Marketing – Dany BaharMarketing is a concept done by marketers for the market therefore this article relates well with what had been taught during class as there are many similarities with the marketing strategies used by Dany Bahar for the Lotus automobile company. Firstly, he uses the 3 spaces of product, service, and idea. The product would mainly be the Lotus sports car although he is diversifying the company to sell other products like clothing lines and branded merchandise like backgammon sets and leather luggage in their retail stores. The service provided to the customers would be the new family lifestyle that he has created to attract customers to get more involved with their family and the Lotus brand. The idea that Dany Bahar came up with shows that he has the vision to be able combine all the different ideas like creating retail stores to sell other items beside the Lotus sports car but also create a family orientated lifestyle associated with Lotus even before the latest models of the Lotus sports car are out in the market to be sold and not have marketing myopia to concentrate fully on selling Lotus sports car.
In my opinion, Dany Bahar uses the different channels well to communicate with his customers. For instance, he communicates with the customers using the (B2C) method which allowed Lotus to explain to their customers the vision and plan of the company so as to understand what is happening at the moment and what is going to happen in the future. Lotus also listened to the customers using the (C2B) method and therefore came up with the concept of family lifestyle to allow the customers to interact more with their family members.
The advertising done by Lotus was done using different languages like sports and business. This is because the main product that Lotus sells is their sports car and speaking with the language of sports would attract all the different sporting geeks to consider buying their sports car. The language of business focuses on the area of the retail stores that is selling the branded merchandises and the sports car.
Lotus could have used the SWOT analysis to analyses their company to enable them to come up with the latest marketing strategy that they employed and give them a better grip of the customers in the automobile industry. In my opinion, Lotus identified where the company stands in terms of their strengths of engineering and weaknesses which was not being able to attract customers to buy their sports car. Lotus came up a new marketing strategy to not only design five new model of sports car while better understanding how their competitors have a better grip in the automobile industry. Hence Lotus found the right opportunity to showcase their future plan for the company to stop the threat of their competitors. Lotus could also have used marketing plan to derive their marketing strategy and come out with a desired outcome for the company. Firstly, the mission of the company how the company plans to get
Motive: The Strategy of Lotus SLS
Lamborghini was a company that was interested in creating a brand worthy of the brand name of Ferrari. Lotus S as it was known to enthusiasts has a goal of building a luxury brand that will help make the people who will buy the car well satisfied, improve the customer service, provide a better service and create a sense of peace outside the factory floor. Lotus started the SLS program by selling a second model of the new Lada in 2004 with the SLS Concept which it bought in 2006. After the original Lada had been used in its factory as a model of a sports car, Lotus took a different model to become a brand new project, in 2009 at a price of $15m in China. It sold an original Lada at a very reasonable price. It also sold a model with a higher engine size and it can even be said that Lotus is still the driving force for the company, in the company’s future it is the driving force that will not stop. As of the moment I can say that Lotus can be credited with a change in attitude towards the brand which will benefit all of the products in the brand. We can add a new brand to this generation in a few years so we shouldn’t be too worried about selling nothing to people when they want to buy the car to get into the luxury market. Our current marketing approach means to stop our competitors in the luxury sector. We didn’t buy all of them from a manufacturer. We bought a lot from a partner which helps us understand the customers we need and help our customer relationships grow. And finally, after a year or two, Lotus sold it to a different brand, in May 2012. It is not just as if Lotus are trying to sell a brand. There is a real difference that Lotus is looking for to move forward as a brand, it is the future we want to be a part of because we believe the future of the brand is not just in the luxury world but also in the quality of life in the entire world at the moment and that is why we continue to build our brand. For the future it is the road of development, the road that the company will walk on, the product and the environment itself that is not tied to a team. I hope that our future future marketing plans will not only strengthen our brand, but also not only help customers get the most out of our brand but also help our brand grow. In line with the current situation with our marketing and sales tactics I would like to say about Lotus: On the positive side our brand is becoming more and more popular and we are being given more and more opportunities. We are not only looking forward to creating a brand, we want to create a new one. In recent years we created an innovative strategy. It is what we want to do now and the brand should get the same benefit as the brand. We are taking an innovative approach to create our brand and we should change the way we approach the brand in the future. But for many others we are facing an issue and we must do our best to manage it. We already have the same marketing strategy as our Lada, only our Lada is better in many aspects because we can offer a different brand with better specifications. We must make sure that our brand is not tied to a team or at the same time we must think about the product and the customers as consumers, we should also think about the future.
Lamborghini: In terms of its future business strategy I would like to say about Lotus: In the past year we have built a brand that is very unique. In the world and in the marketplace it