1. Presented BYMd .KamruzzamanStudent ID. A4022794

4. The German company began in the early 1910 in Munich.Company and product overview

6. The giant car company strategically pursues ‘Differentiation’.

8. Strong competencies in customer service, distribution and technologies are the focal point here.

9. For instance- the MINI brand of BMW.Growth Strategy

11. 16.9% down in March 2008(U.S.A)

12. Vice- President of Mini USA Mr. Jim McDowell said that- MINI sales are still tracking below just the gap has remain stable.Declining stage of the MINI brand

14. Successfully executed in its initial launch in 2002

15. There are over 2.7 billion different ways to customize a MINIStrength of the MINI brand

17. Because many people see the size and don’t feel confident in the performance of the vehicle

18. This is the unique car, but that doesn’t mean certain people should feel excluded from owning one. Weakness of the MINI Brand

20. Highlighting diversity and originality of the product

21. The MINI also appeals to a wide range of people

22. This allows the mind set of the American public to change.MINI’s opportunities

24. The giant car company BMW is well-known as the expensive for its products in the market.

25. That’s why Mini’s target customers are only a certain type of people (who can afford definitely). Threat for the MINI brand

27. Observation and participant or covert(masked identity)

28. It is very difficult to do the primary research within very short time but still the paper has tried by using telephone and e-mail. Primary research technique

30. Secondary data is sufficiently effective to understand the research topic

31. The author collects information from various relevant sites and sources.

32. Finally plenty of books from the LSBF rich library. =Secondary research and technique

34. Strategically the brand doesn’t care cost but the quality of the product

35. Finally the BMW has taken various projects to receive its unique MINI Conclusion

37. Dr. Brassington F. & Dr. Pettitt S.(2007),Essentials of Marketing, Edinburgh Gate, Pearson Education Limited.

38. Tayeb M.H. (2005), International human Resource Management: A Multinational company Perspective, New York: OXFORD University Press.

39. AUTOSPIES: BMW Sales Make A Titanic Drop of 29.5% In September- Mini Drops 6.9% January 2008

40. Acadgrmmar/report: Primary and Secondary research.References

41. Thank You very much