Strategic Marketing for Bentley Motors in Sweden

Strategic
Marketing

Contents
INTRODUCTION...........................................................................................................................................3
MAIN BODY.................................................................................................................................................3
Marketing Mix.........................................................................................................................................3
Customer Based Brand Equity Model......................................................................................................4
Integrated Marketing Communications...................................................................................................5
Measuring marketing effectiveness.........................................................................................................6
CONCLUSION...............................................................................................................................................7
REFERENCES................................................................................................................................................8

INTRODUCTION
Strategic marketing refers to a process through which an organization can differentiate
itself from its various competitors through the use of effective techniques of marketing (Hunt,
2017). It helps in gaining a distinct competitive advantage over the competitors. This report is
based on Bentley Motors. The company wants to expand its business in Sweden. In this report,
detailed analysis will be made on organization’s internal and external environment, development
of strategic marketing plan. Additionally, focus will be made on management of resources and
monitoring, measuring and adapting the marketing plan for the purpose of achieving continuous
improvement.
MAIN BODY
Marketing Mix
Marketing mix refers to using of 4P’s of marketing. These are explained in the context of
Bentley Motors as follows-
Product- Product refers to the goods or services which are provided by an organization
to its various types of customers (Josephson, Johnson and Mariadoss, 2016). In the context of
Bentley Motors, its products are cars which it sells in the market. It will use the broader market
of Sweden to target various customers. As it targets expansion in the country it will need to
introduce innovative designs and newer features in its cars so that it can easily attract the
customers. The cars which are being sold by the company to its customers should justify their
price tag through their performance. Bentley Motors can make sure that it provides good cars in
the market of Sweden which justify their price tag thus helping the company to make profits in
the country.
Price- Price refers to the amount of money which is charged from the customers by
providing them goods or services. For Bentley Motors, to target expansion it is necessary to use
the right pricing strategy. It is recommended that it uses competitive pricing strategy to expand to
the parts of Sweden where it is not present. This is so because the market of Sweden is highly
competitive in nature and thus it is required that the prices of cars should be able to attract the
customers towards the stores of company resulting in higher sales and thereby an increase in
profits. Bentley Motors has to make sure that it is able to set a right price in the market for its
cars in Sweden so that the customers look forward to its products. As Sweden has a high-income
economy therefore premium segment can be targeted easily here.
Place- Place refers to the location where a business is being carried out. It is quite
important as it is essential for a business’s success. Bentley Motors has chosen Sweden for
expansion. For this purpose, the managers of the company have analyzed the macro-environment