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Situational Analysis of BMW Mini
Essay specific features
Written by:
Dustin S
Date added:
March 23, 2016
Level:
Grade:
A
No of pages / words:
9 / 2320
Was viewed:
2870 times
Rating of current essay:
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...
displayed 300 characters
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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...
displayed 300 characters
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