Coursework.Info - Inspiration in an Instant

On the left is an image preview of every page of this document, and below are the first 150 words with formatting removed:

BMW wants to attack the small 'Lifestyle' car market gap. This gap has customers such as young professionals with a high disposable income. BMW has limited opposition, and as such there is a large usage gap, which means there is good potential for high sales. This market gap has the potential for giving BMW the growth it is striving for. BMW should target this gap using the Mini brand, as the Mini has the right image unlike any BMW branded products. The main risks for BMW are its limited knowledge of the market sector, and its limited financial resources. The main sector rivals of BMW, Mercedes and Volkswagon (Smart and Beetle), both have more sector experience and greater financial resource. These rivals will simultaneously attempt to out-price the Mini, and develop replacement products. The core established products of BMW, the 3, 5, and 7 Series, provide a stable cash flow, enough to...

Get instant access

• Instant, unlimited access to our documents in full
• Swap your work for free access, or pay £4.99
• To see the full version of this document and 146,186 others

OR

Receive email updates for this category

• Simply tell us your email address and receive a weekly Study Help Email for FREE
• Receive 3 FREE essay views with each email
• Get all the latest essays from Coursework.Info & discussion from TheStudentRoom.co.uk