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Essay / Research Paper Abstract
This 4 page paper considers the corporate and business level strategies used by BMW’s Mini Cooper division. This is determined by reference to different models, such as Porters strategic positioning and the need for competitive advantage. The bibliography cites 8 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEbmwstr.rtf
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Unformatted sample text from the term paper:
the Oxford manufacturing plant and new models, such as drop top and diesel coming out soon. The way in which this has been a success can be seen as the
result of the cooperate and business level strategy. The strategy ma be seen in different way, that of the market position
and the way in which the car is differentiated. The resources that are available will also be a key component of the competitive advantage a company may develop, and as
seen for Mini Cooper these have been high initially but marketing resources have been more limited and as such a cleaver usage of these has been achieved.
Companies with good development techniques and research department may adopt a first mover advantage which they aim to use to establish themselves in a market
place, once established they may even adopt almost military like tactics to retain the position (Quinn et al, 1998). BMW have also prided themselves on their research and development, with
the reputation of BMW and the needs to maintain the image of elegance. The development fo a smaller car in a market where it is the sports utility vehicles that
are increasing in sales, the revamping and re-launch of a small car was the result of careful market research to ensure the market for this car existed. The development and
marketing that have taken place represent the market position that was seen for this car. To understand this it is best first
to understand how a market is made up in the different levels and the different consumers which are aimed at. To do this we can us a chart which demonstrates
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