Strategic Marketing: Implication of Market Segmentation and Targeting for Evaluation of Potential Consumers

Strategic
Marketing

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
1. Recommending product/ service for an organisation with macro-environmental factors.......1
2. Evaluating the three modes of market-entry which is suitable for business in competitive
market..........................................................................................................................................3
3. Implication of market segmentation and targeting for evaluation of potential consumers....5
4. Applying Porter's generic strategies as competitive advantage to sustain in perfect
competitive market......................................................................................................................7
CONCLUSION................................................................................................................................9
RECOMMENDATIONS.................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
The strategic marketing is referred as the process through which companies compete with
their marketing strategies to compete from its rivalries through internal strength and external
opportunities. This leads to accomplish organisational goals and objectives efficiently with the
motive of consumer satisfaction through competitive advantages. The client of Ashanti
Marketing Solutions Limited (AMS) is Bentley Motors that has been selected for this project
(Aghazadeh, 2015). Bentley Motors is the world’s most wanted luxury car brand which is
expanding its business in England (Crew) with new Bentayga Speed that is world’s fastest
production of Support Utility Vehicle (SUV). This project covers the product of clothing sector
which is affected by the factors of macro-environmental factors. It further determines three
modes of market-entry which creates ability to sustain in competitive market. This also applies
market segmentation and targeting for their potential consumers. Additionally, it implements
Porter's generic strategies as their competitive advantage in perfect competition market for
achieving success.
MAIN BODY
1. Recommending product/ service for an organisation with macro-environmental factors
The Bentayga Speed of Bentley Motors focuses on enlarging their consumers in global
market. The strategic marketing is essential in capturing global market through proper utilisation
of all scarce resources effectively which leads to achieve desired result efficiently. The Bentayga
Speed is fitted with 626 horsepower W12 engine; the 2020 Bentley Bentayga Speed is capable of
reaching an incredible top speed of 190 mph. It is the world’s fastest Support Utility Vehicle
(SUV) for delivering an unmatched balance of phenomenal power and exquisite level of
craftsmanship. This further provides invigorating driving experience with both thrills and
captives by exploring its product in England (Crew) with new feature of Bentayga Speed in
Bentley Motors. This leads to implicate various determinants of macro-environment on the basis
of Pestle analysis for Bentley Motors which are as follows:-
PESTLE Analysis:- This states that it is a framework which determines the pros and
cons through macro-environmental factors. The managers of Bentley Motors promote their
Bentayga Speed by positioning it to their potential consumers that enlarge customers and result
in maximising revenue and profitability ratios. The 2020 Bentley Bentayga Speed is considered
1

as the World’s Fastest Support Vehicle Utility (SUV). These macro-environmental factors are
discussed below:-
 Political factors:- This factor consists of elements which are government rules and
regulations, political stability, corruption, foreign exchange trades, nation education
system, tax policy, etc., which affects the stability of an organization (Bang, Joshi and
Singh, 2016). The government of United Kingdom most probably remain same as it does
not change political leaders which are beneficial for managers are maintaining their
strategic decision procedure. It further creates opportunity for growth and stability of
business in perfect competition market by achieving its short and long-term goals. The
managers of Bentley Motors are favourably affected as they have to follow various legal
actions that are to be processed in accordance with rules and regulations of political
leaders. This creates positive impact on organization as it does not changes rules and
regulation imposed by government.
 Economical factors:- The elements included in this factors are interest rates, law,
policies, wages, foreign exchange rates, etc., which affects directly or indirectly the
business goals. The managers of Bentley Motors are positively impacted by economic
factors as it enable them to create job opportunities by hiring labours that improve
efficiency (Cross, Belich and Rudelius, 2015). It negatively impact in consumption of
Bentayga Speed as economic change in foreign exchange rates affects the demand of
customers because in inflation price of cars cost high which leads to reduce the value of
money. The company can improve this threat by controlling its internal expenses which
result in least cost of cars that is consumable by customers to enjoy their experience in
driving cars.
 Social factors:- This factors consists of determinants that are health and safety issues,
consumer services, religion, demographic conditions, etc., which affects business
strategies. The managers of Bentley Motors are positively affected as they are able to
more consumers which increase support and loyalty and develop the ability to remain
stable in competitive market. It creates opportunity for Bentley Motors to develop
relation with their customers by supplying them qualitative featured products at least cost
which result in maximisation of revenue and profits.
2