Question

When shopping for cars, many U.S. consumers are impulse buyers, whereas consumers in other countries are often more deliberate and prepared. Based on this information, what type of risk does MINI face in different markets?

Answer 1

Recently mini cooper is considered and thought of as a british car because of its designing and style and it was not liked by most of the people around the globe

Moreover, mini cooper has performance issues. People have always complained about its performance issues. Its global reach is also very limited in countries like India, Pakistan where population is very high and income of people is not very high as compared to the European Countries. In developing countries of Asia it would be great success because of its smaller size, lower price and low fuel consumption. But authorized dealers of mini cooper are very less in number in these countries.

Another risk that it will face is that it has poor after sale services. And in most developing countries car is not purchased impulsively rather it is a very thorough decision and a thing like poor after sales services and unavailability of spare parts will deeply effect the brand image of the company.