Roles and Responsibilities of Marketing Functions in Bentley Motors Ltd

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