Bentley Motors produces luxury cars in Crewe, England. It aims to differentiate itself through craftsmanship, heritage, and exclusivity. While traditionally focused on developed markets like the US and UK, Bentley saw opportunities in emerging economies. It identified wealthy consumers in places like China and India interested in Western luxury brands. Bentley tailored its marketing to these new markets, emphasizing its British heritage and craftsmanship. This market expansion helped the company recover from sales drops in 2008. China is now Bentley's largest market, with sales there growing 84% in early 2012.
Skyler Motors Pvt Ltd plans to introduce an affordable electric car called Skyler that costs Rs. 100,000. The car will be fuel efficient at 26 km/liter and meet emission standards. It will be smaller in size with cost-cutting features like manual windows and no airbags to achieve its low price point. Skyler aims to target middle-income families and provide an alternative to scooters. It will be manufactured in Pakistan and have 3 variants priced from Rs. 150,000 to Rs. 210,000. Skyler expects to become profitable in its first 3 years of operation through strong marketing and securing financing options for customers.
Our company provides electric vehicles to improve sustainability and affordability. It has developed an electric car called Xeri that aims to capture over 90% of the electric vehicle market share with its unique features and technologies.
The marketing strategy presented in the report details the Electric Vehicle Team's plan to promote Xeri. It will educate customers innovatively about the car's dual power system, solar panels, low costs and environmental benefits. Objectives include generating sales and capturing market share within two years.
The company will open showrooms nationwide and use various promotional strategies like advertising, discounts and free charging to position Xeri as an affordable, environmentally friendly option for middle-income families and first-time buyers.
The document provides a business plan for a proposed capsule hotel called "U Capsule Hotel". Key points include:
- The hotel will feature uniquely designed capsules from different designers and provide basic amenities and services at an affordable price point.
- The target market is people seeking inexpensive accommodation like travelers, event attendees, and overtime workers in cities with busy commercial and tourism sectors like Hangzhou.
- A location in Hangzhou near the scenic West Lake and a transportation hub is proposed.
- Marketing will utilize different strategies and the hotel aims to partner with related local businesses.
- An organizational structure with 11 departments is outlined to manage operations.
- SWOT and financial planning are included
SWOT Analysis - Hemas holdings PLC Sri Lanka mnikzaad
HEMAS Holdings PLC was founded in 1948 as Hemas Drugs Ltd. by Sheikh Hasannally Esufally. It has since expanded into several sectors including pharmaceuticals, chemicals, toiletries, leisure, apparel, exports, transportation, and hospitals. Some key events include launching the popular Clogard toothpaste in the 1990s, restructuring and renaming the company in 1993, and opening Hemas Hospital in Wattala in 2008. The company generated Rs. 50.9 billion in revenue in 2017/2018 across its main sectors. A SWOT analysis identified strengths such as its ISO certification and marketing team, weaknesses like its small hotel and airline networks, opportunities in cross-sector collaboration and new markets
This work is presentation of research on Continental Biscuits' supply chain process. We have come to know about enormous strengths of this Pakistan (Sukkur) based biscuit producing company competing with bigger giants in the industry, here we have analysed few lapses as well. We concluded our report and presentation on numerous recommendations that LU can make to make itself more successful.
This document provides a business plan for launching an eco-friendly paper bag company called 'Carrying Green'. Key points:
1. The business will produce affordable, customizable paper bags made from recycled materials to meet a gap in the market for sustainable products.
2. The plan outlines the industry, product details, marketing strategy, and operations to ensure waste reduction. Customers will have the option to resell used bags for a 10% refund to be recycled again.
3. Setting up an environmentally conscious business can help reduce costs through efficiency while attracting customers interested in sustainability. The management team will focus on compliance with regulations to ensure legal and financial stability.
The document provides a strategic marketing plan for Tuffline Ltd, a flexible packaging company, for the year 2014/2015. It outlines Tuffline's vision, mission, products, competitors, market share, SWOT analysis, sales and marketing objectives, segmentation, targeting, positioning, and tactical marketing mix strategies. The plan sets objectives to achieve Rs. 1.8 billion in sales and increase market share by 5% in 3 years. It analyzes the PESTEEL factors impacting Tuffline and provides a budget and financial analysis projecting a net profit of Rs. 63.6 million. An action plan and monitoring framework are also included to implement and track the strategic marketing plan.
Skyler Motors Pvt Ltd plans to introduce an affordable electric car called Skyler that costs Rs. 100,000. The car will be fuel efficient at 26 km/liter and meet emission standards. It will be smaller in size with cost-cutting features like manual windows and no airbags to achieve its low price point. Skyler aims to target middle-income families and provide an alternative to scooters. It will be manufactured in Pakistan and have 3 variants priced from Rs. 150,000 to Rs. 210,000. Skyler expects to become profitable in its first 3 years of operation through strong marketing and securing financing options for customers.
Our company provides electric vehicles to improve sustainability and affordability. It has developed an electric car called Xeri that aims to capture over 90% of the electric vehicle market share with its unique features and technologies.
The marketing strategy presented in the report details the Electric Vehicle Team's plan to promote Xeri. It will educate customers innovatively about the car's dual power system, solar panels, low costs and environmental benefits. Objectives include generating sales and capturing market share within two years.
The company will open showrooms nationwide and use various promotional strategies like advertising, discounts and free charging to position Xeri as an affordable, environmentally friendly option for middle-income families and first-time buyers.
The document provides a business plan for a proposed capsule hotel called "U Capsule Hotel". Key points include:
- The hotel will feature uniquely designed capsules from different designers and provide basic amenities and services at an affordable price point.
- The target market is people seeking inexpensive accommodation like travelers, event attendees, and overtime workers in cities with busy commercial and tourism sectors like Hangzhou.
- A location in Hangzhou near the scenic West Lake and a transportation hub is proposed.
- Marketing will utilize different strategies and the hotel aims to partner with related local businesses.
- An organizational structure with 11 departments is outlined to manage operations.
- SWOT and financial planning are included
SWOT Analysis - Hemas holdings PLC Sri Lanka mnikzaad
HEMAS Holdings PLC was founded in 1948 as Hemas Drugs Ltd. by Sheikh Hasannally Esufally. It has since expanded into several sectors including pharmaceuticals, chemicals, toiletries, leisure, apparel, exports, transportation, and hospitals. Some key events include launching the popular Clogard toothpaste in the 1990s, restructuring and renaming the company in 1993, and opening Hemas Hospital in Wattala in 2008. The company generated Rs. 50.9 billion in revenue in 2017/2018 across its main sectors. A SWOT analysis identified strengths such as its ISO certification and marketing team, weaknesses like its small hotel and airline networks, opportunities in cross-sector collaboration and new markets
This work is presentation of research on Continental Biscuits' supply chain process. We have come to know about enormous strengths of this Pakistan (Sukkur) based biscuit producing company competing with bigger giants in the industry, here we have analysed few lapses as well. We concluded our report and presentation on numerous recommendations that LU can make to make itself more successful.
This document provides a business plan for launching an eco-friendly paper bag company called 'Carrying Green'. Key points:
1. The business will produce affordable, customizable paper bags made from recycled materials to meet a gap in the market for sustainable products.
2. The plan outlines the industry, product details, marketing strategy, and operations to ensure waste reduction. Customers will have the option to resell used bags for a 10% refund to be recycled again.
3. Setting up an environmentally conscious business can help reduce costs through efficiency while attracting customers interested in sustainability. The management team will focus on compliance with regulations to ensure legal and financial stability.
The document provides a strategic marketing plan for Tuffline Ltd, a flexible packaging company, for the year 2014/2015. It outlines Tuffline's vision, mission, products, competitors, market share, SWOT analysis, sales and marketing objectives, segmentation, targeting, positioning, and tactical marketing mix strategies. The plan sets objectives to achieve Rs. 1.8 billion in sales and increase market share by 5% in 3 years. It analyzes the PESTEEL factors impacting Tuffline and provides a budget and financial analysis projecting a net profit of Rs. 63.6 million. An action plan and monitoring framework are also included to implement and track the strategic marketing plan.
IKEA is considering entering the Sri Lankan market through both online and offline channels. It plans to partner with John Keels Holdings to establish a joint venture. An analysis of Sri Lanka's political, economic, social, and technological environment shows opportunities for IKEA's expansion. Porter's five forces model indicates moderate competition from local furniture brands. IKEA will position itself as providing high-quality, affordable products. Both social media marketing and traditional advertising will be used to promote the brand and generate sales through online and brick-and-mortar stores.
the term paper gives an outlook on luxury car industry with consumption pattern of consumers also it contains specific details of Bentley and their communication efforts
Indian Hotels Company Limited (IHCL) by Bidhu B MishraBidhu B Mishra
Indian Hotels Company Limited, branded as Taj Group, is a chain of hotels and resorts,
Headquartered - Oxford House in Mumbai,
Incorporated by - The founder of the Tata Group, Mr. Jamsetji N. Tata
PESTLE Analysis Germany and Mercedes BenzKrupesh Shah
Germany is the fourth largest economy in the world with a social market economy. It has 16 states with Berlin as the capital. The key industries are automotive, mechanical engineering, and chemicals. Mercedes-Benz is a leading luxury automaker headquartered in Germany. It offers cars, trucks, vans, and buses and aims to outperform expectations through innovation and a focus on safety, reliability, and service. However, Mercedes faces challenges from competition and changing government policies and fuel prices globally.
Virgin mobile USA Pricing case analysis - Pricing strategy Demin Wang
The document presents a pricing strategy analysis for Virgin Mobile to target young customers aged 15-19. It analyzes Virgin's objectives, competitors, costs, marketing mix, SWOT analysis, and various pricing options. Three potential pricing strategies are proposed: 1) Clone industry prices, 2) Price below competition, and 3) A whole new plan. A new plan "3#" is recommended that features no contracts, pre-paid options, lower handset subsidies, and no hidden fees to attract teenagers while maintaining competitive pricing and profitability. The plan aims to balance sales increases with potential decreases in customer retention rates.
- The document provides a sample report on business strategy for Primark, a UK fashion retailer. It covers various topics related to strategic planning and analysis for Primark.
- The report includes a strategic planning process outline, analysis of Primark using SWOT and PESTEL frameworks, discussion of growth strategies like BCG matrix, and stakeholder analysis using MENDELOW matrix.
- Key points covered are the strategic planning steps of mission/objectives, environmental scanning, strategy formulation, implementation and evaluation. SWOT analysis identifies Primark's strengths in affordable fashion and weaknesses in working conditions. PESTEL examines factors like politics, economics and technology that impact Primark.
The document provides an analysis of the FMCG sector and the dairy industry, along with an in-depth look at La Fageda, a social enterprise company that produces dairy products in Catalonia, Spain. La Fageda employs people with disabilities. The analysis covers La Fageda's business overview, strategy, products, competitors like Danone, a PEST analysis, Porter's Five Forces model, and an action plan. The conclusion notes that while La Fageda faces challenges competing against large corporations, it has found economic success while also achieving social goals of employing disabled individuals.
The Ritz-Carlton brand originated with Cesar Ritz's luxury hotels in Europe in the early 1900s, and the brand expanded to the United States in 1927 with the opening of The Ritz-Carlton Hotel in Boston. The Ritz-Carlton brand is now owned by Marriott International and operates over 90 luxury hotels worldwide, maintaining the high standards of service and amenities established by Cesar Ritz at its founding locations in Europe. Key aspects of the Ritz-Carlton brand identity and guest experience include its distinctive logo and goblet design, emphasis on anticipatory and personalized service, and commitment to providing guests with an enriched
Henri Nestle founded Nestle in 1866 in Switzerland. It set up its first production plant in India in 1961 in Moga, Punjab. Today it is the world's largest diversified food company with operations in over 130 countries. In India, it has been operating since 1912 starting in Chennai and Kolkata. It uses a multi-layered distribution network in India including C&F agents, super stockists, distributors, wholesalers, and retailers to supply its products nationwide. Profit margins vary across the different levels in the network.
J.C. Penney faced primary issues during the 2007 recession as consumer spending shrank. This was compounded by highly competitive discount retailers. A SWOT analysis showed brand recognition but also declining sales. The recommendation was to reach younger audiences through increased online presence and influencer marketing. Alternatives included returning to sales/markdown pricing or adjusting store locations. The process outlined working with beauty influencers through sponsored product reviews and haul videos.
Porsche has traditionally positioned itself as an exclusive, high-performance sports car brand. However, several factors in recent years impacted Porsche's business performance, including the 2008 recession, increased costs, and stringent emission standards. In response, Porsche introduced new models like the Cayenne SUV and Panamera to broaden its appeal. It also formed a strategic alliance with Volkswagen to share technology and innovation. Porsche's marketing strategy shifted to target younger consumers and emphasize the practical aspects and fuel efficiency of its vehicles to better align with changing American consumer values. This led to increased sales success in the North American market. The recommendation proposes further targeting younger demographics, increasing product placement, and highlighting Porsche's fuel efficiency to
Biscuit Industry in light of Porters Five Forces Frameworkarushiemarwah
This document analyzes Porter's five forces framework in the Indian biscuit industry. It discusses each of the five competitive forces - the bargaining power of suppliers and buyers, industry rivalry, threat of substitutes, and threat of new entrants. The biscuit industry in India is large with annual turnover of Rs. 3000 crores and employs over 3.5 lakh people directly. While competition is intense among established players, the market remains largely untapped, leaving room for further growth. Buyer power is high due to low switching costs and numerous substitutes.
This presentation gives you an insight into the world of The Ritz -Carlton and helps you understand via marketing fundamentals why designing and managing services are of utmost importance.
Primark is a major clothing retailer that operates stores in Europe and the UK. It started in Ireland in 1969 and has since expanded across Europe. Primark sources its clothing from over 600 suppliers in 16 countries where costs are lower. It has experienced rapid growth and now has 253 stores. Primark offers affordable, on-trend fashion and is popular among young, budget-conscious customers. Its success is attributed to being able to design and source clothing quickly and sell it at very low prices.
Starting a new high-tech company is not easy. Furthermore, each experience is, by definition, unique. For example, the team behind the project, the problem which is
addressed, the technology upon which the solution is based, the business context when the start-up is being launched, etc. A high-tech start-up based on robotics technology is no different -- each project will be its own. However, despite all the individual characteristics of each new high-tech start-up, there are also basic elements which are common to virtually all entrepreneurial projects. Every project needs a business model. Every project needs a team to execute the model. Every project needs financing to develop its solution, and deliver it successfully to the marketplace.
This guide has as its objective to serve as a useful, practical reference, a document that can help lead a new project from the idea stage to a successfully launched high-tech start-up.
The key elements that are covered include the importance of high-tech start-ups to our economy and society, the specific opportunities and challenges of the robotics marketplace, characteristics of the right entrepreneur to lead the start-up, evaluating the technological position upon which the start-up is based, key considerations for defining a business model and business plan in order to convert the project from an idea to a successful company.
More info at http://www.tecnalia.com/en/industry-transport/index.htm
- General Motors is a large multinational automaker founded in 1908 that currently employs 266,000 people worldwide and sells vehicles in over 200 countries. However, falling car sales and increased competition have created problems for the company.
- A SWOT analysis identified strengths like brand recognition but also weaknesses such as a decline in market share and high costs. Opportunities include focusing on more fuel-efficient vehicles, but threats include intense competition and volatility in fuel prices.
- Proposed changes to the marketing mix include cutting brands to focus on Cadillac and Chevrolet, launching more fuel-efficient vehicles, adjusting pricing to be more rational, reducing dealerships to 3,000, and promoting a "green" image to
Bentley Motors partnered with the Financial Times to promote its new Continental GT 4-seat coupe at the 2011 London Motorexpo. Financial Times newspapers were wrapped with Bentley's messaging and distributed to attendees by FT brand ambassadors at the expo and in sponsor hotels. The campaign successfully created excitement around the new Bentley model and reached over 410,000 visitors, the largest attendance in the expo's history.
IKEA is considering entering the Sri Lankan market through both online and offline channels. It plans to partner with John Keels Holdings to establish a joint venture. An analysis of Sri Lanka's political, economic, social, and technological environment shows opportunities for IKEA's expansion. Porter's five forces model indicates moderate competition from local furniture brands. IKEA will position itself as providing high-quality, affordable products. Both social media marketing and traditional advertising will be used to promote the brand and generate sales through online and brick-and-mortar stores.
the term paper gives an outlook on luxury car industry with consumption pattern of consumers also it contains specific details of Bentley and their communication efforts
Indian Hotels Company Limited (IHCL) by Bidhu B MishraBidhu B Mishra
Indian Hotels Company Limited, branded as Taj Group, is a chain of hotels and resorts,
Headquartered - Oxford House in Mumbai,
Incorporated by - The founder of the Tata Group, Mr. Jamsetji N. Tata
PESTLE Analysis Germany and Mercedes BenzKrupesh Shah
Germany is the fourth largest economy in the world with a social market economy. It has 16 states with Berlin as the capital. The key industries are automotive, mechanical engineering, and chemicals. Mercedes-Benz is a leading luxury automaker headquartered in Germany. It offers cars, trucks, vans, and buses and aims to outperform expectations through innovation and a focus on safety, reliability, and service. However, Mercedes faces challenges from competition and changing government policies and fuel prices globally.
Virgin mobile USA Pricing case analysis - Pricing strategy Demin Wang
The document presents a pricing strategy analysis for Virgin Mobile to target young customers aged 15-19. It analyzes Virgin's objectives, competitors, costs, marketing mix, SWOT analysis, and various pricing options. Three potential pricing strategies are proposed: 1) Clone industry prices, 2) Price below competition, and 3) A whole new plan. A new plan "3#" is recommended that features no contracts, pre-paid options, lower handset subsidies, and no hidden fees to attract teenagers while maintaining competitive pricing and profitability. The plan aims to balance sales increases with potential decreases in customer retention rates.
- The document provides a sample report on business strategy for Primark, a UK fashion retailer. It covers various topics related to strategic planning and analysis for Primark.
- The report includes a strategic planning process outline, analysis of Primark using SWOT and PESTEL frameworks, discussion of growth strategies like BCG matrix, and stakeholder analysis using MENDELOW matrix.
- Key points covered are the strategic planning steps of mission/objectives, environmental scanning, strategy formulation, implementation and evaluation. SWOT analysis identifies Primark's strengths in affordable fashion and weaknesses in working conditions. PESTEL examines factors like politics, economics and technology that impact Primark.
The document provides an analysis of the FMCG sector and the dairy industry, along with an in-depth look at La Fageda, a social enterprise company that produces dairy products in Catalonia, Spain. La Fageda employs people with disabilities. The analysis covers La Fageda's business overview, strategy, products, competitors like Danone, a PEST analysis, Porter's Five Forces model, and an action plan. The conclusion notes that while La Fageda faces challenges competing against large corporations, it has found economic success while also achieving social goals of employing disabled individuals.
The Ritz-Carlton brand originated with Cesar Ritz's luxury hotels in Europe in the early 1900s, and the brand expanded to the United States in 1927 with the opening of The Ritz-Carlton Hotel in Boston. The Ritz-Carlton brand is now owned by Marriott International and operates over 90 luxury hotels worldwide, maintaining the high standards of service and amenities established by Cesar Ritz at its founding locations in Europe. Key aspects of the Ritz-Carlton brand identity and guest experience include its distinctive logo and goblet design, emphasis on anticipatory and personalized service, and commitment to providing guests with an enriched
Henri Nestle founded Nestle in 1866 in Switzerland. It set up its first production plant in India in 1961 in Moga, Punjab. Today it is the world's largest diversified food company with operations in over 130 countries. In India, it has been operating since 1912 starting in Chennai and Kolkata. It uses a multi-layered distribution network in India including C&F agents, super stockists, distributors, wholesalers, and retailers to supply its products nationwide. Profit margins vary across the different levels in the network.
J.C. Penney faced primary issues during the 2007 recession as consumer spending shrank. This was compounded by highly competitive discount retailers. A SWOT analysis showed brand recognition but also declining sales. The recommendation was to reach younger audiences through increased online presence and influencer marketing. Alternatives included returning to sales/markdown pricing or adjusting store locations. The process outlined working with beauty influencers through sponsored product reviews and haul videos.
Porsche has traditionally positioned itself as an exclusive, high-performance sports car brand. However, several factors in recent years impacted Porsche's business performance, including the 2008 recession, increased costs, and stringent emission standards. In response, Porsche introduced new models like the Cayenne SUV and Panamera to broaden its appeal. It also formed a strategic alliance with Volkswagen to share technology and innovation. Porsche's marketing strategy shifted to target younger consumers and emphasize the practical aspects and fuel efficiency of its vehicles to better align with changing American consumer values. This led to increased sales success in the North American market. The recommendation proposes further targeting younger demographics, increasing product placement, and highlighting Porsche's fuel efficiency to
Biscuit Industry in light of Porters Five Forces Frameworkarushiemarwah
This document analyzes Porter's five forces framework in the Indian biscuit industry. It discusses each of the five competitive forces - the bargaining power of suppliers and buyers, industry rivalry, threat of substitutes, and threat of new entrants. The biscuit industry in India is large with annual turnover of Rs. 3000 crores and employs over 3.5 lakh people directly. While competition is intense among established players, the market remains largely untapped, leaving room for further growth. Buyer power is high due to low switching costs and numerous substitutes.
This presentation gives you an insight into the world of The Ritz -Carlton and helps you understand via marketing fundamentals why designing and managing services are of utmost importance.
Primark is a major clothing retailer that operates stores in Europe and the UK. It started in Ireland in 1969 and has since expanded across Europe. Primark sources its clothing from over 600 suppliers in 16 countries where costs are lower. It has experienced rapid growth and now has 253 stores. Primark offers affordable, on-trend fashion and is popular among young, budget-conscious customers. Its success is attributed to being able to design and source clothing quickly and sell it at very low prices.
Starting a new high-tech company is not easy. Furthermore, each experience is, by definition, unique. For example, the team behind the project, the problem which is
addressed, the technology upon which the solution is based, the business context when the start-up is being launched, etc. A high-tech start-up based on robotics technology is no different -- each project will be its own. However, despite all the individual characteristics of each new high-tech start-up, there are also basic elements which are common to virtually all entrepreneurial projects. Every project needs a business model. Every project needs a team to execute the model. Every project needs financing to develop its solution, and deliver it successfully to the marketplace.
This guide has as its objective to serve as a useful, practical reference, a document that can help lead a new project from the idea stage to a successfully launched high-tech start-up.
The key elements that are covered include the importance of high-tech start-ups to our economy and society, the specific opportunities and challenges of the robotics marketplace, characteristics of the right entrepreneur to lead the start-up, evaluating the technological position upon which the start-up is based, key considerations for defining a business model and business plan in order to convert the project from an idea to a successful company.
More info at http://www.tecnalia.com/en/industry-transport/index.htm
- General Motors is a large multinational automaker founded in 1908 that currently employs 266,000 people worldwide and sells vehicles in over 200 countries. However, falling car sales and increased competition have created problems for the company.
- A SWOT analysis identified strengths like brand recognition but also weaknesses such as a decline in market share and high costs. Opportunities include focusing on more fuel-efficient vehicles, but threats include intense competition and volatility in fuel prices.
- Proposed changes to the marketing mix include cutting brands to focus on Cadillac and Chevrolet, launching more fuel-efficient vehicles, adjusting pricing to be more rational, reducing dealerships to 3,000, and promoting a "green" image to
Bentley Motors partnered with the Financial Times to promote its new Continental GT 4-seat coupe at the 2011 London Motorexpo. Financial Times newspapers were wrapped with Bentley's messaging and distributed to attendees by FT brand ambassadors at the expo and in sponsor hotels. The campaign successfully created excitement around the new Bentley model and reached over 410,000 visitors, the largest attendance in the expo's history.
Marketing Strategy of Volkswagen BeetleAbhinav Kumar
Volkswagen was facing declining sales in the late 1990s in the US market as competition from Japanese and American automakers increased. Their marketing director Liz Vanzura proposed relaunching the Volkswagen Beetle to boost sales. However, positioning the new Beetle to appeal both to nostalgic baby boomers but also younger buyers was seen as a "mission impossible" given the different perspectives of each group. The marketing campaign "Drivers Wanted" aimed to strengthen Volkswagen's positioning as an affordable German brand focused on driving enjoyment to help relaunch the Beetle successfully.
Case Study Nostalgia Marketing - MINI.pdfdwijunianto8
The document discusses the history and marketing of the MINI brand. It describes how the original MINI was developed in the 1950s as a small, fuel-efficient car. Production continued until 2000. BMW later reintroduced the MINI in 2001 with an updated modern design while still invoking the nostalgia of the original through its marketing. The marketing strategy aimed to appeal to both past MINI enthusiasts as well as younger new customers. The redesigned MINI proved very successful, with sales peaking at 200,000 units in 2005. The document also discusses how other brands like Volkswagen and Fiat have similarly used nostalgia marketing to revive classic brand names.
Volkswagen was facing declining sales in the US market in 1998 due to increased competition from Japanese and American automakers. Their marketing director developed a new strategy to boost sales of the Volkswagen Beetle by appealing to nostalgia while modernizing the car. This "Mission Impossible" strategy aimed to attract both baby boomer customers interested in nostalgia as well as younger buyers, but balancing these different target audiences proved challenging. The "Drivers Wanted" campaign was launched to promote the reimagined Beetle.
The British Motorsport Initiative is a cunning plan to promote British motorsport in China. The program includes pavilions, Motorsport Festival and Conference in China.
Support from UKTI, CBI, CBBC, British Council.
Car brands including Jaguar, Aston Martin, Lotus, Mclaren, Morgan, Radical, Noble and Caterham.
Being organised by a joint venture established between British entrepreneur Jim James and Golden Port Motorsport Culture Development Group of Beijing.
BMF 将提供一个完美的平台让英国各大汽车品牌尽情展示自己旗下产品优越性的同时看到中国汽车市场的潜力,并且给予两国潜在的合作伙伴一个合适的机会进行交流。
The marketing plan outlines launching Aston Martin's new DBX electric car in Canada, which is aimed at high-powered professional women. Various marketing techniques will be used, including sponsorships, PR, product placement, and celebrity endorsements, to promote the DBX to this new target segment of female customers.
The document provides a marketing plan for launching Aston Martin's new DBX electric car model in Canada. It aims to target high-powered professional women, a new market segment, through sponsorships, product placements, celebrity endorsements and other marketing strategies. The DBX will compete with electric vehicles from Tesla, BMW, Mercedes and Porsche. It is described as a luxury crossover that can comfortably seat 4 people and is designed to meet the needs of its target consumer, Charlotte, a fictional high-earning professional mother. The marketing plan outlines the product details, target market, competition, and marketing strategy and mix to launch the DBX in Canada.
The marketing plan outlines the launch of Aston Martin's new DBX model in Canada. The DBX is aimed at high-powered professional women and will use various marketing strategies like sponsorships, PR, product placement and celebrity endorsements. It is a fully electric luxury vehicle with a capacity of 4 people. Aston Martin aims to achieve a 5% market share in Canada for this new segment. The marketing mix will include print, digital, and event marketing. Financial projections estimate increased sales as the DBX is the only luxury vehicle targeting professional women. Contingency plans include increased commissions for dealers and strategic positioning in male-focused media.
Lincoln was established in 1917 as a luxury brand owned by Ford. It became known for customization and unique luxury experiences. However, over time it suffered from lack of innovation and homogenization under Ford, damaging its differentiation. In recent years Lincoln has undergone a reinvention to establish more autonomy from Ford and revive its heritage through revived nameplates and a focus on customer experience, including a customized Black Label series.
The document discusses Volkswagen's relaunch of the Beetle car in the late 20th century. It describes how Beetle sales declined in the 1980s due to new regulations and competition. Volkswagen aimed to reconnect the Beetle brand to young buyers by giving it a new image as modern yet retaining its iconic curvy design and emphasis on comfort. The re launch of the New Beetle in the late 1990s targeted both baby boomers and young people with an affordable price tag and blend of classic and modern German styling and technology.
April 2003
Toyota Prius; Marketing Communications Plan
Executive Summary
Full service agency “Oakly & Oakley” has been asked to prepare a three-year communications plan for
the Toyota Prius, which is to be launched in the UK. Market analysis identified the target market, which
consists of two groups: private and corporate buyers. Next to the demographic profile, three different
psychographic profiles amongst the private buyer and their media usage have been identified.
Consequently a communications strategy that makes use of these media has been created. The
strategy will use PR, Advertising, direct mail and Personal Selling. TV, Print, Outdoor and the Internet
will be the main media. The Creative strategy is designed to emphasize the unique selling points of the
Prius and weaken the target markets objections. The budget has been allocated, however it is
suggested to change the allocation from £3m yearly to £4m, £3m, £2m in the course of the three
years. The majority of the budget will be spent on TV and print advertising.
The document provides an overview and analysis of the luxury car market, focusing on specific models from Aston Martin, Bentley, Ferrari, Porsche, and Rolls-Royce. It examines current asking prices, trade values, average mileage and costs of ownership for various years and trims. Key points discussed include which colors and optional features appeal most to buyers or hurt resale value. The author also notes new demand for the Aston Martin DB9 has declined and it could benefit from a redesign.
FIAT
On 11 July 1899 at Palazzo Bricherasio, the company charter of Società Anonima Fabbrica Italiana Automobili Torino(Italian Automotive Factory in Turin)was signed. Among the members of the Board of Directors, Giovanni Agnelli stood out in the group of investors and won recognition for his determination and strategic vision. In 1902 he became the Managing Director of the company.
The British Motorsport Festival is an annual racing culture event held in Beijing that aims to promote auto sports, culture, and the automotive industry in China. The 2018 festival will take place on May 26-27 at the Red One Karting track in Beijing. Events will include karting competitions, a vintage car show, experiences for VIPs and the public, and activities to promote a British car and lifestyle culture. The festival hopes to bring together car enthusiasts while supporting the growth of motorsports in China.
The document provides information on 14 car brands, including their founding dates, headquarters locations, founders, parent companies, and websites. It details the origins and histories of brands such as Alfa Romeo (founded in 1910 in Milan, Italy), Abarth (founded in 1949 in Turin, Italy), and Aston Martin (founded in 1913 in London). Other brands covered include Audi, Arrinera, Acura, Aixam, AC, Bentley, BMW, Buick, Bugatti, and Chevrolet. For each, key facts are given about the company such as the number of employees and current ownership structure.
Bentley Bentayga India launch - Press ReleaseRushLane
The Bentley Bentayga made its debut in India on April 22, 2016. It is described as the fastest, most powerful, most luxurious and most exclusive SUV in the world, powered by an all-new W12 engine. The Bentayga offers a true Bentley driving experience and innovative technology. It boasts the world's finest automotive cabin with unrivaled precision and craftsmanship. The Bentayga is priced at 3.85 crore rupees onwards in India.
Collaboration Makes the Extraordinary Possible for Bentley and Mobil1bentleymotors
How do you organise a one-of-a-kind customer event in one of the most inaccessible, wildest parts of the world? Finding the answer was a key test for Bentley and Mobil1 as they pushed the limits of their strategic partnership in the first of a series of adventure drives called Extraordinary World. Discover more: http://bit.ly/2oaifTl
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
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1. Stanford’s Design Thinking
2. IDEO’s Human-Centered Design
3. Strategyzer’s Business Model Innovation
4. Lean Startup Methodology
5. Agile Innovation Framework
6. Doblin’s Ten Types of Innovation
7. McKinsey’s Three Horizons of Growth
8. Customer Journey Map
9. Christensen’s Disruptive Innovation Theory
10. Blue Ocean Strategy
11. Strategyn’s Jobs-To-Be-Done (JTBD) Framework with Job Map
12. Design Sprint Framework
13. The Double Diamond
14. Lean Six Sigma DMAIC
15. TRIZ Problem-Solving Framework
16. Edward de Bono’s Six Thinking Hats
17. Stage-Gate Model
18. Toyota’s Six Steps of Kaizen
19. Microsoft’s Digital Transformation Framework
20. Design for Six Sigma (DFSS)
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These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes.
Frameworks/Models included:
Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
IDC’s Digital Transformation MaturityScape
MIT’s Digital Transformation Framework
Gartner’s Digital Transformation Framework
Accenture’s Digital Strategy & Enterprise Frameworks
Deloitte’s Digital Industrial Transformation Framework
Capgemini’s Digital Transformation Framework
PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
Cognizant’s Digital Transformation Framework
DXC Technology’s Digital Transformation Framework
The BCG Strategy Palette
McKinsey’s Digital Transformation Framework
Digital Transformation Compass
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Design Thinking Framework
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1. Company Case
Bentley Motors: Differentiation and
Positioning in International Market
The mission of Bentley Motors, the definitive British luxury car company, to produce best cars in their
class, has remained unchanged since it was expressed eloquently by its founder Walter Owen Bentley in
London in 1919. Located in Crewe, England, since 1946 and owned since 1998 by Volkswagen AG,
Bentley Motors is an international company developing and crafting one of the world’s most desirable
luxury cars.
There are many unmistakable characteristics that define a Bentley – distinctive design, handcrafted
luxury, supreme comfort, ultimate performance, and a refined and exhilarating driving experience. Yet it
is the company’s brand imaging through differentiation and positioning that makes the quintessentially
British brand unique today. To many, owning a Bentley is not about getting from A to B but about
getting there with flair infused with advanced technology and classic hand craftsmanship at the pinnacle
of British luxury motoring. Based around the concept of “Britishness” in image and design.
Bentley has succeeded in differentiating its position in the global luxury car market through a market-
drive strategy based on responsive cross-market segmentation.
Cross-Market Segmentation
The traditional markets of Bentley Motors are the United States, the United Kingdom, and Europe,
which were identified by the company using two of the traditional market segmentation variables: the
level of a nation’s economic development and per capital gross domestic product (GDP). Bentley had
enjoyed high sales in these economically developed markets, especially in the boom of the 1980s. In the
1990s, it struggled to reach similar level of sales, which led to a major investment in the facility, new-
product development, and brand re-positioning in 1999. The brand reached the height of its heyday in
the 1920s and 1930s, and the Bentley Boys winning the 24-hour race in Le Mans in 2003 seemed to
emulate victories of the past. Its new Amage T luxury sports sedan won critical acclaim by the motoring
press worldwide soon after, and the Continental GT, launched in 2004, was seen as one of the most
successful launches of any car in Bentley’s history.
2. However, sales in its traditional markets slumped in 2008 due to the global financial crisis triggered by
the collapse of Lehman Brothers in September 2008. Some orders for its cars were cancelled
immediately, and sales dropped by 24 percent that year compared to 2007. When the company was
forced to stage a seven-week production shutdown in the spring of 2009 due to the slump, it started to
search for new markets to increase sales.
It realized that the use of the more traditional market segmentation variables such as age, gender,
education and level of economic development does not seem to reflect the real aspect of market
behavior, especially the burgeoning purchasing power of the well-to-do in the big emerging markets
such as Brazil, Russia, India and China. The result of the search was the identification of a thriving
consumer segment that transcends the national boundaries of these nations. Despite being located in
nations featuring low per capita income, this segment of consumers has the greatest global
consumption growth and represents rapidly growing buying power for luxury goods ranging from ultra-
luxury cars to designer handbags.
Targeting
Operating in markets of both developed and emerging economies presents challenges for Bentley. It
was clear from day one that it targeted high-income groups who want to buy into the symbolism and
history of the Bentley brand, seen though the prospect customers would inherently know that they
could purchase a vehicle with similar performance and specification for less than half the price. Bentley
is aware that the needs and preferences of its target groups in the emerging economies may differ from
those of its prospects in developed economies, who are typically older or retired males, highly educated
and high earners. In comparison, Bentley’s target consumers in emerging markets are often the young,
less educated entrepreneurs who share a number of important commonalties. They have a strong
appetite for Western-branded luxury goods, from which they expect superior quality as a fundamental
attribute associated with these goods—quality may mean design, materials, technology, performance
and craftsmanship, but also attributes such as the tradition and the heritage of country of origin,
uniqueness traits and perceived superiority and exclusivity. Recognizing the differences and the
opportunity to be had from differentiating its targeting efforts, Bentley launched its value proposition
based on “Britishness” in its newly found markets while refreshing its original value proposition of
luxury, performance and exclusivity in its traditional markets.
Differentiation and Positioning
The Bentley brand concept is based on the premise that a consumer who regards luxury car brand
characteristics as important or desirable, and is in the market for such a luxury product, should be
attracted to the brand. Bentley is aware that for its brand to be unique, it must have imagery and
symbolic meaning to its consumer. In other words, it must stand for a lifestyle or an attitude and
communicate this to its cross-market consumer something something.
3. Although owned by the German Volkswagen AG group, which employs a perception of creditability and
originality, Bentley brands itself as a quintessentially distinctive luxury brand originating in Crewe,
England, with a fusion of heritage and cutting-edge technology. It defines its cars by the important
attributes of tradition and hand craftsmanship, relative to those of speed and performance used by its
competitors. It focuses on the emotional benefits of its cars and has stayed true to this proposition
through an integrated, high-touch differentiation and positioning program tailored to the carefully
defined well-to-do groups in each of its markets.
Bentley offers an exclusive collection of limited no-motoring products produced under license from its
equally exclusive partners. Entinger and Bentley offers luxury leather travel products in vibrant colors
from the Bentley color palette, hand-stitched in England from Bentley’s own hides. Through Estede,
Bentley offers a limited edition, high-end range of sunglasses and ophthalmic frames featuring the
famous winged B emblem and presented in a Bentley leather presentation box. Through Zai, a Swiss
maker of luxury ski equipment known for its craft end exclusivity, Bentley offers innovative ski products
handmade in Switzerland with support from Bentley Styling studio in England.
Bentley has also teamed up with luxury hospitality brands to enforce its value proposition through
Bentley Places that embody the values and the spirit of Bentley around the world. The Bentley Room at
London’s Mosimann’s is an inimitably British blend of style and tradition with a dash of Bentley decor
and detailing. The dining room was designed by Caulder Moore, who also designed the Bentley Living
Room at the company’s headquarters in Crewe. The Bentley Suite at the exclusive St. Regis Hotel in New
York—built by John Jacob Astor IV in 190v—provides guests with the luxury, craftsmanship, and style
associated with the Bentley brand.
In its traditional markets of the United States, the United Kingdom, and Europe, Bentley, through its
dealerships, regularly invites customers to take part in national golf tournaments that culminate in
cross-national event held in differing worldwide locations; the winner is crowned with the Bentley
“Continental Cup”. These events bring together golfers from different continents with common interest
in golf and Bentley and help to refresh and reinforce its image of luxury and exclusivity.
In its newly found markets in the emerging economies, Bentley increases publicity to raise awareness of
its brand through motor shows, exhibitions, openings of grand showrooms, and signing of exclusive
dealerships to highlight the craftsmanship, quality and luxury of a Bentley car and the authenticity of the
Bentley name. All these events take place in the most economically developed and fashionable
metropolitan areas, such as Sao Paulo in Brazil, Shanghai, Shenzhen and Beijing in China, and Mumbai in
India.
Bentley stays true to its English heritage and makes sure that the unique “Britishness” is steeped in its
targeted marketing programmes. In the biggest Bentley brand exhibition ever held outside Crewe, the
World of Bentley exhibition held in Shanghai in 2009 featured a myriad of exhibits devoted to telling the
Bentley story of craftsmanship, style, luxury and heritage originated in England. Bentley has long stood
as the world’s premier maker of handcrafted cars, and it did not disappoint in Shanghai. The Bentley
Design Studio gave the crowd a rare chance to glance into its celebrated tradition of designing the
4. “grand tour” automobile; a Bentley stylist at work, sketching its future inspired by its past. Bentley
woodwork and trim experts demonstrated Bentley’s unrivaled craftsmanship in an interactive and fun-
filled display of how the company brought the English way of life into dynamic designs of luxurious
motor cars. In the words of Geoff Dowding, Bentley’s Regional Manager for East Asia, “The Chinese just
love the Britishness”.
Bentley’s high-touch positioning through tailored marketing programmes in its new markets played a
key role in the company’s recovery since the sale slumps in 2008. China has now replaced the United
States as Bentley’s largest market. In 2011 the company delivered 1,664 cars to Chinese customers;
during the first quarter of 2012, sales in the region grew by 84 percent compared with the same period
in 2011. The prominent presence of its dealerships, 35 by September 2012, is set to further expand in
the next 12 months as the latest high-performance coupe and convertible Continental models are
introduced to Chinese customers. In Russia, Bentley’s sales increased by 45 percent in 2011. Making it
the best-selling luxury car brand in the country,
The Road Ahead
In summary, Bentley target high-income segments, and builds its brand by serving a luxury segment of
the car market. It produces superior-quality products distributed through exclusive dealerships and is
never shy about charging a typically high price. It is strongly positioned as a quintessentially British
brand steeped with tradition and heritage, and it communicates this proposition through consistent and
believable associations with high-end brands in the luxury consumer goods and hospitality sectors. In
doing so, it draws its existing and prospective customers to style, luxury prestige, heritage and
exclusivity.
Through these well-tuned competitive advantages, it had sold well in its traditional markets until the
economic downturn in 2008, when buyers became more cautious in their spending. It has since
recovered the following expansion into high-consumption-growth segments in the emerging economies
by carrying out effective cross-market segmentation, targeting and positioning.
The pent-up demand for luxury cars in the emerging economies is remaining strong, with Bentley and
other European sports car brands all reporting string sales and orders. However, there are already signs
of a slowdown in some of Bentley’s new markets, such as China, which reported the slowest economic
growth in the past decade. Furthermore, increasing sales aggressively in these new markets may imply
less distinctiveness and exclusivity for the Bentley brand.
However, as long as Bentley remains true to its pinnacle positioning of building the best car in its class
with heritage, tradition, and cutting-edge technology, it can look forward to ample opportunities in the
years to come, especially in the existing emerging economies as well as those in the making, such as
Vietnam, Cambodia, Kazakhstan, and the Philippines, where the nouveau rich have just started to
appreciate the quintessentially British tradition and heritage that is embroidered in Bentley.
5. Words I’m sick of: Bentley, quintessential, heritage, tradition, luxury, emerging economies,
craftsmanship, exclusivity, proposition, car.
Questions for Discussion
1. What is International market segmentation? What challenges does it pose to Bentley?
2. Using the full spectrum of segmentation variables, describe how Bentley segments and targets
he international luxury car market.
3. Has Bentley differentiated and positioned its brand effectively? Explain.
4. Given the economic downturn in developed economies and the slowdown in emerging
economies such as China, will Bentley continue to grow? Why or why not?
5. What recommendations would you make to help ensure Bentley’s future growth?