Mini Cooper SWOT Analysis, USP & Competitors

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SWOT Analysis of Mini Cooper with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Mini Cooper

Parent Company



Hatchback, SUV, Crossover



Tagline/ Slogan

It’s a Mini adventure


It is an iconic brand with recognition across the world



People looking for compact small cars specially women

Target Group

People looking for fun adventure & mobility with ease of driving


British iconic brand with classic styling

SWOT Analysis


1. Among the first cars to have front wheel drive system to make 80% of floor pan available for passengers & luggage
2. World Rally Championship winner with its Mini Cooper & Mini Cooper S models
3. Iconic design & image in the minds of customers
4. It is an iconic brand with recognition across the world

5. Has aspirational value as well which assures an ever growing customer base

6. It is also known for its easy drivability which is compared to that of a go-kart

7. It has its own niche market which cannot be captured by any major manufacturers

8. Multiple customizable options available


1. Limited global reach of Mini is a drawback

2. Strong competition in the compact car segment has declined its market share as well as unique appeal


1. There is opportunity to highlight the diversity & originality of the brand
2.The Mini is diverse in design, function, and personality, which allows something for everyone, this fact needs to be highlighted
3.Educate the people about the benefits of owning the Mini

4. Undertake activities that will enhance the word of mouth publicity by improving the ownership experience of the existing owners


1. There is a fear that the design & styling lead to a belief that the Mini is only for a certain group of people thus keeping a large group of people away from the experience
2.Due to the current branding & positioning the people who own the Mini as also stereo-typed thus lowering the image in minds of potential customers



1. Volkswagen Beetle

The table above concludes the Mini Cooper SWOT analysis along with its marketing and brand parameters.


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