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Essay / Research Paper Abstract
This 15-page paper focuses on BMW, its corporate communication strategy (such as marketing, brand awareness and so forth) both externally and internally as it pertains to its products, and the MINI. Bibliography lists 5 sources.
Page Count:
15 pages (~225 words per page)
File: D0_MTbmwmin.rtf
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Unformatted sample text from the term paper:
20 years, later, the newest release from that particular auto manufacturer, the MINI, was a throwback to the 1960s, but proved to be 2000s chic in both the UK and
the United States, an "in your face" gesture against a society that endorsed SUVs, minivans and huge trucks. What is ironic to
consider is that the manufacturer of these autos makes its home in Bavaria, which is not exactly known for trendiness, but rather, for good German beer, nice people and good
German food. Yet since its founding in the 1920s, ). Bayerische Motoren Werke, Bavarian Motor Works, or as its more popularly known,
BMW, has made its reputation in the auto industry as a solid, reliable -- and during the latter part of the 20th century, a classy product. This is not a
company that travels around the world sponsoring a variety of events to promote branding (as Ford or GM or even Porsche does). But BMW has been able to generate incredible
brand awareness. This is why, when the MINI, its small car, was released in the UK during 2000 and 2001, some new
marketing and promotional strategies needed to be dealt with. The MINI was geared toward a different market than the typical "beemer" owner and by the time the MINI came out,
both the UK and the U.S. were awash in huge box-like vehicles, from SUVs to trucks. In this paper, well examine the
branding and marketing communications strategies used by BMW to market both itself and its radically different MINI. Well also examine its use of internal corporate communication, relying on the case
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