Marketing Strategy for Alcraft Motor Company

Marketing strategy

EXECUTIVE SUMMARY
The report of marketing strategy is based on Alcraft Motor Company which manufactures
and markets electronic car in London, UK. Marketing strategy is forward approach of company
with fundamental objective of attaining sustainable advantages in competition through
understanding about wants of customers. The report analyses situation of business environment
in which the firm operates through PESTLE analysis, threats of Brexit by using SWOT analysis
and current marketing strategy. It also includes certain recommendation of marketing strategies
as per application of marketing mix to the company.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
Introduction of company .............................................................................................................1
Situational analysis (PESTLE Analysis).....................................................................................2
Evaluation of threat of epidemic or Brexit on company (SWOT Analysis)................................4
Analysing competitive advantage (USP).....................................................................................5
Evaluation of existing marketing strategy...................................................................................6
PART 2............................................................................................................................................6
Analysing market STP.................................................................................................................6
Recommendation of objectives and goals for the entity (SMART)............................................8
Recommending marketing strategies that are based on application of marketing mix to the
brand............................................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing strategy refers to plan of action that is devised for recalling values among
potential customers for commodities as well as enhancing sales (Anna, Cahyadi and Yakin,
2018). It is ongoing activity to promote unique selling proposition of merchandise in market and
maximising organisational profitability in long run. It deals with building brand image,
increasing product sales and maintaining relationships with target population. For gaining
information about marketing strategy, Alcraft Motor Company is selected. It has been
established by David Alcraft on the path to electric vehicle highway. The company emphasis on
manufacturing and developing unique low carbon, electric vehicles and technologies. Its
headquarters are located at Towcester, UK.
The report is prepared in two parts. Part 1 includes overview of company, situational
analysis, threats of Brexit or other epidemic on the business, competitive benefits and current
marketing strategy. On other hand, Part 2 analyses segmentation, target and positioning, goals as
well as objectives and recommendation of marketing strategies on the brand.
PART 1
Introduction of company
Alcraft Motor Company is producer of new and electrified mobility landscape. It is
based on silverstone innovation cluster to develop flexible platform of an electric vehicle that
underpins range of different automotive products for different customers, from outright electric
car to dynamic but luxurious models that have potentials to carry four people along with their
luggage. The firm have wide range of models for target population that wants vehicles to be
bespoke but affordable, sustainable but exciting and traditionally crafted (Alcraft Motor
Company, 2020). The mission of the organisation is to apply visceral along with liberating thrill
of electrified dicing experience to world leadership in motor sport derived dynamic, high end and
low volume vehicles.
Situational analysis (PESTLE Analysis)
Situational analysis is a method that evaluates conditions and factors that impact the
business. It involves several methods to analyse situations pertaining in business environment. In
context to Alcraft Motor Company, conducting situational analysis determines health of venture.
It serves essential tool to determine factors and elements that impacts on health and well being of
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