Strategic Marketing Analysis: Dacia's Approach in the UK Market

This report analyzes Dacia's marketing strategy in the UK, employing SWOT and Porter's Five Forces frameworks to assess internal and external factors impacting the business. It identifies key marketing segments within the UK, focusing on demographic, behavioral, and psychographic segmentation to target consumers effectively. The analysis extends to Dacia's current marketing mix strategy, examining product, price, place, promotion, physical distribution, people, and process. Recommendations are provided for enhancing Dacia's marketing efforts, including innovation in car range, email and content marketing, and employee training. The report concludes that Dacia needs to focus on competitive strategies to achieve revenue growth and improve customer goodwill in the evolving automotive industry.

Introduction to
Marketing

TABLE OF CONTENTS
INTRODCUTION...........................................................................................................................3
1. SWOT and Porter five forces framework................................................................................3
2. Key marketing segments in UK at DACIA.............................................................................4
3. Analysis of current marketing mix strategy used by Dacia.....................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODCUTION
Dacia is one of the automible company producing various new fucntional gaining
syenrgy on best innovation and creative designs cars where they are manufactured with best
machinery stanadrds. The report will be analysisng intrenal and external indystry factors
impactin businesses and various innovatove marketing segments, to target consumers and also to
leverage new quest horizons widley. The report will be analysing marketing mix factiors and
what new competitive strategies can be framed on new quest goals for keen scenarios to be
widley grow among revenu standards, and goodwill parametrs.
1. SWOT and Porter five forces framework
DACIA is one of the oldest high glolbal brand offering Romanian cars that has been
offering best French care manufactirers. The intrenal analayis fundamentally will enable analysis
of businesses to grow widley on largere paradigms and to analyse various fcators which have
been impacting business efficiencies (Abdelkafi and Pero, 2018).
 Strengths: The brand has good quality standards within autmobile engines and also has
varied new scope among consumer goodwill paradigms, it has been building new growth
scenarios wihin fucntional scenarios.
 Weaknesses: The weakness on other hand is based on the fact that rising automobile
competion in global indistry is widley impacing revenue targets, aslo new technplogy
demand among consumers has wide fucntional impact.
 Opportunities: Dacia has also marketing competitive opportunitues where the brand has
large growth business expansion to be worked on, and also to enter into unatpped aresas
where new target customers market can be reached on.
 Threats: Dacia ha large busines threat form extrnal gloabl competion, new mechanical
technology demand among consumers and also for rational global goals adventures.
Threat of internal factors are widley high as brand efficiency has large business growth
impact and also goodwill of customers has competitively reduced.

Poreter 5 forces framework: The porter 5 force analysis is one of the most innovative external
business environemnt analysis model whcih will be enabling us to put larger yielding procedures
at goals. Fcators can be discussed for Dacia as follows:
 Threat of new entrants: Dacia faces extrensive comopetion within external soucres of
autombile industry where business has larger new mechanical progression demanded
among company horizons.
 Threat of substitutes: The threats of business products,services substitution has been
working as one of the new paradigm where consumers have wide choices of new
fucntioanl scanrios on larger work domains. With many new products in consumer
market there is also wider opotions for consumers to opt from.
 Bargaining power of suppliers: Consumers bargaining power is medium power is
medium, where Dacia faces high competion from various forces and also it can be
analyazed that cxonsumers have low power among changing scenarios.
 Bargaining power of buyers: Suppliers have medium power on changing price structure
for gaining new functional scenarios, and leveraging facts on larger domains technical
advancment for larger expertise. Bargaining powers of buyers is limited as brand is royal
and optmumly wide on financial standards of new fucntional horizons, where active
growth has demanded new functional scenarios. ‘Threat of reivalry in industry: This factor within industry of automobile has larger
goals of business domains where Dacia faces new competiotion horizon widely towrads
larger working vision, to leverage goals fucntional domains and also there is excessive
competion working towrads effective scenarios (Acemoglu, Akcigit, and Kerr,2016).
2. Key marketing segments in UK at DACIA
The key marketing sgements of Dacia in UK are based on various factors where there are
larger goals advancement within fucntional horizons for creative innovative marketing, also to
leverage new goals for creative diverse new phenomenom. The marketing segmentation plays
active role among new fucntional scenarios within varied scope sgemnts, absed on consumer
tragets for active promotion and larger working paradigms. Marketing segmentation also widley
enables new goals to be actively build on, for primitive new growth goals and for generating
larger working growth potnetialities.

 Demographic sgementation: This marketing sgementation holds wide importance and
new fucntional innovation among major working scenarios for leveraging diversity
among customers recah, exploration within dmeographics and also to yield focus towards
gaining largere revneue standards. The demogarpohicsegmentation also enables market
strructure to be widley active on various pardigms and also to avail new largere growth
aspects, and also to fundamnetally work on new aspectsts. Demographic segmentation
enables markeyt to actively grow on larger fucntionsl aspects for creative new fucntioanl
pardigms, also to develop larger standrds of revenue within goodwill horizons (Albert,
2019).
 Behavioural segmentation: Dacia within autmobile industry has been working towrads
behavioural segmentation of consumers based on their varied preferences, larger effcetive
working expertise and aslo to functioanlly work towards building new quest horizons.
Dacia within UK market, and within international recah at gloabl leveles are focused on
working towrads cosnuers diversified choices, designs within mcahinery and also for
larger goals advancment. The autombile industry has been actively working towards new
fucntion diversity stanadrds based on consumers autmobile cars choices , efficacy
standards and also to grow widley on new paradigms. Psychographic segmentation: The psychographic segmentation actively enables market
research segementation widley and also enables division among target consumers based
on shared characterstics, varuoyus consicuous beliefs standards and also for working
motivation on larger pardigms. It can be also understood prcatically by analysing
working criteria on larger domains, keen fucntional horizons and often the mechainsm
develops wider fucntional reach. Dacia analsyes varying consumers demands within
fucntional arenas to analyse productive market sgementation, based on varied products
and services growth scenarios and also to functionally bineg active on new detreminants
(Bogers, Chesbrough and Moedas, 2018).
3. Analysis of current marketing mix strategy used by Dacia
Marketing mix is a technique that is used by marketer of firm to attract customers to select
product or services of particular firm as compared to other competitors in market. Marketing mix
include several elements like products, price, place, promotion, physical distribution, people and

process. The way marketing manager of Dacia have used of marketing mix strategy can be
explained below:
Products: Dacai manufacture simple, reliable and robust car for range of customers so that their
needs can be fulfilled beyond their expectancy. The cars are predominately for family and it have
attractive and unique design, more space so that number of family members can easily sit and
have fun. Thus, qualitative products and services offered by company have contributed in adding
more customers within organisation.
Price: Company have selected low pricing strategy in order to discourage competition and
gained maximum market share than other firms in industry. Thus, Dacia by offering car at
minimum rate is able to attract people across world to choice it rather than others.
Place: Dacia has global presence that helps customers to easily approach to its stores in order to
book particular car or look several facilities that are provided by it for their satisfaction level. In
2012, company have also offered ease to customers to easily pre order car from official website
of Dacia stores. Thus, it has contributed in increasing sales volume or more than 2000 orders
were placed that resulted increase in profitability of firm (Finne and Grönroos, 2017). It have
network of 134 outlets that helps in promotion and attracting new customers within organisation
so location of stores at different places have lead in growth and success of enterprise.
Promotion: Company have effectively promoted its brand image and several products and
services through both offline and online channel that have lead in growth of enterprise in
automobile industry. It have focused on personal selling, advertisement on bill board, use of
social media like Facebook, instragram and You tube to aware customers have contributed in
promotion of organisation.
Physical distribution: Dacia has strong network and distributional channel that contribute in
quick delivery of services within limited time frame.
People: Company have highly qualified, skilled, knowledgeable and trained employees that are
determined to put their best efforts for development of enterprise.
Process: Systematic procedure, set standard or rules and regulation have lead in delivering
qualitative services or products that meet customer’s expectancy.
RECOMMENDATION
Form the above analysis of marketing mix it can be stated that Dacia needs to make
certain improvement or changes in marketing mix for future growth of enterprise. Such as:

1. Company can add new facilities of innovation in existing car range so that more option
can be available to customers.
2. It can also make use of email and content marketing to aware customers and achieve
goals of firm.
3. Company have to organise training and development program to educate employees
about the way they need to deliver services to customers so that they can feel happy and
satisfied (Duffett, 2017).
CONCLUSION
The report has concluded various pardigms of swot analysis and pestle analysis within
business scenarios, where Dacia within automobile indystry has larger goals advancment for
larger innovation analysis and marketing detreminants. Report has concluded various
informative marketing sgementation factors where there arer technical working demanded on
withiun comopoetitive goals and new quest horizons. The report has also cpncluded marketing
mix fcators, various new infoamtive scenarios where businesses are heading and also for
prcatical analaysis of new quest goals among working domains.

REFERENCES
Book and journals
Abdelkafi, N. and Pero, M., 2018. Supply chain innovation-driven business models. Business
Process Management Journal.
Acemoglu, D., Akcigit, U. and Kerr, W.R., 2016. Innovation network. Proceedings of the
National Academy of Sciences. 113(41).pp.11483-11488.
Albert, M., 2019. Sustainable Frugal Innovation-The connection between frugal innovation and
sustainability. Journal of Cleaner Production. 237.p.117747.
Bogers, M., Chesbrough, H. and Moedas, C., 2018. Open innovation: research, practices, and
policies. California management review. 60(2).pp.5-16.
Duffett, R. G., 2017. Influence of social media marketing communications on young consumers’
attitudes. Young Consumers.
Finne, Å. and Grönroos, C., 2017. Communication-in-use: customer-integrated marketing
communication. European Journal of Marketing.