McLaren's Marketing Strategy for Expansion in France

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.