Description
SWOT ANALYSIS OF BENTLEY
Bentley Parent Company Category Sector Tagline/ Slogan USP Volkswagen Luxury Sports Sedan Automobile The Ultimate Driving Machine Its heritage & luxury status along with the sportiness STP Segment Target Group Positioning Premium luxury cars Upper class and affluent rich urban Premium & Sporty luxury car SWOT Analysis 1. Their models have sporty-ness & luxury together which is not seen in any other products 2. Support of the German Engineering through the parent company 3. Strong brand equity and market position 4. Being expensive and limited availability, it adds to the brand uniqueness and brand value as it is percieved as a status symbol 5. Strong backing of automobile giant Volkswagen Strength 6. Possession of Bentleys by exclusive clientle like the royal family, international celebrities etc add brand value 1. Bentley has limited presence in emerging economies which has a growing number of rich Weakness 2. Limited production means misses out on probable clients
1. Bentley may look to carry the heritage & design to more environmentally friendly cars with hybrid or electric transmission 2. Have a strategy to target the affluent class from emerging economies Opportunity 3. Sponsorships of premium events to increase brand visibility 1. People preference for environmentally friendly vehicles increasing, as Bentley motorcars are famous for their large displacement engines 2. Increasing fuel prices and strict govt regulations Threats 3. More awareness and penetration of competing premium brands Competition 1. Mercedes Benz 2. BMW Competitors 3. Rolls Royce
doc_745747236.docx
SWOT ANALYSIS OF BENTLEY
Bentley Parent Company Category Sector Tagline/ Slogan USP Volkswagen Luxury Sports Sedan Automobile The Ultimate Driving Machine Its heritage & luxury status along with the sportiness STP Segment Target Group Positioning Premium luxury cars Upper class and affluent rich urban Premium & Sporty luxury car SWOT Analysis 1. Their models have sporty-ness & luxury together which is not seen in any other products 2. Support of the German Engineering through the parent company 3. Strong brand equity and market position 4. Being expensive and limited availability, it adds to the brand uniqueness and brand value as it is percieved as a status symbol 5. Strong backing of automobile giant Volkswagen Strength 6. Possession of Bentleys by exclusive clientle like the royal family, international celebrities etc add brand value 1. Bentley has limited presence in emerging economies which has a growing number of rich Weakness 2. Limited production means misses out on probable clients
1. Bentley may look to carry the heritage & design to more environmentally friendly cars with hybrid or electric transmission 2. Have a strategy to target the affluent class from emerging economies Opportunity 3. Sponsorships of premium events to increase brand visibility 1. People preference for environmentally friendly vehicles increasing, as Bentley motorcars are famous for their large displacement engines 2. Increasing fuel prices and strict govt regulations Threats 3. More awareness and penetration of competing premium brands Competition 1. Mercedes Benz 2. BMW Competitors 3. Rolls Royce
doc_745747236.docx