Name:

Mubashir Hassan Khan

Sap ID:
20441
Subject:
Principles Of Marketing
Assignment:
Bentley Motors:
Differentiation
&
Positioning In
International Markets
Submitted To:
Sir Adnan Ahmed Farooqui

Riphah School Of Leadership

 What is international market segmentation? What challenges does it pose
to Bentley?
Answer (i) :

International market segmentation consists of dividing the market into segments.

It consists in forming segments of consumers who have similar needs and buying
behaviors even if they are located indifferent areas of the worlds.

Companies that are big enough to expand in other countries markets, can choose
to segment international markets using different factors:

 Geographic Location: If the company is willing to segment international market

through geographic location it means that they assumes that countries close to one
other have many common traits and behaviors, because, using this kind of factor, they
are going to divide the target countries in groups such as Eastern Europe, Africa Etc
 Economic Factors: Such as population income levels or level of nation’s economic
development or GDP . Those last two economic factors are actually the ones that
Bentley Motors used during the first period of the company life . This kind of market
segmentation brought them to have very positive results in countries like United
States and Europe, which before where characterized by high income consumers. The
situation is changed and together with it and also Bentley international segmentation
factors are different. 
 Political & Legal Factors: Such as government’s stability, monetary regulations,
receptivity to foreign firms and so on.
 Cultural Factors: Something like languages, religions, values , traditions, and
behavioral patterns

Answer (ii) : International market segmentation poses a challenge to Bentley as

the company experienced a sudden huge decrease of sales in 2008 , Mainly
because of the global financial crisis .This forces Bentley to find new market, new
positioning of their cars and their ways of reaching targeted segments with their
products and develop new marketing strategies and programs. Bentley uses
different kinds of market segmentation to segment their international market.
The company used variables like nation’s economic development and gross
domestic product, so markets like United States, UK and Europe were the
most important in Bentley’s traditional market strategy .But when sales drop
down in 2008, Bentley began to realize that their use of variables for market
segmentation like age, education, and gender is not how the market behave. They
started to notice and study the increasing buying power of the rich from Brazil,
Russia, India & China. This force them to segment market based on new economic
factors such as number of sales in that market and not based on developed or
developing nations like they used to.

how segmentation and

targeting are differentiated
from each other.
Using the full spectrum of
segmentation variables,
describe how Bentley
segments and targets the
international luxury car market.
how segmentation and
targeting are differentiated
from each other.
Using the full spectrum of
segmentation variables,
describe how Bentley
segments and targets the
international luxury car market.
 How Bentley segments and targets the international luxury car market?

Answer:  Bentley uses income and social segmentation and targets the highest
income group with relatively not so much educated .Income segmentation is best
suited for products which are very specific and are priced high. The Social
segmentation practice generally seeks a group of people who commonly
hold social, cultural, economic or lifestyle traits.

 Has Bentley Differentiated And Positioned its Brand Effectively? Explain.

Answer: 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 for such a luxury product, should be attracted to the
brand. Bentley is aware that for its brand be unique , it must have imagery and
symbolic meaning to a consumer.

Bentley Differentiated from the other brands by being a luxury Car Brand &
everybody knows Bentley is a luxury car. Differentiation is more on a product and
service level , and positioning happens inside of a mind.

 Will Bentley Continue to grow in Economic downturn and the slowdown

in emerging economies such as China? Why or Why Not?
Answer: China's luxury vehicle market is facing challenges aimed an economic
slowdown and government efforts to curb spending, Bentley will experience a
robust increase in its second-largest market in the world.

"Fueled by Chinese consumers' recognition and enthusiasm for Bentley, They will
maintain the pacemaker position to be the most desirable brand in the segment
with top level service and high performance product. Bentley's market
performance is credited due to the strong products and strengthening emotional
connection with Chinese consumers.