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Marketing Mix of Bentley Motors

   

Added on  2021-02-20

16 Pages5316 Words122 Views
Marketing Essential

Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P1. Explain the key roles and responsibility of the marketing function.....................................1Analyse the roles and responsibility of marketing in the context of marketing environment....2P2. Explain how roles and responsibility of marketing relate to the wider organisationalcontext.........................................................................................................................................3Analyse the significant of interrelationship between marketing and other functional unit of anorganisation.................................................................................................................................4Critically analyse and evaluate the key elements of the marketing functions and how they areinterrelate with other functional units of an organisation...........................................................5TASK 2............................................................................................................................................5P3. Compare the ways in which different organisations apply the marketing mix to themarketing planning process to achieve business objectives.......................................................5Tactics used by Bentley Motors to achieve business objectives.................................................7TASK 3............................................................................................................................................8P4. Produce and evaluate a basic marketing plan for an organisation........................................8CONCLUSION..............................................................................................................................13REFERENCES..............................................................................................................................14

INTRODUCTIONMarketing is defined as the business activity undertaken by an organisation for thepurpose of promoting buying and selling of specific product. It is necessary because it helps topromote and advertise about the product and services which company delivery with the help ofdeveloping awareness among the targeted audiences. It is also connected with other businessfunctions where each and every roles and responsibilities are distributed which directly helps tomaximise the percentage of profit by utilising the resources. In this respective project, the chosenorganisation is Bentley Motors Limited which is one of the British Luxury Car manufacturingcompany. It was founded in the year 1919 where its headquarter is in Crewe, England. Thefounder of company is W.O. Bentley. In this file various topics will be covered starting with keyroles and responsibilities of marketing functions. Comparison will be done with other businessorganisation with the help of marketing mix and in last segment there will discussion aboutmarketing plan.TASK 1P1. Explain the key roles and responsibility of the marketing functionMarketing is one of the most important thing in context of business as it helps to develophealthy relationship with their customers. It mainly checks that how organisation can deliver thebetter form of product and services to there customers by meeting out the expectations. In presentscenario, number of marketing functions are there which is performed by business organisation asit helps to accomplish the goal of an organisation. In context of Bentley Motors, their manager isis required to execute the roles and responsibilities which has been delegated to them as it willsupport organisation to attain their goals on specific time period. Some of the roles andresponsibilities which has been delegated to the manager of Bentley Motors are explained below:Formulating Strategies: It is one of the major function for any of the organisation aseach and every work is based on strategies (Kumar, 2015). Appropriate form of formulatingstrategies helps company to do marketing for there specific product. In context of BentleyMotors, their manager is required to know about each and every situation that how they areneeded to perform and form strategies. As, this will help them to accomplish their goals andtarget within specific time period.1

Market Research: It is also one of the key marketing functions for business organisationas 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 relevantinformation which are needed by the company (Lamb and Crompton, 2017). In addition, it willlet them know that what their customers are willing from them. After knowing these all, companycan easily increase their sales which will impact on overall revenue.Product Design and Development: In context of any of the organisation, there managerare needed to understand that product which are manufacturing must look different and attractivethrough which more number of customers can be connected with company. While talking aboutBentley Motors, their manager is required to understand that they need to add some additionalfeatures to their motor cars and even cars should look different and attractive due to whichcustomers can be attracted towards the company. This will help to enhance the sale of anorganisation.Brand Management: It is important for any of the organisation to built brand imagewithin the market so that they can attract more number of customers towards the company. Incontext of Bentley Motors, their manager is required to built strong image of company within themarket place through which their targets can be accomplished within appropriate time period. Inaddition, it will allow customers to purchase the product of Bentley just on the basis of brandname.These are some of the key marketing function that are needed to be focused more by themanager Bentley Motors as it will helps to work on their mission.Analyse the roles and responsibility of marketing in the context of marketing environmentMarketing environment can be explained as the process of doing planning and executingvarious 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 completeaccording to marketing environment (Dyllick and Muff, 2016). Some of the roles andresponsibilities of marketing towards marketing environment are explained below: Towards Company: Marketing environment is helpful for business organisation as ithelps them to collect all of the information that how company is needed to work. It tellsthat what are the changes that is needed within company and how they can compete2

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