Mini Cooper SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 27, 2020

SWOT analysis of Mini Cooper analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Mini Cooper SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Mini Cooper to benchmark its business & performance as compared to the competitors and industry. As of 2020, Mini Cooper is one of the leading brands in the automobiles sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Mini Cooper competitors and includes Mini Cooper target market, segmentation, positioning & Unique Selling Proposition (USP).

Mini Cooper SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Mini Cooper Brand Analysis
Parent Company

BMW

Category

Hatchback, SUV, Crossover

Sector

Automobiles

Tagline/ Slogan

It’s a Mini adventure

USP

It is an iconic brand with recognition across the world

Mini Cooper STP
Mini Cooper Segmentation

People looking for compact small cars specially women

Mini Cooper Target Market

People looking for fun adventure & mobility with ease of driving

Mini Cooper Positioning

British iconic brand with classic styling

Mini Cooper SWOT Analysis
Mini Cooper Strengths

Below are the Strengths in the SWOT Analysis of Mini Cooper:

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

Mini Cooper Weaknesses

Here are the weaknesses in the Mini Cooper SWOT Analysis:

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

Mini Cooper Opportunities

Following are the Opportunities in Mini Cooper SWOT Analysis:

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

Mini Cooper Threats

The threats in the SWOT Analysis of Mini Cooper are as mentioned:

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

Mini Cooper Competition
Competitors

1. Volkswagen Beetle


This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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