Mini Cooper Place Anylysis

Place

Mini Cooper is one of the product line under the high quality car manufacture, BMW group. According to Mini Press (2000), refer to Mini positioning, BMW group has set the image of mini cooper as a premium compact car with outstanding appearance and high innovation to the customer. Therefore, this make Mini provided clearly distinction between another two brands under the same development of BMW group like Rolls-Royce and BMW brand.

Mini is sold via its own brand independent dealer, it is a type of retailer called Retailer cooperative. This retailer is also generated in the 1-level marketing channel because Mini has used only one intermediary as the retailer to distribute the product from manufacture to their customer.

However, since BMW group has taken over Mini Cooper from British Motor Corporation in 2000. (Boeriu , July 5, 2012). They started to produce Mini Cooper at BMW plant in Oxford, England as well as design and engineering which developed in England and Germany, and shipped from this plant to sell worldwide. (The Mini Brand, 2010). In the same time for the intermediary strategy, Mini Cooper had used some of BMW dealer as retailer store; however, the display was set in totally separated section from BMW brand. (Mini Press, 2000).

Nowadays, it is over 10 years after the first launch Mini under the development of BMW group. Mini dealers have been expanding to cover six continents in 74 countries, and another thirteen manufacturer plants worldwide. ( The Mini Brand, 2012)

Another distribution strategy that they use is “ Exclusive Distribution”. This is the way that Mini Cooper has used to control the amount of dealer and sale volume regarding to its market, Niche Market. According to Marketeer (2012), as Mini market is a niche market with specific target. Thus, Mini tend to use distribution strategy to demonstrate the unique characteristic and authentic style through its independent dealer network rather than use adverting to reach mass...