Solved Case Study Solution: Mini Cooper (Download Now)

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Questions covered in Solution

  • How are owners to view and relate to other people? Discuss the “Let’s Put Away the Middle Finger” billboard. Also talk about what this billboard says about the personality and goals of the MINI owners.
  • How did the launch address the local culture of America? Is it appealing because it is non-American? Discuss the travel postcard here, discussing what the images portray in terms of culture, what values/goals are upheld and highlighted.
  • According to the case, what vehicles already existed at the time in the “small car segment,” and what possibly might “a premium entry” offer relative to existing models? Put another way, 1) what was the competition (needs already fulfilled)? 2) How is premium defined for vehicles?
  • In what ways, if at all, does MINI offer emotional benefits? Which ones might it offer? Which ones does it not offer?
  • Describing the “MINI mindset.”

Sample of Solution

The Bulldog advertisement is framed in a fashion to portray a small family-friendly distinguished car image by showing resemblance with the “bulldog.” Since, the Bulldog is considered as the family member in most of the communities across the United States and the United Kingdom, and being relatively small in size give a very adorable look. Hence, it is contemplated as the perfect match to shape the product image of “MINI” in the consumers’ minds. Furthermore, the shape of the MINI series (One, Cooper and Cooper S) is also very much familiarized with the looks of a bulldog. Moreover, since Bulldog is considered closer to the families and is also much popular as compared to poodle or pig, hence it brings the complementing comparison for MINI. The Bulldog advertisement is essentially framing the image of a compract and adorable family car which has distinctive MINI face and attributes kindred to a bulldog.

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How did the launch address the local culture of America? Is it appealing because it is non-American? Discuss the travel postcard here, discussing what the images portray in terms of culture, what values/goals are upheld and highlighted.

For the MINI launch in America, the management adopted distinctive non-traditional branding strategy which created the exclusive impression of initially non-existent small sized vehicle through the integration of personalized print media and Billboard advertisement and strong dealership networks. Moreover, to maintain efficiency and exclusivity, the MINI One model was dropped in the initial launch as the American market had not yet concentrated with interest in small, low-powered economical vehicles.

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