Marketing Strategy and Consumer Behaviour Theory

MARKETING STRATEGY AND CONSUMER BEHAVIOUR THEORY
MARKETING STRATEGY AND CONSUMER BEHAVIOUR THEORY
Name of the Student
Name of the University
Author note

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MARKETING STRATEGY AND CONSUMER BEHAVIOUR THEORY
Table of Contents
Company Overview.........................................................................................................................3
Critical Analysis..............................................................................................................................3
SWOT Analysis...........................................................................................................................4
Strengths..................................................................................................................................5
Weakness.................................................................................................................................5
Opportunities...........................................................................................................................6
Threats.....................................................................................................................................6
Company’s current marketing strategies.....................................................................................7
Company’s current marketing communication mix....................................................................8
Current Marketing focus..............................................................................................................9
Strategic Recommendations............................................................................................................9

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MARKETING STRATEGY AND CONSUMER BEHAVIOUR THEORY
Executive summary
The report comprised the piece of writing that combined the information of both the assessments
1 and 2. It has been derived from both the assessments the main findings of the marketing
strategies and the consumer buying process of the Lamborghini Aventador. From both the
assessments, traditional ways of consumer buying process have been extracted and also the
various perspectives and influential elements for the customers’ conducts and interests in order
to purchase this particular car have been understood. The report at the first hand discussed about
the company’s overview that dealt with the basic information and then gradually it cascaded to
the different consumer behaviour aspects that is, the six consumer buying behaviour process.
Next, it structured the SWOT Analysis of the brand and this particular car. In order to carry out
the SWOT, a detailed information has been laid out on the company strengths, weaknesses,
opportunities and threats. It then discussed about the company’s current marketing strategies and
consistencies. Next, the marketing communication mix of the company has been discussed that is
applied in the markets. Then based on that the report showed the data of how those extracted
strategies are working in aligned with the company’s current business scenario. It showed how
effective that was for the recent market dynamics and how powerful it is to impact the
customers. At the end the report provided the recommendations based on few strategies and also
justified how it will work in practical market conditions.

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MARKETING STRATEGY AND CONSUMER BEHAVIOUR THEORY
Company Overview
The Lamborghini Aventador is the most fabulous car in sports category manufactured by
the Italian automotive company named Lamborghini. The Aventador was coined after a powerful
fighting nature of bull which is compared to the power and strength of this luxurious sedan car. It
was introduced on February 28th, in the year 2011 and since the disclosing of Aventador, it was
announced by Lamborghini that 12 cars were sold out in the year 2011 which was great
immediate achievement for the company. In just a span of 5 years, the company had built 5,000
Aventadors which was really unexpected for the company as it was planned to get with only
4,000 vehicles and therefore increased its profit purview (Mihaela, 2015). This particular vehicle
is the revolution in the vehicular industry as this being the model of a true super sedan car
associated with the brand Lamborghini. This is legendarily captivating the customers’ interest
with the dimensional advent in the market. This brand targets the customers who have high
monetary status and aristocrats of the society. This company is an avid manufacturer of sports
car in the luxury segments and has a strong supply chain network in worldwide. The company
spends a huge amount on the advertising and marketing of its product and already have a setting
of its segmented marketing regions. The kind of cars it manufactures generally afforded by elite
class. It has become very important for the company to find out how its customers can be geared
up to purchase the model, Lamborghini Aventador.
Critical Analysis
As a marketing manager in this company, I need to look after the marketing plan and
strategies that are aligning with the current marketing scenario. Based on the video and the
survey sample of assessments 1 and 2 respectively, there are few processes to carry on marketing