Discussion Questions
1
Discussion Questions
Author Name
Date
Discussion Questions
2
Q1) What is the World Trade Organization? What is its role in the world economy?
ANSWER:
The World Exchange Association (WTO) is the leading worldwide global association managing
the exchange guidelines between countries. At its heart are the WTO arrangements, arranged and
endorsed by most of the world.
The World Exchange Association is a central part of worldwide administration. Since its
creation in January 1995, it has extended the compass of exchange administration profoundly into
the administrative construction of around 140 sovereign states, influencing the regular routines,
everything being equal. Thus, it has ended up at the focal point of debate in regions well external
to conventional exchange strategy space. The reaction of vested public parties in Seattle and
elsewhere has been to request a job in WTO processes and for the WTO to embrace significant
changes.
The change will not come without any problem. The modelers of the WTO are pleased
with having made what they view as a significant accomplishment in systematized worldwide
financial collaboration. They highlight the progress of the WTO in doing what state-run
administrations believed it should do: to diminish hindrances to exchange and to direct that
exchange as per concurred rules.
The focal inquiry is how wise strategy producers ought to answer the tensions currently
falling on the WTO framework while guaranteeing the safeguarding of an exchanging framework
that has prompted remarkable development in the planet’s economy and added to the tranquil
concurrence of countries. This question is tended to in this book. Various unmistakable characters
addressing an expansive range of interests in the field of worldwide strategy making, and with a
Discussion Questions
3
substantial interest in a well-working exchanging framework, offer their perspectives on the job of
the WTO in Worldwide Administration.
Gary P. Sampson worked at UNCTAD from 1975 to 1983. From 1984 to 1986, he was a
Senior Individual in Monetary Arrangement at the Hold Bank of Australia and a Scholarly
Individual at the Focal point of Strategy Studies at Monash College. In 1987, he was designated
Chief at the GATT and, in 1995, Chief at the WTO. He is, as of now, on leave from the WTO. He
holds the Teacher of Worldwide Monetary Administration posts at the Establishment of Cutting
edge Investigations at the Assembled Countries College and Visiting Scholastic at the London
School of Financial aspects. He shows consistently at the Melbourne Business college and
INSEAD in France. He has composed broadly on regions connecting with worldwide monetary
administration, and his latest book is entitled Exchange, Climate and the WTO: the Post Seattle
Plan.
Q2) What is the International Monetary Fund? Discuss its relationship with the World Bank.
ANSWER:
The International Monetary Fund (IMF) is an association of 189 nations attempting to
cultivate worldwide financial collaboration, secure monetary dependability, work with a global
exchange, advance high business and feasible financial development, and lessen destitution all
over the planet.
The IMF’s primary role is to guarantee the strength of the worldwide financial framework
the arrangement of trade rates and global installments that empowers nations (and their
residents) to execute with one another. The Asset’s order was refreshed in 2012 to incorporate all
macroeconomic and monetary areas, giving that bear on worldwide steadiness.
Discussion Questions
4
The purpose of IMF
The international cooperation is promoted by the IMF. The IMF provides policy advice
and capacity development support to help countries to built and maintain healthy economies. The
IMF also provides loans and help the countries by designing policy programme and solve balance
of payment problem. The IMF loans are the medium and short term, funded mainly by the pool of
quota contribution that its members provide
The purpose of the world bank
The long-term economic development is provided by the World Bank. It reduces poverty
by providing technical and financial support to the countries which help to reform certain sectors
or it helps to implement specific projects such as building schools and health sectors, providing
water and electricity, protecting the environment. The loan of world bank is long-term and funded
both by its member countries and through bond issuance.
The World Bank Gathering works with emerging nations to lessen destitution and
increment shared thriving, while the Global Financial Asset settles the worldwide Money related
framework and goes about as a screen of the world’s monetary standards. The World Bank
Gathering gives funding, strategy counsel, and specialized help to states, and furthermore centers
around fortifying the confidential area in emerging nations. The IMF monitors the economy
universally and in part nations, loans nations with the equilibrium of installments challenges, and
gives valuable assistance to individuals. Nations should initially join the IMF to be qualified to
join the World Bank Gathering; today, every establishment has 189 part nations.
The World Bank Group
Discussion Questions
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The World Bank Gathering is one of the world’s most significant wellsprings of financing
and information for emerging nations. Its five establishments share a guarantee to diminishing
destitution, expanding shared flourishing, and advancing maintainable turn of events.
Together, IBRD and IDA structure the World Bank, which gives support, strategy guidance,
and specialized help to state-run administrations of non-industrial nations. IDA centers around the
world’s most unfortunate nations, while IBRD helps center pay and reliable less fortunate nations.
IFC, MIGA, and ICSID center around fortifying the confidential area in agricultural
nations. Through these organizations, the World Bank Gathering gives funding, specialized help,
political gamble protection, and settlement of questions to private undertakings, including
monetary foundations.
The International Monetary Fund
The IMF attempts to encourage worldwide Money related collaboration, secure monetary
solidness, work with the global exchange, advance high business and reasonable financial
development, and lessen neediness all over the planet.
The IMF’s primary role is to guarantee the solidness of the worldwide Money related
framework the arrangement of trade rates and global installments that empowers nations and
their residents to execute with one another. It does such by monitoring the worldwide economy
and the economies of part nations, loaning to nations with the equilibrium of installments hardships,
and giving practical assistance to individuals.
Q3) 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 worlds many global markets?
ANSWER:
Discussion Questions
6
By showing customers the high quality of their vehicles and all of their luxurious features, BMW
integrates its unique brands into a global effort. BMW is looking for a creative attitude to meet the
needs of its cars in the luxury market. BMW is a luxury brand not only suited to any consumer
segment. Its marketing strategy around the world underscores its selected premium target markets.
BMW represents Bavarian Engine works.
BMW generally had a marking procedure as a different lead brand.
So when it sells BMW, it would involve BMW as its Mom Image, and afterward, it will
have its variations.
With Rolls Royce, it won’t connect with BMW, and this brand is targeted more at World
class Club clients. Not many will realize that Rolls Royce has a place with BMW. Likewise, the
ads for these vehicles would seldom come on TV/magazines. The same is the strategy utilized for
Smaller than usual.
Indeed Small scale is designated as the metropolitan driving class; however, it isn’t focused
on the particular requirements, yet it is, to a greater degree, an optimistic item or a brand. So it is
no place in the globe publicized as it does the trick the only requirements yet it is an optimistic or
a luxury brand across the globe.
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, dont 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 inventions.
Discussion Questions
7
BMW are vehicles related with purchasers that have a feeling of value, extravagance, and
execution. BMW centers around its best parts that outcome in a very good quality auto. These
parts incorporate 3-7 series that affect the worldwide system market (Gallo, 2014). BWM has a
vivacious angle that assists the vehicle with fulfilling market needs. The brand plays fostered a
unique part inside the market.
Further, the brand has put forth huge attempts to get entrance in the vehicle extravagance
market. The brand enjoyed the different promoting blend to offer vehicles to various monetary
portions.
The MINI is little, one of a kind, and moderately low cost than the other two brands.
Subsequently, it is appropriate for youngsters who are newly graduated and needed to purchase a
special vehicle yet can’t manage the cost of an extravagance one.
BMW is notable for its progressive innovation, zeroing in on the higher finish of the market.
Assuming you see the vehicle driving itself out and about, don’t be stunned. It is presumably the
new self-driving Series vehicle. You might worry about the security of the vehicle.
Notwithstanding, the information showed that it is softer than driving yourself. It is alluring to
numerous innovation darlings who love these new development.
Rolls-Royce is an amazingly extravagance brand which is focusing at high society. The
least expensive model which is call Ghost need to cost around 6 million dollar HKD.
The three brands are focused on at various gatherings of clients on the lookout, fulfilling
changed requirements of various gatherings.
The organization diminishes its dependence on a solitary objective market by offering
various brands.
Discussion Questions
8
Q4) what is your reaction to the global brand of BMW when you hear the name, think of the
brand, and see the BMW vehicles on the road?
ANSWER:
I think of a luxurious car as I hear the word BMW. I assume they have several different series to
sell, and the bigger the series, the more spacious the car would be. Some may think it’s weird, but
my husband used to have a BMW and went shopping for one I knew. I don’t think I would ever
own another one after owning a BMW in our house. When I see BMWs on the road, I think they’re
cool, but BMWs are also very costly vehicles to run and need more than usual maintenance.
When I hear about Rolls Royce or whenever I see it on the road the first thought that comes
to my mind is that this is a luxury car, and in fact it is a luxury car brand with high tech
specifications.
BMW is also a luxury car brand but is still affordable for many individuals and for those
who cannot afford this brand BMW have introduced another brand named MINI which offers a
wide range of affordable cars, these cars are cheaper and have good specifications that are suitable
for urban driving.
BMW MINI is advertised adequately that almost every individual knows about it and
whenever a person is planning to buy a car they know where they can have the best specifications
in a cheap price.
Q5) Rolls-Royce’s chase of perfection drives the supreme quality, exquisite hand
craftsmanship, 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, other BMW brands globally (i.e., BMW, the MINI)? Give arguments in
support of your answer.
Discussion Questions
9
ANSWER:
In recent years, Rolls-Royce has had unprecedented sales. In fact, the British carmaker is unable
to meet up with demand for the Cullinan, despite the fact that none of the orders are for a “basic”
model. Nothing would have been possible without the assistance of BMW, the Bavarian
conglomerate that owns Rolls-Royce and manages its whole business. Rolls-Royce, which is
exceedingly luxurious and well-known, may benefit other BMW products by allowing them to use
the Rolls-Royce brand name. People expected them to have identical attributes since they were
under the same brand. In addition, much as Rolls-Royce, BMW, and MINI cater to distinct client
groups; the brand may fulfill and cater to customers with a variety of wants and market.
The MINI brand has a high level of trustworthiness. It has a variety of styles that are more
commercial than luxurious. It mixes creativity with ingenuity and provides a more open platform
for individuals to express themselves. MINI is a feisty brand, in my opinion, thanks to its tiny and
nimble automobiles. I believe that minis should concentrate on worldwide advertising. As
previously said, I agree that MINI caters to specific customers that want more professional catering.
MINI, which caters to the upper echelon of the market, is offering at a lower cost than Rolls-Royce.
MINI’s distinctive appearance and pleasurable driving experience attracted and satisfied the target
clientele (newly graduated college students living in cities). As people’s living standards rise, we
want to enjoy life to the utmost by relying on material conveniences. MINI’s appearance may
establish a trend in the automobile industry. As more individuals purchase MINIs, there is little
questioning that the emphasis will be promoted internationally.
Q6) 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’
Discussion Questions
10
individual needsat least, that is what the target focus is for the MINI. Do you agree that
this is the focus, and do you think it works as advertised globally?
ANSWER:
The MINI brand is highly credible. It offers many different, more commercial than luxury styles.
It combines innovation with cleverness and offers people a more open forum. I think MINI is a
feisty brand owing to its compact and agile cars. I agree with minis’ focus on working globally in
advertising. As mentioned earlier, I agree that MINI provides individual customers who want more
commercial catering. MINI is a compact, distinctive car with a lower price tag than the other two
models. As a result, it is appropriate for young people who have just graduated and want to get a
distinctive vehicle but cannot afford a luxury vehicle. BMW is recognized for its cutting-edge
technology and caters to the upper echelon of the market. Don’t be surprised if you see a vehicle
driving itself down the road. It’s most likely the new Series self-driving car. You could be
concerned about the vehicle’s safety. However, the statistics revealed that it is less expensive than
driving one’s own car. It appeals to many technophiles who like fresh inventions. Rolls-Royce is
a high-end luxury brand that caters to the upper crust. The lowest model, dubbed Ghost, will set
you back millions of dollars. The three brands are aimed at distinct types of people in the market,
and they cater to diverse demands. By selling many brands, the corporation reduces its dependence
on a particular target market. BMW also blends its individual brands into a worldwide effort by
displaying consumers the excellent quality of their automobiles as well as all of the opulent
amenities that their vehicles provide. BMW is searching for somebody with a creative mindset
who can help them satisfy the demands of the premium market. BMW is a high-end brand that
appeals to a wide range of customers. Its global marketing approach emphasizes the premium
target markets they have chose.
Discussion Questions
11
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.
1) The BMW Group is responsible for an impressive portfolio of products. Through RollsRoyce, BMW and MINI, the company offers cars for very different scenarios – from the ultimate
in luxurious travel, to premium performance cars and fun urban run-around .Then there is the i
sub-brand, one of the first dedicated teams within a traditional car company to create solely electric
production vehicles with a unique visual language. Lately, the company has also been busy
exploring the future the new sustainable, autonomous era through the Vision Next cars. The
recent Vision iNext shows the ways in which autonomous driving will change life on-board cars,
whilst the upcoming Vision M Next concept demonstrates how technology can enhance driving
pleasure. Behind all this complex creative thinking is Adrian van Hooydonk, senior vice president
BMW Group design.
2) Obviously the Brand BMW in itself is a very popular name and hearing the name already
wants everyone to own one. Thinking and seeing BMW on road is a very proud and a feeling
which gives you Goosebumps as the brand for the company matters a lot.
3) Rolls-Royce is enjoying record sales in the last few years. In fact, the British automaker
is receiving so many orders for the Cullinan, not a single one of which being for a base model,
that it cant keep up with production. Nothing of this would have been possible without the help
of BMW the Bavarian company which is the owner of Rolls-Royce and oversees all its operations.
Discussion Questions
12
4) In the case of car brand Mini, that special attribute is its ability to reinvent itself. Last
month, in a graffiti-daubed former factory in central Berlin, executives from Minis owner BMW
gathered to announce the third chapter in its 56-year history. Marketing Week received exclusive
access to hear the story behind the brands latest reboot, including new designs, a new logo and a
new positioning for its cars. Since the German manufacturer re-launched the quintessentially
British car brand in 2001, sales have gone from strength to strength, rising 12-fold to reach more
than 302,000 units last year. Yet Peter Schwarzenbauer, the BMW board director with
responsibility for the car brand, declares that despite this success, Mini will have to embark on a
new direction if it is to continue to thrive.
Discussion Questions
13
ASSIGNMENT 2
Q1) 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 worlds many global markets?
ANSWER:
By showing customers the high quality of their vehicles and all of their luxurious features, BMW
integrates its unique brands into a global effort. BMW is looking for a creative attitude to meet the
needs of its cars in the luxury market. BMW is a luxury brand not only suited to any consumer
segment. Its marketing strategy around the world underscores its selected premium target markets.
BMW represents Bavarian Engine works.
BMW generally had a marking procedure as a different lead brand.
So when it sells BMW, it would involve BMW as its Mom Image, and afterward, it will
have its variations.
With Rolls Royce, it won’t connect with BMW, and this brand is targeted more at World
class Club clients. Not many will realize that Rolls Royce has a place with BMW. Likewise, the
ads for these vehicles would seldom come on TV/magazines. The same is the strategy utilized for
Smaller than usual.
Indeed Small scale is designated as the metropolitan driving class; however, it isn’t focused
on the particular requirements, yet it is, to a greater degree, an optimistic item or a brand. So it is
no place in the globe publicized as it does the trick the only requirements yet it is an optimistic or
a luxury brand across the globe.
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
Discussion Questions
14
end of the market. If you see the car driving itself on the road, dont 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 inventions.
BMW are vehicles related with purchasers that have a feeling of value, extravagance, and
execution. BMW centers around its best parts that outcome in a very good quality auto. These
parts incorporate 3-7 series that affect the worldwide system market (Gallo, 2014). BWM has a
vivacious angle that assists the vehicle with fulfilling market needs. The brand plays fostered a
unique part inside the market.
Further, the brand has put forth huge attempts to get entrance in the vehicle extravagance
market. The brand enjoyed the different promoting blend to offer vehicles to various monetary
portions.
The MINI is little, one of a kind, and moderately low cost than the other two brands.
Subsequently, it is appropriate for youngsters who are newly graduated and needed to purchase a
special vehicle yet can’t manage the cost of an extravagance one.
BMW is notable for its progressive innovation, zeroing in on the higher finish of the market.
Assuming you see the vehicle driving itself out and about, don’t be stunned. It is presumably the
new self-driving Series vehicle. You might worry about the security of the vehicle.
Notwithstanding, the information showed that it is softer than driving yourself. It is alluring to
numerous innovation darlings who love these new development.
Rolls-Royce is an amazingly extravagance brand which is focusing at high society. The
least expensive model which is call Ghost need to cost around 6 million dollar HKD.
Discussion Questions
15
The three brands are focused on at various gatherings of clients on the lookout, fulfilling
changed requirements of various gatherings.
The organization diminishes its dependence on a solitary objective market by offering
various brands.
Q2) what is your reaction to the global brand of BMW when you hear the name, think of the
brand, and see the BMW vehicles on the road?
ANSWER:
I think of a luxurious car as I hear the word BMW. I assume they have several different series to
sell, and the bigger the series, the more spacious the car would be. Some may think it’s weird, but
my husband used to have a BMW and went shopping for one I knew. I don’t think I would ever
own another one after owning a BMW in our house. When I see BMWs on the road, I think they’re
cool, but BMWs are also very costly vehicles to run and need more than usual maintenance.
When I hear about Rolls Royce or whenever I see it on the road the first thought that comes
to my mind is that this is a luxury car, and in fact it is a luxury car brand with high tech
specifications.
BMW is also a luxury car brand but is still affordable for many individuals and for those
who cannot afford this brand BMW have introduced another brand named MINI which offers a
wide range of affordable cars, these cars are cheaper and have good specifications that are suitable
for urban driving.
BMW MINI is advertised adequately that almost every individual knows about it and
whenever a person is planning to buy a car they know where they can have the best specifications
in a cheap price.
Discussion Questions
16
Q3) Rolls-Royce’s chase of perfection drives the supreme quality, exquisite hand
craftsmanship, 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, other BMW brands globally (i.e., BMW, the MINI)? Give arguments in
support of your answer.
ANSWER:
In recent years, Rolls-Royce has had unprecedented sales. In fact, the British carmaker is unable
to meet up with demand for the Cullinan, despite the fact that none of the orders are for a “basic”
model. Nothing would have been possible without the assistance of BMW, the Bavarian
conglomerate that owns Rolls-Royce and manages its whole business. Rolls-Royce, which is
exceedingly luxurious and well-known, may benefit other BMW products by allowing them to use
the Rolls-Royce brand name. People expected them to have identical attributes since they were
under the same brand. In addition, much as Rolls-Royce, BMW, and MINI cater to distinct client
groups; the brand may fulfill and cater to customers with a variety of wants and market.
The MINI brand has a high level of trustworthiness. It has a variety of styles that are more
commercial than luxurious. It mixes creativity with ingenuity and provides a more open platform
for individuals to express themselves. MINI is a feisty brand, in my opinion, thanks to its tiny and
nimble automobiles. I believe that minis should concentrate on worldwide advertising. As
previously said, I agree that MINI caters to specific customers that want more professional catering.
MINI, which caters to the upper echelon of the market, is offering at a lower cost than Rolls-Royce.
MINI’s distinctive appearance and pleasurable driving experience attracted and satisfied the target
clientele (newly graduated college students living in cities). As people’s living standards rise, we
want to enjoy life to the utmost by relying on material conveniences. MINI’s appearance may
Discussion Questions
17
establish a trend in the automobile industry. As more individuals purchase MINIs, there is little
questioning that the emphasis will be promoted internationally.
Q4) 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 needsat least, that is what the target focus is for the MINI. Do you agree that
this is the focus, and do you think it works as advertised globally?
ANSWER:
The MINI brand is highly credible. It offers many different, more commercial than luxury styles.
It combines innovation with cleverness and offers people a more open forum. I think MINI is a
feisty brand owing to its compact and agile cars. I agree with minis’ focus on working globally in
advertising. As mentioned earlier, I agree that MINI provides individual customers who want more
commercial catering. MINI is a compact, distinctive car with a lower price tag than the other two
models. As a result, it is appropriate for young people who have just graduated and want to get a
distinctive vehicle but cannot afford a luxury vehicle. BMW is recognized for its cutting-edge
technology and caters to the upper echelon of the market. Don’t be surprised if you see a vehicle
driving itself down the road. It’s most likely the new Series self-driving car. You could be
concerned about the vehicle’s safety. However, the statistics revealed that it is less expensive than
driving one’s own car. It appeals to many technophiles who like fresh inventions. Rolls-Royce is
a high-end luxury brand that caters to the upper crust. The lowest model, dubbed Ghost, will set
you back millions of dollars. The three brands are aimed at distinct types of people in the market,
and they cater to diverse demands. By selling many brands, the corporation reduces its dependence
on a particular target market. BMW also blends its individual brands into a worldwide effort by
displaying consumers the excellent quality of their automobiles as well as all of the opulent
Discussion Questions
18
amenities that their vehicles provide. BMW is searching for somebody with a creative mindset
who can help them satisfy the demands of the premium market. BMW is a high-end brand that
appeals to a wide range of customers. Its global marketing approach emphasizes the premium
target markets they have chose.
MINI, which is focused on the higher end of the market, is offering at a relatively lowprice
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.
1) The BMW Group is responsible for an impressive portfolio of products. Through RollsRoyce, BMW and MINI, the company offers cars for very different scenarios – from the ultimate
in luxurious travel, to premium performance cars and fun urban run-around .Then there is the i
sub-brand, one of the first dedicated teams within a traditional car company to create solely electric
production vehicles with a unique visual language. Lately, the company has also been busy
exploring the future the new sustainable, autonomous era through the Vision Next cars. The
recent Vision iNext shows the ways in which autonomous driving will change life on-board cars,
whilst the upcoming Vision M Next concept demonstrates how technology can enhance driving
pleasure. Behind all this complex creative thinking is Adrian van Hooydonk, senior vice president
BMW Group design.
2) Obviously the Brand BMW in itself is a very popular name and hearing the name already
wants everyone to own one. Thinking and seeing BMW on road is a very proud and a feeling
which gives you Goosebumps as the brand for the company matters a lot.
Discussion Questions
19
3) Rolls-Royce is enjoying record sales in the last few years. In fact, the British automaker
is receiving so many orders for the Cullinan, not a single one of which being for a base model,
that it cant keep up with production. Nothing of this would have been possible without the help
of BMW the Bavarian company which is the owner of Rolls-Royce and oversees all its operations.
4) In the case of car brand Mini, that special attribute is its ability to reinvent itself. Last
month, in a graffiti-daubed former factory in central Berlin, executives from Minis owner BMW
gathered to announce the third chapter in its 56-year history. Marketing Week received exclusive
access to hear the story behind the brands latest reboot, including new designs, a new logo and a
new positioning for its cars. Since the German manufacturer re-launched the quintessentially
British car brand in 2001, sales have gone from strength to strength, rising 12-fold to reach more
than 302,000 units last year. Yet Peter Schwarzenbauer, the BMW board director with
responsibility for the car brand, declares that despite this success, Mini will have to embark on a
new direction if it is to continue to thrive.
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