Marketing - Dany Bahar

Marketing 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

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