Analyzing Bentley's Marketing: Segmentation, Mix, and Digital World

This report examines Bentley's marketing strategies in the digital world, focusing on market segmentation, targeting, and the marketing mix. It describes Bentley's focus on smart car technology, highlighting features like crash response software. The report analyzes the competitive landscape, noting rivals like Rolls Royce, and emphasizes adapting to changing customer needs. It discusses segmenting the market by demographics, particularly targeting the 20-35 age group, and using product innovation to attract customers. The report also reflects on the author's experience in a group presentation, highlighting both the benefits of collaborative idea generation and the challenges of team dynamics, such as unequal contribution and conflicts. The report concludes with a list of references used.

PRINCIPLES OF MARKETING &
COMMUNICATIONS IN A DIGITAL
WORLD

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.

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.

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.

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.

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.

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.
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.

References
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.