Roles and Responsibilities of Marketing in Bentley Motors

This document discusses the key roles and responsibilities of marketing in Bentley Motors and how they relate to the wider organizational context. It also analyzes the interrelationship between marketing and other functional units of the organization.

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Explain the key roles and responsibility of the marketing function.....................................3
Analyse the roles and responsibility of marketing in the context of marketing environment....4
P2. Explain how roles and responsibility of marketing relate to the wider organisational
context.........................................................................................................................................5
Analyse the significant of interrelationship between marketing and other functional unit of an
organisation.................................................................................................................................6
Critically analyse and evaluate the key elements of the marketing functions and how they are
interrelating with other functional units of an organisation........................................................7
TASK 2............................................................................................................................................7
P3. Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives.......................................................7
Tactics used by Bentley Motors to achieve business objectives...............................................10
TASK 3..........................................................................................................................................11
P4. Produce and evaluate a basic marketing plan for an organisation......................................11
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Marketing is defined as the business activity undertaken by an organisation for the purpose of
promoting buying and selling of specific product. It is necessary because it helps to promote and
advertise about the product and services which company delivery with the help of developing
awareness among the targeted audiences. It is also connected with other business functions where
each and every roles and responsibilities are distributed which directly helps to maximise the
percentage of profit by utilising the resources. In this respective project, the chosen organisation
is Bentley Motors Limited which is one of the British Luxury Car manufacturing company. It
was founded in the year 1919 where it headquarter is in Crewe, England. The founder of
company is W.O. Bentley. In this file various topics will be covered starting with key roles and
responsibilities of marketing functions. Comparison will be done with other business organisation
with the help of marketing mix and in last segment there will discussion about marketing plan.
TASK 1
P1. Explain the key roles and responsibility of the marketing function
Marketing is one of the most important things in context of business as it helps to develop
healthy relationship with their customers. It mainly checks that how organisation can deliver the
better form of product and services to their customers by meeting out the expectations. In present
scenario, number of marketing functions are there which is performed by business organisation as
it helps to accomplish the goal of an organisation. In context of Bentley Motors, their manager is
required to execute the roles and responsibilities which has been delegated to them as it will
support organisation to attain their goals on specific time period. Some of the roles and
responsibilities which has been delegated to the manager of Bentley Motors are explained below:
Formulating Strategies: It is one of the major functions for any of the organisation as
each and every work is based on strategies (Kumar, 2015). Appropriate form of formulating
strategies helps company to do marketing for their specific product. In context of Bentley Motors,
their manager is required is required to collect every single information for the purpose of
formulating any of the new strategies. As, this will help them to accomplish their goals and target
within specific time period.
Market Research: It is also one of the key marketing functions for business organisation
as it guides them what types decision are required to be taken by company for achieving the goal.

In context of Bentley Motors, marketing research will help them to collect all of the relevant
information which are needed by the company (Lamb and Crompton, 2017). In addition, it will
help to determine about the requirement of customers. After knowing these all, company can
easily increase their sales which will impact on overall revenue.
Product Design and Development: In context of any of the organisation, there manager
are needed to understand that product which are manufacturing must look different and attractive
through which more number of customers can be connected with company. While talking about
Bentley Motors, their manager is required to understand that they need to add some additional
features to their motor cars and even cars should look different and attractive due to which
customers can be attracted towards the company. This will help to enhance the sale of an
organisation.
Brand Management: It is important for any of the organisation to build brand image
within the market so that they can attract more number of customers towards the company. In
context of Bentley Motors, their manager is required to build strong image of company within the
marketplace through which their targets can be accomplished within appropriate time period. In
addition, it will allow customers to purchase the product of Bentley just on the basis of brand
name.
These are some of the key marketing function that are needed to be focused more by the
manager and marketing team of Bentley Motors as it will helps to work on their mission.
Role of marketing in Bentley: It is said that marketing in any of the organisation is very
important because it helps to determine the company that how company can accomplish their
target within specific time period. Secondly, marketing team can easily guide about the
requirement which is needed to be added on in upcoming cars of the organisation so that better
services can be provided to the customers.
Analyse the roles and responsibility of marketing in the context of marketing environment
Marketing environment can be explained as the process of doing planning and executing
various ideas of marketing which add on pricing, promotion and distribution. In present scenario,
stakeholders of a company has huge roles and responsibilities which they are needed to complete
according to marketing environment (Dyllick and Muff, 2016). Some of the roles and
responsibilities of marketing towards marketing environment are explained below:

 Towards Company: Marketing environment is helpful for business organisation as it
helps them to collect all of the information that how company is needed to work. It tells
that what are the changes that is needed within company and how they can compete
within the existing marketing by knowing the strength and weakness of another
organisation.
 For Customers: It is helpful for customers as well as they can easily find about the
product which they can go for purchase. It will guide them about the current price,
trending products with various offers such as gift vouchers, discounts and many more.
 Towards Public: It is mainly helpful for public because it helps to create job opportunity
in the field of marketing (Sridhar and et. al., 2016). Even it helps to raise the living
standards of public as they are able to do their work on time with the help of this
products.
 Towards competitors: It is regarded as one of the most important term for competitors as
they can easily know about the products and services which their customers want from
them. It will help organisation to prepare new plans and strategies to compete in current
market.
P2. Explain how roles and responsibility of marketing relate to the wider organisational context.
Marketing is one of the departments of business organisation which is connected with several
other department as they are unable to take any of the decisions of own. Here, roles and
responsibilities are distributed but still it is necessary for different department to interact with
each other in order to accomplish the goals of business organisation. In context of Bentley
Motors, their marketing team has been distributed different roles and responsibilities to
accomplish the targets. For that they have created relation with various department, and they are
explained below:
 Marketing and Human Resources: This both departments has the huge role in context
of business organisation as they both need to coordinate with each other completing any
of the task. While talking about HR department, they are specialised in the field of
recruitment and selecting the best candidate who can give their best to achieve the goals.
When it comes to Marketing department, they do advertisement, promotion about the
products and services (Stead and Hastings, 2018). Here, marketing head of Bentley

Motors are required to inform human resource team about the candidate they require to do
suitable form of marketing for them for achieving their targets on time.
 Marketing and Production Department: Here, both of the departments are interlinked
with each other as production department is engaged in the activity of operation and
producing goods. Whereas marketing team of Bentley Motors will inform about the
current trending of the market and what are the changes which are needed to be brought in
the features and design of cars. By obtaining the instruction from the marketing team
production team will try to add on the features in their upcoming cars. This is how both
departments can coordinate with each other to accomplish the goal of an organisation.
 Marketing and finance department: These department has also got equal importance in
context of organisation and it is necessary that they must built strong relation with each
through goals can be accomplish (Feng, Morgan and Rego, 2015). Here marketing team
of Bentley Motors is required to collect all of the information related to expenses which is
required to spent on advertisement, promotion and many more. It will guide them to
allocate specific amount of fund for marketing which will them to control unnecessary
expenses and it will directly affect on the profitability of company as it will increase in
significant manner.
 Marketing and Research & Development Department: In an organisation, research
and development department are the most important as they try to add on the new features
in the product of company. For conducting research work, department of Bentley will
require the help of marketing team as they are the only who can easily inform about the
changes that customers want in current scenario. By knowing this all, research and
development department can specifically work on this through which goals can be
accomplished in most suitable manner.
Analyse the significant of interrelationship between marketing and other functional unit of an
organisation.
In an organisation like Bentley Motors, interrelationship between different department plays
crucial role because it helps them to identify that what are the changes which is needed within the
company (Bull and et. al., 2016). With the help of relation between marketing department and
research & development department, they can know that what are the changes which is needed to
be adopted by company through they can meet out the needs of customers connect with

organisation. As different department are interrelated with each other, company is able to
generate more number of revenue because budgeting department can easily allocate the amount
of fund required by different department to complete the delegated work. In addition, marketing
team can also guide about the candidate which are needed within company for attaining the
organisational goal.
Critically analyse and evaluate the key elements of the marketing functions and how they are
interrelating with other functional units of an organisation
In any of the company marketing functions plays significant role because they directly helps to
take most of the important decision which directly helps to attain the targets. While talking
evaluating different department it can be easily understood that they can easily built strong
relationship with each and company can even develop better working atmosphere (Datta,
Ailawadi and Van Heerde, 2017). While talking about negative impact some time conflict can be
created between department due to which decision making process can become difficult which
might incur to loss for organisation.
TASK 2
P3. Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives.
Marketing mix can be defined as the strategy which is used buy any of the organisation in order
to promote their product within the market for increasing the overall sale. It explains that each
and every decision within the company is based on 7Ps as company need to overview each and
every aspect before taking any of the decision. Whenever company needs to launch any of the
new products, they are needed to take the help of marketing-mix as it helps to take suitable
decision. In context of Bentley Motors, they will be benefited with the help of 7Ps as they will
get idea that how their organisation is performing and what are the area where they need to
improve.
It is said that whenever organisation want to do comparison, they are needed to
understand that they must do it with similar form of organisation as it helps to find the
appropriate way to form suitable business strategies (Ahrens, 2011). It directly helps business
organisation to take competitive benefit while comparing it with rivalries firm. Below, their the

detail explanation about 7Ps which is based on Bentley Motor Limited and Jaguar Land Rover
Plc.
Basis Definition Bentley Motors Limited Jaguar Land Rover
Product It is known as the item
which is actually being sold
by the company within the
marketplace. It is
manufactured for meeting
out the needs of public.
Bentley is one of the
automotive companies
which mainly deals in
luxury cars. Standard
steel saloon, continental
models, S-Series, T-series
models are some of the
main product of Bentley
motors.
They are one of the most
renown automotive
company which deals in
luxury as well as
automatic vehicles. Some
of the product of the
company are Defender,
Range rover, Range rover
sport, Freelander etc
Place It is known as place of
business where company
conducts for the purpose of
earning profit. It plays
important role for company
to select suitable place as
single mistake can directly
impact on profitability of a
company.
They have built the
franchise network to sale
their products within the
market of UK and in
other part of the world
(Bentley Marketing Mix
(4Ps) Strategy, 2018).
Although they deal in
different part of the
world, but China is one of
the successful places for
them.
For the purpose of selling
their product within the
marketplace they have
given the dealership to
number of showrooms
who can sale their cars.
The major market of
company is in Europe and
Asia.
Price It is referred as the value
which is needed to be paid
by customers to buy any of
the specific product. Price
is directly dependent on the
demand of market.
Bentley is one of the
luxury cars within the
market and because of
they can't compare it with
its quality and features
and by considering this
Jaguar Land Rover is one
of the top rated company
and sales only premium
quality of vehicles and due
to which they uses
premium pricing policy. It

company sales their cars
at higher price as
compared to other
companies.
is one of the reasons they
can easily sale high
quality of cars within the
market (Marketing Mix Of
Land Rover – Land Rover
Marketing Mix, 2019).
Promotion It is the business activity
which is used by business
organisation to let people
aware about the products
and services which
company wants to deliver to
their customers.
It is the way in which a
company communicates
about the products it offers
for attracting the target
customers.
Bentley have developed
the concept that ethical
marketing rather than
extravagant marketing
and this form of
promotion has been
working for them to attain
their goals. Even they like
to promotion with the
help of Campaigns and
other promotional
schemes.
For the purpose of
promotional activity,
Jaguar Land Rover uses
social media, television
and print media. All of the
offer which is given by
company can be easily
known with the help of
this promotional activities.
People It is defined as the
employees who works
within the company for the
purpose of delivering the
product to their customers
and developing relation
with them (Berkowitz,
2016).
The employees of Bentley
Motors are well trained
who tries to work
according to decision
taken by superior
authority of a company.
Also, they provide
training to the employee
they how any of the
changes can be adopted
They believe in hiring
skilled and well
knowledgeable employees
who can help to develop
new ideas and concept for
enhance the sale of a
company. For example:
company wants the
employees who can gives
idea that what can be

by the company. added in the upcoming
cars for enhancing the
sale.
Process It is the process which is
used by organisation to
deliver their products to
their customers in short
period of time.
When it comes to sale the
product, they directly take
the help of their franchise
to guide their customers
that which product is
suitable for them. For
example: Customers can
reach to the outlet to
purchase the product of
Bentley Motors.
Here, company files
deliver their products to
their dealers where each
and every employee are
well educated and
qualified to guide
customers at the time of
purchasing the product.
Physical
Evidence
Physical evidence refers
that how a business and it’s
products are distributed
within the marketplace.
Role of brand value plays
important role in it.
Bentley Motors provide
various discount offer,
different shopping cards
and many more which
gives the company's
physical evidence. Also,
they display the cars in
their showrooms where
free test driving is
provided which gives the
physical evidences.
The transaction bills and
free vehicle services
including different gifts
they give to customers on
each purchase gives their
physical evidence.
Tactics used by Bentley Motors to achieve business objectives
Tactics are one of the short term actions which is being used by business organisation for
the purpose of achieving the goals of an organisation. In context of Bentley Motors they uses
Benchmarking as a tactics in which they compare their company with similar form of
organisation which is performing well within the market (Cabrera and Williams, 2014). This help
company to attain goals and take competitive advantage and it gives guidelines that how

company can provide appropriate form of services to their customers. Second tactics which is
used by Bentley Motor is that company likes to take reviews from their premium customers that
what are the additional features which they want in upcoming period of time, this helps company
to be more creative. Also, organisation seeks and retain the employees who are well skilled and
talented and who can help organisation to attain their goals from existing market.
TASK 3
P4. Produce and evaluate a basic marketing plan for an organisation
Marketing plan: It is a document that facilitates the basic outlines of marketing activities
regarding the development of new plan in the marketplace. A market plan includes a situation
analysis, clear-cut marketing strategies, budget allocation as well as sales and profit forecasts.
The main purpose of this is to ready the business on particular course of action in marketing, this
will help in achievement of organizational objectives.
Company background: Bentley Motors Limited, is a British manufacturer and the
marketer of Luxury cars and SUVs. This company deals in the engineering manufacturing
distribution industry which was founded on 18 January 1919 by W.O. Bentley and headquarter in
Crewe, England (Clow and James, 2013). The company produce continental flying spur and GT,
bentayga and mulsanne etc.
Executive summary: Bentley Motors Limited always tries to increase their market position
by developing innovations in their existing products and services. Now, the company decides to
launch hybrid and electric transmission cars for the people who can’t afford luxurious and
expensive cars. It assists them to increase their existing market share by targeting middle income
age group. To make their new vehicle product more successfully, the management of Bentley
Motors Ltd. prepares a marketing plan describing important aspects that to be necessary consider
by employees while working for launching and promoting new products. Mission: The mission statement of Bentley Motors is to manufactures the luxury cars with
high performance, fast speed and exclusive product.

 Vision: The vision of Bentley Motors is to become world's most successful manufacturer
of luxury cars in diverse and exciting ways.
 Objectives: Bentley Motors set their objective to increase their sales and market shares by
20% and 15% through market expansion strategy (Jones and Rowley, 2011).
 Situation analysis (SWOT): It refers to methods collection that are used by the managers
to analyse the internal as well as external environment of a Bentley Motors to understand
the firm's customer base, capabilities etc. It includes the several factors that are market,
industry, firm, environment as well as competitors that are analysed by SWOT analysis.
Strength Weaknesses
 The popularity of this company is
considered as a strength because it
produce a mix of unique luxury as well
as sporty cars.
 The company made cars by using
superior technologies with high speed,
durability as well as better
performance. They placed as a
technological leader in the market.
 Company's limited reach is the main
weakness because they presents their
cars in very limited countries and focus
on only maintain their exclusivity.
 It is less friendly with environment
because they bought limelight as its
cars which are highly polluted to the
environment and one of the
manufacturing unit is based on the
banks of loop river power canal.
Opportunities Threats

 The company thinks to manufactures
the better thermal fuel alternatives
like electric and hybrid transmission
to become more environment friendly
(Katengeza, Okello and Jambo, 2011).
 Bentley needs to emphasise on the
emerging market conditions and use
some promotional strategies to
increase their brand value.
 Changing government rules and laws
related to the environment pollution
and protection act creates major
difficulty for the company.
 More awareness and penetration of
competing premium brands creates a
threat of competition for the Bentley
Motors.
 Strategy: It is the study of concepts and applications of marketing that are used by the
Bentley Motors to compete in the marketplace. The company can opt STP as a strategy
that stands for segmentation, targeting and positioning. Along with this a company can
use diversification and differentiation strategy that are described below:
Segmentation It is an approach which is used for classified the entire market world into
subdivision on the basis of needs and wants of the consumer. Bentley Motors
deals with premium segment by using a mixture of psycho-graphic and
demographic segmentation in order to analyse the market factors. It is
segmenting B2B especially in 7 star hotels (Nguyen and Simkin, 2012).
Targeting This focus on the marketing activities which will offer to the segmented
customers. Bentley Motors exercise selective targeting strategy to make their
product attractiveness to specific customer segment. Company's customers are
billionaires in age group of 40-60 years.
Positioning This is related to the mind of consumers regarding the products and services
of a company. Bentley Motors adopt value-based strategy for positioning to
show the benefits and satisfaction in possessing the brand.
Differentiation Bentley brands compete with many companies such as Rolls-Royce,
Lamborghini, Ferrari etc. by differentiate in the products and technologies.
Diversification It means diversify the process, products etc. in order to succeed in the market.
Bentley uses several channels for distributing their products into new media

such as distributors, retailers as well as e-commerce sites etc.
 Action plan: It is a document which including the all steps that are required to accomplish
the specific goals and objectives (Papasolomou and Melanthiou, 2012). It includes the
budget and resource estimation which needed to take a competitive advantage.
Budget estimation: To develop the marketing plan Bentley required to allocate specific
budget in several activities which are related to the introducing new product that can be
determined below:
Specifics Amount (£)
Latest technologies 35000
Promotional strategies 20000
Product development resources 15000
Training and development 18000
From the above budget estimation, it can been seen that Bentley Motor's computing the
budget of all marketing and operational activities for preparing action plan. In this company,
largely focuses on using latest techniques as compared to resources of product development.
Although, the company needs to emphasise on promotional strategies to take a competitive
advantage.
Product Bentley Motors launch hybrid and electric transmission cars to handle the trait
related to environment friendly law.
Price The price of the product is based on high-premium and targeted rich customers
segments of society (Kumar, 2015). As they produce superior quality with high
price of product.
Place Till yet the company targeted very small group of customers among total
population, so the company needs to focus on the demographics and countries as
well as develop designs of cars for medium section of society.
Promotion As a promotional strategy a company have an opportunity to use new media

channels for promoting their products as most of the populations are using
Facebook, Twitter and Instagram so it can help in provide awareness and
encourage large number of customers.
 Forecasts: The Bentley Motors needs to forecast the several aspects which are described
below:
Sales analysis It is related to the identifying annual product sale of a company.
Bentley Motors expected to increase in their sales by 20% in near
future.
Market shares This tool is used to measuring the Bentley Motors performances
with respect of speed and design while carrying down their
operations. The company wants to increase their market shares by
15%.
Efficiency ratio It is the ratio of assets-revenue turnover divided by net assets. The
company focused on increasing their efficiency level.
Cost-profitability
analysis
It defines the actual estimated cost over the profit earned by the
company through modifying in the marketing activities.
 Control: It is the last and most important step of marketing plan that are used to monitor
and control the entire plan of marketing in an effective and efficient manner (Sridhar and
et. al., 2016). This will help in matching the actual performance with the standards
activity by using KPI and Benchmarking tool which helps in to find classify about the
current performance of company and where they are willing to reach in future period of
time. While talking about Benchmarking, company will select the similar form of
business organisation which is ranked among the top company which directly gives the
idea that how performance can be improved.This step is used in the increasing sales,
productivity as well as profitability of Bentley Motors.

CONCLUSION
From the above prepared file, it is understood that marketing is one of the essential
elements for any of the business organisation as it helps to attain the goals of company within
specific time period. Marketing function tells that in any of the business organisation it is
necessary for manager to know about each and every factor before taking any of the decision.
Marketing is one of the departments with is interconnected with several department and it helps
to take most of the major decision through which higher percentage of revenue can be generated.
When it comes to marketing-mix, it is mainly used by organisation to promote their products
within the market for the purpose of enhancing the sale of a company. At last, marketing plans
gives idea to business organisation that what can be future result if they manufactures any of the
new product in marketplace.

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