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Situational Analysis Of Bmw Mini

"The people who brought you The Ultimate Driving Machine are introducing you to
The Ultimate Lifestyle Machine."
The MINI IMC Campaign: Situational Analysis

IMC Campaign Outline Produced by:
Linda Brozowski, Christina Gunn, Roland Hancock, Mike Nakamura, & Trudy Walter

MKT 467
Integrated Marketing Communications
Professor Joyce Nielsen
October 7, 2003

Situational Analysis
Overview/Intro
The 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 BMW's 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 Analysis
A 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 MINI's SWOT analysis.
Strengths (Internal)
• Re-introduction of popular model under strong brand, BMW Group
• Targeted Group
• High quality performance
• Increased market share Weaknesses (Internal)
• Only one model with two variations to support one entity
• Improve quality
Opportunities (External)
• Entry market for loyalty to other BMW Group brands
• Moving...