BMW expanded its car-sharing market in 2011 through DriveNow, one consortium with the car rental company Sixt. In exchange for an end registration and charge based on rental period ($ 12 for the first 30 minutes, $ 0.32 for each corresponding minute of driving, without other charges $ 60 for a 24 hour) customers can choose from a fleet of Mini & BMW cars. Through an application for mobile phones (app), drivers can find the nearest available car,

use a card to unlock it, and later deliver it in any parking lot in the city when their journey is complete. BMW describes this move as a strategic response to increasing urban life and its co-ownership. Starting in Germany, DriveNow has so far expanded its activities in London, San Francisco and Vienna.

i)Which of the well-known brand development strategies did BMW use? in the case of DriveNow

ii)What details of her profile did BMW capitalize on to enter the new? Buy;

iii)Capture DriveNow's marketing mix (4Ps)