Principles of Marketing Report

This marketing report analyzes Bentley's approach to marketing its new smart cars. It begins with a product description highlighting the car's advanced technological features, including automated driving capabilities and crash response systems. A market analysis follows, identifying competitors like Rolls Royce and acknowledging the evolving customer needs and preferences. The report then delves into market segmentation, targeting the 20-35 age group who appreciate innovative products and safety features. The marketing mix is discussed, covering product, pricing, promotion (social media), and place (website and stores). A reflective summary discusses the group work experience, including challenges faced and lessons learned. Finally, the report concludes by emphasizing the importance of marketing strategies for sales growth and suggests that Bentley utilize segmentation, targeting, positioning, and the marketing mix to enhance its market presence. The report includes references to books and journals, as well as online sources.

PRINCIPLES OF
MARKETING &
COMMUNICATIONS IN A
DIGITAL WORLD

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK ..............................................................................................................................................1
Products description....................................................................................................................1
Market analysis...........................................................................................................................1
Segmentation, targeting and positioning.....................................................................................1
Marketing mix.............................................................................................................................2
Reflective summary....................................................................................................................2
CONCLUSION................................................................................................................................2
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INTRODUCTION
Marketing is the department of the organization which perform their operations in order
to increase the brand awareness in the market. The present report is based on Bentley which
perform their operations in UK. In this context, the report explain the marketing mix for the new
products and marketing segmentation.
TASK
Products description
Bentley is now focused on the smart cars so that people can save their time while they are
travelling. For this, company uses the concept of high technological advancements and
information technology. They can build a software which can respond to the crashes so opens the
doors and stops the engine. Through the software, people have no need to drive the car as
automates software handle the situation.
Market analysis
By implementing this feature company can enhance their growth in the market as well as
they can create a number of customers. There are many competitors of the firm such as Rolls
Roy. Now a days, customers needs are changing as per the lifestyle and their interest. So,
company can introduce this new feature in the cars in order to attract number of customer
towards their services. There are some people who are price sensitive will not be able to afford
such car.
Segmentation, targeting and positioning
Segmentation is a technique that is used by the company in order to divide the market on
the basis of geographical and demographic variables. Here, the organization can target people
who are in the age between 20 to 35. People who are in this age they like to buy new innovative
products so through this they can fulfil their demand. This smart feature in car will provide more
benefits and safety to the customers as at the time of crashes doors will automatically open.
Along with this, people who don't know how to drive they can purchase the car as there is in
built feature in the software that car will drive automatically.
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Marketing mix
Product is the commodity that is consumed by the customers in order to fulfil their need.
Here, car have some smart features so this can attract more customer. Pricing strategy is
formulated by Bentley so that all people can buy the services. The car company can promote
their services through social media such as facebook, twitter. Consumers can purchase the car
from the companies website and their store.
Reflective summary
When I was working in the group presentation then I have learnt many things from my
group members. As everyone came with their own new ideas so through this we are able to
present our topic. Along with this, team meeting conducted when any member get absent without
informing others. Apart from this, I had face many problems while working in a team. Some of
issues were related to the lateness of the members, equal contribution was not their from all the
team members and conflicts were also occurred on selecting the matter on the topic.
CONCLUSION
From the above mentioned report it has been concluded that marketing strategies are
necessary in order to increase the sales in the market. Along with this, manager of Bentley can
use segmentation, targeting, positioning and marketing mix in order to improve their growth.
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REFERENCES
Books and Journal
Chaffey, D., Smith, P.R. and Smith, P.R., 2012. eMarketing eXcellence: Planning and
optimizing your digital marketing. Routledge.
Williams, D.L., Crittenden, V.L., Keo, T. and McCarty, P., 2012. The use of social media: an
exploratory study of usage among digital natives. Journal of Public Affairs. 12(2).
pp.127-136.
Belk, R.W., 2013. Extended self in a digital world. Journal of Consumer Research. 40(3).
pp.477-500.
Royle, J. and Laing, A., 2014. The digital marketing skills gap: Developing a Digital Marketer
Model for the communication industries. International Journal of Information
Management. 34(2). pp.65-73.
Online
What is marketing communication (MarCom)?. 2017. [Online]. Available
through:<https://www.marsdd.com/mars-library/what-is-marketing-communication-
marcom/>. [Accessed on 30th March 2017].
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