Evaluating Marketing Strategies for Auto Trader Company Report

This report offers a comprehensive marketing analysis of Auto Trader Company, examining the marketing process, marketing orientation, and both micro and macro environmental factors influencing marketing decisions. It proposes segmentation criteria for different markets, explores targeting strategies for products/services, and demonstrates how buyer behavior impacts marketing activities. The report further delves into product development for competitive advantage, distribution strategies for customer convenience, pricing strategies reflecting organizational objectives, and the integration of promotional activities to achieve marketing goals. The analysis provides valuable insights into Auto Trader Company's marketing practices and suggests strategic recommendations for improvement and growth.

Table of Contents
Introduction
Task-1
1.1 Explain the various elements of the marketing process?
1.2 Evaluate the benefits and costs of a marketing orientation for a selected
organisation?
1

Task-2
2.1 Show macro and micro environmental factors which influence marketing
decisions?
2.2 Propose segmentation criteria to be used for products in different markets?
2.3 Choose a targeting strategy for a selected product/service?
2.4 Demonstrate how buyer behavior affects marketing activities in different
buying situations?
2.5 Propose new positioning for as elected product/service?
Task-3
3.1 Explaining how products are developed to sustain competitive advantage?
3.2Explaining how distribution is arranged to provide customer convenience?
3.3 Explaining how prices are set to reflect an organization’s objectives and market
conditions?
3.4 Illustrating how promotional activity is integrated to achieve marketing
objectives?
Task-4 Presentation
Conclusion
References 
Introduction
2

Organization is comprised of several complex set of activities and is being
incorporated by promoters groups with a view to earn profit and satisfy clients at
large. In this fast moving business environment in order to grab more clients and
expanding market share a sophisticated marketing strategies needs to be developed.
Throughout the time with the increasing ramification of changes in the working
system of the organization and consumers’ demand there is needed to adopt an
effective marketing mix..There are several benefits of an effective marketing
strategies such as establishment of brand image, high turnover of sales, product
awareness and furthermore. In this report a complete adamantine study would be
made about how marketing strategies are useful in grabbing determined market share.
Task-1
3

1.1 Explain the various elements of the marketing process?
Marketing process- It is the management process which is used by sales persons
in order to identifying, anticipating and develops a plan that could be used to
develop customized products to satisfy clients’ needs and demand. Various other
associations have also revealed the definition of MARKETING PROCESS e.g. it is
the process of identifying and capturing consumers’ needs and develop an action
plan accordingly in significant manner.
Key elements of marketing process- Auto Trader Company is the big company
which is selling cars and other automobile goods in all over the world. There are
various elements which are used by Auto Trader Company in making marketing
process effective.
Situational analysis- It is the analysis which is used to understand internal and
external factors of Auto Trader Company. However company could easily use
Situational analysis to evaluate micro and macro factors such as client’s
purchasing power, economic conditions. Eventually Auto Trader Company can
easily identify the client’s choice of action and can use eradicate the consumer’s
wants and what is being offered by Auto Trader Company in determined
approach (Atasu, et. Al., 2010).
Marketing strategy- In the scenario given it is considered that various
marketing team are making consistent efforts in harsh way to get more sales.
This type of marketing practice lives brand image of the organization negative.
Therefore Auto Trader Company needs to analyses all the internal and external
factor of the car industry and then needs to make effective marketing strategy.
Marketing mix decision- It is related with the production of right goods to right
people. Auto Trader Company needs to make determinedchanges in its value
chain activities so that clients want and needs could be satisfied with the offered
products.
Implement and control- with the gradual efforts of the Auto Trader Company in
its marketing process there is requirement to make implementation of the
4

planned activities. In this process Auto Trader Company will implement its
marketing strategy and evaluate U
client’sreciprocate behavior. In the end top management will make plan to
overcome identified gap in its control analysis activities.
1.2 Evaluate the benefits and costs of a marketing orientation for a
selected organisation?
Marketing orientation- It is the business model which focus on delivering products
and designing it according to clients desire, wants and need and provide at most
suitable customised product
There will be several benefits of marketing orientation of Auto Trader Company
which are shown as below.
Better marketing program- Auto Trader Company is being following marketing
orientation technique in its marketing techniques. Therefore available feedbacks
from clients and other required document regarding competition could be useful
for better marketing program (Shaw, 2012,).
Increment in the client’s numbers- Marketing orientation helps Auto Trader
Company to evaluate all the required needs and wants of the clients from all over
the world. Therefore development of customized products in its value chain
activities results into drastic profit to grab more market share.
Increment in the brand image- Auto Trader Company by following marketing
orientation could easily fulfill client’s wants and desire which eventually results
into high creation of brand image in the mind of customers at large.
More market oriented- This type of strategic tool of Auto Trader Company will
provide company a privileged to gain information about the current and recent
trends that will results into betterment of sustainability of the organization.
The most effective benefit of this market orientation would be that sales person
would be very soft in handling clients and will give proper assistance in selecting
the car as per their choice of action.
5

Cost of market orientation- Auto Trader Company needs to hire a separate
teams and sales persons who will be complete indulge in collecting data and
required information form potential clients. There will be so many sources
involved in collection of required data such as primary andsecondary sources. In
addition to this Auto Trader Company also needs to changes its value chain
activities in order to make customized products that will also require high
amount of investment in new technology, plants and machinery at large.
Task-2
In this report CEO has asked to make a complete evaluation plan on all the
unforeseen micro and macro factors which could affect the marketing activities
6

of Auto Trader Company. A complete adamantine study has been made to make
an effective representation to CEO in next meeting (Cheben, et. Al., 2015).
2.1 Show macro and micro environmental factors which influence marketing
decisions?
In this fast moving world where all the organizations and companies are grabbing
international market share in order to increase their market share then at the same time
there will be emergence of so many threats and factors. These factors could be
bifurcated in micro and macro factors (Zeriti, et., Al., 2014).
Micro factors- These factors are related with customer supplier and intermediaries
choices.Auto Trader Company needs to make effective plan to understand macro
environmental factors. This factor directly affects the business and marketing
strategies of Auto Trader Company. In addition to this this factors could be
controlled by management of the Auto Trader Company in determined approach
(Morgan, et. Al., 2012).
Macro factors- This are the factors which are not in the control of the
organization and Auto Trader Company needs to make its plan and policies
according to this factors at large (Griffith & Hoppner, 2013).
Micro environmental
Customers-These are the potential
persons who are the prime concern for
the organization. Therefore Auto Trader
Company should make efforts to
provide best suitable cars to their
clients.
Intermediaries- These are the agents
and firms who have taken franchises
or entered into joint venture with the
organization. Auto Trader Company
Macro factors
Political- Auto Trader Company needs
to evaluate the politicalstructure of the
place at which it is selling its products.
A stagnate political government tend to
be very much help for the proper
functioning of the organization.
Social- It is comprised of client values.
belief, perception and their
reciprocatebehavior. Therefore Auto
Trader Company needs to evaluate all
7

should evaluate their needs and
demand and adequate profit should be
granted for their activities.
Supplier- These are the manufacture
of cars who provide goods to Auto
Trader Company. Their pricing
policies and other factors affect the
buskins at very large.
the associated factors of their stake
holders at large.
Economical-This reveals the market
conditions and clients purchasing
power in determined approach.
Therefore Auto Trader Company needs
to fix the price of the product according
to clients accepting price range.
Technology- Today’s era is
accompanied with high upgraded
gazettes and tech which needs to be
developed by Auto Trader Company in
its marketing strategies.
2.2 Propose segmentation criteria to be used for products in different markets?
8

Segmentation criteria- It is the process which could be used by Auto Trader
Company for making segregation in its marketing activities. In simple words it is
the process which is coupled with dividing total market for the cars and
marketing activities into different- different segments. However In selling of car
Auto Trader Company could use stratified technique that make bifurcation in
clients such as age, gender, income and further more.
Demographical criteria- Auto Trader Company needs to evaluate its selling
from all the branches all over the world and then sophisticated strategy should
be developed to the area in which high amount of sales is made. Therefore Auto
Trader Company should make different price and product and place strategies to
draw an effective outcome form the marketing strategies (Cheben, et., Al., 2015).
Gender- This is related with selling cars to different gender of people. It is
assumed that male candidates are more inclined toward buying cars than female
candidates. Therefore Auto Trader Company should focus on male candidates.
Age- With the complete level of stratified survey it is observed that Auto Trader
Company needs to marketingcampaign in context with the age of the different
employees at large so that best suitable course of action could be developed.
Proposed segmentation criteria
Auto Trader Company needs to make strategic alliance with that care
manufacturing who are producing environmental friendly products at large.
Therefore segmentation strategies related with price, product and place should
be taken effectively for cars which are environmentally friendly.
2.3 Choose a targeting strategy for a selected product/service?
9

Auto Trader Company is direct selling company which provides cars and other
automobile products to clients. Company is being focusing on selling
environmentally friendly which is accompanied with less by product emission in
the social society. In addition to this there are following strategies which could
be developed by Auto Trader Company in order to grab more market share
(Scott Rader, et. Al., 2014).
Cost leadership strategy – In this strategy Auto Trader Company needs to sell
its products at a price less than its current offering in the given market segment.
In addition to this company also needs to evaluate all the internal and external
factors in order to bring down the cost of production.
Product differentiation- In this strategy Auto Trader Company needs to put
down this point in its marketing strategies that company has been offering
environmental friendly products which are completely differ from those of
others. In addition to this this will help organization to grab more market share
in determined approach.
Development of core competency- Auto Trader Company needs to make core
competency in its sales team so that best effective results could be drawn in
determined approach. As currently company current sales team is not that much
effective (Scott Rader, et. Al., 2014).
10

2.4 Demonstrate how buyer behavior affects marketing activities in different
buying situations?
Buyer behavior- This is related with sum total of buyer’s perception, likes
wants, need intention regarding consumer’s burying in the given market
segment. In simple term it is understood that it is buying behavior of final
consumers who buy product from the market for the better satisfaction of their
needs and want.
When clients are more inclined toward the low price products
Auto Trader Company in its marketing strategies lower down the price of the
cars offered in the market in order to grab more market share. It is clearly
understood that clients are more inclined toward products which are available to
them at lower price than other offered by other rivals in the market. Therefore
company needs to sell its product accordingly (Petrovna & Alexandrovich,
2013).
When clients are more inclined toward sophisticated technology
In many of the market segment such as highly income earning clients are more
inclined toward purchasing newly sophisticated car for their own needs.
Therefore Auto Trader Company needs to make collaboration with other
manufacture that use high tech in their products at large.
When clients are more inclined toward the services offered by seller
Auto Trader Company is engaged in selling cars to customers at large. In order to
make its sales effective and high in number company should provide best
effective services such as soft handling by sales team, no manipulation in clients
purchase decision making. In addition to this company could also use some
additional purchasing offers such as free hotel booking, movie tickets gift
vouchers and further more (Morgan, et. Al., 2012).
By considering all the above aspects, it can be stated that buyer behaviour has
high level of impact of marketing activities of Auto Car trader. For instance: Marketer
places emphasis on placing advertisement in social networking sites as well as
11

television and newspaper when customers do not have information about the features
of car. Hence, by developing awareness among the customers about the model of car
and thereby would become able to sales revenue.
2.5 Propose new positioning for as elected product/service?
Positioning- This is related with selling products to specified broad market. It is
related with focusing on selling cars in newly identified area that is imperative
for the increment in sales of the product at large. However, positioning strategies
is used to provide a clear idea about the new market on which company and
sales team needs to focus in determined approach.
Auto Trader Company needs to make complete positioning statement in which
all the required factors will be taken into consideration such as market demand,
target market, client’s choice of action and other intents in determined approach.
In addition to this it is also observed that clients are more inclined toward
environmental friendly products therefore with this complete understanding it
would be observed that Auto Trader Company needs to change its existing
working system and marketing strategies so that best suitable action plan could
be generated in determined approach.
Auto car trader will position its car on the basis of mileage, luxury and
environmental aspect. Moreover, all three are the main aspects which are considered
by the car dealer while placing advertisement. Moreover, comfort is the main factor
that is undertaken by the dealer while making decision about investing money in car.
Along with this, mileage is another factor that is highly associated with the
maintenance of car. In this regard, by placing advertisement about mileage Auto car
trader can attract large number of customers. Further, now people prefer to purchase
car which less pollutes the air. Thus, by providing information to existing and
potential customers about such aspects Auto Car trader can influence the decision
making aspect of customers.
12