Global Consumer and Marketplace

Global Consumer and
Marketplace
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Table of Contents
INTRODUCTION...........................................................................................................................3
Section 1: Critical evaluation of the organisation...........................................................................3
About the organisation and its presence in different markets................................................3
Why is Bentley Motors currently strong in the market..........................................................3
Relationship with customers...................................................................................................4
Analysis of Bentley Motors using theories............................................................................4
Information in the public domain...........................................................................................5
Section 2 : Proposal of strategies to enter a new market.................................................................5
Strategies to use when entering a new market........................................................................5
Needs and Characteristics of the target market......................................................................5
Difference in the needs and characteristics of target market from customers in current market6
Recommendations..................................................................................................................6
Comparison of alternative strategies......................................................................................7
Rationale.................................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
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INTRODUCTION
The global marketplace involves all the customers or possible customers for a particular
product or service in the different geographic areas of the world that are considered together
(Czarnecka and Schivinski, 2019). It is important because organisations get an access to a large
base of customers across the world which not only leads to an increase in their overall
profitability but also brand awareness. Also, companies get a chance to establish long-term
relationships with other companies in different geographic regions. Organisation chosen for this
report is Bentley Motors, a British manufacturer of luxury cars. The company was founded in the
year 1919 by W.O. Bentley and H.M. Bentley. The report explains the communication mix,
relationship marketing strategies etc. Lastly recommendations regarding how to understand and
satisfy the needs of target market are also provided.
Section 1: Critical evaluation of the organisation
About the organisation and its presence in different markets
Bentley Motors is an international manufacturer of luxury cars that is headquartered in
United Kingdom. The company is about a 100 years old and was founded in the year 1919. the
company offers a wide range of products that range from used to new cars, trucks, vans wagons
and SUVs. The company is known for its luxury cars that are hand built and made in England.
All cars are popular for their modern style and design that is primarily inspired by the heritage of
cars and and exceptional attention to details (Stubbe, 2019). The company has operations in
different geographic regions across various parts of the world. The respective company, Bentley
Motors was acquired by Rolls Royce in the year 1931 and later by Volkswagen group in the year
1988. Each car that is manufactured by Bentley is handcrafted with great skills and an eye for
detail (Bentley Motors Limited Story, 2020). Not only this, the company believes in providing the
most seamless and luxury experience to its customers. This is one of the reasons why the
company keeps innovating its products, especially with its vintage cars in order to satisfy the
needs of customers.
Why is Bentley Motors currently strong in the market
Due to consistent innovation of the products as well as services, the company has been
able to maintain its strong position in the market and also gain a competitive advantage against
competitors. The products that are provided by the company are manufactured by taking into
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