Question

• How has Mini Cooper differentiated themselves in the market?

Answer 1

The original Mini started off as a small sized iconic car conceptualized by British Motor Corporation in the year 1969. Since the year 1994 Mini Cooper is a fully owned subsidiary of BMW. The popular models of the Mini Cooper include The Mini Hatch/Hardtop, Clubman, Convertible, Coupe and Roadster, England, the Countryman, and Paceman. The brand has also been associated with and won many automobile rallies.

The car was originally called Mini and the performance version of the model was renamed as Mini Cooper following an association with the ace racer John Cooper. The Mini registered a record sales revenue of 182,593 pounds in the year 2016 the highest ever since 2001. The Mini Cooper has been able to successfully carve a niche for itself in the automobile market and also enjoys high brand loyalty. Here is the SWOT analysis of Mini Cooper.

Strength are defined as what each business does best in its gamut of operations which can give an upper hand over its competitors.

The following are the strengths of mini cooper :

1. Differentiation: Mini Cooper was able to carve a market for itself primarily because of the differentiation it could offer especially in terms of look and styling. The shape of the car and the vibrant colours in which it is sold makes the Mini Cooper recognizable from a distance…

2.the backing of BMW :

BMW which has always been associated with luxury, quality, and reliability currently own the Mini Cooper.the strong backing of one of the world’s most trusted automakers has proved to be one of the brands’ core strengths.

3. Positioning:

Mini Cooper is positioned as a fun and economical option for people who wish to experience a luxury car but may not have the means to buy one. This has been able to effectively capture the minds of their target audience which are the youngsters.

4.Emotional Value: Just like any other luxury car brand, the Mini Cooper also is associated strongly with an emotional value through its positioning as an affordable luxury car.

5.Product Placement: At a time when small cars were struggling to gain a place in the market, the Mini Cooper rose as a star through its successful product placement in the movie Italian Job. The movie which almost had the Mini as a character helped to build a global brand for the car which was slowly losing its sheen in the market.