Strategic Marketing Plan for the Automotive Industry

This assignment requires a comprehensive analysis of strategic marketing within the automotive industry. Students must conduct a PEST analysis to examine external factors influencing the sector. Further, they need to delve into brand management strategies and explore the relationship between service quality, customer satisfaction, and loyalty in automotive repair services. The assignment emphasizes understanding the evolving landscape of the automotive market and developing effective marketing strategies.

Running head: Marketing and services management
Marketing and services management

Introduction
The paper talks about the business activities and operations of Audi which is one of the
biggest automobile manufacturer companies in the market. It tells that how the company is using
effective and unique marketing mix strategies. The marketing mix strategies play a vital and
integral role to attain long-term mission and vision of the company. It describes the pestle
analysis of the company to beat the competitors in the world. In this way, the company is
becoming global player in the world. The United Kingdom has been selected to analyse the
marketing mix strategies of Audi.
Audi is a German automobile manufacturer which designs, produces, engineers, markets,
and distributes luxury vehicles. The company was founded in 1910 with its head office is located
in Ingolstadt, Germany. It is the biggest vehicle company in the world. There are approx 84,435
employees employed in the company (Apfelbacher et al, 2010).
Marketing mix strategy of Audi in the United Kingdom
Audi is a German-based car manufacturing organization. It is the biggest car
manufacturer company in the world. It is the core brand which focuses on the effective and
unique marketing strategies in the global market (Aghion et al, 2016). It is also making dynamic
strategies and policies for the future to overcome the competitors in the world. In today’s era, the
company is expanding and flourishing its business activities and operations within the
organization by using effective and unique marketing mix strategy. The main aim of the
company is to attain the long-term revenue and profit in the competitive environment. The brand
products of Audi are well known for the brand values and core competencies of the company.
The marketing mix strategy of Audi in the United Kingdom has been discussed below (Crossan
et al, 2013).
Product strategies: The product strategy plays an integral role in order to explore its business
globally. The product strategies have been discussed below.
A. Product classification: The product classification plays a significant role in product strategy.
The company analyzes and evaluates the market of the UK in order to determine the long-term

goals and objectives of the firm. Along with this, consumers also plan and carry out survey
before actually buy Audi car. They collect a lot of information related to Audi before buying the
car. They compare the prices of Audi with other car in the global market. BMW and Mercedes
Benz are the main competitors of the company. Along with this, the company is selling the car at
very high prices. It uses effective and dynamic advertisement and promotional strategies to
increase the profit of the company (Aghion et al, 2016).
B.Branding: Branding plays a crucial and vital role to identify and evaluate the buyers and
sellers of Audi. It differentiates their vehicles from the competitor’s vehicles across the world.
Along with this, the company uses the effective and attractive logo to attract more consumers
globally. Branding not only helps to differentiate their products and vehicles but also helps to
segment their market among the people (Verhoef and Leeflang, 2009).
C.Labeling: It is used by the company to describe the several things of the product. Audi
provides an instruction book for every buyer in the market. This book includes the information
about the car, brand, and instruction in how to use and control the car. In this way, labeling plays
a vital role in product strategy.
D.Packaging: It is essential for the brand to protect and secure the products to ensure the safety
and security of the products. Audi uses this strategy in the United Kingdom to attract more
customers in the world (Naik and Peters, 2009).
E.Product support services: Audi provides customer support services to the people to enhance
and increase the satisfaction of the customers. The company is adding new services to delight the
people in the global market. For new customers, Audi renders free test drive for them. Along
with this, the company renders after sale services which include 2 years warranty and installment
facility. In this way, they fulfill the needs, requirements, and expectations of the customers in the
United Kingdom. There are many service centers of Audi Company in the UK. These services
enhance and build satisfaction and it increases the brand positioning in the world (Varadarajan,
2010).
Pricing strategy: It is the effective and unique marketing mix strategy of Audi. The success and
growth of the company depend on the price of the car. There are various factors affect the pricing
strategy in the global market. The company is differentiating its vehicles from other competitors’

vehicles globally. It will help to differentiate Audi from the other brands in the world. There are
various pricing strategies which have been discussed below (Aaker and McLoughlin, 2009).
A. New product pricing strategies: The new product pricing strategies are adopted by Audi.
Along with this, the company uses market penetration strategy to introduce and launch new
product globally. It will also enhance and increase the sales of the company. This strategy is used
by the company to attract a large number of buyers in the market.
B.Product mix pricing strategies: This strategy is used by the company to sell a wide range of
products globally. Audi sells different type of model of car. The main aim of the strategy is to
maximize and enhance the profit and revenue of the company.
C.Price adjustment strategies: This strategy is used by the company to increase the number of
customers globally. It provides some discount and rewards to the consumers across the world.
Discount can be divided into quantity, cash, functional and seasonal whereas allowances can be
classified as promotional and trade (Merrilees, Rundle-Thiele, and Lye, 2011).
Place strategy: There are various types of place strategies used by the company to increase and
enhance the sales of the company. The company evaluates and analyses the place and
environment of the country to introduce new vehicles in the global market. The place strategies
have been discussed below (Kapferer, 2012).
A.Distribution channels/ Market channels: The market channels and distribution channels are
used by the company to increase and enhance the flow of the goods and services globally. These
strategies are used by the company to promote their products and it also uses indirect sales
marketing channels. Audi monitors and focuses on the innovative products in the world.
B.Retailing and whole selling: Audi is using wholesaler channels and mediums to promote and
enhance their products to the customers. The company that involves the manufacturing products,
it needs to analyze and evaluate the wholesaling process to encourage and promote their products
in the UK by using effective and dynamic communication within the organization. It is the good
source to reach its final customers in the global market (Keller, Parameswaran, and Jacob, 2011).
Promotion strategies: The Company is playing an enormous role in the marketing promotional
activities by maintaining effective communication. It uses unique promotional mix tools to

increase and enhance the sales of its car and performance of the company. By using promotional
strategies, Audi is trying to attract more consumers in the market. The promotional strategies
have been discussed below.
A. Direct marketing: It is one of the significant elements of the promotional mix strategy. The
company is providing special and new cars in the market for the customers to make them feel
good and happy. Consumers are welcomed by Audi employees in UK and employees provide
support to the people to fulfill their objectives (Nath, Nachiappan, and Ramanathan, 2010).
B.Sales promotion: Sales promotion strategies are used by the company to increase the sales
and revenue of Audi. It conducts various sales promotion campaigns to increase the revenue of
the company.
C.Public relations: Audi Company maintains a reciprocal relationship with customers in the
market. It organizes HIN and INI events to increase the number of customers across the world. In
this way, the company is able to get potential employees in the global market.
D.Product placement: It is another strategy of promotional mix to gain the competitors
advantages in the market. The company is using product placement strategy to gain long-term
benefits globally (Mangold and Faulds, 2009).
E.Official website: It is also an important part of the promotional mix strategy to make an
effective and unique relationship with customers across the world. Through official website, the
people are able to gain information about Audi in the United Kingdom.
Now it is assumed that marketing mix of Audi fulfills needs, requirements, and
expectations of the customers. Along with this, customers easily acquired several types of
information related to the vehicles globally. Further, the company is improving its services to
meet the requirements of the clients in the market. In addition, it uses wholesaler channels to
promote their products globally. The company is able to focus on the innovation by using
marketing mix strategies globally. It is making effective brand position in the world by using
marketing mix and other strategies of the market (Carter & Lee, 2012).

How marketing mix strategy is affected by the PESTLE environmental factors
PESTLE analysis is tool and framework to evaluate and analyze the environmental
factors of the country. The pestle analysis comprises political, economic, social, technological,
environmental and legal factors etc. The PESTLE analysis has been discussed below (Shende,
2014).
Political factors: These factors influence the business activities and operations of the company.
The United Kingdom is famous for the cars. The government of the country also encourages and
promotes the motor producers to make the new car in the country. There are various political
factors that influence the marketing mix of Audi which have been discussed below.
 Changes in rules, regulations, and taxation. It affects the performance and productivity of
the company.
 The timescale of legislative change also affects the business of the company.
 The trend of deregulations and regulations affect the business operations of the company.
 Further, marketing mix of Audi also affects the growth and success of the company.
 Foreign direct investment and globalization also affect the revenue and profit of the
company. These factors influence the business activities of Audi in UK Market (Ülengin
et al, 2014).
Economic factors: The economic factors also affect the growth of Audi in the United Kingdom.
The company is facing credit crunch and difficulties in UK market while selling the vehicles of
Audi. The government of the country wants to make a better life of the people in the UK. UK
government provides support to the families to buy Audi. But some political factors influence the
success of the company (Subramoniam, Huisingh, and Chinnam, 2009).
 Current and position economy trend such as stagnant, growing and declining.
 Exchange rate fluctuations also affect the operations and activities of the company.
 Changes in needs, requirements, and expectations of the customers.
 Unemployment rate and recession are other big issues in the environment which
influence the trading activities of the country.

 Globalization, access to loans and credit also affect the working environment of Audi in
the UK. All these factors influence the success and growth of the company adversely
(Gupta, 2013).
Social factors: Audi is the biggest car manufacturer company in the world. The social factors
include the following.
 Changes in age, growth rate affect the trading activities of the company.
 Changes in attitude, behavior, and characteristics of the people also affect the operation
of Audi in the UK.
 Employment patterns, attitude, and trends in the UK market.
 Standards of health, social mobility levels, and education also affect the growth of the
firm.
 Lifestyles and religious of the people also affect the organization.
All these factors must be controlled and managed by the company to provide satisfaction to
the employees. Audi is improving its working condition and environment to satisfy the
consumers in the UK. In the UK, Audi has established enormous partners with suppliers. Along
with this, it is improving the technology to increase the sale of the vehicles in the UK (Yılmaz
and Ustaoğlu, 2013).
Technological factors: These factors play a vital and integral role in Audi. The technological
factors have been discussed below.
 Technology changes and information technology affect the success and growth of the
company. Thus, the marketing mix is affected by the technological factors.
 Cost of investment, research, and development also affect the trading activities of Audi.
 Along with this copyrights, production technology and patents also affect the revenue and
targets of the company.
 Rate technological age and access availability of technology are another big issue in Audi
to operate its trading activities in the UK.
 Changes in infrastructure also influence the workflow and activities of the company in
the UK. These factors must be managed and controlled by the company to beat the

competitors in the world. It also helps to meet its long-term goals and objectives in a
competitive environment of the country (West, Ford and Ibrahim, 2015).
Environmental factors: The Company maintains corporate social responsibility and
sustainability in the UK market to maintain good relations with stakeholders within the
organization. Various environmental factors also affect the success and growth of the company
adversely. The environmental factors include intense competition, bargaining power of
customers, economic conditions and pace of technological advancements. The company
promises to minimize and reduce the environmental impacts. Audi also focuses and measures the
efficiency of the engine. Therefore, the company must focus on the environment in order to meet
the long-term goals and objectives of the firm. Along with this, the company must use the
effective and unique marketing and growth strategies to overcome on the competitors in the
global market. The environmental factors affect the brand image of the company in UK market
adversely (Izogo, and Ogba, 2015). The marketing mix is affected by the pestle positively
because the environmental conditions of the UK are unique and appropriate. As a result, the
company attracts more customers in the global market.
Legal factors: These factors also affect the trading activities and operations of the firm. Audi
must focus on these factors to run the business smoothly and easily. The company must evaluate
and analyze the legal factors to launch its products across the world. All these factors must be
controlled by the company to gain long-term goals and objectives within the organization.
Along with this, the company also analyzes and evaluates the marketing opportunities of
the country to evaluate and measure the growth and success of the firm. The company is taking
social market opportunities and technological opportunities to explore and expand its trading
activities globally. In this way, the company can maintain sustainability in the organization as
well environment (Al Fahad et al, 2015).
The marketing mix of Audi is affected by the PESTEL environment factors of the
country. The marketing mix is the effective and dynamic approach of Audi to gain long-term
goals and objectives in the UK. It helps to determine that which strategy is right or wrong for the
organization. The marketing mix also includes the positioning, targeting, and segmentation to
divide its market into the different group in the market. In today’s era, it is becoming a more

popular strategy in Audi. Through marketing mix strategy, the company is able to fix the right
and suitable price of the vehicles in the UK. It also helps to get right things at right and
appropriate place and location attract more people in the UK. It also helps to meet the needs,
expectations, and requirements of the customers across the world. By using marketing mix
strategy, the company is able to make a good image in the global market. The marketing mix is
affected by the PESTLE environmental factors. PESTLE analysis encompasses various macro
environmental factors which affect the trading activities smoothly and easily. The company can
easily implement marketing mix strategies to evaluate and measure the environment of the
country (Charan, 2012).
The political condition of the United Kingdom is effective and dynamic thus the
company can easily implement marketing mix strategies within the organisation. Along with this,
the economic conditions of the country are good thus, the company does not put the additional
efforts to analyze and evaluate the market of the country. The United Kingdom is using
innovative and new technologies to attract more customers in the market. Therefore, Audi can
easily use marketing mix strategies in the UK (Ülengin et al, 2014). It will help to attain the
long-term mission and objectives of the company. On the other hand, legal factors also influence
the trading activities of Audi in the UK. But effective and unique marketing mix strategies help
to reduce these legislations in the market. In the United Kingdom, the firm can easily evaluate
and measure the environmental factors due to its unique and effective marketing mix strategies.
The company uses effective and unique promotional and advertisement strategies to enhance and
increase the revenue and profit of the company. If the working environment of the company UK
is good and unique, then the company can easily implement unique and dynamic marketing mix
strategies to beat the competitors. Recession and inflation also affect the revenue and profit of
Audi. But in the United Kingdom, the purchasing power of consumers is favorable thus;
consumers can buy easily Audi and other cars (Al Fahad et al, 2015).
In this way, the company analyses and evaluates the PESTLE environmental factors by
implementing unique and effective marketing mix strategies in the UK. The SWOT analysis and
PESTLE analysis affect the marketing mix strategies of Audi in the United Kingdom. It is
important and essential to overcome on the competitors in the market. The company can easily
attain its long-term mission and vision of the firm. Audi can easily evaluate and measure the

plans, policies, and strategies of the competitors by conducting Pestle analysis (Izogo, and Ogba,
2015).
Conclusion
On the above discussion, it has been concluded that Audi is one the biggest leaders in the
United Kingdom to increase and enhance the customers globally. In today’s era, the company is
increasing its profits and revenue in the United Kingdom. The firm uses effective and dynamic
marketing mix strategies to evaluate and analyze the market of the country. Along with this,
PESTLE analysis is done by the company to identify and measure the plans and policies of the
competitors in the UK. The main aim of the company is to increase the revenue of the company
by maintaining sustainability in the environment as well as the organization.

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