Strategic Marketing for Bentley Motors in Sweden

Strategic Marketing

Table of contents
 Introduction
 Marketing Mix
 CBBE Model
 IMC
 Measurement of marketing effectiveness
 Conclusion
 References

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.
It helps in gaining a distinct competitive advantage over the competitors. This
presentation 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.

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. 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. 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. 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.