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"The people who brought you The Ultimate Driving Machine are introducing you to
The Ultimate Lifestyle Machine."
The MINI IMC Campaign: Situational Analysis

IMC Campaign Outline Produced by:
Linda Brozowski, Christina Gunn, Roland Hancock, Mike Nakamura, & Trudy Walter

MKT 467
Integrated Marketing Communications
Professor Joyce Nielsen
October 7, 2003

Situational Analysis
Overview/Intro
The small car market is set to grow by about 50% over the next ten to twelve years from the 8.4 million units sold in 2001. The market for premium products is clearly growing faster than the total market, particularly in the small car market. Many customers will not compromise safety, quality, driving characteristics, and individualism (BMW Group, 2003). Though BMW currently caters to the premium automotive market, other high-end competitors such as Mercedes also have products positioned to capture the entry market. This paper will provide a situational analysis of BMW's newest......

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Approximate Word Count: 2332
Approximate Pages: 10 (250 words per double-spaced page)

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