Report on Marketing Strategy Support

Running head: MARKETING
MARKETING STRATEGY AND
APPLICATION

MARKETING 1
Table of Contents
Introduction................................................................................................................................2
Task 1.........................................................................................................................................2
Arnold Clark...........................................................................................................................2
7Ps of Marketing Mix – Comparative Analysis.....................................................................3
Product................................................................................................................................3
Price....................................................................................................................................3
Place....................................................................................................................................3
Promotion............................................................................................................................4
People..................................................................................................................................4
Process................................................................................................................................4
Physical Evidence...............................................................................................................5
Situation analysis....................................................................................................................5
PESTLE Framework...........................................................................................................5
SWOT Analysis..................................................................................................................7
Goals and Objective...............................................................................................................8
Task 2.........................................................................................................................................8
Marketing Strategy.................................................................................................................8
Segmentation, Targeting, and Positioning..........................................................................8
Marketing Mix (7Ps)............................................................................................................10
Conclusion................................................................................................................................11
References................................................................................................................................13

MARKETING 2
Introduction
Marketing strategy support in exploring the areas that influence the growth of the business
and accordingly preparing an organizational plan for catering to the needs of the customer.
Marketing strategy is also considered to be a comprehensive plan that is created specifically
for attaining the objective of the market of the business. It helps in providing a blueprint for
achieving these marketing objectives (Varadarajan, 2015). This report is being presented by
the new Marketing Manager of Arnold Clark in order to produce a briefing paper highlighting
the situational analysis of the company and the comparative analysis of a competitor. In
addition to this, as per the analysis, this report is presenting a marketing plan for Arnold
Clark by highlighting its goals and objectives as a solution to overcome the issues identified
through situational analysis and comparative analysis. Besides this, the paper is also
explaining the way marketing mix and marketing process can be used for attaining the
objective of the business, by relating two companies.
Task 1
Arnold Clark
Arnold Clark is said to be the largest independently owned motor dealer in Europe with
exiting history and the future. The first branch of the business was opened in Glasgow which
is around 64 years ago. The company is involved in selling around 280,000 cars on a yearly
basis and it does not only include the efforts of its sales team. Every employee of the
company performs an essential role in its sustained success, and the company places its
customer experience at the centre of everything they do. Besides this, the company is not just
involved in selling the cars, they also provide business fleet services, high-quality training,
and rental vehicles along with servicing. In addition to this, the company is also involved in
providing MOT tests and accident repairs. The company is also involved in supporting the

MARKETING 3
local initiatives, for the development and betterment of the communities in which they work
or operate their business (Arnold Clark Automobiles Limited, 2020).
7Ps of Marketing Mix – Comparative Analysis
The marketing mix is a set of tactics and strategies that are adopted by the business to operate
in the competitive market. It is comprised of different elements such as product, price, place,
promotion, process, people, physical evidence (Leonidou, Katsikeas and Morgan, 2013).
Product
Product is the item or service that a business sells to its target market. Arnold Clark is
involved in selling new and used cars in the market. Along with this, it also offers business
fleet services, high-quality training, and rental vehicles along with servicing. Besides this, it
also offers MOT tests and accident repairs. On the other hand, Perrys Motor Sales is the key
competitor of Arnold Clark is only involved in the selling of new and used cars in the market
(Zoom Info., 2020). It includes 13 brands in its portfolio that are Citroen, Renault, Dacia &
Ford, Vauxhall, Seat, Kia, Abarth, Hyundai, Peugeot, Fiat, Nissan, and Mazda (Perrys, 2020).
Price
Price is the amount that is charged by the business in exchange for the service and product it
provides to its target market. Arnold Clark is involved in offering the best deal to its clients
by charging the reasonable amount due to which it is the biggest auto dealer in Scotland.
Here, it has adopted the competitive pricing strategy under which the price of the product is
set as per the market trend. Similarly, Perrys Motor Sales also sell its products in the market
in order to be competitive.
Place
The place is the appropriate location where the target market can easily reach to purchase the
products and services a business sell. It is also considered to the distribution network that
company designs to provide its services and products to the client. Arnold Clark is offering