Marketing Strategies for Brake & Service World

This report discusses marketing strategies for Brake & Service World, including B2B marketing, branding, and sustainable marketing. It includes a SWOT analysis and recommendations for the company to gain a competitive advantage in the market.

Marketing

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
B2B Marketing.............................................................................................................................3
Branding.......................................................................................................................................4
Ethics, Green & Sustainable Marketing.......................................................................................4
Recommendation for Brake and Service World..........................................................................5
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is a vital part of any business environment in today's competitive business
environment. Every organisation follow a marketing plan to maintain a competitive advantage in
the market. Marketing refer to the activities that a company perform to promote a company's
products or services (Gotteland, Shock and Sarin, 2020). Professional who work in the marketing
department in a company perform various tasks to influence potential customers through
advertising. Through marketing processes people get interested in company's products and
services. Customer relationship management, relationship marketing, social and ethical
consideration are some types of advertising practices that companies follow, these practices are
focused on society and customer needs. The target of marketing is to generate leads and sales by
making a loyal customer base and this process also help company to build brand loyalty and
establishing relations with customers. Marketing process has also evolved with society and
technology. This report will discuss how Brake & Service World which is a car servicing
company, can update their marketing plan considering their contemporary issues.
MAIN BODY
Company Overview - Brake & Service World was established in 1963 and it is a family owned
and run business in the United Kingdom. It is car servicing company that service all makes and
models of cars and vans including high performance cars. The company have two garages in the
UK and they offer various services like car diagnostics, air conditioning service and fleet
maintenance. The company have a online website by which customers can book service slot and
can order tyres for their vehicles. The company is committed to provide most competitive tyre
price to their customers.
Market Analysis – The company is able to service every car or vans running in UK. The market
segment of the company is very broad as every person who owns a car is a potential customer for
the company (Patel, Feng and Guedes, 2021). This market also does not get effected by
seasonality and since the company provide fleet maintenance service their target customer base
has become broader. The main competition of Brake & Service World is Kwik Fit because both
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the companies work in the same field and provide same services at almost same prices. The
target customer base of both the companies is same. Kwik Fit also has a wide network of their
service centres which also provide them a competitive advantage. To create a successful
marketing campaign the company need to analyse the internal and external factors, for this they
can use SWOT analysis framework (Ricci, Moreno and Cozzani, 2021).
SWOT Analysis of Break & Service world
Strengths
 The company has a vast experience of
working in the industry and they have a
loyal customer base in UK.
 The company focuses on providing
maximum customer satisfaction and
they have highly trained technicians
who uses latest diagnostic technology
to provide quality service.
Weaknesses
 The company only have two service
centres in UK and because of that they
are facing difficulties in creating a
bigger customer base.
 The company offer fleet maintenance
service, but they have failed to market
this aspect of their business. They need
more customer for this department.
Opportunities
 Electronic vehicle market is growing
rapidly and automotive future is electric
the company should adapt changes that
are required to provide EV
maintenance.
 By expanding in new markets the
company can use their experience and
skills to serve a bigger customer base.
Threats
 Their main competitor is Kwik fit
which is a threat for the company.
 Rapid change in technology and new
innovation in industry can change the
processes they follow in the company.
Break & Service World need to make a strong and effective marketing campaign to gain a
competitive advantage in the industry. The company need to make a strong customer relationship
to make a bigger and loyal customer base.
The company need to overcome following issues to make a better marketing plan.
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B2B Marketing
Every company need to make full use of their resources and for that, the company need to make
sure that all their departments are working on their full potential. The company do not have a
good customer base for their fleet maintenance service and they need to make business to
business marketing campaigns specifically for their fleet business. Effective marketing is built
around the four P's of marketing and it can help B&S to grow. Product – In this case, the products of B&S is their fleet maintenance service. The
company need to identify where the service is needed. They should define the qualities of
service and introduce it to businesses (Stuart, 2018). Price – The company need to identify the amount that customers will be willing to pay
for their services. Marketers must decide the price according to real and perceived value
while also considering factors like supply cost and competitors price. Place – Considering place is also important while marketing the products. B&S need to
think where the services will be available. It is also important to chose the correct channel
for advertising. The company can use field marketing, e-mail marketing and social media
marketing.
 Promotion – This involves decisions related to marketing, advertising and budgets etc.
The aim of promotion is to create awareness about the service. They also need to decide
right marketing strategies and target market.
Strategies Brake and Service World can use to gain competitive advantage. Email Marketing – The company can use this method because it a proven B2B
marketing method and it help businesses to reach potential customers. By optimising
email marketing the company can take full advantage of this strategy. It is also important
to send mails to the most relevant customers. Field Marketing – Although the company's overall target customer base is very big but
the target customers base for their fleet maintenance business is not that big. They have
specific targeted audience and in that case they can use field marketing for lead
generation. The odds of getting desired result with this type of marketing is maximum.
Company can hire professional marketers who can meet with fleet managers of different
businesses and can explain B&S World's services and plan to them in person .
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Branding
Brake and Service World do not have any focused product or service on which they work with
special care. The company is focused towards providing best service to their customers in every
aspect of their business. It would be better for the company if they do corporate branding.
Corporate branding can provide company a competitive advantage in the market. It can also help
them to enter in new market with ease (Cortez, Clarke and Freytag, 2021). A good corporate
branding can make marketing and promotional efforts easier for the company.
Corporate branding can be a long or hard task but is can benefit companies in so many ways. To
develop a strong corporate brand the company should follow following points -
 Before making any strategy it is important for company to understand what messages
they want to display. The need to discuss company's goals, vision and mission.
Understanding, what the company is aiming for can help marketers to create accurate
messaging to to demonstrate (Hoppe, 2018).
 Conducting a brand audit can help company to understand its current brand image and
identity. Through this company can make sure that the company is accurately
representing the brands purpose. After analysing the target customers the company can build a brand strategy and style
guide. This strategy will determine how employees will represent the brand. The
company should also create a corporate branding campaign considering electronic
vehicles. For example, If the company can create a image of being the best maintenance
service provider for electronic vehicle. Then the company can have a competitive
advantage over their competitors.
Ethics, Green & Sustainable Marketing
Sustainability marketing can be defined as social and environmental friendly actions that meet
the current needs of consumers and businesses while conserving or enhancing the ability of
upcoming generations to fulfil their needs. Brake and Service World should focus on recycling
engine fluids, batteries and car parts and should ask their customers to do as well. By this the
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company take their first step towards the sustainable practice. The company should integrate
sustainability in the companies ethics, this will help them in creating a positive brand image for
the company (Walsh and Dodds, 2022).
People prefer garages who are dedicated towards a sustainable practice. To become a
sustainable business the company have to take measures to reduce solid waste by recycling. They
should follow water and energy saving practice in their garages and they must actively engage in
pollution prevention. A sustainable practice can create a positive image or business in peoples
mind. Which help businesses in many ways including marketing. Businesses want to engage
with parties who practice sustainability and this can help M&S World in their business to
business marketing campaigns.
They company is using traditional car servicing techniques. However they use modern machines
and technology but the approach is still traditional. The company should introduce a new
environmental friendly car service plan in which they will make sure that they the impact to car
service on environment will be minimum. The company will make sure that the waste after car
service will either recycled or disposed responsibly. The company should also recycle car
batteries, these batteries hold hazardous chemicals which can cause serious harm to environment.
The company can also use their advance vehicle diagnostic tools to check poor emission,
excessive misfire and fuel consumption so that they can tell vehicle owners about the problems
which are causing harm to the environment. By following this approach the company can
improve their brand image in market and can give something back to the environment also.
Recommendation for Brake and Service World
The company can also use ansoff matrix to plan growth initiatives. The company can evaluate
different growth strategies by using this framework. The company should follow market
penetration strategy to sell their fleet maintenance service so that they can make full use of their
existing resources. For their overall business the company need to use market development
strategy, the company has two garages and their market there is at a saturation point. To make
new customers for business they must set up new garages in the UK. Because of increased focus
on sustainability in UK the company can introduce new environment friendly car service plans
for customers.
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It is important for company to gain a competitive advantage over Kwik Fit and for that the
company need a better brand image and marketing campaign. They can create brand awareness
campaigns on social media. The company has been working in the industry from past many years
and that's why they also have market insights, data and experience. The company can use this
data to create a effective and efficient market plan. Break and Service World can gain an
adaptability competitive advantage over Kwik Fit. The industry is changing towards electric
vehicle and if the company can adapt the change and technology before the competitors they can
enjoy a competitive advantage in the market (Hughes, Gray, and Whicher, 2018). Also, if the
company want to compete with the big players in the market they need to expand their business
geographically. By opening new garages they can serve more customers. They can also increase
their customers for their fleet maintenance business with the field marketing strategy.
CONCLUSION
In this report, it is concluded that marketing is a significant aspect of any business and in today's
competitive business environment every business make extra efforts with their marketing
practice. This report suggest how Brake & Service World can generate more customers for their
fleet business and how they can do branding for their business. We have also conducted a SWOT
analysis of the company to analyse strengths, weaknesses, opportunities and threats impacting
the company. The report also highlight how the company can follow sustainable practise and
then how they can use it for marketing.
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REFERENCES
Books and Journals:
Cortez, R.M., Clarke, A.H. and Freytag, P.V., 2021. B2B market segmentation: A systematic
review and research agenda. Journal of Business Research, 126, pp.415-428.
Gotteland, D., Shock, J. and Sarin, S., 2020. Strategic orientations, marketing proactivity and
firm market performance. Industrial Marketing Management, 91, pp.610-620.
Hoppe, D., 2018. Linking employer branding and internal branding: establishing perceived
employer brand image as an antecedent of favourable employee brand attitudes and
behaviours. Journal of Product & Brand Management, 27(4), pp.452-467.
Hughes, T., Gray, A. and Whicher, H., 2018. Smarketing: How to achieve competitive
advantage through blended sales and marketing. Kogan Page Publishers.
Patel, P.C., Feng, C. and Guedes, M.J., 2021. Marketing capability and new venture survival:
The role of marketing myopia. Industrial Marketing Management, 93, pp.307-326.
Ricci, F., Moreno, V.C. and Cozzani, V., 2021. A comprehensive analysis of the occurrence of
Natech events in the process industry. Process Safety and Environmental
Protection, 147, pp.703-713.
Stuart, H., 2018. Corporate branding and rebranding: an institutional logics perspective. Journal
of Product & Brand Management.
Walsh, P.R. and Dodds, R., 2022. The impact of intermediaries and social marketing on
promoting sustainable behaviour in leisure travellers. Journal of Cleaner
Production, 338, p.130537.
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