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_SLIDE_1_ MINI USA _SLIDE_2_ TABLE OF CONTENTS INTRODUCTION BRIEF HISTORY ADVERTISING AGENCIES BODY MARKETING STRATEGIES & EXTERNAL ANALYSIS INTERNAL ANALYSIS CONCLUSION FUTURE EXPECTATIONS _SLIDE_3_ BRIEF HISTORY _SLIDE_4_ BMW & MINI By the British Motor Corporation (BMC) and its successors from 1959 until 2000 Oil shock(1956) Need for Small and Economy car in Europe OIL SHOCK(1956) NEED FOR “MINI” ALEC ISSIGONIS ACQUISITION BY BMW _SLIDE_5_ U.S. LAUNCH OF MINI When gas was cheap, large trucks and SUVs ruled the road THE U.S. LAUNCH CAMPAIGN(2001-2002) “Let’s motor” Motoring VS. Driving Launched with a single model (the Mini Hardtop), Today’s Mini buyers can choose from six different models _SLIDE_6_ EXTERNAL ANALYSIS _SLIDE_7_ EXTERNAL ANALYSIS Consumer Analysis Competitor Analysis Technology Analysis _SLIDE_8_ MINI COOPER Released to public in the Paris motor show in 2001 Established itself as a cultural icon _SLIDE_9_ CONSUMER ANALYSIS …
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