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Transcript of Bentley Motors
If you are not a brand you are a commodity. Then price is everything and the low cost producer is the only winner.”
Differentation and Positioning
Questions and answers
Differentiation and Positioning in International Markets
Let's start from the beginning...
In 1931, Rolls-Royce bought a Bentley.
Since 1998, Bentley is owned by Volkswagen
Philip Kotler - Professor at the Kellogg School of Management
The characteristics of a luxury brand Bentley
The Traditional Markets of Bentley
Criteria of Selection of Bentley's Traditional markets
GDP per Capita
In 2004, Continental GT was launched.
association with a country of origin
an element of uniqueness to each product
Luxury's 6 P
Bentley's target consumers
in emerging markets
in developed economies
team up with other luxury brands
traditional and newly found markets
targeting market products
Bentley sells a lifestyle.
The Road Ahead
tradition and heritage
global financial crisis
What is International market segmentation? What challenges does it pose to Bentley?
Using the full spectrum of segmentation variables, describe how Bentley segments and targets he international luxury car market.
Has Bentley differentiated and positioned its brand effectively? Explain.
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?