Projet Mini Cooper

Résumé du document

This paper will outline the story behind the making of the modern day BMW cars. It all started on a beautiful day in 1957 when Alexander Arnold Constantine Issigonis drew a car in the shape of a shoebox with a stroke of the pen on a restaurant tablecloth. At that time, little did he know that he had just triggered a revolution in the automotive car design. By inventing a new and original concept, his new product "The Mini" had jolted the automotive industry and made us believe how less we knew about the motor car construction. However, at the dawn of the 21st century, the Mini nearly withdrew from the market. Later, in 1999, the German automobile giant BMW undertook the brand Mini in its portfolio. It attempted to redo the Mini version and the modern version of this cult car appeared in 2001, nearly forty years after its birth. Let us look into the strategy chosen by BMW for the launch of this wonder car.

Extraits

[...] An important factor in this case is the trend of consumer buying. Selection criteria of the new car change during the decision-making process. Customers are concerned about safety and price, which both are essential variables. In the last moments before the act of purchase, criteria such as the brand and the industrial design become paramount. Information also plays a key part in the decision-making process. Data source vary according to the level of advance of the decision process. However, automotive press enjoys a constant use. [...]

[...] So the marketing target seems to be coherent. I reckon that's a good strategy because BMW can think that when customers will get older and earn more money they will turn towards BMW's cars. They try to build up customer loyalty with Mini's brand. I think that Mini's cars are partly used by BMW as a product which will enable this firm to attract customer's attention on their own brand in the future by targeting to those who will be part of BMW's target in the coming years. [...]

[...] Small rise occurred in interest rates in August 2006[4] won't have important consequences on households budgets. The risk with this rise is to generate tensions in households by the fear of more risings in interest rates. However, as we have just seen, cars are essential to our modern lifestyles. The restriction in budgets can encourage people to turn towards cars such as Mini Coopers ones. That is to say it can increase the purchase of more fuel-efficient vehicles for thwarting rising oil prices and also for environmental concerns. [...]

[...] The marketing targets are loyal keen customers. What could be the reasons of purchasing a Mini? Since 2001, Mini's engineers have worked to reduce fuel consumption and Co2 emissions. The new Mini Cooper S model launched at the Mondial de l'Automobile in Paris is 40.9 mpg. Furthermore, Co2 emissions have been reduced which means that the models will shift two places in the VED car tax ratings[6]. Because of its little fuel consumption, people such as ecologists can choose to purchase a Mini. [...]

[...] To conclude this first point, cars are essential in our Western lives. What's more, data from Mintel show that the British are becoming dependents”. The need for personal transportation will always exist and could not disappear according to Mintel research. Owning your own car has also an emotional dimension which enables some people to reinforce and “boost their self esteem”[2]. Technological environment I think that this is the most important factor for the automobile industry for different reasons. First, technology is always changing. [...]