Essentials of Marketing Function

7 P2) Roles and responsibility of marketing in wider organisational context 7 M2) Significance of Interrelationship8 D1) Critical evaluation of key elements of marketing function and its interrelation 8 TASK 29 P3 Comparing different organisation's way of applying marketing mix in accomplishing objectives. 9 M3 Evaluation of various tactics implemented by organisations to present their way of achieving objectives.13 TASK 313 P4, M4) Marketing plan 13 D2) Strategic marketing plan that tactically applies use of 7

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................5
TASK 1............................................................................................................................................5
P1 Essential responsibilities and duties of marketing department in a company...................5
M1 Analysis of role & responsibilities performed by marketing in respect of marketing
environment............................................................................................................................7
P2) Roles and responsibility of marketing in wider organisational context...........................7
M2) Significance of Interrelationship....................................................................................8
D1) Critical evaluation of key elements of marketing function and its interrelation.............8
TASK 2............................................................................................................................................9
P3 Comparing different organisation's way of applying marketing mix in accomplishing
objectives................................................................................................................................9
M3 Evaluation of various tactics implemented by organisations to present their way of
achieving objectives.............................................................................................................13
TASK 3..........................................................................................................................................13
P4, M4) Marketing plan.......................................................................................................13
D2) Strategic marketing plan that tactically applies use of 7Ps...........................................17
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................20

INTRODUCTION
Marketing can be defined as a set of activity or process which aim at creating,
communicating, delivering and exchanging offerings and products that provide maximum value
to customers, clients and shareholders also. Marketing aim at creating awareness in consumers
about the features and advantage of a product to compel them for buying the same product
through a persuasive communication thus, it promotes a product to increase sales and
productivity of an organisation (Campbell, Martin and Fabos, 2018). This assignment is based on
Bentley Motors Limited which is a British manufacture and marketer of SUV and luxury cars
having its headquartered in Crewe, England. This assignment consists of key roles and
responsibility of marketing functions and also provide knowledge about interrelation of
marketing with other functional units of an organisation. This report also compares the ways in
which different organisation apply marketing mix. At last, a basic marketing plan is also form a
part of this assignment.
TASK 1
P1 Essential responsibilities and duties of marketing department in a company
Marketing function performs lot of important tasks in an organisation. Every company
needs this department to deliver and transfer necessary information to the consumer. Following
are the significant duties of Marketing department that are fulfilled for the survival of company.
Responsibilities of marketing unit:
Listening customer’s needs: It is the responsibility of marketing to work closely with
customers and concentrate on their behaviour so as to discover the current needs and make
appropriate marketing strategy for the product of company (Nirschl and Steinberg, 2018). In
Bentley motors, marketing unit collects information and develop surveys from the customer
support team to enhance and redirect strategies for future period. It also captures data from social
networks to find out the activities of different customers.
Track recent trends & monitor competition: Marketing function checks the current
position of the organisation by comparing with the competitors and trends in market. Bentley
motors company has an effective marketing unit that watch new changes in competition to
understand its best offerings and identify weaknesses of company so as to avoid them in future
(Nirschl and Steinberg, 2018).

Channel marketing: Marketing department sets tactics and provides support to third
party network partners of organisation which are engaged in communication, demand generation,
and education (Gurtner, Spanjol and Griffin, 2018).
Creating brand values: Marketing unit is responsible for establishing, distributing brand
image, significant messages and thought which assists in communicating brand values
effectively. In Bentley Motors Ltd, this department assure that every department of company
convey message contents in a conformable and coordinated way.
Discovering marketing tools: Marketing department ensures that company is always
updated in the field of marketing. Henceforth, marketers remain conscious about new trends,
digital tools emerging in market and the strategies applied by different competitors. In Bentley
motors, marketing management identifies all the changes in product management tools,
marketing automations tools, Product information tools, etc.
Co- ordinate the activities of marketing partners: It is responsibility of marketing
function to co-ordinate and monitor efforts of contributors which are associated with company's
marketing. It ensures that working of partners is always linked with goals of organisation. In
context of Bentley Motors Ltd, marketing unit closely observes and also keeps track of activities
of publishers, designers, consultants, writers and journalists (Bauer, 2018).
Roles of marketing unit in an establishment:
Marketing department executes several duties in a company. Some important roles of
marketing in Bentley Motors Ltd are mentioned below-
Brand management: Main role of Marketing unit is to create business concerns brand
name or logo, develop image with its implementation by making use of mass communication
tools like advertising. In Bentley motors, marketing department is liable to create logos so that
all promotional activities could be implement effectively.
Corporate communications: Marketing division generates standard for company to
convey messages and encourage organisation by using strategic tools like though leadership and
PR. Marketing department develop marketing messages to carry out promotion of product and to
influence target customers.
Market intelligence: It is the role of marketing function to capture, examine and
distribute appropriate information, understand customer attitudes, track new entrants in market
and analyse competition in industry (Grimmer, 2018). Research is carry out by marketing

department of Bentley Motors Limited to track the changes take place in customer’s needs and
wants into better satisfy their needs.
Product management: Marketing unit monitors market activity, discovers market
problems for the product of company, identify application of innovations in products/ services
and determine whether commodities are tested and shipped on specified time. In Bentley Motors
Limited, marketing department carry out research to identify new customers for company’s
product.
M1 Analysis of role & responsibilities performed by marketing in respect of marketing
environment.
Marketing is a very wide concept and it is not limited to internal factors of organisations
but also covers all the external factors of a business environment. The main role and functions
performed by marketing in marketing environment is continuous and timely monitoring of
Marketing Environment. It is concerned as most important role played by marketing is timely
analysis of business environment which makes it easy to understand current trends and situation
of market. Marketing makes an organisation aware about current opportunities and threats which
is use full Bentley motors to formulate an effective marketing strategy for achieve of its goals
and targets (Pricilla, 2019).
P2) Roles and responsibility of marketing in wider organisational context
Marketing is an important function which promotes the sales of a product and maintain
good brand image and better relationship with customers. In wider organisational context
marketing plays an important role through providing information about current trends and
demands of customers on which all the operations of an organisations depend. Marketing plays a
significant role in success and timely achievements if goals of an organisation but marketing
alone cannot meet all the objectives of organisation. For overall growth and success of firm
proper interrelation and connection of all the departments is necessary. Bentley is a famous
manufacturer and marketer of exclusive and luxury cars. Thus, to maintain its brand image it is
necessary that all its functions are properly coordinated and linked with marketing. Interrelation
between marketing and other functional unit in Bentley is described below:
Marketing and production department- It is the responsibility of production
department to timely provide and deliver a product on the basis of customer’s needs and
expectation. This information about prevailing trends and needs of customers is provided by

marketing department. Thus, proper interrelation between two ensure deliver of a most suitable
product which fulfil all desires of customers. In Bentley, marketing department conduct timely
research to understand the taste of customers and provide this knowledge to production
department so that they can produce most exclusive and luxury car which will meet all the
demands of customers and provide maximum satisfaction to them (Hanlon, 2019).
Marketing and finance department- Timely preparation of budget and keeping a record
of all income and expenses is the most important role of finance department which ensure proper
control on wasteful activities and expenses. Marketing department require adequate amount of
finance to properly implement its marketing strategy and to conduct market research. A proper
coordination between these two functional units ensures a control and check on expenses of
marketing department through preparation of proper budget and other control technique by
finance department. In Bentley, finance department provide sufficient amount of finance to
execute best marketing strategy which will ultimately ensures more profit and income for finance
department. Marketing is essential for an organisation to increase its profits and income level
which is used by finance department for better growth and expansion. Thus growth and better
financial performance can only be achieved by proper marketing.
M2) Significance of Interrelationship
The interrelationship and collaboration between different units is very significant for
every organisation as it facilities timely achievement of targets and goals through reducing
chances of confusion and chaos. Proper connections between marketing and other functional
units ensure that all efforts of marketing are parallel to the overall objectives of organisation
which increase the efficiency and productivity of organisation. Like for Bentley, Marketing
makes production department aware about different needs and demands of customers so that they
can deliver a product as per this need which will increase the sales of organisation (Okumus and
Cetin, 2018).
D1) Critical evaluation of key elements of marketing function and its interrelation
Marketing function includes timely “market research” as an its element which is very
useful for production department as it provides information about latest trends and fashion which
makes it easy for production department to deliver a product which is best suitable for prevailing
market and satisfy all desired and needs of customers. Interrelation between finance and
marketing department sometime creates issues in an organisation as excessive control by finance

department on budget of marketing can lead to ineffective marketing element which is
“marketing strategy”.
TASK 2
P3 Comparing different organisation's way of applying marketing mix in accomplishing
objectives.
Marketing mix is an important tool for marketers and is used in influencing behaviour of
consumers (Uncles, 2018). There are various elements that affect buying decision of customers
related to particular products and these factors are part of 7 P's of marketing. They assist
businessmen to conduct marketing plan for promoting the functioning of businesses (Marketing
mix, 2019).
Bentley Motors- It is an auto-mobile company of United Kingdom which is engaged in
designing, creating, producing luxury motor cars. It was constituted by W.O Bentley in the year
1919 in place North London. Bentley is situated in Crewe city, England, UK. Volkswagen is the
parent company of this auto-mobile organisation. Competitors of the firm in industry are
Mercedes Benz, Aston Martin, Ferrari, Jaguar, etc.
Aston Martin- Present company also known by Aston Martin Lagonda Ltd., that deals in
Automative industry, especially with production of Luxury vehicles. Aston Martin was
established by Robert Bamford and Lionel Martin in the year 1913 (Aston Martin, 2019). It faces
competition in industry from brands like Ferrari, Maserati, Bentley Motors, Audi, McLaren, etc.
Following matter is provided to give detail knowledge about implementation of marketing mix
by two different companies-
Marketing mix Description Bentley Aston Martin
Product It refers to the tangible
and intangible features
which a company
offers to its customers
to fulfil their
requirements. Product
factor may be any
item, commodity or
Bentley motors
product range consists
of Bentley Turbo R,
The Azure, Bentley
Brookland,
Continental GT,
Mulsanne, Bentley
Bantayga, Bentley
Products of Aston
Martin includes
Vantage AMR,
Valhalla, DBS
superleggera, Rapide
AMR, Valkyrie, Aston
Martin DBX, DB11,
V12 Vanquish, DB7

service along with
good packaging and
quality.
speed Six and several
others.
Zogato, Cygnet, etc.
Price Price of an item
mentions the amount
charged by a company
in exchange of product
or to obtain possession
of commodity.
Bentley motors uses
Premium pricing
strategy to target its
models to rich section
of community. Motor
cars prices are high
due to its handmade
manufacturing method
adopted by the
company. Another
reason of high pricing
is that products are
manufactured
exclusively in few
quantities.
Aston Martin has
targeted population
having wealthy
lifestyle. It has adopted
pricing strategy of
high premium pricing.
The brands of this
company requires high
maintenance and costs
hence, wealthy people
are considered as
main customers .
Place This element indicates
the medium through
which the items of
organisation are made
acquirable to its
consumers. It may be
any retail store, shop
or showrooms
(Malhotra and
Burgess, 2018).
The manufacturing of
Bentley brand
products is carried out
in factory of Crewe
city in UK. It has its
presence in
international market
also. Bentley motors
models are sold in
India, Japan, China,
Australia, United
States, Canada and
Company is present in
almost all geographical
areas of the world. It is
established in six
continents and is
present in countries
like Turkey, Kuwait,
Qatar, China, United
Kingdom, Austria,
France, South Africa
Denmark, Riyadh,
United States, Jordan,

United Arab Emirates.
Around 85% products
of company are
exported to global
areas.
Germany, Canada,
Greece, Monaco, Peru,
Italy, Sweden and
Russia. Aston Martin
has strong distribution
network in various
areas.
Promotion It alludes different
methods through
which the information
of product is
communicated to the
community. Promotion
may be advertising,
public relations tasks,
personal selling
activities.
Bentley motors uses
innovative marketing
strategy in
promotional processes.
It printed official URL
on some test cars to
launch new models in
market. The company
do not conduct
aggressive marketing
of cars to increase its
sales if their demand is
low in market.
Marketing strategy
applied by auto-mobile
firm are concentrated
marketing, inbound,
trade-shows, database,
product placement or
event.
Aston Martin has
established strong
brand awareness of its
products in
marketplace through
its promotional tactics.
It promotes the models
through use of
magazines, billboards
and business journals.
Company considers
direct selling of
products to targeted
customers and
therefore, also invests
in direct marketing
policies. It actively
advertises cars through
social media platforms
such as official
websites, Instagram,
Facebook and Twitter.
People It includes all the This includes It alludes highly

people who will be
engaging with the
product or service of a
company. People
element may be
employees,
consumers, dealers,
and management.
craftsmen which
possesses extreme
craftsmanship skills to
make product by
hands, skilled
employees,
trustworthy customers
and distributors.
skilled workforce,
dealers, suppliers,
valuable customers,
brand ambassadors,
top managers, and
owners of company.
Process This factor indicates
the operation by the
use of which the
product/ service of a
business is produced
and delivered.
It manufactures its
product in company's
factory in Crewe,
England. Cars are
produced by craftsmen
by hand under the
guidance of designer.
Bentley sells models
directly to the
customer from shops
located in various
places in world.
It has adopted lean
production theory
model in
manufacturing the
products of company
in order to reduce
wastages and improve
customer’s
satisfaction.
Physical Evidence Physical evidence
element signifies the
ways adopted by
company in shaping
and forming their
product that will be
detected by consumers
in the marketplace. It
can be brochure,
packaging, uniform or
Bentley has utilised
unique and captivating
promotion of its brand
models. Brochures,
waiting rooms, offices,
correspondence and
shops are also
unambiguously
designed.
Dealership across the
international market
display company's cars
with products offering
unique experiences to
customers. Exclusive
showrooms of Aston
Martin are present in
several regions of
world.

design of shop
(Sharma, 2019).
M3 Evaluation of various tactics implemented by organisations to present their way of achieving
objectives.
Marketing mix of Bentley motor assures that they offer qualitative and satisfactory luxury
model to customers. Proper utilisation of variables in marketing assisted the company in
enhancing its profitability, controlling the dominance of competitors and improving sales
margin. Aston Martin has gained recognition all over the world and has also seen increase in the
sales as well as profit margin in recent years. This success of company was assisted by the use of
effective promotional strategies. It has adopted those advertising methods and tactics that aids in
linking with customer’s way of digesting content and with brand loyalty.
TASK 3
P4, M4) Marketing plan
Marketing plan is a written document which provide outline or framework for proper
development and execution of marketing tactics and strategy. It prepared for a specific time
period mainly 12 months and covers all marketing related details like cost of project, goals,
objective and all other actions and steps taken for fulfilment of desired targets and for timely and
successful completion of a project (Pooler, 2018).
Overview
Bentley motors limited is a well-known British marketer and manufacture of luxury cars
and SUV founded by W. O. Bentley in 1919 in Cricklewood, North London. Since 1998 is a
subsidiary of Volkswagen Group and headquartered in Crewe, England. It aims at providing
enrich experiences to both driver and those who prefer to be driven. It is truly engaged in
combining elegant design, contemporary craftsmanship and seamless technology. Its best luxury
and stylish cars include GT v8, EXP 100 GT, BENTAYGA and many more. As today customers
and government both become more aware and concern about environment thus, Bentley is also
making targets based on sustainability (Bentley Motors, 2019). It’s all new cars are having
smaller, cleaner engines and more efficient work practices to help in reducing its overall impact
on the environment. For achieving its sustainability targets, Bentley is planning to launch a new

electric car with brand name, “Bentley Electric Spur”. The following market plan is prepared by
Bentley to achieve its objective sustainable development and to meet the government norms and
regulation for protection of environment. This market plan includes the mission, objective, vision
and all marketing strategies of Bentley motors to timely achieve the desired targets.
Mission
It provides a written declaration of an organisation's core purpose and focus to provide
intended direction to entire organisation. The mission statement of Bentley is, “To manufacture
and provide a high performance, exclusive and individual luxury cars which is best in its
class”.
Vision
It provides a map or framework that indicates that what a company wants to become or
achieve in long run through setting or defining directions for company's growth. The vision of
Bentley motors limited is, “To become the world's most successful, fascinating and sustainable
car manufacture”. For fulfilment of this vision and to focus a little more on sustainable
development Bentley is launching its new electric car.
Objectives
objectives represent the main targets or goal of an organisation. The main objectives of
Bentley behind launching its new, “Bentley Electric Spur” are as follows:
 To increase number of vehicles sold per year to 20,000 by 2020.
 To increase its number of customers by 15% in one year through targeting potential
customers who are more concern towards environment.
 To increase overall productivity and profitability by 10% in coming 12 months.
STP approach
Marketing and sales are the two factors for success and growth of any organisations. STP
is a marketing tool that is helpful in developing a digital strategy for content marketing of any
new product (Holbrook, 2018). STP focuses on most valuable segments of markets and
facilitates right marketing mix and product positioning strategy to attract potential customers to
ensure the success of product. Bentley is going to launch a new electric car thus; it is making use
of STP approach to implement best marketing strategy to attract the potential customers. The
three main components of STP model are as follows:

Segmentation- This process is useful in identifying potential customers and to convince
them to buy the product. Use of segmentation technique is made to identify the specific needs
and desires of a niche or small target markets which provide an effective way of delivering and
communicating a message to potential customers. It divides a potential market into different
categories which facilitates easy selection of potential customers. Bentley will use of
demographic segmentation where its main focus will be on rich customers which can afford its
expensive car.
Targeting- Targeting strategy involves choosing a most suitable market segment which
is appropriate for a particular product. The new electric car of Bentley is quite expensive thus, its
main target is rich people. It is aim at targeting all car lovers who wants an enrich experience of
driving an automated and most unique car.
Positioning- This aim at creating and enhancing brand image of a product through
meeting customer’s perceptions and addressing their feedback (Arendt and Allain, 2019). Use of
Symbolic Positioning is made by Bentley as it creates awareness about aspirational elements of
its new car and best characteristics of brand that fulfil customer's self-esteem.
SWOT analysis
SWOT analysis or matrix is a strategic planning and marketing tool used to identity
strengths, weakness, opportunities and threats of an organisation related which are mainly related
with its business competition and project planning. Bentley is launching a new car and to ensure
its success it is necessary to properly analysis its external and internal factors thus, to evaluate its
internal strengths and weakness and to examine the external opportunities and threats use of
SWOT analysis is made by this organisation (SWOT Analysis of Bentley, 2019).
Strengths Weakness
 Popularity is the biggest strength of
Bentley as it is famous for its unique
mix of luxury and sports nature cars.
 Differentiations and brand uniqueness
is helpful in maintaining exclusiveness
thus, able to attract a large number of
customers.
 Bentley is a technological leader of
 Bentley is having a limited reach and
not present in many countries thus,
losing out emerging market.
 To maintain its exclusivity and high
standards Bentley produces only a
limited number of cars thus, it
customers have to wait for a long time

their field which provides highest
speed, durability and performance
level.
 Bentley is having a high brand value
and equity which makes them less
Vulnerable to competition.
to get their cars.
 Having a very small target group thus,
future growth and expansion is difficult
(Fairley, 2019).
 The cars of Bentley are not
environmental friendly thus, creating a
high level of pollution. The presence of
waste heat is causing undesirable
changes in the environment.
Opportunities Threats
 Bentley is having an opportunity to
become more environmental friendly
and can start looking towards more
economic and better thermal fuel
alternative like electric power, etc.
 Bentley can increase its productivity
and profitability through focusing on
the affluent class in emerging markets.
 Use of better promotion techniques like
advertisements and premium event
show can be used to enhance brand
value.
 Changing government norms and their
increasing focus towards pollution and
environmental protections is creating a
threat for Bentley.
 Increasing fuel prices is a concern for
whole automobile industry.
 A large level of competition from Aston
martin, BMW, Mercedes, etc. is
creating a threat for Bentley.
SWOT analysis of Bentley clearly showing the opportunity for use of thermal power
thus, to meet its targets of sustainable development and to fulfil environmental demands and
meeting its customer expectations and government norms launch of Bentley electric Spur seems
successful as it is providing a combination of luxury, power and environmental friendly
technique.
Budget
Following budget is prepared by Bentley or this project:
MARKETING BUDGET (£)

PARTICULARS Ist Year IInd Year IIIrd Year IVth Year Vth Year
Initial money 4000 7400 12200 14360 20870
Investment 8300 11500 23930 31530 12550
TOTAL 12300 18900 36130 45890 33420
MARKETING OUTLAY
Promotion 4646 2559 4693 1975 2111
Sales publicity 1365 800 2452 1492 1050
Direct selling 3135 1800 4751 2000 4334
TOTAL 9146 4159 11896 5467 7495
Monitoring and Controlling
Monitoring and controlling techniques are necessary to oversees all the tasks and
activities to ensure timely completion of work and also helpful in maintaining quality of project.
It includes timely schedule control, cost control, quality control and review of performance
through properly preparing reports and comparing actual performance with planned
performance. Proper controlling and motoring provides scope and time for corrective action so
that desired level of performance and objects can be achieved. To ensure the success of its
project and launch of its new car Bentley has implemented proper controlling and monitoring
techniques at all the stages and activities of project (Kuntonbutr, 2019).
D2) Strategic marketing plan that tactically applies use of 7Ps
Following market plan is prepared by Bentley to achieve its targets and objective with
proper use of 7Ps of marketing mix:
Elements of marketing mix Bentley electric Spur
Product The new car or product of Bentley will use
electric power to reduce pollution and will
provide luxury and most stylish look to enrich
the experience of customers.
Price Bentley will be targeting rich customers for its

new electric car thus, will use premium pricing
so the price of car will be £99,995.
Place As it will be the new product of Bentley thus,
to reduce the amount of risk of failure company
will launch it in only England, UK.
Promotion For promotion of this new car use of Symbolic
Positioning will be made by Bentley.
People Bentley is providing a very friendly
atmosphere to all its stakeholders and to
enhance the sale of its new product, customers
will be inform by Bentley in a very polite and
genuine way (Pantano, Bassano and Priporas,
2018).
Process The Bentley is famous for its handmade design
made by its skilled and creative craftsman
which has provided traditional but most
exclusive look to this new car and use of best
distribution system will be made to ensure
timely delivery of this car.
Physical evidence Use of positioning techniques and brand image
will be made to create physical evidence for
this new car which will aim at creating a good
image of product in minds of customers.
CONCLUSION
From this assignment, it can be concluded that marketing is essential for an organisation
to set proper procedures for generating, communicating and providing value to consumers for
succeeding in maintaining relationships that is advantageous for both company and stakeholders.
Marketing department is a process by which business organization communicates with its

potential customers and also aids in accomplishing dual objectives like profit making &
consumer satisfaction. A successful market plan is made through implementation of effective
marketing mix and strategies.

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