Roles and Responsibilities of Marketing Functions in Bentley Motors Ltd

This report discusses the key roles and responsibilities of marketing functions in Bentley Motors Ltd, including meeting consumer needs, better product offerings, keeping up with competition, increasing visibility among customers, adapting the right price, and expanding the market.

Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1 Key roles and responsibilities of marketing functions...........................................................3
P2 Roles and responsibilities of marketing in relation to wider organizational context.............5
LO2..................................................................................................................................................7
P3 Comparative way to apply marketing mix..............................................................................7
LO3................................................................................................................................................11
P4 Marketing Plan......................................................................................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is an activity with the purpose of establishing business and promote its
products and services by identifying the target area and implementing required marketing
strategy. Marketing is a way to make people aware of the products and services available and
create a desire to acquire it. It is a very important function in any organization for making its
products and services successful. In this report, Bentley Motors Limited is taken as an
organization. It is a British manufacturer and marketer of luxury cars and a subsidiary of
Volkswagen group. It is headquartered in Crewe, England, founded by W.O. Bentley in 1919.
This report focusses on various roles and responsibilities of marketing function, how it is
interrelated to other functional departments of the organizational, what are the ways company
has uses 7Ps of marketing mix to achieve organizational objectives and a detailed evaluation of
strategic marketing plan for the organization.
LO1
P1 Key roles and responsibilities of marketing functions
Marketing department is responsible for carrying out market research based on the
product and service it offers, which help organizations to determine its target market and
increase its sales and profitability. Some key, marketing functions are discussed below.
Meets consumer needs and demands: Marketers needs to identify the consumer needs and
accordingly implement the marketing strategies. The needs of the customers are influenced by
the culture, belief, personality, lifestyle etc. Bentley Motors has used a selective targeting
strategy to make its products attractive to the targeted segment (McDonald and Wilson, 2016).
Its proper positioning has also helped in positioning the brand in the minds of the consumers. It
has always tried to highlight the key benefits of its products and services which creates a sense of
pride and satisfaction among consumers and persuade them to buy its products.
Better product offerings: Mostly companies offers more than one product and services so it
becomes important for the organizations to make its products attractive in terms of packaging,
appearance. Here marketing plays an important role in designing and managing the products and
making a difference from its competitors. Bentley Motors is the leading premium car brands in
the world. It has a rich product portfolio. There are different models such as Mulsanne, flying
Spur, Continental, Bentayga and Heritage models. These cars are manufactured based on the

needs of the customers. Bentley has a huge demand for its racing cars and it keeps on changing
the design which makes it more fascinated to the consumers.
Keeping up with the competition: The marketing department is responsible for researching
about the competition and competitors and keeping up with them in order to know about its up
coming plans, products, strength and weaknesses and learn from the mistakes of competitors,
how competitors have maintained their relationship with the customers, what are the marketing
strategies used to enhance its brand image. Bentley Motor's marketing department is always
engaged in some or the other marketing campaigns to increase its product and brand visibility. It
has raised £500,000 through its sponsored initiatives for various charities, it also supports
various social events through sponsorship such as Nantwich Holly Holy Day and annual food
and drink festival which has created a positive public image and to be competitive.
Increasing visibility among customer: It refers to engaging and hearing out the customers
views and opinions. Marketing department monitors the changing demand, competition and
change the marketing plan and strategy to be competitive and retain the customers (Armstrong,
G. M. and et.al, 2018). Bentley Motors have customers in the age group of 40-60 years, who are
super rich and wants to live a classic life. Bentley Motors have associated with Hollywood film
industry and various sport events which has helped brand in increasing its visibility in the market
and show its advance technicalities and performance besides its magnificent design. Also, it has
come-up with various initiatives where it encourages its customers to interact with the team and
share their opinion through twitter, Facebook, Instagram etc.
Adapting the right price: Price is an important element in the marketing and proper marketing
strategy helps in setting up right price which in turn increases revenue and customer base for the
organization. Bentley Motor's luxuries cars are targeted at the rich section of the society and the
reason for its high price is that, it's cars are manufactured by hand, requires high quality materials
and extreme level of craftsmanship. Its labourers are also paid high due to nature of the work. So
adapting the right price is very essential for Bentley Motors as it has to maintain its luxury brand
value for targeting the set consumer group.
Expand market: Marketers uses various communication tools, for instance, advertising,
promotion, event marketing, sales etc. to promote its products and services. Emerging sources of
marketing have made it more interactive (Martin, 2015). Bentley Motors believes more in ethical
marketing. Other than advertisement in TV and internet, Bentley uses engineering marketing

techniques to make its product and services visible on international level. It also participates in
various events and shows which helps in market expansion, increasing brand value, enhancing
revenue and increase profitability.
To be creative and Innovative: It is the responsibility of marketing department to introduce
new and innovative ideas whether for promotional purpose or new product launch in such a way
to create additional revenue. Bentley Motors is very innovative, it keeps on changing its design,
features, techniques which attracts more customers towards it and enhances the customer base
and take competitive advantage over others.
P2 Roles and responsibilities of marketing in relation to wider organizational context
Marketing has different roles and responsibilities in case of wider organizational context
starting from market research and analysis to implementing the strategic marketing plan to
achieve the target as well as objectives of the organization. Bentley Motors has several
functional units which have significant relationship with marketing. Some interrelationships have
been discussed below.
Marketing and Finance: Money is the major component in every organization. Marketing
department provides the market research information and plan to finance department which in
turn supports it with lot of statistics and useful information with respect the prices consumers are
expects for a product and willing to pay for it. Finance department provides funds/ budget to the
marketing department to carry out the marketing activities. In big organizations like Bentley
Motors, finance department creates forecasted financial statement for short term and long term
which helps marketing department for setting its objectives and marketing policies.
Marketing and Human Resource: Human Resource department always works on increasing
productivity of each ad every department. It also helps in gathering potential and experience
through its training sessions and by recruiting the required and potential personnel. Marketing
department has a strong relationship with HR department as in order to have a great team, it
requires to have a good connection with the HR who will subsequently recruit new personnels
and provide training from time to time upgrade the employees skills. Bentley Motors, has
sufficient and efficient HR department which helps in making a strong and efficient team and
maintain harmony in the organization.
Marketing and Research and Development: R&D is the continuously working department in
any organization which generates new and innovative ideas (Chand Smriti, 2019). Research is

done on the marketing research and analysis. Bentley Motors makes sure that all the research is
carried on the basis of market research and information gathered. The customer need is the
central to any new research and development in order to provide products that satisfy the
consumers needs. It manufactures its products based on customer beliefs, needs, status,
preferences etc.
Marketing and Production: After marketing department gathers information about the
customer needs and wants, it sends the information report to the production department in order
to produce what people need and in what quantity (Kerr and Patti, 2015). Marketing department
also research about the consumers dislikes and helps production department to improve the
product quality. Bentley Motors has efficient or structured production system which can be
easily changed as per the requirement. Apart from this, logistics is also researched to provide
products to consumers efficiently and effectively as and when they require, which includes
warehousing, mode of transportation as well as real time tracking technology.
LO2
P3 Comparative way to apply marketing mix
Basis of comparison Bentley Motors Ltd Land Rover

Product Bentley Motors Ltd offers
luxury cars and SUVs with
numerous features and colour
combinations to serve the
luxury car experience to all its
buyers.
The product range of the
Bentley Motors Ltd is well
sufficient and dynamic to cope
up with all the desires and
expectations of the customer's.
Bentley Motors Ltd has the
good image because of the
quality luxury cars and the
company also introduce
different and upgraded
technology to enhance the
caring experience of all the
buyers and it also leads to
consumer satisfaction.
Land Rover also offer luxury
cars and sports cars with
plenty of features and colour
combinations to give the best
car experience to all the car
lovers (Land Rover Marketing
Mix (4Ps) Strategy. 2019).
The product range of Land
Rover is also wide in nature
but the company is not best
known for the dynamic
product range that somehow
leads to reduce the customer
satisfaction.
Land Rover offers variety of
services but the company
could not cope up as per the
consumer expectations and
demands in term of technology
up-gradation and related
aspects that could impact the
customer's experience related
to the car in a negative way.
Price Bentley Motors Ltd carries the
good image in regard to the
affordable car range as
compare to other luxury car
brands across the UK and even
at the global level.
Bentley Motors Ltd has a huge
consumer base across the
Land Rover also offers the
numerous luxury car choices
but the price range of the
company is comparatively
high in the context of other
luxury car brands like Bentley
and others.

globe and the major reason
behind the services of the
company (Bhasin Hitesh,
2019). The company's product
range and its related services
are well enough to justify the
prices of the company and it
also improved the trust factor
for the company amongst all
its buyers.
Land Rover offers numerous
facilities with all its products
but still all the consumer's
feels over charged most of the
time as compare to other
companies in the auto-mobile
sector.
Promotion Bentley Motors Ltd
promotional aspects are well
dynamic and creative in nature
that helps the company to give
the best shape to all its
marketing campaigns.
Bentley Motors Ltd is among
the top brand in the auto-
mobile industry and the
company's legitimate and
effective marketing campaign
is one of the major reason
behind such success of the
company.
Marketing management of the
Bentley Motors Ltd plan all its
promotional aspect in a way
that the company could bring
out the best result in the favour
of the company as an output of
the promotional campaigns
Land Rover also utilize all the
marketing channels as a part of
company's marketing program.
Promotional aspect of the Land
Rover looks not sufficient as
the company's presence in the
auto-mobile sector is not much
aggressive and the diminishing
sale of the company in the
recent year justify the
weakness of the marketing
campaign of the company.
Marketing team of the Land
Rover also keep the budget for
all the promotional aspects of
the company high that also
bring extra burden on
company's selling prices.

and the company's budget also
feel optimum in such a
context.
Place The potential area for the
Bentley Motors Ltd in term of
consumer base is estimated as
worldwide.
The company has the huge
presence in the auto-mobile
industry across the globe.
All the developed as well as
developing countries has the
huge market for auto-mobile
industry and the company has
a specific presence in all such
market.
In the recent years the
company's market has also
expanded due to company's
performance across the globe
in the auto-mobile sector and
the company witnessed a
potential improvement in its
consumer base.
Land Rover also has the
consumer base across the
globe.
All the customer's of the Land
Rover are based in different
part of the world and the
company has witnessed the
worldwide presence in the
auto-mobile industry.
Land Rover customer has seen
a few down fall across the
globe in the recent past years
that also result into reduce
market place for the company.
Packaging The production team of the
Bentley Motors Ltd focus
specifically in the process of
finishing related to all its cars.
The company's give the perfect
shape to all its products with
Production team of the Land
Rover also give a proper
attention to finishing of all its
cars (Baker and Hart, 2016).
The company shape all its cars
with a proper packaging

an attractive finishing that
improve the ultimate
presentation of the company.
Packaging of all the cars of
Bentley Motors Ltd bring
special attention of all the
consumer's as the company use
creative and attractive
packaging to uplift the
consumer satisfaction.
techniques to improve the
consumer experience related to
all its cars.
Process The management of the
Bentley Motors Ltd is best
known for its marketing
practices and processes that
give the perfect boost to all the
sales of the company (Jackson
and Ahuja, 2016).
The management and
marketing team of the Bentley
Motors Ltd channelize all its
marketing process in a way
that company can utilize all the
potential and profitable
marketing methods like social
media marketing channels and
many others to bring the most
optimum result for company's
performance.
Land Rover also utilize
multiple processes to
channelize all its marketing
campaigns.
The company has seen recent
downfall in its sales and the
insufficient process of the
company in regard to the
company's marketing policies
can be expected as one of the
factor behind.
People The product range of the
Bentley Motors Ltd cover all
Land Rover consumer base
also cover Business class and

the business class and upper
middle class background
peoples.
The management of the
Bentley Motors Ltd could
touch well enough consumer
base across the globe with the
help of potential marketing
strategies of the company that
could enhance the consumer
base of the company.
Upper middle class
background people.
Land Rover has a well-
established market but the
marketing strategies of the
company still seems
insufficient to reach all the car
enthusiasts across the globe.
LO3
P4 Marketing Plan
Executive Summary
The management of the Bentley Motors Ltd is planning to launch new electronic car in
the auto-mobile market of UK.
Vision and Mission
To get the new product launch a huge success in the auto-mobile market of UK with an
effective marketing strategy.
Objectives
To generate the attention of all the car enthusiasts in the market.
To increase the market share for the company in the auto-mobile market of UK.
To increase the profitability of the company by 30% with the new car launch.
PESTLE Analysis
PESTLE Analysis for the new product launch of Bentley Motors Ltd is analysed with
the analysis of the above factors.
Political Factor: All the policies of the UK Government favours the new product launch of
Bentley Motors Ltd. This new car is environment friendly because its an electronic car and all
the policies of the government in UK is well suitable for the success of this new car. The
government also provide multiple tax benefits in the UK for this segment that also beneficial for

the company to generate more profitability with the launch of this new product.
Economical Factor: Stability in the economy of the UK is also a positive aspect for the new
product of the company (Tomsová, 2019). Economy of UK allows the people in the country to
spend a good amount because of the proper flow of money in the market and this can lead to a
better market for the new product launch of Bentley Motors Ltd.
Social Factor: People in UK is always supportive towards new products. The car enthusiasts in
UK always prefer environment friendly products. All such factors create a better and profitable
market for this new product launch of the company.
Technological Factor: The people in UK are very much keen towards new technologies. This
new product of Bentley Motors Ltd is totally based on the technology and that will generate the
huge attraction and enthusiasm in the people across the UK..
Legal Factor: The management of the Bentley Motors Ltd will make a proper strategy that
will involve all the laws, rules and regulations of the UK Government in respect to this new
product of the company (SACHON and WELTER, 2018). All the policies of the company will
be as per the laws of UK and it will also follow all the guidelines of the UK Government in
respect to the electronic cars.
Environmental Factor: This new product is environment friendly. People in UK are very
much aware about environment protection and its related aspect. Because of the environment
friendly nature this new product will bring extra attention of the people in UK.
7 Ps of Marketing
Product: Electronic cars has a separate consumer base in the market and the emerging demand
of electronic cars in the auto-mobile market is a valid justification to that. Bentley Motors Ltd
can generate a profitable business with the new launch of electronic car as all the car enthusiasts
are very much keen to adopt this new inclusion in the auto-mobile market of UK.
Price: The management of Bentley Motors Ltd is planning to set the price that is best suit for
all the potential buyers of UK in regards to this new product line of the company (Serrat, 2017).
Electronic cars are always a convenient option as it reduces the maintenance cost for all the
buyers so the company can potentially improve the profitability by achieving a good sales
figures for this new car launch.
Promotion: The marketing team of Bentley Motors Ltd will promote this new poduct at all the
marketing channels that carry the good potential to generate the best results for the copany.

Place: The marketing team of the company will channelize all its marketing strategies at
multiple marketing places not just in UK but also across the globe. The company will also
utilize all the potential social media networks for the promotional aspects.
Packaging: The company is planning to use the dynamic and attractive packaging technique for
the new product to give the best shape to the product and also to attract all its potential
customer's.
Process: The marketing strategies related to the new product of the company will involve all
the potential aspects that can result into productive marketing campaign for the new product.
The company will also introduce some new promotional methods with the help of some
awareness campaigns across the globe to create the awareness in the people is regards to this
new product of the company.
People: The company will reach to all the car lovers through the potential marketing strategies.
All the marketing strategies of the company will be as per all the potential customer base related
to the electronic car segment.
STP
Segmentation: Segmentation is a process to saperate the potential consumer base form the
market. The marketing team of Bentley Motors Ltd will use proper segmentation techniques to
identify all the potential customer's for this new product of the company (Hair Jr, Page and
Brunsveld, 2019). Segmentation helps the marketing team to prepare the most suitable
marketing strategies related to the product based on the potential buyers related to the product.
The company will follow all the segmentation techniques to make the profitable marketing
strategies for the product.
Targeting: In the process of Targeting the marketing team of Bentley Motors Ltd will identify
the actual target consumer's as per the segmentation process (Evans, 2017). In this process the
company also plan a proper strategy to target all the potential consumer's.
Positioning: Positioning can be specified as the outcome of both the segmentation and targeting
process. Based on both the process outcomes the company will plan the proper marketing
strategies to position the new product of the company in front of all the potential buyers in the
best way possible to generate the most profitable business outcome out of the new product sale.
Budget
The company plan to set a budget of 40000 £ for the marketing campaign related to the

new product of the company.
Control and Evaluation
The marketing team of the Bentley Motors Ltd will utilise all the satisfactory measures
to rate the performance of the new product in the market. With the dynamic strategies of the
marketing team the company will shape the market for this new product performance.
CONCLUSION
From the above analysis, it can be concluded that there exists a strong relationship
between marketing and other functional departments which helps in proper functioning of the
organization. Bentley Motors has successfully implemented the marketing mix in order to
achieve its organizational objectives. It has helped in knowing the current position of the
organization and how it is helping the business in fulfilling its goals and what will be the future
steps to grow and expand the business. Comparing the 7Ps also helped in taking competitive
advantage or first mover advantage. At last, a detailed marketing plan reveals the steps that needs
to be followed for introducing new product in the market and achieve success.

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