Drawing upon a variety of theoretical models and contemporary literature, perform a thorough analysis of MINI’s current marketing strategy
World’s top premium manufacturer in the automobile industry with record sales, and profits, MINI’s parent company BMW has always looked for future market segments with the redesigns to its product line. The innovative and fresh cars echo the foreseen changes in customers’ tastes and behaviour. Since every new product proves a treasure in product line of the company, BMW has made a go-getting risk of introducing MINI brand investing a great deal on broadening its single, narrow product line into a whole range of upscale cars. MINI put the BMW brand on sport-utility vehicles, convertibles, roadsters and a compact car. For the MINI brand, it just targets the premium segment and does not strive to compete in each segment of the auto industry. So the marketing success of MINI brand should be essentially critically examined from the perspective of success of segmentation strategy, followed by distribution and promotion.
Segmentation is the primary step in marketing strategy, where companies or brands have plan for the absorption of marketing power and strength on market segment to put on a competitive advantage in the segment.Usually companies have option to segment their marketing strategy either choosing geographic segmentation or demographic segmentation. Geography segmentation is conceivably the most familiar shape of market segmentation, where companies segment the market by means of concentrating a controlled geographic region.
借鉴各种理论模型和当代文学MINI目前的市场推广策略，进行彻底的分析
世界顶级的优质制造商在汽车行业与创纪录的销售额和利润，MINI的父公司宝马一直看着为未来的细分市场，其产品线的重新设计。创新和新鲜的车呼应顾客的口味和行为的可预见的变化。由于每一个新产品证明了宝在产品线的公司，宝马已经投入了大量的高档汽车成一个整体范围上扩大其单一，狭窄的产品线引入MINI品牌一展身手获得风险。 MINI宝马品牌的运动型多用途车，敞篷车，跑车和一款紧凑型轿车。对于MINI的品牌，它只是针对高端市场，并努力在各分部的汽车产业竞争。因此，MINI品牌营销的成功应基本上仔细研究的角度细分策略的成功，分销及推广。
有段他们的营销策略，要么选择按地理区域划分的选项，或分割是公司或品牌的营销策略，有计划的吸收细分市场的营销能力和力量，把上有竞争力的优势在segment.Usually公司的主要步骤人口分割。地理分割是可以想象的最熟悉的形状对市场进行细分，通过集中控制的地区市场，公司部分。
