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– Nelson Mandela

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Mini USA Discussion

Mini USA Discussion

Q Discussion Topic 1 Based on the information provided in the video case, how would you describe the “MINI Mindset” and the characteristics of the target market as determined by the MINI USA marketing team?

Q Discussion Topic 2 Describe how the “Make Waiting Fun” concept worked for MINI in a market where consumers are not well-disposed to waiting for anything. Discussion Topic 3 Describe the “MINI Motoring Concept” and the role for the “MINI Motoring Advisors” as developed by MINI to differentiate the brand. What do you think about this approach?

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It has been learnt from the video case that MINI contemplated on using the psychographic segmentation approach for selecting its target market. The company realized that they could attract patrons from any age group thus rather focus on psychographic parameters such as lifestyle choice, purchasing attitude and interest. Based on the tactics being used by the arch rivals, the brand contemplated on designing and manufacturing vehicles that would comply with the needs and preference of the patrons belonging from all age group.