Marketing Strategies and Tactics for Bentley Motors in the UK

The content discusses the marketing processes and strategies employed by Bentley Motors to manufacture new cars in the United Kingdom. Various elements of the marketing process, including technological and economic factors, demographic segmentation, indirect distribution channels, promotional activities, and franchisee strategies, contribute to the company's success. The report also highlights the importance of understanding local and international competitors in different countries.

MARKETING PRINCIPLES

Table of Contents
Introduction..........................................................................................................................................4
Part A....................................................................................................................................................4
1.1 Describe the different elements of the marketing process.........................................................4
1.2 Assess the benefits and costs of a marketing orientation...........................................................5
2.1 Conduct macro and micro environment analysis for organisation............................................5
2.2 and 2.3 Suggest segmentation criteria and target strategy.........................................................7
2.4 & 2.5 Explain buyer behaviour affects the marketing activities in different purchasing
situations and recommend a new positioning strategy for Bentley................................................8
3.1 Represent how the products/services should be designed to sustain competitive advantage....9
3.2 Represent how distribution is arranged to provide customer convenience.............................10
3.3 Explain pricing strategy as per marketing conditions..............................................................10
3.4 Represent how promotional activity should be integrated to get marketing objectives..........10
3.5 describe the additional elements of extended marketing mix for firm....................................11
Part B..................................................................................................................................................11
4.1 Plan and suggest marketing mixes for the two distinct segments in consumer markets.........11
4.2 Explain the differences in marketing products and services to businesses (B2B) consumers
(B2C).............................................................................................................................................12
4.3 Recommend a marketing strategy for global market and explain difference between
international to domestic marketing..............................................................................................12
Conclusion..........................................................................................................................................13
References..........................................................................................................................................14

Illustration Index
Illustration 1: Elements of marketing process......................................................................................4
Illustration 2: PESTLE analysis...........................................................................................................6

INTRODUCTION
Marketing principles are considered as techniques to improve the marketing performance of
organization and its presents products. It also helps to launch new commodities in the market. This
approach aids to take price, place, promotion decisions with help of market research which
contribute effective role to analyse the customer’s lifestyle and trends in the nation. It is a necessary
method to get the frequency of client in market (Smith, 2014). Bentley motors is auto mobile
organization which provides better cars and services to its consumers in the UK. The present file
also introduces marketing elements of marketing process. It also represents the external and internal
auto mobile environment of United Kingdom. It also describes the buyer behaviour in different
situation. It also explains the additional marketing mix elements of Bentley. It also discuss the B2c
and B2b models for marketing process.
PART A
1.1 Describe the different elements of the marketing process
Definition of marketing
Marketing is the human action along with procedures for producing, interacting, delivering
as well as exchanging offerings which keep effective value for customers at large (Cohen, 2011)
There are many various elements for marketing process in the market which is stated below
the diagram.

(Source:Sheth and Sisodia, 2015)
In the first step, Bentley has to understand marketing and consumer needs with help of
market research. Then after, management of enterprise also makes auto mobile strategies to make
new or modify cars as per study of market. In the next step, organisation develop advertisement
and promotional strategies to launch new products in the auto mobile sector (Sheth and Sisodia,
2015). This process help management of Bentley to provide superior value to consumer in the
market. In the next step corporation try to give best value by providing quality products to
customers in the nation. This process also help to make profitable relationship in the United
Kingdom. This way, management of Bentley gets huge profit by selling these product in auto
mobile market of nation. In addition, organisation also takes market reviews to analyse performance
of cars in the nation (Lehmann, 2014). This process also help firm to improve product by reducing
defect in the market.
1.2 Assess the benefits and costs of a marketing orientation
There are many benefits and cost of marketing orientation in the organisation.
 Concept of marketing orientation- It is divided production, sales and marketing in the
market. Production orientation is a concepts which concentrate on the internal capacities to
manufacture the products of the firm. It does not focus on the needs of marketplace. Sales
orientation is also approach which contribute effective role for Bentley to sell more cars or
services. Marketing orientation is method to fulfil the needs of consumers and shareholders
Illustration 1: Elements of marketing process

by providing effective value in terms of quality or profit (Kur and Hvenegaard, 2012).
Cost of marketing orientation also consume more time, human efforts of Bentley and
monetary funds to find out consumer needs, market trend as well as organisational capabilities in
the organisation.
Benefits and downsides of marketing orientation
Marketing orientation also help the Bentley to concentrate on consumer needs in order to
fulfil the those requirement. It also help to improve product to achieve more profit in the market. On
the other side, this process contains higher cost to implement in auto mobile sector (Jobber and
Ellis-Chadwick, 2012). Some times, this strategies does not impact on the Bentley due to high
competition in the nation.
2.1 Conduct macro and micro environment analysis for organisation
Generally macro environment is used to analyse the external environment in the United Kingdom.
Bentley can use PESTLE analysis to conduct this process. Micro analysis is utilized to measure
internal environment of company with of SWOT approach (Dollatabady, Amiri, F. and Bidmeshk,
2012).
PESTLE Analysis
(Source:Cooke and Dayton, 2015)
Factors Favour-ability Description
Illustration 2: PESTLE analysis

Political Yes Reduced corporate tax, tariffs and better government support to
establish the business in the UK
Economic Yes Effective economy, better availability of resources, effective
inflation rate support the Bentley in the nation.
Legal No It increases the high expenses like consideration of employee
safety acts and strict rules which is necessary to follow in the
nation (Cooke and Dayton, 2015).
Technological Yes Better technological infrastructure, support in better
advertisement and promotion with help of social media.
Social Yes Developed nation in the world, income level of people is better
than any other country and effective support of government help
the Bentley to increase the business.
Environmental Yes Firm produces pollution less engines, follow the CSR policies
and conduct environment healthy activities in the United
Kingdom (Calco and Veeck, 2015).
SWOT Analysis
Strength
 Consolidate brand name and image in the auto mobile market.
 Utilization of better engines.
 Designing of cars is also effective.
 It operates many region of the world.
Weakness
 Contain limited market in the nation (Brown, Browne and Browne, 2015).
 Reduced work force in the country
Opportunity
 Bentley can enter in bio-fuel sector.
 organisation can also come electronics and electrical field

 Corporation can also cover solar industry (O'Donnell, 2014).
Threats
 Increased rate of fuel prices.
 Modification in employees wages by government.
 Changes of legal policies in terms of tax
Core competencies
It is strategy which help to take competitive advantages in the auto mobile market. Organisation
gets huge help to collect more revenue in the nation.
2.2 and 2.3 Suggest segmentation criteria and target strategy
Bentley organisation can choose segmentation on the basis of as per its suitability in the
nation.
 Segmentation- It is a marketing strategy which associates many functions like categorising
a broad target market into subsets of customers, businesses and countries to fulfil needs of
people in order to achieve proper target (Pulendran, Speed and Widing, 2015). Mainly
segmentation is divided in many parts like geographic, demographic and psycho-graphic.
Bentley organisation can use demographic segmentation to sell its cars because firm makes
luxurious cars in United Kingdom. So corporation can divides its consumers on the basis of
income in the nation. With help of this method, management of enterprise can easily capture
the elite and premium class consumers in the United Kingdom (Rikhtegar, 2013). This way,
organisation can earn better profit in the auto mobile market of UK.
 Target strategy- It is used to target specific people in the nation. Bentley have many kinds
of targeting strategies such as differentiated, undifferentiated as well as concentrated
strategies. As per recommendation, corporation can utilize undifferentiated targeting
approaches for its elite and premium class consumers to provide better cars in the United
Kingdom. With help of this plan, organization can promote same message to all people in
the state (Kolb, 2015). This way, Bentley can get effective success to target all types of
customers in the country. This approach will also contribute effective role for firm to sell its
cars in the nation.
2.4 & 2.5 Explain buyer behaviour affects the marketing activities in different purchasing situations
and recommend a new positioning strategy for Bentley
Bentley auto-mobile organisation is affected by buyer behaviour in the different buying

situations in the nation. It is represented as below.
Buying behaviour is the collection of intrinsic and extrinsic aspects. This process also
describes consumer purchasing strategies regarding utilization of its cars in the auto-mobile market.
It can also impact on the marketing activities of Bentley. Segmentation can also help the firm to
know the buying nature of elite and premium class consumers on the basis of their income and
needs in the nation (Vogt, 2015). In addition, Employees of enterprise promote and sell its products
and services in various buying conditions in the United Kingdom. If corporation is analysed this
kind of nature of its upper middle and premium class customers then it can develop better business
strategies to sell its cars in the nation. Further, Bentley can also monitor and control the needs of its
clients in various purchasing situations in the UK. This way, organisation can improve its marketing
activities in the United Kingdom. As per result, corporation can give the cars by segmenting needs
of elite and premium class consumers in the nation on the base of income in the country. On the
other side, internal factors like personal, psycho-graphic and social also affect buying behaviour of
consumers in the Britain (Shammari and Hussein, 2008). If Bentley can identify the nature of
customers then it design marketing actions with help of this knowledge. This way, organisation can
increase its profit in the nation.
Company can use various positioning strategies like products, pricing as well as application
based to promote its cars in the United Kingdom. As per firm suitability, management of the
Bentley can use pricing based positioning strategies in the nation. With higher pricing, organisation
can provides effective quality of cars which can help to create distinct image in consumer mind as
well as auto-mobile market of the United Kingdom. Elite and premium class consumers can prefer
this products to use in the country (Roberts, 2012). This way, corporation can earn more profit by
providing effective products in the market.
3.1 Represent how the products/services should be designed to sustain competitive advantage
Management of Bentley of can design many strategies to sustain competitive advantages in
the organisation. Enterprise can use latest branding technique to promote its products in the market
to take rival advantages for augmented product in the nation. Corporation can also use quality
concept to provide better quality of cars. This process also help to make better design of products in
the organization. This process also important for firm to attract the consumer by developing
appropriate aesthetics of augmented products in the market (Vieria, 2008). This process also help to
take better competitive advantages in the auto mobile market.
Corporation can conduct primary research to consumer know needs, requirement and latest
trends of cars with help of famous research based organisations in UK. This way, enterprise can
manufacture this augmented products as per need of clients in the nation. Bentley can get more

competitive advantages by selling more products in auto mobile market.
Organisation can also use ans off matrix to take competitive advantages in the market.
Management of Bentley can use product development strategies (Wie, 2002). This way, corporation
can release new products in the current market because effective market research can help to make
its augmented product in the existing market. Enterprise can get appropriate competitive benefits as
comparison of its rivals in the United Kingdom.
Further, management of corporation can take help of technology. To discover better
technique, organisation can hire best auto mobile engineers from famous technical institutes in the
UK. This way, Bentley can discover latest method to improve present trend cars (Zhu, Kraemer and
Dedrick, 2004). This process also attract elite and premium class consumer to purchase augmented
product in the nation. Organisation can achieve better competitive advantages as comparison of its
rivals in the United Kingdom. Management of Bentley can provide better consumer service after
purchase. This process can also oblige the consumers to use of company augmented cars for
sustainable time in the market. This thing can also provide better competitive advantages to the
Bentley in the nation.
 Core competencies- Generally, organisation is containing many specialities in the nation.
But core competency of Bentley is quality. Corporation also try to provide effective cars to
its consumer by improving its techniques and method in the nation.
3.2 Represent how distribution is arranged to provide customer convenience
Generally, management of Bentley uses franchise dealership approach to sell its cars in the
nation. Organization set dealers in metro cities to sell its products. Distribution of organisation is
well coordinated for in the nation. Appropriate distribution process is necessary for company to
provide full safety to the products (Kalampokis, Tambouris and Tarabanis, 2013). For example,
Firm use indirect channel to distribute its cars in the nation. Corporation also utilizes forecasting
method to manufacture its cars. This process also helps the logistics division to give delivery cars to
its dealers in the nation. Management of Bentley also uses ERP (Enterprises Resources Planning)
systems as well as online GPS (Global positioning system) to track its vehicles in the nation. This
way, enterprise can find out real location of its cars. This process also provides good security from
pilferage and stealing of products in the nation. Mainly organisation use trucks and trolleys to
dispatch its cars for dealers in the United Kingdom. This method also renders better safety and
reliability to transport its cars during distribution in the Britain. Organisation also manages ware
houses to store its furnished cars in different places to cover whole nation in order to provide fast
delivery in the country (Kotler and Armstrong, 2005).

3.3 Explain pricing strategy as per marketing conditions
There are many type of pricing strategies like market skimming, cut throat, premium and
market penetration which can be followed by Bentley.
Objectives of organisation
 To increase sales of cars till 7 percent in the market of UK.
Bentley can use market premium pricing strategies to sell its pre owned model in the nation.
Generally, design and efficiency of product is effective. So this things realise uniqueness of product
to consumers regarding its quality in the nation. Consumer of firm sees this car from different
perception. Marketing condition is also optimistic due to effective income level of people in the
nation (Kucuk, 2011). This process can also contribute appropriate role for Bentley motors to
complete its objectives in the country.
3.4 Represent how promotional activity should be integrated to get marketing objectives.
There are many promotional activities to get marketing objectives in the nation. It is
described below the points.
 Advertisement- Bentley motors can use advertising methods to promote its cars in the nation.
This process can also help the firm to create effective awareness about the product with help
of social media (You tube, Face book and Twitter), television, new papers as well as
magazines in the United Kingdom (Lee, 2008).
 Direct marketing- It is also channel of promoting products which allows Bentley to interact
with consumers through of some methods in the nation. In addition, these approaches are
interactive consumer websites, online display ads, email, database marketing as well
catalogue distribution to promote the cars in the United Kingdom. These things helps the
consumer to get more information like specification and features.
3.5 describe the additional elements of extended marketing mix for firm
These additional elements aids the Bentley Motors to get marketing objectives in the United
Kingdom.
 People- Staff members of firm are very effective to complete the marketing objectives. They
offers full services to its auto mobile dealers by sorting their complaints in the market
(Mason and Mouzas, 2012).
 Process- Bentley utilizes advanced approaches to assess the fast information. Firm considers
Enterprise resources planning (ERP). This tool aids organisation to give better services to its
auto-mobile dealers and customers in the country.

 Physical Evidence- Corporation also set its show rooms and ware house in major cities.
This thing also aids Bentley to make better relations with its dealers by giving better cars in
the nation (Smith, 2014).
PART B
4.1 Plan and suggest marketing mixes for the two distinct segments in consumer markets
Organisation can take demographic and geographical segmentation for consumer markets in
the United Kingdom.
Market mix Segmentation
4 P's Demographic Geographic
Product Bentley can sell its cars on the basis of
income level in the nation.
Company can target urban areas to
sell its cars in the UK.
Price Organisation can use premium pricing
strategies for cars in the United Kingdom
(Lehmann, 2014).
If Corporation choose another
region then firm can select market
oriented strategy for its lower level
products.
Place Bentley can target capture urban area to sell
its products
Organisation can set dealers as per
income level of people in the
specific area.
Promotion Enterprise can utilize social media to promote
its cars in the city.
Newspapers, television and
magazines to cover other area (Kur
and Hvenegaard, 2012).
4.2 Explain the differences in marketing products and services to businesses (B2B) consumers
(B2C)
Bentley considers business to business and business to consumers models for cars in the
United Kingdom. These differences are stated below.
 Business to customer- Bentley also emphasizes towards transactions to know the needs and
behaviour of dealers and consumers in the market. For example, corporation is concentrated
towards product driven activities like selling the cars to capture its customer in auto mobile
market to achieve its goals. On the other side, organisation also gives effective facilities like car

insurance and effective service of its products for purpose of increasing sales in the nation
(O'Donnell, 2014).
 Business to business- B2B methods also focuses for the customers of enterprise in auto-mobile
market. For example, Bentley manages better relations with help of optimistic interaction and
marketing actions with its organizational consumers. B2b model also helps the firm to improve
business relations with another auto mobile company in order to complete marketing objectives
in the nation (Rikhtegar, 2013). On the other point view, Bentley takes suggestions from its
expert to capture its business consumers in the market because this activity aids to achieve its
objectives in the market.
4.3 Recommend a marketing strategy for global market and explain difference between
international to domestic marketing
Organisation can use franchisee strategies for global market after taking the permission
government of another country because it also help to decrease the operational cost in the market.
Bentley can get huge workforce to reduce the work load in the nation. It also helps to reduces cost
of product by sharing the resources in the another country (Roberts, 2012). Franchisee also
contribute effective role to handle day to day scheduling like labour and inventory for its local
business
Differences between national and global marketing
Factors Domestic marketing Global marketing
Culture Suffer with few issues Firm can many problems as per
material and working culture in
the another country.
Risk Not more high issues Bentley can many complexities
like people and society in the
different nation (Vieria, 2008).
Government authorities Not faces more problems Organisation can suffer with
many issues like rules,
regulations, taxes and tariffs
Competition Not more high Corporation can face with local
and international competitors in
other country.

Conclusion
From the report, it is found that various elements of marketing process is helping the
Bentley motors to manufacture new cars in the United Kingdom. Technological and economic
factors helps the firm to establish its business in the nation. Demographic segmentation and
undifferentiated targeting strategies help the Bentley to target its consumers in the UK. Indirect
distribution channel also provides better reliability to dispatch cars for auto-mobile dealers in
country. Promotional activities also help organisation to promote its products in the nation. It can be
concluded that franchisee strategies is also giving effective advantages to earn more income the cars
in the various countries.
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