Marketing Plan of Bentley Motors Limited

1. Executive Summary

2. Company Description

Bentley Motors Limited is a British Manufacturer of automobiles, founded on the 18th of January 1919 by Walter Own Bentley. In the First World War, Bentley was known because of their rotary aero-engines. After the war Bentley designed and produced cars that won the Le Mans race in 1924, 1927, 1928, 1929 and 1930.

Bentley presented Queen Elizabeth II with an official State Limousine to celebrate her Golden Jubilee in 2002.

Bentley believes that it is a high end luxury car, which has tradition and ultimate class. Bentley follows a “high-price” strategy, and this Marketing Plan outline will show how Bentley improves their
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|Manufacturing |Sophisticated details, like workers |A typical mass produced luxury model can be|
| |inspecting the leather for insect bites and|finished in 24 hours, but to make a |
| |17 hides of leather are required to outfit |Mulsanne at the Crewe Factory it takes 9 |
| |the cabin. |weeks. |
|R&D |Continued efforts to ensure engineering and|Most of the competitors have good R&D |
| |luxury details for cars. |departments as well. |

|External Factors |Opportunities |Threats |
|Consumers |Customers can customize parts of the product, |Due to the high price of the products, |
| |such as requesting certain types of leather |Bentley has exclusive consumers and not|
| |interiors. |many people go and buy a Bentley every |