McLaren's Marketing Strategy for Expansion in France

This presentation showcases McLaren's marketing strategy for entering the French market with a new product. It covers topics such as adaptation and standardisation of marketing mix, CBBE model, integration communication mix and methods, and measurement of success.

GROUP
MARKETING
MANAGEMENT
REPORT

Table of Content
 Introduction
 Adaptation and Standardisation of Marketing Mix
 CBBE Model
 Integration Communication Mix and Methods
 Measurement of Success
 Conclusion
 References

Introduction
Presentation will show McLaren's marketing strategy to enter the whole new
market i.e. France with a brand new product (EcoSpeed). The reason for
choosing France for expansion is that it has one of the profitable automotive
industry in the Europe. This group presentation in enclosed with marketing
mix. CBBE Model, Integrated communication mix and methods for McLaren
which will help in measuring the success rate.

Adaptation and Standardisation of
Marketing Mix
At the time of business expansion it might require for this auto company to keep its
focus over two approaches as:
 Standardisation – This strategy adopted by multinational organisations by
using same product, distribution channel and so on for the domestic and
international business trade.
 Adaptation – This is series of stages in which an organisation adopt several
option for providing different choices to customers.

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The major crucial elements of marketing mix are as follows:
 Product: It is a item that is built or produced to satisfy the needs of certain
group of people.
 Price: It is basically the amount paid by customer for a product to enjoy it.
 Place: It is a position to distribute products which is accessible to potential
buyers.
 Promotion: It is most important component which help to boost brand
recognition and sales.

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Extended Marketing mix are as follows:
 Process: It includes systems and processes have by organisation to execute
their operations.
 People: Employees of company are important part of organisation as they aid
to accomplish objectives within stipulated period of time.
 Physical Evidence: This is related to appearance of organisation within the
market.

CBBE Model
Customer based brand equity model (CBBE) was made to develop or improve
customer base. Major benefit which can be seen in McLaren Automotive
after using this model i.e. improvement in profit margins and can gain
attention of customers high in numbers.

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Step 1: Brand Identity: This is the first phase for McLaren having aim to develop
brand salience in front of its targeted customers in France. Efforts are made by
organisation to aware customers about features of their new product.
Step 2: Brand meaning: Performance and Image of EcoSpeed can be considered
as the major factor at this stage.

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Step 3: Brand response: Judgement and Feelings are two major elements that are
coming in this stage which might help McLaren in business expansion of the
company at France.
Step 4: Brand resonance: Considering four elements like behavioural loyalty,
attitudinal attachment, sense of community and active engagement may aid
McLaren to analyse customer's interest with their product i.e. EcoSpeed.

Integration Communication Mix and
Methods
Integration communication is a most crucial process that uses to promote a brand
image by implementing different techniques and tools. On the basis of these
activities, an organisation can easily create brand awareness in target market.
Main objective of this process is to maximise product's sales and business
profitability.

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The major promotional approaches through which a business can enhance their
brand in the new market are as follows:
 Mobile Technology: McLaren can promote its product and service through
collaboration with mobile applications to display a small advertisement
highlighting the features of this supercar.
 Web based advertisement: It is promotional strategy that involves use of
internet as a medium to obtain website traffic and target to deliver their
messages.

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Customer loyalty programs: McLaren Automotive ca provide various free services
to it loyal customers for their referrals.

Measurement Of Success
McLaren Automotive needs to measure the percentage of success which has been
made by them after entering the market of France. It is required by its
management to measure it success in France.

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Sales targets: It is a determined amount of sales that management of firm sets in
order to attaining or exceeding on a specific time period. It assist to ensuring
that that the objective of sales achieving desired profit goals easily
Market share: It assist to determining actual portion of market which are
controlled or hold by an specific business firm. It can be monitored with the
help of effective comparison between current and previous total revenue.

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Profitability: It is determined that ability of a business organisation to earn
desired profit and growth. It has calculated as the left amount of overall
revenue that a company generate after it all pays of direct and indirect
expenses.

Conclusion
From the above report it has been concluded that marketing and promotional
activity is essential for company in order to remain in the market area.
Therefore, McLaren Automotive has used marketing mix and applied number
of effective strategies so as to expand its business at France. Through this,
organisation will grab a good position at marketplace of this nation in short
period of time.

References
Gallardo-Vázquez, D. and Sanchez-Hernandez, M. I., 2014. Measuring
Corporate Social Responsibility for competitive success at a regional
level. Journal of Cleaner Production. 72. pp.14-22.
Kitchen, P. J. and Burgmann, I., 2015. Integrated marketing communication:
making it work at a strategic level. Journal of Business Strategy. 36(4).
pp.34-39.

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