The Mini Case

The MINI Case

Executive Summary

BMW introduced a revamped version of the Mini in 2001 which was referred to as the BMW MINI . The MINI competed in the subcompact market in Europe and the Americas . The basic model was only available on the European market as the MINI was marketed as a premium automobile for the US . While it is named the MINI and looks like a Mini , the similarities to the original Mini started and ended with the look of the car as the MINI shares little of the values of

the original Mini save for the compact size . These design changes had to made for the MINI to sell to the general public in 2001 due to the changes in culture between 1960 and 2001

BMW also pushed a massive customerization effort for the MINI . This enabled them to have a greater appeal to the young target market . The customerization process also allowed BMW to earn higher profit margins on the MINI

The customerization process as well as the placement of the MINI in the US as a premium offering as opposed to a utilitarian car in the Europe market led to the MINI 's success as a subcompact in the US Market .According to Nissan North America sales chief Jed Connelly "Mini showed what the power of good design can do , and how profitable it can be ' While Mr . Connelly may be talking about the engineering aspects of the MINI , we should also keep in mind how good design of the marketing (the MINI 's pricing and segmentation strategy ) as well as the distribution channels (the MINI USA customerization process ) of a product can increase a product 's value and profitability . All of these hand in hand - the product , the market , the channels and the after sales support when working hand in hand can create premium 21st century profits from a 1960s design

Problem Statement

The Mini was and still is one of the most famous cars of the British automotive industry . It 's iconic minuscule size and shape packed together with agile performance and low costs propelled the Mini to the pages of automotive history . The little Mini was full of surprises , even if it is physically tiny compared to other cars , the interior space was more than anyone would expect due to its radical engineering . Even though it was made as a fuel efficient car due to the Suez crisis , a Mini was driven the by the champion of the 1964 , 1965 and 1967 as well as placing in the top three during 1963 and 1968 Monte Carlo Rallies The Mini was so successful that only politics was able to defeat it . The Mini placed first , second and third in the 1967 rally but was disqualified due to its use of non-regulation headlamps . This was a decision so vile that the crowned champion Pauli Toivonen refused to accept to championship trophy

In 2001 , BMW introduced their own updated version of the 1960s Mini called the...