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Business & Marketing
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Situation Analysis: Mini Cooper

Other (Not Listed) Instructions:

Please see the attached template (this needs to be filled in)
Feel free to select which company you want to go with listed (Mini Cooper, Samsung, Axe, or Dairy Queen)
Assignment Instructions are below:
Assignment 2: Situation Analysis
In this assignment, you will create an original Situation Analysis for one of four companies/brands. Each of the four companies you will choose from has been through numerous changes in recent years.
Instructions
Download the Assignment 2: Situation Analysis Template [DOCX] to your computer and Save As using the following identifier: LastName_FirstName_Week10_Assignment.
Select one company/brand from the four choices below:
Mini Cooper
Clever solutions with iconic design encourage a life full of meaningful experiences. MINI unlocks the city, catering to your individual needs.
MINI is straightforward, sincere and authentic. MINI blends creativity with cleverness, offering an open platform for people, design and a vibrant urban life. MINI's spirited attitude to life inspires people.
Samsung
"Inspire the World, Create the Future."
The Vision 2020 is at the core of our commitment to create a better world full of richer digital experiences, through innovative technology and products. The goal of the vision is to become a beloved brand, an innovative company, and an admired company. For this, we dedicate our efforts to creativity and innovation, shared value with our partners, and our great people. We have delivered world best products and services through passion for innovation and optimal operation. We look forward to exploring new business areas such as healthcare and automotive electronics and continue our journey through history of innovation.Samsung Electronics will welcome new challenges and opportunities with joy.
Dairy Queen
Mission: To create positive memories for all who touch DQ.
Vision: DQ—the world’s quick service restaurant.
Axe
Mission:
We've all been there. Been told that "a real man" wouldn't do that or to "man up." YAWN. The fact is that over half of us have been told that "real men" have to behave a certain way. Those outdated masculinity stereotypes might have been the norm decades ago, but times have changed, bro. You do you!
We linked up with Ditch the Label, an anti-bullying charity, to help stop bullying and shed those old expectations of masculinity once and for all. So far, we've supported 1,582,079 young people through some pretty tough times and we ain't stopping there.
Use this information as well as your own knowledge and research, to complete the Situation Analysis template. Additional research should include the use of the company's website, the course textbook, and other online sources. Note: Do your own assessment on the business, do not go to the company website and copy their analysis.
Submit the completed template via the Assignment 2 submission link.
Formatting Requirements
This course requires the use of Strayer Writing Standards. For assistance and information, please refer to the Strayer Writing Standards link in the left hand menu of your course. Check with your professor for any additional instructions.
The specific course outcome associated with this assignment is:
Complete a situation analysis for a company.

Other (Not Listed) Sample Content Preview:
Based on what you’ve learned so far in this course, regarding the 5 Cs, 4Ps, and STP, complete the assessment questions below. Submit the completed template in the Week 10 assignment submission link.
Name:
Professor’s Name:
Course Title:
Date:
Company/Brand Selected (Mini Cooper, Samsung, Dairy Queen, or Axe):
NOTE: You will be completing an ORIGINAL Analysis on the business.

1. Customers
Who are the current customers/users? Include information related to demographics, psychographics and buying behavior, price sensitivity, customer satisfaction and loyalty.
Mini Cooper’s current customers include urban buyers and the high class ranging from royalty to film celebrities, music artists, and stars within the fashion segments to general audiences (Pratap). In terms of demographics, Mini fun facts indicate that the brand encompasses diverse segments, including a scenario where a 15-year-old chap ordered a Mini and when a 72-year-old lady purchased it after obtaining her driving license. Former MINI USA General Manager Pitney noted that “demographics are irrelevant when purchasing a Mini automobile. It’s a mindset.” This shows that the brand segments its markets based on people’s psychographics and purchasing behavior (Moiseieva 94). Mini is tailored as an economic automobile for the general customers in terms of price sensitivity and is currently positioned as an increasingly affordable luxury car (Moiseieva 96). Mini encompasses higher customer satisfaction since the product brings excellent emotional value to the users, increasing loyalty (Moiseieva 96).
What do the customers buy/use of value from the business?
The company delivers mobility solutions and cars to improve its customers’ city life today and tomorrow. Central to all MINI automobiles is the brand’s unique go-kart feeling, iconic design, and creative utilization of space. Products include both diesel and all-electric versions (BMW Group). For example, the Mini hardtop constitutes the company’s new sporty, quirky, and full-of-character design (Consumer Reports).
What changes can the company/brand expect in the future? How can the company/brand better serve its customers?
In the future, Mini Cooper would face changes in its market and manufacturing sections. There is differentiation due to a market mix, implying that the brand should manufacture a far unique product from its rivals. Differentiation constitutes a branding strategy that the firm could use to command an outstanding market share and continue generating profits. The BMW designs are said to be more costly than peer class premium models, and thus the company needs to reduce its prices to serve customers better (Pratap).
List 3 Opportunities you have identified in your personal assessment of the business: (Make sure you label why you call each item an opportunity):
1. There is excellent scope for market penetration in emerging economies, including China and India, because of a huge luxury car makers’ opportunity.
2. Changing technology is constitutes an opportunity since the car is more efficient and fits in the current market where everyone demands comfort features.
3. It is also a car for every demograph...
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