Detailed Marketing Report: Bentley Motors' Strategies and Analysis

This report offers a comprehensive analysis of Bentley Motors' marketing strategies, competitive advantages, and market position. It begins with an executive summary highlighting the importance of marketing in achieving business objectives. The report then dives into a situational analysis, assessing Bentley's internal and external environments using SWOT and PESTLE analyses. It explores Bentley's unique selling proposition, market strategies, and marketing mix, including product, price, place, and promotion. The report also examines Bentley's competitive advantages, comparing its performance to competitors like Rolls-Royce. The analysis covers key aspects such as sales performance, growth trends, and market value, providing insights into Bentley's success in the luxury car market. The report also highlights the company's vision, objectives, and how marketing activities are implemented to achieve its goals.

Table of Contents
INTRODUCTION .........................................................................................................................1
Part 1................................................................................................................................................1
Situational analysis : ..................................................................................................................1
Competitive advantage................................................................................................................7
STP of Bentley............................................................................................................................7
Objectives and goals...................................................................................................................9
Recommended marketing mix..................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

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Executive Summary
Present report is focused towards individual perception towards business development. In
addition to this, marketing is a communication between you and your customer with the goal of
selling goods and services. By having an improved focus on marketing activities the goals and
objectives can be accomplished in desired manner. A situation analysis is an assessment of
current fundamentals, which are related to external or internal markets. In current business
situation a situational analysis is a critical evaluation that can help to make marking plans. By
having an application of diverse methods the effectiveness of marketing can be improved.
Marketing strategy is the foundation of a marketing plan, a good marketing strategy should be
comes from market research. It help to increasing sales and achieving a sustainable competitive
advantage
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INTRODUCTION
Marketing is a communication between you and your customer with the goal of selling
goods and services. We can say marketing is a management process, and study about the
exchange relationship. Marketing is a activity of company with buying or selling g products.
Bentley motors is a company which is indulged in manufacturing luxurious cars and mainly
based in UK. It is a subsidiary of Volkswagen. The said company covers large part of its market
in China. Further, it sells all its cars through various dealers that are appointed on franchisee
basis. Bentley has a wide vision that reflects the future objectives of company. The main vision
of this organisation is to create unique cars that are able to provide luxury as well as excellent
performance to all its customers. Bentley headquarters in a United kingdom, CEO of a Bentley
Wolfgang Durheimer. Number of employees in Bentley is 3600. Bentley has outperformed its
many competitors because of which they have exceeded the list of excellence. Thus, they have
acquired the position of top companies in luxurious cars. This not only provides the medium to
travel but also gives a feeling to the user of travelling with a purpose and enjoyment with all the
luxuries and comforts. Aim of this assignment is analysis the external or internal environment.
Along with this marketing strategies and marketing mix tool is analysing. Moreover analysis
about the USP of selected business and creative strategies. Also describe with product
segmentation, target market and market positions. Along all this study about market share of
selected business, and its competitors.
Part 1
Situational analysis :
A situation analysis is an assessment of current fundamentals, which are related to external or
internal markets. In current business situation a situational analysis is a critical evaluation, that
can help to make marking plans. The purpose of situational analysis is examines the strength
and weakness of a company , it can help to analysis internal environment as well as external
opportunities and threat. Situational analysis is indicate to product and organisation positions.
The SWOT analysis provide an overview of the strength, weakness, opportunities and threats. It
is divided into internal and external components that have either positive or negative effect on
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the business. SWOT analysis provides useful information to the managers about market and
internal conditions to taken best decisions.
USP - Its heritage & luxury status along with the sportiness.
STRENGTH WEAKNESS
 This is a one of the best electric car in
the market.
 It is a best mass product.
 Company has a strong management
team.
 This model have a unique features and
luxurious comfort.
 This model have a sporty-ness looks, that
attracts the youngester.
 This company have a strong brand equity
and market position.
 This model brand value as it is percieved
as a status symbol.
 This model creates a brand loyalty in
customers.
 According to the company brand image ,
this car have a quite being expensive and
limited availability, that is one biggest
strength of to attract more customers.
 Bentley has limited availability in
raising economic.
 Limited production inventories are
creates dis satisfaction in customers.
 Lack of the product availability
customers change his preferences.
 Lack of public relations .
OPPORTUNITIES THREATS
 Bentley look design to more
environment friendly.
 Sell business and start a new career.
 The major preference of consumers is to
have environment friendly vehicles that
can emit less harmful gases. Mentioned
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 Buy local competitor to increase
revenues.
 Sponsorship events increase brand
visibility.
 Have strategy to target wealthy
customers.
 Have a opportunity to built public
relations .
 Develop inventories is create brand
loyalty.
entity is quite expert in this are as they
have innovated displacement engines that
fulfil this purpose.
 Increasing fuel prices and strict govt
regulations.
 Continuous innovation by the
competitors.
 Increasing raw material price.
 Difficulty in import export.
 New emergence standards.
PESTLE :
PESTLE analysis is used for the environment scanning and describe the structure of external
environment factors. it is a strategic tool to understand the political , economical, social or
technological behaviour in the market. Pestle used for the only macro environmental factors, that
provides market growth, business position and current trends.
Political :
In this factor government disbursement the money supply and tax legislation creates impact on
Bentley and its consumers. As per the political factors, mentioned entity can be impacted by a
number of factors which include large risks. These risks can be resulted into different losses as
well. Bentley may be affected by the government agencies and policies. Government support for
eco-friendly products. government increase tax rate so in that situation Bentley pay lot more
returns. Bentley affected by the stability of government policies and influenced by the global.
Economical: The economic factors includes currency rates, recession and other types of
economic conditions of a country. Unlike components that directly impact business firms, there
are some other elements which include financial condition of a country depicts the economy of
that nation as well. These can affect market at both local and global levels. a market system is
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affected especially by the inflation and interest rates. Bentley affected by such considerations as
the current stage of business cycle , GDP fluctuations , price of crude oil property, global
recession, demand and supply. The interest rates use to fluctuate at different places because of
which it is necessary that a company considers these rates of different countries where it
operates. The importance of these rates to be considered by organisations is necessary specially
if their operations exist at a global level.
Social :
In PESTLE analysis, social factors are change in customer preference like product quality,
colour , style, design , product attitude and attributes. Younger generation prefer to use digital
technology , changing social factors affected a firm in many different ways. Many people focus
on a quality of life, therefore, they prefer to have quality products and services which include
goods that have attributes which are of superior quality. There are some places in world, where
women drivers are completely banned. Hence, the business of cited organisation can be affected
at these places.
Technological:
The technological aspect of PESTLE analysis reflects growth and advancements that are
occurring in the technologies with increasing time. These advancements include various
developments that have come into different techniques, tools, machines and equipments which
help in enhancing the productivity of work and its method of execution. Further, it makes work
more easier to do with less number of faults. If Bentley dose not meet the new technologies , it
may easily be kicked out from the market. Because in 21st century's want more technological
advanced cars.
Legal :
In PESTLE analysis , legal variables are create influence in organisation. The legal factors
include those components which have a potential to impact legal structure of a business.
Businesses affected by the taxation policies, employment laws, industry regulations. Bentley
may affected by the legal forces, consumer law and health and safety law. Product transportation,
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profit margins, and viability of certain markets are all examples of things which may be
influenced by legal factors.
Environmental:
In our surroundings, there are a number of things which directly or indirectly impact it .
Therefore, in return, these factors also impact the business as it also operates in this very same
environment. in this factor increasing consumer concern towards green products. Company may
affected by the non governmental organisations and declining global oil reserves.
USP - Its heritage & luxury status along with the sportiness.
Current marketing strategy:
For formulating a marketing strategy, there is a need of systematic planning which is done for
marketing a product or service. This aids in getting improved sales and in attaining competitive
advantage over the rival firms. Marketing strategy use innovative teams to identify and evaluate
emerging opportunities.
Marketing mix:
marketing mix is a interrelated components of strategy, marketing mix is referred to a 7ps of
marketing. Company put together all the components to satisfy a target group. marketing mix
strategy is choosing and implementing the best possible operations for the organisations. That
can help to fulfil the long term objectives and competitive edge.
One of the key elements of a successful marketing strategy is the acknowledgement that your
existing and potential customers will fall into particular groups or segments, characterised by
their "needs". Identifying these groups and their needs through market research, and then
addressing them more successfully than your competitors, should be the focus of your strategy.
Product:
Bentely use high cost effecient products and satisfy the needs and wants of the target market.
each product focuses on specific capabilities required for engineers, architects, contractors,
examiner, governments, institutions, utilities, owner-operators, and a broad spectrum of
infrastructure roles. Rolls-royce deliver products and services that customers rely on to perform
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in the world most challenging environment, and focus on customer needs drives
the development of new technologies and products.
Price: In order to make the product affordable to the target market and reflect the value of
benefits provided. Bentley cars are ultra -high and luxurious cars , the reason for high price is
that they are manufacture by the high quality of materials. Rolls Royce sustained cost reduction .
Place: Place strategy plays a fundamental role in marketing mix. Bentley provides finished
product from inventory stores. from the other side rolls- royce have a strong supply chain
partnership.
Promotions:
Bentley advertise its car with innovative marketing schemes. promote product by public
relation, it involves developing positive relationship with the organisation. use social media to
catch attention of public, and build consumer demand. Rolls-royce promote through social media
and press releases.
Competitive advantage
The competitive advantage of a company can be measured with the help of various
factors like its sales performance, growth trends and various sales trends that a company has in
its market. The position of said organisation in market is quite strong as it is popular for its
models that are manufactured by hands and are considered as the ultra luxury model among
customers. The mentioned brand has its USP and a strong market value because of its limited
editions that are produced with high skills and engineering of its employees (Porter, 2011). The
competitors of stated brand are more in market among which the Rolls Royce is major one as it
also produces and manufactures cars by assembling the parts and crafting through hands. The
Bentley has shown a 22% increase in its sales in 2015. Similarly, the organisation has operating
profit of 110 million euro. While the growth in profit ratio is evident but, the firm has recorded
the lower sales revenue which was 4% less in 2015 as compared to 2014.
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The Rolls royce has the revenue of 13725 GBP in 2015 while the gross profit was 3266
GBP. The company has shown a good performance in 2015 and also had a good growth than
previous year (Thompson and et.al., 2013).
The Bentley had lesser revenue than Rolls Royce as the expenses of mentioned was
more which also resulted In less sales revenue for the year. Thus, it can be said that Bentley
should increase its efforts that can help in decreasing the expenses and come up with better
opportunities (De Wit and Meyer, 2010).
STP of Bentley
Bentley being a luxury car manufacturer possess good brand image and awareness in the
marketplace. Also, company is well known for its sporty and luxury cars that admires large pool
of individuals. In this section, marketing tactics of the company with reference to segmentation,
targeting and positioning is done in order to assess the position of the company. It is essential to
have sound marketing tactics in order to cater the attention of large pool of customers.
Segmentation
Bentley being a luxury brand focuses on psychographic aspect of segmentation. Through
this, the company is able to focus on niche market that prefers to buy premium, luxury and
sporty cars (Dibb, 2010.). With this segmentation, Bentley is able to develop the image of high
profile car manufacturer that competes with luxury brand BMW, Mercedes, Audi, Jaguar, etc.
The company focuses on customers who are conscious about status and lifestyle.
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