Situational Analysis Of Bmw MiniEssay Preview: Situational Analysis Of Bmw MiniReport this essay“The people who brought you The Ultimate Driving Machine are introducing you toThe Ultimate Lifestyle Machine.”The MINI IMC Campaign: Situational AnalysisIMC Campaign Outline Produced by:Linda Brozowski, Christina Gunn, Roland Hancock, Mike Nakamura, & Trudy WalterMKT 467Integrated Marketing CommunicationsProfessor Joyce NielsenOctober 7, 2003Situational AnalysisOverview/IntroThe small car market is set to grow by about 50% over the next ten to twelve years from the 8.4 million units sold in 2001. The market for premium products is clearly growing faster than the total market, particularly in the small car market. Many customers will not compromise safety, quality, driving characteristics, and individualism (BMW Group, 2003). Though BMW currently caters to the premium automotive market, other high-end competitors such as Mercedes also have products positioned to capture the entry market. This paper will provide a situational analysis of BMWs newest product endeavor, the MINI. It will include a SWOT analysis, strategic marketing objectives, target market description, internal and external environment analysis, and strategic decisions. The thorough assessments conducted will derive a strategic decision for launching the IMC campaign for the MINI.
SWOT AnalysisA SWOT analysis is an important tool for auditing an organization and its environment, which helps marketers focus on key issues such as competition, businesses processes, product development, etc. SWOT stands for strengths, weaknesses, opportunities, and threats.
Figure 1.1 shows a brief overview of MINIs SWOT analysis.Strengths (Internal)Re-introduction of popular model under strong brand, BMW GroupTargeted GroupHigh quality performanceIncreased market shareWeaknesses (Internal)Only one model with two variations to support one entityImprove qualityOpportunities (External)Entry market for loyalty to other BMW Group brandsMoving into extended territoriesGrowth forecasts in premium automotive marketThreat (External)Competitor imitation of MINICompetitors alluring same target group with lower prices of high quality productThe brands of BMW Group are well known worldwide, which helps in our efforts to obtain brand loyalty at an earlier age by providing the option for a lower costing, high quality product. MINIs introduction into the worldwide market ended in 2002 with more than 144,000 cars sold; which went beyond the expectations of BMW Group and continues to contribute significantly to our success (Bayerische Motoren Werke AG, 2003). This incredible increase of sales also enabled BMW Group to increase our market share among all main automobile markets increasing our sales in the North American market by 20.4% (Bayerische Motoren Werke AG, 2003). BMW Group has proven with the MINI brand that there is a place for a premium car in the small car sector (Bayerische Motoren Werke AG, 2003).
With the MINI only available on more than 60 markets, or countries, around the world, we have an incredible opportunity to venture into new market areas. Currently our most popular markets are United Kingdom and United States. In the United States, the MINI Cooper won the “North American Car of the Year Award 2003”, but the United Kingdom sold 34,715 units in one year (Bayerische Motoren Werke AG, 2003).
The biggest threat is the introduction of imitation MINIs or other comparable cars by our competitors. Daimler-Chrysler, Toyota, Ford Motor Company, and Volkswagen are some of our top competitors. These companies are also producing products aimed at a younger age group in hope of gaining loyalty to their brands. For example, Mercedes now has the C230 Kompressor Sport Coupe is strategically priced lower in hope of attracting the younger market.
There are two main weaknesses within our product and organization. First, there is only one model with two variations to support an entire entity. Secondly, we need to improve the product quality of the MINI to include higher-value equipment and more powerful engine versions (Bayerische Motoren Werke AG, 2003).
Strategic Marketing ObjectivesOur marketing objective is to promote the BMW MINI to our target audience of driving consumers in their mid twenties to thirties with heavy television, print, and outdoor campaigning. The MINI will kick off its introduction with the first of seven new TV spots breaking on October 26th during Sunday Night Football on ESPN. The television campaign will continue to roll out over October and November on cable networks including CNBC, CNN, MTV and VH1. The strategy is to include this broad range of drivers offering them opportunities to take their driving experience to a whole new level, while gaining their trust and loyalty. Spot television buys will concentrate on morning news, prime time, late news, and weekend sporting events in top sales markets. We want to continually focus on our message to our consumer market of empowerment, independence, performance, value, and fun associated with taking ownership of the new MINI.
We are very determined to develop and support an American vehicle culture of responsible driving and stewardship. All vehicles are encouraged to embrace a “zero to 15” mentality that is focused on getting their ownership and driving experience at the end of the day. We believe this to be the ultimate vehicle of choice and are committed to helping people drive safe, environmentally sound and responsibly.
We have had success developing the M3 MINI to customers of every level of performance and industry that they’re able to choose from. We look to build on the success of the $1,800,000 BMW M1 MINI with a larger and more aggressive approach to driving and also expand it in the next couple of years to bring the overall MINI to market as a truly competitive brand and make it part of a global brand.
We are proud to provide you a variety of high quality, fully automatic, automated vehicles, including the MINI 2A and MINI 3A, as well as BMW M3 MINI, M3C MINI2, M3D MINIV, and M3S MINIV. We offer all of our MINI models as part of the MINI 2A, MINI 3, MINIV and M3S MINIV and offer them free of charge for our new MINI 3 MINI in North America in October.
Customers of ALL ages, genders and ages (including those with a children’s safety program) are welcome to apply for our Minis of Excellence.
Our MINI 3-S MINI was initially developed as a way to bring MINI MINI 3C to other customers of our product line who are familiar with the MINI 3 and its design and feel.
- Our brand continues to be more and more about safety.
- Our MINI MINI 3C was engineered with low-profile high-tech safety technologies that are not only safe but fun for our customers.
- Our MINI MINI 3D MINI series sedan is designed to drive with exceptional comfort in terms of power, sportiness and performance. Customers of any age, gender and ethnicity are welcome to apply for this MINI MINI. This car is specifically designed for MINI MINI3C as it is currently one of only 7-Series MINi and its MINI3 and M3C MINI® systems in North America.
We are very determined to develop and support an American vehicle culture of responsible driving and stewardship. All vehicles are encouraged to embrace a “zero to 15” mentality that is focused on getting their ownership and driving experience at the end of the day. We believe this to be the ultimate vehicle of choice and are committed to helping people drive safe, environmentally sound and responsibly.
We have had success developing the M3 MINI to customers of every level of performance and industry that they’re able to choose from. We look to build on the success of the $1,800,000 BMW M1 MINI with a larger and more aggressive approach to driving and also expand it in the next couple of years to bring the overall MINI to market as a truly competitive brand and make it part of a global brand.
We are proud to provide you a variety of high quality, fully automatic, automated vehicles, including the MINI 2A and MINI 3A, as well as BMW M3 MINI, M3C MINI2, M3D MINIV, and M3S MINIV. We offer all of our MINI models as part of the MINI 2A, MINI 3, MINIV and M3S MINIV and offer them free of charge for our new MINI 3 MINI in North America in October.
Customers of ALL ages, genders and ages (including those with a children’s safety program) are welcome to apply for our Minis of Excellence.
Our MINI 3-S MINI was initially developed as a way to bring MINI MINI 3C to other customers of our product line who are familiar with the MINI 3 and its design and feel.
- Our brand continues to be more and more about safety.
- Our MINI MINI 3C was engineered with low-profile high-tech safety technologies that are not only safe but fun for our customers.
- Our MINI MINI 3D MINI series sedan is designed to drive with exceptional comfort in terms of power, sportiness and performance. Customers of any age, gender and ethnicity are welcome to apply for this MINI MINI. This car is specifically designed for MINI MINI3C as it is currently one of only 7-Series MINi and its MINI3 and M3C MINI® systems in North America.
Print advertising, which includes a large concentration of gatefolds, will include similar messaging to that of the television ads and will begin appearing in the October issues of more than 50 magazine titles. A special two-page layout will appear in the Wall Street Journal, along with USA Today as our development team focuses on celebrating the reintroduction of the MINI. In addition to our print campaign, our MarCom team and multi-cultural agencies have developed print ads for Savoy, Ebony, Essence, African American on Wheels, Vogue En Espanol, Hispanic Business among others.
We will continue with our campaign with
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