Contemporary Marketing Issues Analysis and Enterprise Cars Report

This report provides a detailed analysis of contemporary marketing issues within the automobile industry, using Enterprise Cars as a case study. The report begins with an introduction to the importance of marketing in the automotive sector, followed by an examination of the marketing process, including understanding customer needs, developing basic strategies, decision-making, plan execution, and delivering results. It then delves into market research, differentiating between exploratory, descriptive, and causal research methods. The report also includes macro and micro environmental analyses, employing PESTEL and SWOT frameworks to assess political, economic, social, technological, environmental, and legal factors, as well as strengths, weaknesses, opportunities, and threats. Finally, the report concludes with a discussion of the marketing mix, focusing on product, pricing, place, and promotion strategies. The report highlights the application of these strategies in the context of Enterprise Cars, providing insights into its marketing approach and competitive advantages.

CONTEMPORARY ISSUES IN MARKETING

Table of Contents
CONTEMPORARY ISSUES IN MARKETING............................................................................1
INTRODUCTION...........................................................................................................................3
KNOWLEDGE AND UNDERSTANDING OF MARKETING PROCESS IN
CONTEMPORARY BUSINESS....................................................................................................3
Different stages of marketing process.........................................................................................3
MARKET RESEARCH AND ITS TYPES.....................................................................................4
MACRO AND MICRO ENVIRONMENTAL ANALYSIS..........................................................5
Macro-environmental (PESTEL) analysis...................................................................................5
Micro-environmental (SWOT) analysis......................................................................................6
CONCEPT OF MARKETING MIX AND ITS APPLICATION...................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................1

INTRODUCTION
Automobile industry is considered to be one of the most leading industry where the marketing
and the growth are said to be one of the crucial roles. Automobile industry is present in almost
all the countries where the trajectory is maintained at proper levels. The entire report deals with
the marketing aspects and the role and functionalities of marketing in the automobile industry
and that with regards to the company Enterprise cars. The company is a well defined sector for
automobile industry that manufactures cars that are worth selling (Grima and et.al, 2020).
Marketing will help to analyse the prospects of the company and to identify the customer
demand as well as in order to reach the customer needs there are certain things that are to be
fulfilled by using marketing.
KNOWLEDGE AND UNDERSTANDING OF MARKETING PROCESS IN
CONTEMPORARY BUSINESS
Different stages of marketing process
Marketing process is not just a single step evaluation of the business environment for stop
marketing process will enhance the company by penetrating into the customers and analysing the
customer demands as well as contributing to the growth of the company. There are many ways
and evaluations present in marketing process. The different stages of marketing process are as
follows.
Understand customer needs: A business or an automobile industry is said to be successful only
when the customer needs are identified and satisfied accordingly. The understanding of customer
needs follows understanding of local area where the country is to be targeted and the interest of
the customer along with how much they can spend are to be analysed (Gitaharie and et.al, 2019).
It is a mandatory aspect for an automobile industry in order to include these factors where the
customers are the major target and their need to be specifically determined. It is said that the
company sells cars at different prices and not all cars are sold at the same price. The cars are
specifically determined by their functionality and for other internal aspects.
Basic strategy development: The initial step for any automobile industries in order to get started
is to develop a basic strategy which will tend to get into the area and would realise the customers
who really would want to buy and then the company can for the target customers based on the
level of need for the product. For this process the company performs a survey in a particular area

where the queries and answers will be derived (Kathiravan and Rajasekar, 2018). Through the
survey there can be enormous results that are obtained by knowing the perception towards a
particular product. After this survey is successfully completed, then the company will be left
with multiple options. Through this, company derives an understanding of whether they will
have to target the customers for their budget.
Decision making process: After knowing the particular specification then the major point or the
major part is the decision-making. The targeting process is associated with the decision-making
process in a market plan. In the decision-making process the factors that are considered will
revolve around budget, product specifications, product development and the ways that can be
used for promotion of the product along with the expected date in which the product can be
launched.
Plan execution: Above all every factor that is considered will lead to execution. The company
deals with the execution by considering the factors of sharpening the entrance and creating a
greater competency (Ceniga and Šukalova, 2017). This will light up the passion of creating new
product. Enterprise cars focuses upon making its plant simple and that will be easy to execute. It
first identifies what its focus is, in order to bring out the best. The company's execution is totally
dependent upon the process of development. For this, the company sharpens its workforce talent
and will confidently develop the product.
Delivering results: This stage is considered to be the final stage where the product is ready to be
launched. After performing all the approaches and the desired stages the company is now
delivering the product to the market and later wait for the feedback. Enterprise cars will never
expect hundred percent positive reviews about the product it has launched into the market. It
focuses upon critics and believes that whatever specification is lacking will be known through
critics itself.
MARKET RESEARCH AND ITS TYPES
Marketing research is used by various industries in order to find answers to all the queries that
are related to marketing. The different issues that marketing comes with are dynamics, business
environment and consumer behaviour. The marketing research with regards to the company
enterprise cars please of three stages.

Research of exploration: Exploratory research is usually adopted when there is no particular
understanding about a market by the company. Therefore, the companies opt for an exploratory
research which will use techniques and will come to know about social media marketing as well
as the competitors that are already making success in that particular field. The aspect that is
related with the exploratory research that cannot be considered for few companies is that this
particular research cannot be used for marketing decisions in many cases (Spinello, 2019).
Although this particular research cannot be used for decision making process it is still the first
form of research in order to get a complete grape aboard the marketers and the information to
facilitate marketer plans. This particular research will help to analyse all the social media
insights and will help to stand in competition and know the competitive advantage.
Descriptive research: The descriptive kind of research in the marketing research is considered
to be one of the accurate forms that can be employed by the company in order to know the user
and product details, the services and the ones that are using the products as well as the proportion
of population with future demands and the competitors. The descriptive kind of research is
almost adopted by all the automobile industries in order to explain and monitor the test
hypothesis that is created by the marketers. This will help them find accurate answers to all the
unsolvable questions. This particular descriptive research is said to be a rigid structure. This
particular research can be adopted by the company Enterprise cars in order to know the accuracy
in development strategies that marketing research offers. In order to get on in the marketing
competition this research will help the company to obtain results.
Casual research: This kind of research in the marketing research will help to analyse the causes
and effects relationship of variables. It is referred to if clause method where there will not be a
proper accuracy and can understand the effects of manipulating independent variables. In order
to achieve goals using casual research it is a mandatory to use field and laboratory
experimentation. This is often adopted by the industries in order to predict and test hypothesis
(Kanev, 2017).
MACRO AND MICRO ENVIRONMENTAL ANALYSIS
Macro-environmental (PESTEL) analysis
Political factors- The political factors that with regards to the company Enterprise cars is said to
be stable and friendly business. Therefore, the company can easily predict market growth trends.

There are different policies that often harms the business performance and environmental
uncertainty. The company carefully analyses the pressure groups that will determine the
activities and co-workers unions. The Bureaucracy and corruption negatively will influence the
company's business environment. The profitability of the company is set to be affected and
impacted by the taxation trade restrictions on intellectual property protection.
Economic factors- The economic development of the country United Kingdom will directly
influence organisational performance. The growth of the company will also be affected by the
economy and the opportunities will fall apart. The GDP growth rate will definitely determine the
enterprise cars ability.
Social factors- Social factors that the company values depend upon the organisational culture
which can influence the societal norms values and trends. The demographic trends will include
ageing population migration trends and socioeconomic variables upon which the company
decides.
Technological factors- The company focuses upon increasing technology by the usage of social
media marketing which leads to adoption of innovative marketing techniques. This will in return
bring growth to the company. The company has also adopted policies of research and
development on technology that will impact cost structure and value chain.
Environmental factors- The growing environmental factors will affect the company and plays
an important role in the operational processes. The company enterprise cars focus upon the
recycling and waste management where the pollution can be coupled with the technological
advancements.
Legal factors- The legal factors are considered to be the norms that are to be followed by the
company. For the automobile industry it is important to consider the employee protection laws
which is to provide and look after the employee for our health and safety.
Micro-environmental (SWOT) analysis
Strengths- Enterprise cars is said to be one of the most dynamic automobile company therefore,
its strength is to consolidate and expand the market position.
Weaknesses- The company will have to stay away from the areas that are driving back its
opportunities and will have to focus on threats and opportunities.

Opportunities- The opportunities of the company is that it considers strategies that are based on
the consumer orientation where the product development and marketing approach might seems
to be different.
Threats- The threats that are related with the company deal with the prolong market penetration
approach which is said to be the greatest threat for automobile industry. This can be analysed and
build processes to overcome.
CONCEPT OF MARKETING MIX AND ITS APPLICATION
The marketing mix with respect to any company will help to deal with the internal as well as the
external aspects of marketing that are related with the company. Being an automobile industry
there seems to be many challenges and atrocities that come in the way of operations that are
relative to enterprise cars company. The marketing mix will help to stay as one of the greatest
competitive in the industry the company's operating. It also determines and differentiates the
competitive advantage of the company. The model of marketing mix that is followed by the
company enterprise car is a 4P model.
Product- The product strategy that is adopted by the company differentiates itself from other
existing products of various forms (Nikolić, 2018). The overall brand equity is determined by the
product and its launch. The product strategy of the company is segmented into three fragments
which consists of product line breadth decision, product line length decision and product line
depth decisions. These factors will help to analyse the strategies that can be adopted and
implemented in all the directions.
Pricing strategy- Pricing strategy is one of the most crucial out of all the peace in the marketing
mix. The pricing strategy will help to determine and differentiate the product from all other
Enterprises. The strategy of pricing that is adopted by the company and the price car is said to be
categorised into cost-based pricing, value-based pricing, market penetration pricing, market
skimming pricing and good value pricing.
Place strategy- the play strategy is one of the most essential strategy that is to be designed and
adopted by the company. According to the company the place strategy or the distribution channel
is a set of processes that delivers the product to the customers. The different distribution channels
that are opted by the company are the channel design where the implementation and distribution

system work and channel management where different powers and centres of delivery system are
being managed.
Promotion strategy- Promotion is one of the crucial aspects of marketing communication.
Promotion mix will help to penetrate into the customers and it will also help to increase the
growth trajectory of the company. The different promotional activities that are employed by the
company Enterprise cars are advertising, sales promotion, personal selling, public relations and
direct marketing. This will help to communicate with the customers and differentiate features of
the product place and people to buy the products.
CONCLUSION
The entire report deals with highlighting the contemporary issues that are related with marketing.
The company that is adopted in this regard is the Enterprise cars which will help to understand
the marketing policies that are in the automobile industry. The report highlights the
understanding of marketing processes in contemporary business with different stages that are
involved and adopted by the companies in marketing process. The report also brings forth the
market research and its types which can be adopted by the companies in order to perform well in
the marketing world. The micro and macro environmental analysis will help to understand all the
factors the threats, opportunities and the political factors that will impact to go ahead in the
marketing sector. The concept of marketing mix and its application is said to be in such a way
that will explain the 4P model which is used by the company in order to gain competitive
advantage in automobile industry.

REFERENCES
Books and journals
Ceniga and Šukalova, 2017, May. Business Logistics Processes in the Global Context. In
International Scientific Conference „Contemporary Issues in Business, Management and
Education “.
Gitaharie and et.al, 2019. Contemporary issues on business, development and islamic economics
in Indonesia. Nova Science Publishers, Inc..
Grima and et.al, 2020. Contemporary Issues in Business, Economics and Finance. Emerald
Publishing Limited.
Kanev, 2017, May. Solution Modeling in System Coordination of Objectives and Resourcing
Linear Business Processes. In International Scientific Conference „Contemporary Issues in
Business, Management and Education “.
Kathiravan and Rajasekar, 2018. A global perspective of conflict management & conflict
management styles strategies to manage workplace conflict in the contemporary issues in
business scenario. International Journal of Advanced Scientific Research & Development.
5(3). pp.1-7.
Nikolić, 2018. Contemporary issues in economics, business and management: EBM 2018.
November 9-10, 2018, Faculty of Economics, University of Kragujevac, Kragujevac.
Ekonomski horizonti. 20(3). pp.269-272.
Spinello, 2019. Business ethics: contemporary issues and cases. SAGE Publications.
Online
Contemporary issues in automobile industry: [Online]. Available through: <
https://www.tecnovaglobal.com/blog/major-challenges-being-faced-by-the-indian-automotive-
industry/>
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