1、11. IntroductionMINI Cooper, an exquisite car, entered Chinese market in 2003 (Yarrow, 2003). During these periods, with outstanding appearance and performance, it has become increasingly popular, In this marketing audit, I will analyse its business environment, marketing mix and STP strategy, and g
2、ive some suggestions for a future strategy.2. Company and product backgroundMINI is an independent brand of BMW group, which is born in 1959 in United Kingdom. MINI Cooper, one of the most famous product of MINI, has sold more than 5,000,000 cars (Paternie, 2002). MINI Cooper has stayed ever since a
3、nd owns multitudes of followers including employers and employees, the old and the youth. 3. The business environment3.1 The macro environment3.1.1 Political environmentFrom reform and openness onward, China witnesses a stable political environment for developing. In 2001, China joined into WTO and
4、has cancelled quota management of import autos and tariffs of import autos are decreased gradually from 80% to 25% in recent years (Lan, 2011). It provides a proper chance to MINI, as a foreign automobile manufacturer.According to Xinhua (2011), China would draw up a new law of vehicle taxation aimi
5、ng to engines size, and the law is going into effect in 2012. It reflects that China plans to cut down the consumption of oil dependence and encourage the purchase of small cars, which is beneficial to MINI as it concentrates on exquisite cars.23.1.2 Economic environmentAfter worldwide recession dur
6、ing the period from 2007 to 2009, the economy of China began to recover. Consumers could afford what they want to buy than before because they have enough funds and more buying power (Pride China Economic Information Net)According to the chart, in these years the inflation experiences an increase in
7、 general. Therefore, citizens prefer to purchase commodities rather than save money into bank because currency has devalued. Irremovable property, autos and luxury are favourable, which has a significant impact on the sales of MINI in Chinese market.33.1.3 Socio-culture environmentIn the area of aut
8、omobile, German brand consistently reflects high quality and value, and Britain brand represents traditional and classical style. MINI, as an independent brand of BMW group, originated from UK, has a relatively high reputation for consumers.In china, increasingly youngsters prefer to purchase cars t
9、han before and the car involving fashion and personality is especially welcome (Chua, 2007). They tend to seek for a car which satisfied their education, experience and occupation and make sure that they could enter some groups.3.1.4 Technological environmentAs an outstanding automotive brand, MINI
10、has powerful competence of research and development. Meanwhile, MINI has a share with BMW in terms of technology and research, which can guarantee its advancement and stability to a large extent. Both MINI and BMW concentrate on the fun to drive, no matter the exterior or function. Compared with a s
11、mall family car, it more likes a mini racing car (BMW Group, 2009).3.2 The micro environment3.2.1 Competitor analysisGeneric competition means different companies aim to achieve consumers money through their products and services (Pride China Economic Information Net. (2011), China Inflation Rate ON
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13、 (2011). Mini Cooper Car Information. ONLINE Available at: http:/ Accessed 08 December 11.Xinhua. (2011). China adopts car tax law to promote energy conservation . Available: http:/ accessed 4th December 2011.Yarrow, R. (2003). MINI INVADES CHINA. AutoWeek, 53, 423Zhuan , T. (2011). Taking the brand onward, and online, in the China market. China Daily, 14 September. 10.
