people. The car is very great and no person should be excluded from owing it because of the perception. Moreover, Mini Cooper experiences strong competition in small car segments (Evans-Pritcherd 2010, n.p).
There are a number of opportunities available for Mini Cooper such as the chance of reaching everyone and highlighting diversity and originality, which defines it. It interesting to note that Mini Cooper is not trendy but a trendsetter in the market, as it is liked by anyone wants to celebrate the difference and the originality. Mini Cooper appeals to a wide range of people for a number of reasons because of its design, function and personality diversity (Report Mini 2011, n.p).
Mini Cooper also has an opportunity to carry out campaigns and educate car buyers on the significance of owning the car as this will enable a large number of people to make positive decision of buying it. Nonetheless, there are threats that Mini Cooper including the fact that it appears too trendy in the eyes of the consumers and that it may turn out to be a car that belongs to a particular group of buyers. This may be risky because all the potential car buyers may be driven away from buying the car (Richards 2011, n.p). There are also rising competitors in the small car market, which experiences faster expansion and growth.
Mini Cooper has more dominating strengths that it can perfectly use to boost its sales via effective promotional activities. The company should therefore adopt a new and effective advertising agency, which can attractively highlight the car’s features and significance. It is definite that proper marketing strategy will increase sales and expand the market share due to increased brand awareness amongst the target market. The company should strategize on expanding their market coverage through exploring new markets such as Asia as well as developing global marketing.
Additionally, the company need to focus on market development, developing e-Business as well as diversification as expansion strategies. Mini Cooper should further adopt effective promotional tools such as advertising using print media, direct mail, internet advertising, event marketing, sales promotional schemes and public relation and publicity, which should focus on the main idea of the art of motoring. Moreover, the company should ensure they improve on internal and external customer needs in the industry and concentrate on the industrialising countries whose demand for cars have gone high.
Bibliographies
Evans-Pritcherd, A 2010, Exchange-Rate Effect Has UK Manufacturing Humming, Retrieved 30 November 2013, Http://Www.Telegraph.Co.Uk/Finance/Newsbysector/Industry/7970850/Exchange-Rate-Effect-Has-UK-Manufacturing-Humming.Html
Madslien, J 2008, Car Companies Look Beyond Recession, BBC News, Retrieved 30 November 2013, Http://News.Bbc.Co.Uk/1/Hi/7674505.Stm
MINI E 2013, Retrieved 30 November 2013, Http://Www.Mini.Co.Uk/Model-Range/Miniefficiency/Product/Mini-E/ Report Mini E 2011, Retrieved 30 November 2013, Http://Minie2010.Wordpress.Com/Target-Group/
Richard I 2013, Beat The Congestion Charge Change With A New MINI Cooper D, Business Car Manager,Retrieved 30 November 2013, Http://Www.Businesscarmanager.Co.Uk/Beat-The-Congestion-Charge-Change-With-A-New-Mini-Cooper-D/ Richards, T 2011, Mini 4×4 Patent Images Leak Out, Retrieved 30 November 2013, Http://Www.Autocar.Co.Uk/Car-News/New-Cars/Mini-4×4-Patent-Images-Leak-Out
