Newcastle University: MK9709 Bentley Motors Global Marketing Project

This project analyzes Bentley Motors' global marketing strategy, focusing on its potential entry into the Japanese market. The assignment begins with an overview of Bentley Motors and the concept of global marketing, followed by a SWOT analysis that identifies the company's strengths, weaknesses, opportunities, and threats. A PESTLE analysis is also included to examine the political, economic, social, technological, legal, and environmental factors influencing Bentley's operations. The project also provides insights into the Japanese market. The analysis aims to provide a comprehensive understanding of the challenges and opportunities for Bentley Motors in the global market, and to provide a market entry strategy. The project is a component of the MK9709 module at Newcastle Business School.

B19445
Bentley Motors
Introduction
Global marketing illustrates the process that is being undertaken by firms to adjust their marketing strategies so that they can adapt to
conditions that prevails within other countries. With respect to this, all the probable customers for services or products across the world are
considered together. For acknowledgement of concept of global consumer and marketplace, Bentley Motors is taken into consideration and this
deals within engineering, manufacturing and distribution industry. It was founded on January 18th, 1919 with their headquarters in UK. The firm
will expand their operations in Japan. This poster will render insight into Japanese market along with internal and external factors that will create
an impact on them.
SWOT Analysis
Strengths Weaknesses Opportunities Threats
 Sporty-
ness and
luxury
vehicles
 High
market
positioni
ng and
brand
equity
 Higher
brand
value
and
uniquen
ess
 Supports
German
engineer
ing
Restricted presence within
emergent economies
Minimised
production
 Design more
environment
friendly cars
that may have
electric or
hybrid
transmission
 Target
affluent class
within
emerging
economies.
 Increase
brand
visibility by
giving
sponsorships.
 Preference
for
environment
friendly
vehicles
 Strict
government
regulations
 Increased fuel
prices
Pestle Analysis
Political factors Economic factors Social factors Technological factors Legal factors Environmental
factors
The internal
political
environment of
Japan is stable and
they emphasise on
building
relationship with
other countries
which will provide
Bentley Motors
with affirmative
support.
Japan have 3rd
largest economic
environment with
high GDP and it will
continue to grow.
Motor vehicles,
machine tools and
textiles are major
industries within
Japan. This means
that there are
higher probabilities
for Bentley Motors
for growth.
They are 10th
most populated
countries across
the world which
means that
probabilities for
success are high
but for this
Bentley Motors
need to carry out
detailed
environmental
scanning while
entering Japan.
It is technologically
advanced country
across the world.
They make use of
automation systems
and also have robotic
developments. This
will assist Bentley
Motors to provide
their customers with
enhanced
technological
vehicles.
Bentley Motors
have to register
their organisation
with worker’s
accident
compensation
insurance, health
insurance, etc. for
ensuring that
employees are
provided with
relevant working
premises.
Waste
management is
one of the critical
problem faced by
the country so the
firm have identify
the adequate
measures through
which they can
deal with this
factor precisely.
Conclusion
From above it can be concluded that automobile industry of Japan
is evolving as it provides organisation with opportunity to make use of latest
technologies. The political and economic stability within the country will
assist within having an adequate growth within productivity as well as
overall sales.