Question 2 - Assignment PDF

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Question 2 Read the closing case “Globalization of BMW, Rolls-Royce, and the MINI”. Discuss the case from the perspective of the following questions: 1. How do you think BMW integrates its various unique brands into a global effort that works for them (BMW, Rolls-Royce, and the MINI) across the world’s many global markets? The MINI is small, unique, and relatively low price than the other two brands. Hence, it is suitable for young people who are freshly graduated and wanted to buy a unique car but cannot afford a luxury one. BMW is well-known for its revolutionary technology, focusing on the higher end of the market. If you see the car driving itself on the road, don’t be shocked. It is probably the new self-driving Series vehicle. You may concern about the safety of the car. However, the data showed that it is safter than driving yourself. It is attractive to many technology-lovers who love these new invention. Rolls-Royce is an extremely luxury brand which is targeting at high society. The cheapest model which is call Ghost need

to cost about 6 millions

dollar HKD.

The three brands are targeted at different groups of customers in the market, satisfying different needs of different groups. The company lessens its reliance on a single target market by offering multiple brands. 2. The Rolls-Royce chase of perfection drives the supreme quality, exquisite handcraftsmanship, and attention to the finest detail to maintain its global position as the pinnacle luxury automobile manufacturer in the world. How do you think the Rolls-Royce brand helps, or hurts, the other BMW brands globally (BMW, the MINI)? Rolls-Royce, which is extremely luxurious and famous, can have positive effects on other BMW brands as it can enjoy the brand name of Rolls-Royce. As they are under the same brand, people expected that they have similar qualities. Also, like Rolls-

Royce, BMW, and the MINI are targeting different customer groups, the brand can satisfy and cater to consumers with different needs and multiple markets.

3. The MINI is a unique car offering in the BMW portfolio. It has long-standing attention to clever solutions with distinctive designs that unlock urban driving and cater to customers’ individual needs—at least that is what the target focus is for the MINI. Do you agree that this is the focus, and do you think it is working as advertised globally? MINI, which is focused on the higher end of the market, is offering at a relatively low price than Rolls-Royce. MINI attracted and fulfilled the target customers (newly graduated college students living in cities) through its unique design and satisfying driving experience. As people living standard is continuously increasing, we pursue to savor life to the fullest by the material comforts. The image of MINI may set a trend in the car industry. As more people are buying MINI, there is no doubt that the focus can be advertised globally....