Sales and Marketing
The central Sales & Marketing Department has a classical marketing structure comprising of six main functions. Each of these central functions interact with Bentley Motors regional offices who maintain responsibility for the execution of the marketing strategy at a local level.
The Marketing Communications team is a function within Sales & Marketing with the remit of managing the customer and brand experience through effective marketing communications, events, research and data.
Working with product marketing, launch teams, quality, sales planning and the regional offices, the Marketing Communications team provide a number of reports on a quarterly basis for the benefit of other business stakeholders within Bentley.
We are responsible for the following areas:
- Brand communication across all channels such as website and printed materials
- Physical brand representation across events, motorshows and dealer retail areas
- Management of the Bentley customer and prospect experience
Responsible for developing the Brand's product strategy in line with both the Company's long term business objectives and customer and market demands.
The global team are tasked with defining the product offering for both existing product lifecycles and future product development, while also preparing the wider organization for the launch of any new model closer to it's production start. The team leads Market Research activities providing relevant insight on future consumer, societal and automotive trends to influence product decisions and marketing strategies.
The function represents Sales and Marketing in all of the vehicle project teams ensuring that all Bentley products deliver on the brand promise.
The primary responsibilities of the Business Development team are to develop and implement strategies that deliver the most efficient and effective channels to market and thus ensure success of current and next generation of Bentley products. The key focus is to deliver a profitable and sustainable dealer network, which has the ability to meet the appropriate investment requirements through the product life cycle.
These responsibilities are delivered through worldwide retail and franchise development activities to deliver network growth in new and existing markets. Dealer development activities through the Training Academy and implementation of consistent dealer and brand standards and implementation of pre-owned programme in all key markets.
The Sales Planning team’s primary responsibility is for new car sales revenue. This begins with long-range market forecasts and works through price/volume modelling into operational plans developed with our market regions.
The work is underpinned by capacity planning with the Manufacturing team and efficient processes and systems to support scheduling and electronic tracking of orders through the build process until handover to the customer.
Working closely with our dealer partners, as well as the development of new markets, Bentley exports almost 80% of its cars to over 50 countries and it is not our intention to stop there.
Through our regional offices in key locations such as Dubai, Tokyo, Beijing, Berlin, Seoul, Sydney and Boston; the Regional Operations team provides, and manages, a variety of services at the all-important local level.
Working closely with each of our 149 dealers, our aim is to ensure that we maintain our brand representation at the highest possible level, through marketing, business management, customer and technical support as well as ensuring that we continually maintain a close relationship between, Bentley its dealers and customers, regardless of distance.
The Aftersales function is responsible for delivering parts, accessories, aftersales marketing, technical information, diagnostics and technical support to our dealer network around the world.
Our turnover in 2009 was more than £53 million and we delivered in excess of 1.5 million parts to dealers around the globe. Part of delivering the brand promise is supporting our rich heritage of Crewe built cars and we support all cars built at Crewe since 1955.
The Aftersales function provides a unique mix of external and internal focus; in addition to working with the external world of dealers we are also very involved with the Project teams and the Engineering, Quality and Manufacturing functions within Bentley.
To provide this scope of commercial and technical capability requires a diverse skilled group of people. We operate a total business representing most facets of a company, including:
- Logistics / Supply Chain
- Pricing and Commercial
- Product Management