{text:bookmark-start} EXECUTIVE SUMMARY {text:bookmark-end} The purpose of this assignment is to examine the marketing strategies of MINI in the passenger new car market and its significance in the overall position in the Canadian marketplace It examines reports on the number of new vehicles sales, over a 5 year period, monthly sales for last year as well as sales by provinces. This study also looks at the history of the company and its strength and weaknesses, its main competitors and its strategies for sales and promoting its products. We also will take a look at one of MINI’s primary product and why it is of grate success to the company. As a new vehicle the manufacture also offers this vehicle under its financial schemes such as leasing we will also examine the resale value of this vehicle at the end of this leasing program. {text:bookmark-start} INTRODUCTION {text:bookmark-end} {draw:frame} The return of the MINI in 2002 was part of a larger trend toward retro-mobiles that included the Volkswagen New Beetle, Chrysler PT Cruiser and later, Ford's vaunted Mustang. The new MINI came in several grades but we will be focusing mostly on the up-level Cooper S. As one would expect of a small car, fuel consumption is fairly low, regardless of which engine is under the hood. The most economical set-up, according to Natural Resources Canada, is the MINI Cooper with a five-speed manual transmission, whose consumption works out to about 8.5 L/100 km (city) and 5.4 L/100 km (highway). {text:bookmark-start} NEW VEHICLE MARKET IN CANADA {text:bookmark-end} Since the year 2002 when the new MINI were sold in Canada the company sales increased consistently which was as a result of the companies aggressive marketing campaign. Not only th ...