Strategic Marketing Assignment - Bristol Cars Limited
Added on 2020-10-05
14 Pages4799 Words144 Views
Leadership ManagementMechanical EngineeringEnvironmental Science
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Strategic Marketing
EXECUTIVE SUMMARYThis report provides a deep analyses about the concept of strategic marketing and itsimportance in business operation as well as success. As marketing strategy help a company todevelop an action plan that provide a guidelines to achieve desire objective in marketplace.Bristol Cars Limited is a UK based company that deals in manufacturing and trading inautomotive sector. Now company want to expand its business in Argentina by launching its“Driverless car”. This report is divided into four parts where first section describe about the analyses ofvarious micro environmental factor in order to determine the various opportunities or threatpresent in Argentina. In second section it elaborates about various entry options that can be adopt by BristolCars Limited in order to enter in new market such as Merger & Acquisition, Joint venture andstrategic alliance. Section third describes about the market segmentation or targeting that Bristol CarsLimited has used in order to decide its potential market for focusing its marketing strategy overit. At last in part four it define about various marketing strategies that can be used bycompany in order to achieve competitive advantage in new market using Porter's generic strategymodel. It has been identified that Bristol Cars Limited must adopt Strategic alliance for enteringin market of Argentina. Apart from this appropriate strategy for company is differentiationleadership which support them in keeping the competition away from market.
Table of ContentsEXECUTIVE SUMMARY.............................................................................................................2INTRODUCTION...........................................................................................................................1MAIN BODY...................................................................................................................................1PESTLE..................................................................................................................................1Market entry mode.................................................................................................................5Market Segmentation..............................................................................................................7Porter's generic strategy..........................................................................................................8CONCLUSION................................................................................................................................9REFERENCE.................................................................................................................................10
INTRODUCTIONStrategic marketing refers to the set of activities that are performed by a firm fordifferentiating itself from its competitors in order to provide better value to its customer (Wilsonand Gilligan, 2012). It help company in identifying the need or want of target market for makingeffective decision that support company in achieving success. Bristol Cars Limited is a UKbased automotive company that perform operations related to the manufacturing and trading ofhand-built luxury cars. Company want to expand its business by launching a brand new“Driverless car” in Argentina. This report discuss about analysis of opportunity and threats thatare present in market of Argentina using PESTLE analyses. Further it discuss about variousmode of entry that can be used to enter in new market. Apart from this it includes segmentationas well as targeting of market and use porter's generic strategy to achieve competitive advantage.MAIN BODYBristol Cars Limited is a UK based automotive company that after getting succeed in itscurrent market, company want to expand its business in new market. The chosen country isArgentina as it has a wider scope in automotive sector (Malshe, 2013). Company decided toexpand its business by bringing new technology in market i.e. driverless car where people willonly have to command its car by entering destination to visit. This car is firstly charge byelectricity and then it will be run as per the command given by its owner. But before expandingits business it is very essential for Bristol Cars Limited to analyses macro environmental factorthat have an huge impact over the operations performed by a company. This analyses can bedone through using PESTLE framework.PESTLEIt refers to a analytical tool that focuses on external factors that may affect the actionstaken by a company (Zalengera and et. al., 2014). This tool help Bristol Cars Limited indetermining the various threats and opportunities that are present in Argentina which it mustconsider while formulating business plans or policies. Following are the factors that are considerin PESTLE:Political:- Variables involves in political factor are all about degree of governmentintervention in economy and how it intervenes. Political stability in overseas market, labour law,tax policy, foreign trade policy, trade restrictions etc. are the variables involved in it. Argentina1
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