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The assessment for this module is an End Course Assessment (ECA) constituting report based on the MINI case study. - Essay Example
Pages 15 (3765 words)
ANALYSIS OF CURRENT MARKETING STRATEGY OF MINI: The organizations have been coming up with different marketing strategies in order to market and promote themselves to the customers (Anderson, 1982). It is important for the organizations to come up with proper differentiation and positioning strategy in order to create the competitive advantage and remain competitive in the industry (Baines, Fill, and Page, 2010)…
This failure can have a profound negative impact on the brand equity of the parent or corporate brand. The second positive application of this strategy deals with the addition of a new brand in the brand portfolio of the parent company. This step gives a fresh outlook to the corporate brand portfolio and enables it to nurture a “Star”. This strategy, also gives some breathing space to the aging brands of the corporation, thereby extending the lifecycle of the entire brand portfolio. Let’s analyze the marketing strategy of MINI on pertinent dimensions: 4P’s Framework: The marketing mix or 4P’s, as they are called, reflects the important strategies of the organization regarding the product, price, promotion, and place (Fill, 2009). Product The product under consideration is the MINI car, which launched its new model in 2001. In addition to this model the company has the following brands of cars: New MINI, MINI One, MINI Cooper, Cooper S, Cooper D, MINI Convertible, MINI Clubman and MINI Countryman. ...
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