Dacia UK Market: Audit, Segmentation, Targeting, Positioning

This report conducts a comprehensive marketing audit of Dacia, a Romanian car manufacturer under the Renault Group, with a specific focus on its strategies within the UK market. The audit utilizes SWOT and Porter's Five Forces models to assess Dacia's strengths, weaknesses, opportunities, and threats, as well as the competitive forces it faces. The report also identifies key marketing segments in the UK and analyzes the marketing mix strategies employed by Dacia, emphasizing segmentation, targeting, and positioning (STP). Furthermore, it explores Porter's generic strategies, including cost leadership, differentiation, and focus, to determine Dacia's strategic approach. The analysis concludes with recommendations for Dacia to enhance its market competence and profitability by adopting both short-term and long-term tactics, focusing on product quality, innovation, and customer satisfaction. Desklib provides students access to a wealth of similar resources, including solved assignments and past papers, to support their academic endeavors.

Introduction of
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Conduct a basic marketing audit of Dacia..................................................................................1
Key marketing segments in the UK............................................................................................3
Marketing mix strategy use for the UK market .........................................................................4
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is a tool or process in which building the communication delivery, exchange
the offers that have values for the consumers, areas, guest, and mate. It identify the needs of the
consumer which is short or long term goals. Some are willing to pay for certain period of time, in
most studies it shows the arrangement of goods and services(Armstrong and et .al., 2018).
This reports includes the Dacia organisation which deals in manufacturer in Romanian
car and it is a parent corporation of Renault group. In this research includes the swot and porters
five models on the basis of marketing audit for gaining the profit and also involve the key
marketing segments and present market mix strategy for improvisation of marketing mix for
better results in form segmentation, targeting and positioning.
MAIN BODY
Conduct a basic marketing audit of Dacia
Swot analysis is a tool which analyse the strength, weakness, opportunity and threat for
start up the corporation along with show the activeness of companies( Perreault, 2018) . It is
depend upon to build important strategies and complete the business characteristics.
Strength
 The world wide presence of the brand is excellent in various nations, it is the massive
strength of the company.
 It shows the hype of the brand in various social media sites which encourages the right
electronic word of mouth and build powerful relation with consumers.
 Massive position of the company in terms of financial and fitness, it allows corporation
to do more investment.
 Location of the company it can gives the advantage to make the competitive position of
the organisation in different ways such as: encourage the brand images, decrement of cost
and improve the operations.
 It committed with human capital so, that competitive advantage can perform as an strong
source. When enterprise service good in quality
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 Brand gives a powerful quality products to the customers, it increases the brand loyalty
and comes with excellent results in competitive marketplace.
Weakness
 Company make the unfavourable judgement for the conservationist for its weak waste
product administration(EBoyd and Koles, 2019) . This thing creates the difficulties in
property enterprise. Organisation loses the effectiveness due to weak stock list
administration performance.
 The shortage of money and lack of assets give the bad impact on the state of matter
position( liquidity). And destroy the whole enterprise.
 Lack of funds for promoting and marketing of the product, it effects on the brand image
to decrease the customer footfall or expansion of the business.
 Dacia takes too much time in decision making program, it causes delays in first
appearance of new product in the market place.
 Employee turnover create difficulties in recruitment process and production et low in the
organisation. High stress of the job makes the degraded cultivable workforce.
Opportunity
 Subsidies given by the government and other policies which is great opportunity for the
company which increases the productivity which is beneficial for the
organisation(Deepak and Jeyakumar, 2019).
 Dacia can heighten massive online presentation of the product in various social media
sites.
Threats
 Incomplete knowledge of the employee can create difficulties for the company, if
employee don t know about the specifications of product, it shows negative impression to
the customer.
 The higher inflation of the monetary value, it grows the cost of production and effects
the business consistency.
 The economic process pushes the company towards the domestic boundaries and deal
with ethical diverseness, which might be damaging corporation intelligence services.
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Porter's five forces: porter five forces identify the organisation strength and weakness
with the help of five competitive forces(Deepak and Jeyakumar, 2019).
Competition in the
industry
In relation to Dacia use this force because, they moderate the competitor.
They provide a best deal or nominal prices.
Potential of new
commerce in the
industry
Dacia also affected by the force, of new entry in the market. To come up
with minimum time along with low cost for a competitor, to show a
effective competitor new market.
Power of providers In the situation of Dacia, it smitten by the number of providers for goods or
services, how much price, a organisation to switch a another company.
Power of
customers
In the lexicon of Dacia, it impact by how many buyers or consumer
organisation has, how much value of corporation to find out a new
consumer for its outcomes.
Threat of
substitutes
Dacia that build goods or services in which there are no substitutes, and
they have authority to grow their prices in approving terms.
Key marketing segments in the UK
Segmentation, Targeting and Positioning
The manager of the Dacia have some responsibilities to get achieve high position of the
product. They select the market segmentation of the product , company will build the sports
segment, or SUV. After that targeting the customers, according the need of the customer they
focus on segments( Singleton and. Et .al., 2019).
In last they build the position of the production, they will do promotion of the brand for
get in hype in the marketplace. If company select the market segmentation for the product it will
comes under the strength, The expansion of the goods it allows the company to increase the
customer base and gives the beneficial or purposeful product to the consumer.
Accessibility of the provider, that provide raw material in nominal value which can make
better version of overall enterprise. If organisation targeting the particular segments it may be
come in weakness because, company are unable to fulfil each and every person so, R&d activity
can decrease the organisation outcomes due to low disbursement. Organisation take product
positioning It will be opportunity for the brand, If company have good knowledge about market,
so company know the need of taste and preference of the customer. STP plays a major role in
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marketplace, it difficult to maintain a brand image for a long time duration. Organisation must do
on annually basis because, it will be easy to identify where company is standing, what they have
need to increase productivity or make more profits. And what they have to reduce so, that work
can run more significantly. And also make products according to demand in the market for
example as of now current scenario of the market people show their interest in SUV cars. So
Dacia must focus in SUV models with different modes. So, that customer feel happy and not get
confuse at the time of product purchasing (Blakeman 2018).
Market segmentation
 Analyse the segment of the product.
 Identify the objectives of market segmentation.
Market targeting
 Choose each segments.
 Justify the attraction of expected and commercialized segments.
Product positioning
 Formulated marketing mix for particular segments.
 Build well product position for chosen segments.
Marketing mix strategy use for the UK market
Marketing mix: It includes the process or pattern of action, in which organisation
promotes the brands or goods in the market. Also pursue the objective of market to select the
target of marketplace( Dobscha, 2019).
Product Product term is defined as, what company is looking forward to sale. In addition to
Dacia company are willing to sale their SUV.
Price It includes the price of the product, how much organisation charge for a product to
the customer. Dacia build their product in reasonable price. Which shows the
relatability of the product.
Place It involve location of the market, which shows the worthiness of place. It will run
successfully or not and how to choose the right place. In context to Dacia, they
have huge place to build their mechanisms, Because operation will run effectively
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and efficiently.
Promotion Its about to promote the products. So, that consumer encourages towards the
product. In the relation of Dacia, they do the promotion of the product which use
the advertisement.
Porter Generic Strategy
Cost leadership strategy
 In the context of Dacia, it reduces the cost and increases the profits, when corporation
charges the nominal prices( Lemken and Siguaw, 2019).
 .
 This strategy will helps to growing in market share by earning low amount, as of now
make a good revenue generation or a particular sale. It is happened because organisation
reduces the cost.
Differentiation strategy
in addition to Dacia this strategy makes the product different from the others and more reliable,
which show the attraction towards the competitor. It totally based on the nature of the industry
and arrangements of product and services, which shows the durability, assistance, usefulness and
value of the consumer.
 Creation and development, good investigation or problem solving.
 Able to give high choice goods and services.
 Effectiveness of S&M, marketplace support the advantages by differentiated offers
The focus strategy
 This strategy concentrate on particular market and invest the time on the unique needs of
the consumer. Or build the well developed product in the nominal price.
Cost focus and differentiate focus only focus in particular segment of the market because they
made their tactics for short as well as long term.
As the above analyses Dacia adopt the focus strategy because company focus on short
term along with long term goal. In addition it is also be recommended that company must have
adopt short term tactics that gives the best quality product in nominal amount with limited
edition and in long term company focus on product come along with new variation For
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increasing the competence so, in which company have benefits in both aspects. As a consumer or
a competitor.
CONCLUSION
As see above research, the conclusion of the study is that corporation promotes the
exchange of goods and services along with buying or selling. This process involves the
promotion, introduction, advertisements, endorsements for the customers to fulfil the demand
and requirement of the other enterprises. Which conclude the study of psychology mindset in
terms of wants and desire of the consumer. And they move ford with both of the aspects need of
the customer along with the organisation. In this company used various strategies, formation,
amd forces to acquired excellent place in the market.
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REFERENCES
Books and journals
Armstrong, G.M.,and et .al., 2018. Marketing: an introduction. Pearson UK.
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Boyd, D.E. and Koles, B., 2019. An introduction to the special issue “virtual reality in
marketing”: definition, theory and practice.
Chaffey, D., 2019. Digital marketing. Pearson UK.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Dobscha, S., 2019. Introduction to the Handbook of Research on Gender and Marketing.
In Handbook of Research on Gender and Marketing. Edward Elgar Publishing.
Lemken, R. and Siguaw, J.A., 2019. The Use of Interest-Inventory Measurements in Marketing
Education: Improving MBA Student Team Effectiveness. Journal of Marketing
Education. p.0273475319872235.
Park, S., 2020. Marketing management (Vol. 3). Seohee Academy.
Perreault, W.D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Singleton, C.R.,and. Et .al., 2019. Change in Food and Beverage Availability and Marketing
Following the Introduction of a Healthy Food Financing Initiative–Supported
Supermarket. American Journal of Health Promotion.33(4). pp.525-533.
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