Situational Analysis of BMW Mini

Essay specific features

 

Issue:

Business

 

Written by:

Dustin S

 

Date added:

March 23, 2016

 

Level:

 

Grade:

A

 

No of pages / words:

9 / 2320

 

Was viewed:

2708 times

 

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Essay content:

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...
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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...
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