International Marketing Report: Trends and Challenges for Bentley

This report provides a comprehensive analysis of Bentley Motors' international marketing strategies, focusing on market trends, competitive advantages, and strategic challenges. It begins with an introduction to international marketing and its application to the automotive industry, specifically Bentley, a luxury car and SUV manufacturer. Section 1 examines current trends in the automotive environment, including autonomous driving and electric vehicles, and analyzes the market structure, highlighting the oligopolistic competition Bentley faces. It also explores the geographic spread, customer segmentation, and competitive positioning within the automotive sector. Section 2 summarizes Bentley's product and market focus, discussing their product strategy, including driving targets, efficiency, and superior materials. It identifies innovation and service norms as the basis of their competitive advantage and outlines strategic marketing challenges, including opportunities and threats. Section 3 presents implementation actions, including Bentley's company overview, vision, corporate strategy, and marketing strategy. The report concludes with recommendations to gain a competitive edge, offering insights into the future of Bentley's international marketing efforts.

INTERNATIONAL
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
SECTION 1......................................................................................................................................1
Trends in environment and market.............................................................................................1
Market structure for the sector....................................................................................................2
Understanding of marketing environment..................................................................................3
SECTION 2......................................................................................................................................3
Summary of product and market focus.......................................................................................3
Basis of current competitive advantage......................................................................................4
Strategic marketing challenges...................................................................................................4
SECTION 3......................................................................................................................................5
Implementation actions...............................................................................................................5
Recommendations.......................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
International marketing refers to the overall performance of business activities which are
designed for the planning, pricing, promoting and providing direction for the flow of
organisations products and services. It is an application of marketing principles which are useful
in satisfying different needs and requirements of various people across the domestic borders.
This marketing is based on the strategies which are developed in home country of company as
these strategies are helpful in eliminating risk factor and enhancing sales and profitability (Kotler
and et. al., 2018). The objective of marketing remains same for the marketers as no matter it
belongs from international and domestic. This report is based on the critical evaluation of trends
in the international market and also provide strategic marketing challenges which company face
and need to be improved. Lastly, it develop implementation of actions which are useful building
competitive advantage and also provide recommendations to gain competitive edge for Bentley
Motors Limited which is the British manufacturer and dealer of luxury cars and SUVs,
headquarter in Crewe, England, UK.
SECTION 1
Trends in environment and market
The automotive world is currently experiencing many trends and lot of changes as they
define the current transformation which is not only about the technology but also about social
trends. It represents that the future is regarding the accessible mobility and solutions which is
more flexible and compatible and few trends are discussed as under: Autonomous Driving: It is the current trend which is currently ruling the automobile
industry and can opted by Bentley. It describe the self driving technology which is not
only prevalent on streets but experimented on over the globe and soon it rule the streets
and it is because of collaboration among the advanced technologies (Top Five Emerging
Trends Transforming the Automotive Industry, 2020).
 Increase in electric vehicles: This trend is not so surprising as it depends on the
increasing demand of customers regarding the environment friendly products. As it is not
shown on the streets because it is not famous in some countries (Vellas, 2016). But by
considering the non-renewable energy crisis the world is facing only few companies are
taking the advantage of becoming a leader in electric car world.
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The automobile industry is growing with the bounds beyond the concept of electric
vehicles as the above discussed trends are emerging at a very rapid rate and most of the
customers show their interest towards these trends because of the incredible transformation in
automotive industry.
Market structure for the sector
By determining and analysing the market structure, it is identified that three types of
competition is exist in market such as perfect, monopolistic, and oligopolistic competition which
is depends on the nature of business. The automotive industry is not only dominate on single
entity but also from various parts of world that are the leaders of market (Mathews and et. al.,
2016). After considering Bentley, it is analysed that oligopolistic competition is trending in
market as it define the small number of firms which are allowed to keep others away from them
also influence them. Bentley deals in luxury cars and SUVs and for this, the concentration ratio
is measured for the market share of large firms. Oligopoly is the market structure in which few
firms are dominate on marketplace and on customers. Organisations who operates their
operations in the economic environment will helps in shaping the activities of operations.
Currently, the automotive industry focus on three factors which are: Geographic spread of products: By considering the geographic area of automotive
industry there targeted market include the lifestyle, status and many more (Morgan, Feng
and Whitler, 2018). As in relation with Bentley deals in luxury cars so their geographic
area is considered as the developing or developed countries such as Europe, Germany etc. Customers segmentation: It defines the segment of product which include lifestyle,
behaviour, age, income, interest and many more. In terms of Bentley, they always
consider the income of customers because they offer luxurious products.
 Competitive positioning: It defines that how the company present their product in the
market place and by considering the automotive industry they provide their products
through their stores but company take order by online mode by considering the
customisation option for their customers.
Here, number of factors are present which impacts the decision making of business
organisations as these factors are political, social, economical and many more.
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Understanding of marketing environment
The strategic decision makers need to analyse the suitable issues which are related with
the external environment of business and for this, PESTLE analysis is conducted to determine
the competence in the international market for automobile industry which are discussed as under: Political: This aspect defines the impact of government and their regulations on the
actions of automotive industry in respect of industry (Eteokleous, Leonidou and
Katsikeas, 2016). These factors define the promotion which is done by government for
transportation and other alternative which can become threat for them and stability in
government can become opportunity for company. Economical: It identifies the issues which relies on the economic trends and economic
conditions as it define the growth rate of developing market and economic stability which
become opportunity for automotive industry and rising competition in current market is
threat for company. Social: It depict the sociocultural situations which can describe that how the customers
and employees influenced in automotive industry. As it consider the increasing demand
of electric vehicles and self driving vehicles which become opportunity for automotive
industry and increasing demand in vehicle sharing and ride hailing programs is threat
(Williams and Chaston, 2016).
 Technological: This factor outlines the technological trends which impacts the firm and
macro environmental factors. In defines the increase in implementation of self driving
vehicles, enhancement in electric vehicles and rising fuel in automotive industry can
become opportunity for sector.
SECTION 2
Summary of product and market focus
Bentley is launching its new and innovative products for improving the efficiency of
environment and also ensure that the materials is effectively used by considering the
commitment to develop vehicles which are of good class. For this, the product strategy of
Bentley is combining the high performance which can easily recognise the credibility of brand
and also responsible for solutions.
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 Driving targets: By considering this factor, the Bentayga Hybrid describe the Bentley's
primary step towards the electrification and combining the quiet silent motoring by
intense comfort and effortless performance. Offering the best, in plug-in hybrid models as
it combines the updated electric motor with effective and efficient new-generation V6
petrol engine. Efficiency and emissions: The purpose of Bentley is to consider vehicles of each and
every generation in market with approximately 10 percent for the improvement in fuel
efficiency. Furthermore, the engines of Bentley are incorporated variables for the
displacement in technologies which results in elimination of emissions as it is V8 engine
which providing 40% improvement in CO2 emissions and fuel economy as comparison
to its competitors (PRODUCT STRATEGY, 2020).
 Superior materials: Bentley consider the handcrafted and its traditional pride of Crewe,
as the use the materials in their cars are hand made such as leather, carpet etc. interior of
each car is developed with the finest leather which hides from northern Europe. For this,
Bentley use fine wood which is sourced from best species for their cars.
Thus, it is analysed that all these factors are helpful for company in terms of dealing in
the international market. As it analysed that company promote its products with the helps of its
traditional handcrafted products as it helps in improving the image of company and profitability.
Basis of current competitive advantage Innovation: The biggest innovation which is done by Bentley is Safety integration like
company fit 6,000 LED lights as it consists dynamic mesh as the lights itself show that
the car is driven by a human or on the autonomous driving mode (Innovative Bentley
Concept, 2020). As, car automatically give signal to pedestrians that vehicle is on
autonomous mode or driven by human being through its lights.
 Service norms: With the increment in usage of machinery, equipments and gadgets as it
need after sale services like installation and warrantee against the production and
manufacturing defects, servicing and many more (Souchon and et. al., 2016). For this,
manufacturers of automotive industry will develop clean and clear service policy for their
respective customers in order to develop image of company.
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Strategic marketing challenges
Strategic marketing is an appropriate and feasible set of principles in which many
companies have hopes to provide better values to customers to attain profit and objectives in
competitive environment as it is the strength over its competitors. For this, the marketing
challenges of company is discussed in terms of opportunities and threats which are as follows:
Opportunities:
 Optimisation of fuel driven engines and cost efficiency are become the good opportunity
for automotive market. As emerging trends in market can become the growth driver for
the long time and also helpful in enhancing the fuel efficiency in vehicles (Schmid,
Grosche and Mayrhofer, 2016).
 Developing strategic alliances is also considered as the smart strategy in relation with
Bentley as they use specialised competence and partnering with other companies in order
to differentiate their offerings and products. In addition to this, lifestyle and group of customers is the powerful factors in terms of
rolling the automotive industry like shift in the demand of consumers and extended
regulatory need for the safety and the economy of fuel (Bianchi and Mathews, 2016). As
these factors helps in increasing the availability of information and data, it also increases
the number of nuclear families as it increase in the demand of vehicles and compact cars
as it will achieve growth in future.
Threats:
 Presence of large number of players in automotive industry is results in the extensive
competition in terms of other companies as they acquire the share of Bentley and leave
few scope for company (Wu, 2016).
 Because of the mature market, they already overcrowd the industry towards the emerging
market by developing various facilities such as R&D as it describe the market research
and it is the centre of marketplace.
SECTION 3
Implementation actions Company overview: Bentley is the British manufacturer and marketer of lavish cars and
SUVs and also the subsidiary of Volkswagen since 1998 and headquarter in Crewe,
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England, UK. In addition to this, company was incorporated as Bentley motors limited by
W.O. Bentley who is the founder of company. Vision: Its insight is to create extraordinary cars for their potential customers as it is
inspired by their customers. They create lavish and powerful vehicles for their customers
and also provide innovative software services in order to design and operate their
infrastructure as it helps in sustaining the global economy. Corporate strategy: It is highest strategic plan which defines the goals and objectives of
corporate and in that way achieved by strategic management activities. These strategies
are of three types such as joint venture, franchising and licensing and out of all these,
franchising is suitable for company because in franchising company does not look over
the trading and agreements because franchisers has right to take decisions.
 Marketing strategy: By analysing the marketing strategy, company offer customisation
to their respective customers which is they take online order for the customers regarding
the development of product and then sell vehicles on their store. It is the best suited
strategy for company as because of this, company get products according to their
requirement.
Recommendations
From all the discussion it is recommended that various trends impacts the operations and
manufacturing of company which are as under:
 By considering the trends company can improve its autonomous driven cars by fitting
sensors in them and any sort of alert which provide hint to pedestrians and driver both
regarding the threat or safety integration.
 In addition to this, company has various opportunities to convert them into strengths as
optimisation fuel and engines and also developing alliances with its competitors in order
to eliminate competition for it as it helps in sustaining competitive advantage for
company.
 Company also use materials of different regions in the formation of its products as it
helps in increasing the demand of customised products among customers.
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CONCLUSION
From the preceding discussion it is concluded that international marketing put emphasis
on the resources of an organisation which is used in selection and exploitation of global market
opportunities which are consistent and supportive for the short and long term strategic goals and
objectives. In addition to this, market trends are critically evaluated and also demonstrate
understanding about market environment. It also summarise the product and market focus on the
basis of current competitive advantages. It also describe the strategic challenges which is faced
by company and also provide implementation actions and also give recommendations for
improvement in company.
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REFERENCES
Books and Journals
Kotler, P and et. al., 2018. Marketing management: an Asian perspective. Pearson.
Vellas, F., 2016. The international marketing of travel and tourism: A strategic approach.
Macmillan International Higher Education.
Mathews, S and et. al., 2016. Internet marketing capabilities and international market
growth. International Business Review. 25(4). pp.820-830.
Morgan, N.A., Feng, H. and Whitler, K.A., 2018. Marketing capabilities in international
marketing. Journal of International Marketing. 26(1). pp.61-95.
Eteokleous, P.P., Leonidou, L.C. and Katsikeas, C.S., 2016. Corporate social responsibility in
international marketing: review, assessment, and future research. International
Marketing Review. 33(4). pp.580-624.
Williams, J.E. and Chaston, I., 2016. Links between the linguistic ability and international
experience of export managers and their export marketing intelligence
behaviour. International Small Business Journal.
Souchon, A.L and et. al., 2016. Spontaneity and international marketing
performance. International Marketing Review.
Schmid, S., Grosche, P. and Mayrhofer, U., 2016. Configuration and coordination of
international marketing activities. International Business Review. 25(2). pp.535-547.
Bianchi, C. and Mathews, S., 2016. Internet marketing and export market growth in
Chile. Journal of Business Research. 69(2). pp.426-434.
Wu, C.W., 2016. The international marketing strategy modeling of leisure farm. Journal of
Business Research. 69(4). pp.1345-1350.
Online
Top Five Emerging Trends Transforming the Automotive Industry. 2020. [Online] Available
through <https://www.quest-global.com/top-five-emerging-trends-transforming-automotive-
industry/>./
PRODUCT STRATEGY. 2020. [Online] Available through <https://corporate.bentley/en/bentley-
corporate/bentley-and-the-environment/product-strategy.html>./
Innovative Bentley Concept. 2020. [Online] Available through
<https://www.forbes.com/sites/ericadams/2019/07/11/innovative-bentley-concept-shows-
ultra-premium-carmaker-thinking-way-ahead/#3e54ddb1461e>./
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