...MINI COOPER: MARKETING STRATEGY, DIGITAL MARKETING, BRAND & ETHICS 10.2478/cris-2013-0005 MINI COOPER: MARKETING STRATEGY, DIGITAL MARKETING, BRAND & ETHICS MARIIA MOISEIEVA The report is designed to examine, analyse, and evaluate where appropriately the current Mini Cooper’s marketing strategy, its digital marketing initiative, branding, and the importance of ethical values in Mini Cooper as well as other organisations. That is important for understanding of the practical applications of marketing is achieved by applying theory to them. It is determined that Mini’s marketing strategy has shifted in terms of targeting and brand positioning. As previously it was an affordable iconic British car, now it has become a cool luxury car dominantly for a young segment. Its international marketing strategy is differentiated in a way that a brand is built up on the historical iconic image of Mini for the UK and associated market, but it is not associated with any values in the past for the US customers. Overall, Mini’s marketing strategy is considered to be innovative, creative, and sometimes ‘silly’, which is of great value for its young energetic target audience. Digital marketing initiative also corresponds to the latest IT and social trends worldwide by ‘digitalising’ marketing initiatives and active social networking with the consumers. Brand is a core competence and ‘everything’ for Mini. Marketing is centered on its brand, not vice versa. An analysis of the Mini’s strategy...
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...Print your full name and Student number {z… } on the first page of each book and sign Use of UNSW approved calculators is permitted. No other material is to be taken into the examination room. This paper accounts for 40% of your course grade (However, it is marked out of 100). You may NOT retain this paper. SECTION A: FILL IN THE GAPS (9x2= 18 marks) (Please write your answer in the gaps provided in each statement) Each of the nine (9) statements below focuses on a specific marketing concept/tool/idea. Fill in the gaps using the appropriate word/phrase 1) Companies with many different products or brands often create a _____________ management organisation; while companies that sell one product line to many different types of markets with...
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...MINI was born in 1959 in United Kingdom and became an independent brand of BMW group in 1994 by SIR Alec Issigonis (BMW Group, 2009) At the beginning it was an affordable iconic British car, now it has become a cool luxury car dominantly for a young segment. Its international marketing strategy is differentiated in a way that a brand is built up on the historical iconic image of Mini for the UK and associated market, but it is not associated with any values in the past for the US customers. Overall, Mini’s marketing strategy is considered to be innovative, creative, and sometimes “silly”, which is of great value for its young energetic target audience. Mini focused on group of young generation – up to thirty five years old, well-educated and wealthy background. Those people that want to be different and willing to pay a big amount of money to show their status and images. Mini has used “un-traditional” way to advertise its products. Only $20 million was spent on traditional media in 2012 such as television, compared to $80 million spent by its competitors Fiat. Under direction of BMW group, beside TV and Magazine advertising, an extensive amount around @20.7 million euro was spent on E-marketing to bring people awareness about the product. As it is a technology world today, the Yo ungers would prefer accessing the internet to search for wanted information, rather than sitting at home and watch television. In addition, customers can access and see the cars in a fancy...
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...Portfolio National Markets / Performance Mini Case Summary International Portfolio Theory and Diversification Group 5 Kristin Hanselmann, Anna Ivaniuk, Lalita Pongpitakwises, Christian Seemann Fachhochschule Mainz - MA.IB International Finance March 2013 K. Hanselmann, A. Ivaniuk, L. Pongpitakwises, C. Seemann International Portfolio Theory and Diversification 1/35 Introduction Diversification / Risk Internationalizing Portfolio National Markets / Performance Mini Case Summary Introduction Christian Seemann International Portfolio Theory and Diversification 2/35 Introduction Diversification / Risk Internationalizing Portfolio National Markets / Performance Mini Case Summary Agenda Introduction International Diversification and Risk Internationalizing the Domestic Portfolio National Markets and Asset Performance Mini Case Summary 1 2 3 4 5 6 Christian Seemann International Portfolio Theory and Diversification 3/35 Introduction Diversification / Risk Internationalizing Portfolio National Markets / Performance Mini Case Summary Introduction Multinational Business Finance Part 5 - Foreign Investment Decisions Chapter 17 Pages 432 – 451 Christian Seemann International Portfolio Theory and Diversification 4/35 Introduction Diversification / Risk Internationalizing Portfolio National Markets / Performance Mini Case Summary International Diversification and...
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...Development Analysis Two Mini Cases 1 21 June 2012 Final Project: Development Analysis Two Mini Case Studies DeVry University Professor Mozinski, BUS412 Business Policy Development Analysis Two Mini Cases 2 Mini Case 1: Bikes for the World (BfW) Challenge or Problem: The Bikes for the World organization was formed to offer valid solutions to the transportation problems facing the poor around the world. Lack of affordable and eco-friendly transportation system led founder Keith Oberg to create BfW. Oberg states he did so in order to solve two problems: to help address the developing world’s lack of affordable, eco-friendly transportation, and to help find a better use for the glut of unwanted bikes in the United States (Thompson, 2010). (Pictured above a young boy from Nyariga, Ghana receives a Bikes for the World bicycle. Photo courtesy of the Shape Lives Foundation) Oberg’s mission was simply to “assist poor people overseas to become more productive through providing affordable bicycles for personal transport to work, school, and health services. Secondarily, provide satisfying community service opportunities to Americans—collecting bikes and spare parts--towards realizing this primary goal of helping others overseas” (BfW, 2012). Through a goal to achieve a sustained impact both here and abroad BfW has partnered with over 600 volunteers, donors, and agencies worldwide who all share a common concern for reducing waste and helping the poor earn, learn,...
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...Information ... mba.danielwatrous.com/wp-content/uploads/2014/03/tufs.pdf In the case of TUFS, some of the anticipated benefits included ... before starting an IT project, some of which include investment during development and ... In IT projects, there is a risk of going to one of two extremes: analysis paralysis or. Investing In Tufs Discussion Questions Free Essays www.studymode.com/.../investing-in-tufs-discussion-questions-page1.ht... Case Summary Investing in TUFS The case refers to a company called Northern Insurance and their huge investment on TUFS (Technical Underwriting ... Investing In Tufs Mini Case - eBooks Club flipclub.net/investing-in-tufs-mini-case-free-download.html File Name: Investing In Tufs Mini Case File Size: 3.5MB His companies were ... eBooks tags: investing in tufs; investing in tufs case study; investing in tufs mini ... Pearson Education - IT Strategy: Issues and Practices PDF ... www.pearsoned.co.uk/bookshop/detail.asp?item=100000000581206 6. Building Better IT Leaders from the Bottom Up. Mini-cases: Delivering Business Value with IT at Hefty Hardware. Investing in TUFS IT Planning at ModMeters. Investing In Tufs Mini Case Zip - MIG33 BATURETNO COMMUNITY ... baturetnomig33.forumotion.com › ... › SCREEN SHOOT May 4, 2014 - Investing In Tufs Mini Case Zip > tinyurl.com/qjxj5dg. ... exploded_view_front_rotors_on_a_2004_ford_f350_truck.pdf ... practical case study Tufs - SlideShare www.slideshare.net/abhinaysachan/tufs Sep 3, 2011 - Investments...
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...1.0 Summary This report aims to help us to know the Mini (BMW) using the marketing principle. This report including the core product that the Mini offers, the reasons of BMW prepared to invest to have the Mini in its range, how the core product translated into different style of products, the advantages and disadvantages of using an existing brand name and the reason of the mini has been successful in the US. Report also has the company introduction and the product details. It tells us the difference between the Mini and competitors, such as safe and reliable, trendy yet iconic, small but sporty-ish, fun and individualistic, statement of wealth/status, staid and classic, understated power, history, great star effect, outstanding services, the contribution of environmental protection and reliable quality Through the report we know how the BMW Company use markets to sell the Mini to the consumers. 2.0 Introduction The Mini is a small car that was made by the British Motor Corporation (BMC) and its successors from 1959 until 2000. At its first lunched in 1959, lots of people were attracted by its small, fashion, sport, safe and easy move. And its space-saving front-wheel-drive layout (which allowed 80% of the area of the car's floorpan to be used for passengers and luggage) influenced a generation of car-makers. Its owners included The Beatles, Mick Jagger, Peter Sellers and Twiggy and it played a star role with Michael Caine in the movie The Italian Job. As an aside, it also...
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...is an agreement. However in section 2(b) which defines the term “when the person to whom the proposal is made signifies his assent thereto, the proposal is said to be accepted. A proposal, when accepted, becomes a promise”. An agreement is the total combination of “Offer” and “Acceptance”. However in this case Mini gives a promise to pay TK20000 as a reward to whom who finds her each items of lost jewellery. An agreement to become a contract must be able to rise to a legal obligation, a duty enforceable by law. If an agreement is incapable of creating a duty enforceable by law it is not a contract. As all we know that “All contracts are agreement but all agreements are not contracts.” Section 2(h) according to the Indian Contract Act 1872, however provides some essential elements to create legal contracts between two parties. These ares- To make a contract the first and foremost things is that there must be legal offer and legal acceptance which are necessary to form a contract. It also should satisfy the requirements of contract act in relation thereto. There must be intention to both parties to create legal relation among each other. However in the given case Mini will pay TK 20000 to anybody for finding and returning the missing jewellery. Here reward money TK 20000 is making a legal relation to the both parties....
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...An analysis of the repositioning of the “BMW Mini” brand C. Simms and P Trott . Business School, University of Portsmouth, Portsmouth, UK Downloaded by Myongji University At 05:37 14 May 2015 (PT) Abstract Purpose – This paper aims to adopt a consumer behaviour perspective and investigate the extent to which BMW has repositioned the new “Mini”. It builds on a previous paper that explored perceptions of the “Mini” brand. Design/methodology/approach – The study adopted a two-stage approach to data collection, consisting of 66 in-depth interviews with a cross section of important stakeholders with high brand awareness and knowledge. The paper develops a conceptual framework and offers a novel way for firms to consider the effects of their repositioning strategies on consumers perceptions of a brand. Findings – The findings reveal a substantial repositioning of the brand’s functional appeal, moving away from the car’s price as an appeal towards product build quality. Furthermore, the Mini’s symbolic appeal, which is based on its fun and sporty image, has largely remained in place. Practical implications – Firms need to recognise the importance of repositioning at both the symbolic and functional level. Originality/value – The paper presents a novel conceptual framework for viewing repositioning strategies and presents evidence of repositioning at both the functional and symbolic level. Keywords Brands, Consumer behaviour, Cars, Brand image Paper type Research paper ...
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...Wednesdays, 5:00 – 5:45 PM E-mail address: stephen.rapier@pepperdine.edu Cell Phone# (310) 403-8271 Introduction Modern brands are a powerful force transcending the world’s borders, economies, and cultures. This course introduces the student to the global brand dynamic, and focuses on why a global brand is important, how to nurture and protect a global brand, global brand management, and the importance of the brand’s authenticity in the formation of the consumer’s brand trust and commitment. The students will draw on their oral and written presentation skills and will be highly involved in bringing the course material to life. Subject to availability, this course provides the opportunity for the student to apply course content to an assigned case/consulting client. Emphasis is placed on the practical application of branding concepts to global business. Prerequisites: MKTG 658 Marketing Management. Student Learning Outcomes Having successfully completed this course, students should at a minimum be able to: 1. Understand the nature, importance and context of a global brand strategy 2. Recognize that in many situations there is a range of alternatives which should be evaluated 3. Apply appropriate theoretical concepts, models, frameworks, tools and techniques which facilitate the development of global brand strategy 5. Analyze alternative approaches to developing a global brand strategy 6. Analyze the role of global...
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...Evaluation Report Detailed Instructions Click Link Below To Buy: http://hwaid.com/shop/ifsm-310-hardware-evaluation-report-detailed-instructions/ Upton, Martin, Ulysses, & Clapper (UMUC) is a medium-sized financial analysis firm specializing in conducting independent economic and market assessments for banks, insurance companies, mortgage lenders, and government regulatory agencies. UMUC also provides independent verification and validation (IV&V) services for assessments and reports that were developed internally by these entities. The firm is highly respected for its unbiased, politics neutral, objective, accurate financial and economic products and services. You are a Senior IT Specialist & Systems Analyst at UMUC. One of your responsibilities is to identify and recommend computer equipment for technology refreshes and new initiatives. The Senior Manager, Revolving Debt Analysis (RDA) has come to you because it is time for a technology refresh and there is a new initiative to conduct more complex, national-level analysis of credit card fraud, default, and write-off data. Specifically, banks, credit card companies, and some law enforcement entities want to see if this analysis will assist in targeting identity thieves. The Senior Manager explains that RDA will need to refresh 35 desktop personal computers (PC). The new PCs will need to run complex calculations based on statistical models that use large amounts of data. Due to the unique nature of...
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... 02/22/12 The case involves Quick Takes Video who needed new editing equipment and Non-Linear Pro an editing equipment company. Non-Linear Pro presented their equipment as excellent quality, and Quick Takes Video decided to try it on a one month trial basis. The equipment had problems and Quick Takes sent it back before the trial period was over. However, the manager of Non-Linear Pro sent a full bill of $5,000. Janet in production signed the slip, which was a three month lease. Hal, the owner of Quick Takes Video talked to Janet and discovered she did not read the lease. He called the owner of Non- Linear Pro and a heated telephone conversation ensued. Jonathan filed a lawsuit against Quick Takes Video for $5,000 the price of the leased equipment. Hal called his lawyer Henry Finegold and told him about the situation and the lawsuit. Henry told Hal for him and Janet to write down the details of the case. Janet needed to write down the problems with the system also. This will save time, money, and trans-scribing fees. The lawyer made an appointment with Hal for the next day to examine the case. In the end Henry and Hal discussed arbitration, mediation, and mini-trial. Arbitration is cheaper, there is no publicity, a quick settlement and is chosen when two parties refuse to agree on a solution. An arbitrator...
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...Case Studies Engineering Subject Centre Case Studies: Four Mini Case Studies in Entrepreneurship February 2006 Authorship These case studies were commissioned by the Engineering Subject Centre and were written by: · Liz Read, Development Manager for Enterprise and Entrepreneurship (Students) at Coventry University Edited by Engineering Subject Centre staff. Published by The Higher Education Academy Engineering Subject Centre ISBN 9781904804437 © 2006 The Higher Education Academy Engineering Subject Centre Contents Foreword...................................................................................................5 1 Bowzo: a Case Study in Engineering Entrepreneurship ...............6 2 Daniel Platt Limited: A Case Study in Engineering Entrepreneurship .....................................................................................9 3 Hidden Nation: A Case Study in Engineering Entrepreneurship11 4 The Narrow Car Company...............................................................14 Engineering Subject Centre Four Mini Case Studies in Entrepreneurship 3 Foreword The four case studies that follow each have a number of common features. They each illustrate the birth of an idea and show how that idea can be realised into a marketable product. Each case study deals with engineering design and development issues and each highlights the importance of developing sound marketing strategies including market ...
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...Corporate Finance, 9/e Stephen A. Ross, Massachussetts Institute of Technology Randolph W. Westerfield, University of Southern California Jeffrey F. Jaffe, University of Pennsylvania ISBN: 0073382337 Copyright year: 2010 Table of Contents PART I: Overview 1 Introduction to Corporate Finance 1 1.1 | What Is Corporate Finance? | 1 | | The Balance Sheet Model of the Firm | 1 | | The Financial Manager | 3 | 1.2 | The Corporate Firm | 4 | | The Sole Proprietorship | 4 | | The Partnership | 4 | | The Corporation | 5 | | A Corporation by Another Name . . . | 7 | 1.3 | The Importance of Cash Flows | 7 | 1.4 | The Goal of Financial Management | 10 | | Possible Goals | 11 | | The Goal of Financial Management | 11 | | A More General Goal | 12 | 1.5 | The Agency Problem and Control of the Corporation | 13 | | Agency Relationships | 13 | | Management Goals | 14 | | Do Managers Act in the Stockholders' Interests? | 14 | | Stakeholders | 15 | 1.6 | Regulation | 16 | | The Securities Act of 1933 and the Securities Exchange Act of 1934 | 16 | | Sarbanes-Oxley | 17 | | Summary and Conclusions | 18 | | Concept Questions | 18 | | S&P Problems | 19 | 2 Financial Statements and Cash Flow 20 2.1 | The Balance Sheet | 20 | | Liquidity | 21 | | Debt versus Equity | 22 | | Value versus Cost | 22 | 2.2 | The Income Statement | 23 | | Generally Accepted Accounting Principles | 24 | | Noncash Items | 25...
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...The Issue Quick Take Video subscribed to Nonlinear Pro’s editing software for a one-month trial period; however, shortly after the software had been installed, Quick Take Video received an invoice for $5,000, which is for a three-month lease. Believing that the invoice was in error, Quick Take Video contacted Nonlinear Pro and learned that Quick Take Video’s employee, Janet Mason, signed a three-month lease on behalf of the company rather than the software delivery confirmation she believed she was signing. Nonlinear Pro believes the signed lease commits Quick take Video to the three-month lease and should Quick Take Video fail to pay as agreed, the company will default on the lease agreement (Pearson, 2011). Quick Take Video may file a cross-complaint alleging fraud and deception. Fraud occurs when one is dishonest for gain. Nonlinear Pro’s salesperson fraudulently secured a three-month lease agreement by presenting what appeared to be a delivery confirmation statement for signature. The lease agreement may be void because Janet Mason may not be authorized to make agreements on behalf of Quick Take Video (Pearson, 2011). The Advantages of Arbitration Arbitration is a method of conflict resolution that allows the parties in conflict to present their case to a neutral third-party subject expert. Because arbitration is an alternative to traditional litigations, the proceedings are less formal, and because the proceedings are less formal, the rules can be altered...
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