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
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nizational Word Count [1,458] BMW-Organisational Structure History Bayerische Motoren Werke AG, commonly known as BMW or BMW AG, is a German automobile, motorcycle and engine manufacturing company founded in 1916. BMW was established as a business entity following a restructuring of the Rapp Motorenwerke aircraft manufacturing firm in 1917. After the end of World War I in 1918, BMW was forced to cease aircraft-engine production by the terms of the Versailles Armistice Treaty. The company consequently
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Clive Owen into the mainstream. The Setup Like most car companies, BMW traditionally executes advertising campaigns (i.e., television, print and radio) to support new vehicle launches. However in 2000, there was no new vehicle launch for BMW, so the opportunity to spend advertising budget on pure branding arose (a marketer’s dream). The Key Insight Through extensive consumer research, BMW found their typical customer was 46 years old, with a median income of about $150
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BMW Roundel: Not Born From Planes By STEPHEN WILLIAMS For decades, the spin on BMW’s signature roundel — the automaker’s logo, which looks like a propeller blade set against a blue sky — was that it represented a propeller blade set against a blue sky. The design was supposedly a tribute to the roots of Bayerische Motoren Werke (or Bavarian Motor Works in English) in the early 20th century, when the company built aircraft engines. Well, think again. In last Sunday’s Automobiles section, I wrote
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Running head: BMW Analysis BMW Analysis David Klotz BMW Analysis After following the link provided I was able to find an overview of the firm’s differential approach. The BMW group is the only manufacture world-wide to focus entirely on premium standards and outstanding quality for its entire automobile and motorcycle brands across all relevant segments. With this BMW seeks to differentiate itself from is competition in several areas. First with its three brands of BMW, MINI, and Rolls-Royce
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BMW's Dream Factory and Culture BMW, with more than $60 billion in sales, is much smaller than its American rivals. However, the U.S. auto giants could still learn some things from BMW (Reh, n.d., para.1). BMW’s culture could be considered one driven highly by teamwork. BMW’s 106,000 employees have become a network of committed associates with few hierarchical barriers to hinder innovations. Individuals from all levels of BMW work side by side. Which creates informal networks where
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troughs of automotive history in the UK. Once the birthplace of the sporty, Austin Healey, the legendary Mini, and the practical Metro, the site has also been associated in the 1970s with industrial unrest and union militancy. More recently, the plant had started to become a virtual synonym for industrial downturn and decay, and the reversal in fortunes of the British car industry. It was a history with ups and downs, but the plant seemed to be in for a bright future when in 1994 BMW took Longbridge
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9-699-044 REV: NOVEMBER 1, 2001 STEFAN THOMKE BMW AG: The Digital Car Project (A) “Looks great,” thought Chris Bangle as he walked by a picture of the new BMW 3-Series which was about one year away from its scheduled 1998 launch in Germany. Bangle, a former Wisconsin native, who became the company’s director of worldwide design at age 35, glanced at his watch. In just 30 minutes, he would meet with other senior managers about project recommendations that might revolutionize the way cars had
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History of MG Rover The Rover Company developed through the grouping, regrouping, merger and take-over of many famous names in British motoring. In early 1994 the Rover Group was taken over by the German car maker BMW. Following six years with BMW on 16th March 2000 BMW announced fundamental reorganization plans that split the company apart and resulted in the sale of the key constituent parts of the group. The new company MG Rover Group Limited is now an independent, medium sized, British company
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BMW has always been premium brand oriented company. It manufactures three brands in BMW, MINI, and Rolls-Royce. These brands occupy various high end market segments from small car to luxury premium car. This leads to BMW become the only both premium car and motorcycle manufacture. Each brand within BMW has its own clear brand image. Its products have rich product connotation in aesthetic and dynamic
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