Contemporary Issues In Marketing

Introduction

Brake and service world is a company worth annual revenue 5.8 million, it has employee strength of 25 persons, and the company is growing. It is associated with a range of full functioning brake systems and management of the brake check process and certified tire management (Brakeandserviceworld, 2021). They are associated with fleet maintenance business, which is indulged in operators, business and brokers. This organization is associated with all sorts of servicing and mechanical repair work for fleet operation management and light commercial vehicle service engagement. Retail motor industry is aligned with 1 link platform and fleet managers are required to be managed throughout for exclusive tire pricing and giving customers service that they expect.

Section 1: Significant areas to be focused by the company

This company is having its greatest competitor identified Kwick Fit. This company is one of the important names that can be taken off while car servicing and repairing takes place in the United Kingdom (Masanja, 2019). Mot testing, car servicing and air conditioning have been a part of the service root. In order to gain competitive advantage our chosen company Brake and service world should focus on the following aspects such as:

1. B2B marketing

Market Research: This organization needs to ensure extensive marketing research that is important in marketing development and identifying proper branding solutions. Detailed scientific research on finding the right objectives of business is associated with baseline measurement of components. Identifying what people need, the most in terms fleet business becomes important for monitoring business performance. Identifying the 4P’s required for fleet business through applying a theoretical framework is also an important aspect as identified by business experts (Yang et al. 2018). I find that brand reinforcement is one typical mode that can be utilized for the organization of essential factors and the messages should be kept towards accompanying the company's corporate goals of becoming a high valued company. As a manager it is my responsibility to find employees that are ready to work with real time statistics so that a more secure and compatible distribution of work will be analyzed. Trust filled and client concentrated business communication is important in the management of upstream and downstream customers. One example can be taken from Ed Finnega, the director of Georgia office of fleet management that recognizes the challenge of enlisting support for 4500 vehicles that was managed by a weekly newsletter called “Friday blast”. Gaining support for such a downstream dissemination of fleet content offers.

Niche driven strategy: Niche drive strategies are included within the fastest growing firms to be tending and specializing the efforts. Considerations period is associated with improved specialization of components and becoming an indisputable leader. A careful target of niche is associated within a value chaining and optimization of performances.

High performance website: Delivering a high performance website is essential in service alignment of the marketplace. Creating a hub with an online presence of information on brand value and products is essential in this digital era (Yang et al. 2018). It helps in the overall development of a high performance website and demonstrates the components of detailed market optimization in the marketplace.

Search engine optimization: SEO helps in target audience management and effective utilization of sites content covering essential aspects of online marketing. Effective online marketing is analyzing the overall expectations of the firms associated with email marketing and effective blogging. I think developing a team that will promote the site online and attract more traffic to the organization is essential in focusing relevant search options. Off site SEO can be engaged for recognition of leadership activities and managing credible sources of ranking to initiate globalized transactions. On-site SEO uses targeted phrases that conceptualizes the target audience and focuses service expansion and expertise. This involves overall marketing intelligence generation within an audience searching for effective learning material.

Social media: 60% of buyers nowadays are checking out ratings on social media and they are engaging in common sources of referral and recommendation. 17% expertise based referral marketing has improved the quality of product. I believe that engaging in social influencers that will help other people in this business of Brake and service world is essential at this point of time (Simoni, Cautela, and Zurlo, 2019). Google ads and advertising through common platforms like Bing and yahoo is essential in management of marketing essentials. Industry publications are in my opinion one of the most suited options of managing business. Approaching the right audience and creating right industrial value is important in higher value chain creation.

Referral marketing: This is I think a major strategy identified by B2B marketing domain. There are 81.5% of providers seen with a client engagement after they have moved to referral marketing. CRM engagement and marketing automation are the most crucial aspect of leading the content management and measuring programs and campaigns. I think the common mistakes done by fleet organizations are not understanding the purpose and working without any procedural knowledge. I think asking for ethical guidance is important as well.

2. Branding

The branding can be improved through displaying their achievement throughout this long presence inside the market. Identifying the weakness of competitors and indulging in a complete improvisation of task is essential for management of territory and business branding (Prokopenko, and Miśkiewicz, 2020). choosing a social influencer or a brand ambassador is the primary step in management of brand identity. There should be a complete focus generated on how the process build up is taking place. Thought leadership and info graphics is essential for management of ecosystem and infrastructural development. The value that has been created by technology is improvised in terms of sustainable outcome generation. Identification of fleet business data in a particular domain comparatively gives more branding empowerment. A globally acknowledged fleet service is only possible with analyzing the data of and generating MOT services online. Acknowledging and filter changes and oiling the services is associated within a business promotion continent.

3. Ethics, Sustainable and green marketing

Ethical standards are associated with maintenance of proper income tax and price range so that all people can afford the services. Planning for a brochure and selling it online is essential. Green marketing can be observed by following the systems:

Reduce idling: The time can be reduced by engaging in telematics features and bringing the levels down via in-cab alerts.

Aerodynamics: Medium and heavy-duty vehicles are part of aerodynamic application investigation in existing trucks. Harsh braking and the engagement procedure is aligned with engaging in eco friendly styles (Sharma, Kaur, and Syan, 2021). Refocusing is needed on fuel changing and consideration of alternatives available. The resources of granting infrastructure are essential in recycling of batteries. Using EV batteries and redefining environmental friendly options can be effective for fleet business development.

Testing new technology: Testing new technology and cell centric optimization is indulged with generating a sensation and reaching out maximum audience. Zero emission components are required to be analyzed for showing a commitment to both environment and customers. Sustainability is indulged in cash transaction management and superior performance optimization (Mustonen et al. 2019). It is important to focus on fuel and reduce the idling time. The fleet business can become sustainable with an identification of reusability of products for a certain period of time. A regular maintenance cannot be replaced, as there is nothing that can beat the benefits of riding. Sustainability can be achieved through management of their parts and refueling everything. Speed and appropriate accelerating behaviour is inclusive of route planning and lessening the consumption on fueling.

Section 2: Certificates and achievement

This Luton and Letchworth based service centers are AA certified. They are friendly and they have come across a long way to ensure appropriate car maintenance. Automotive management of services has been in activity and is seen to be engaged and they provide honest and reliable services since 1963. The estimation is essential in standardized information accessing and certification of speed components (Li, and Miao, 2019). The different garages are associated with an organization of essential components and enabling a single window access to the customers in need. This particular achievement and trust holding empowers the overall activity indulgence of the company and gaining sustainability.

Section 3: Gaining competitive advantage

A company should focus on gaining competitive advantage through producing sustainable choices of marketing along with products. Engaging in ethical and green products for fleet business can essentially withhold the values of Brake and services than the computer Kwick fit. The branding is possibly more impactful than the competitor is as it involves a large variety of marketing components through individual work improvement (Hanáková, 2020). Relevant building of infrastructure development solutions is associated within a current issue of marketing that requires total focus. Price and promotional differences can create a superlative advantage for organization. There is green marketing that involves self analysis regarding what the organization is contributing to nature. Potential industrial optimization is enabled by developing appropriate marketing skills and de-cluttering the industry landscape. From an industrialist viewpoint there is a sustainable choice of batteries that can lessen the environment pollution and re-refining of oil that can save the overall pollution rate of the world.

Trending market issues in fleet business are associated with next gen connected devices. This is expected to be “disruptions to connectivity that potentially could prevent access to the cloud with the possibility of impacting some vehicle functions”. Moreover, maintenance over tires inflation is assured of optimizing the fuel economy. A development of telematics programs can significantly improve fuel efficiency (Aftab et al. 2021). Exceptional reports are important over the management of non-fuel purchasing and conserving energy for maximized accountability. The fleet tracking system is growing largely these days and the process that should be indulged by brake and service world are:

Some identified trends that can be followed by the chosen organization for keeping up the trend is associated with the following:

Evolution of 5G network: 5G networking systems have been revolutionized over the last few months and they require support from 5G components for analysis of specific bandwidth and enabling the same inside fleet business (Bender et al. 2020). Fleet business requires to hold the same integrity of business like it is processing within for management of traffic issues. GDP boosting in the mobility sector is improvised in real time consumption of safety measures.

Telematics and GPS tracking systems: Fleet tracking solution design has become another aspect for the larger growth and improvised solution of productivity. Productive designs are efficient in marking the majority vehicle in their appropriate location and by testing their efficiency. Safety of the fleet and staff is also required to be analyzed in terms of keeping the drivers safety identification and keeping the components on track. Moving towards this trend is identified as a survival strategy for significant reduction of fuel consumption and maintaining the heavy wear parts of brakes and tires.

Mobility-as-a-service: Market research gives massive opportunity with high growth potential. There are registration indulged within global market size reaching and management of $42500 million market growth. Investing in Maas can be impressive as it indulges in a single payment channel other than multiple ticketing and payment options (GS, 2020). A millennial generation is identified to be embracing the shared economy through this systematic vehicle automation criterion.

Conclusion

This portfolio has conceptualized and reflected specific actions that needed to be considered for a chosen brand to gain competitive advantage. The Transport business is related to automation and it is growing with the involvement of R&D and GPS tracking. The fleet business can be improved using 5G connectivity and automated device location options. Moreover, the sections have described how sustainability can be achieved along with development in a chosen organization. It also involved suggested outcomes that are inclusive of all fleet industry trends for management of a successful business component. Google ads and advertising through common platforms like Bing and yahoo is essential in management of marketing essentials and company needs to understand that.

References

Book

Masanja, N.M. ed., 2019. Contemporary Issues in Business. NMM PRINTERS.

Journals

Aftab, M., bin Abdullah, A.A., Sarwar, J., Sanaullah, A., Farid, G. and Bilal, M., 2021. SYSTEMATIC REVIEW OF ENTREPRENURIAL MARKETING. Journal of Contemporary Issues in Business and Government Vol, 27(1).

Bender, J., Bridges, T.A., Shah, K. and Weiner, A., 2020. Avoiding the Tragedy of the Horizon: Portfolio Design for Climate Change-Related Risk Management and the Low-Carbon Energy Transition. In Values at Work (pp. 143-158). Palgrave Macmillan, Cham.

GS, D., 2020. Innovative stealth marketing strategies and its ethical issues. Journal of Contemporary Issues in Business and Government, 26(2), pp.508-514.

Hanáková, L., 2020. CURRENT ISSUES OF PERSONAL DATA PRIVACY IN MARKETING. Acta academica, 20(2), pp.5-20.

Li, Q. and Miao, R., 2019, April. Multi-Objective Decision-Making Method for Service Portfolio Design. In 2019 IEEE 6th International Conference on Industrial Engineering and Applications (ICIEA) (pp. 531-535). IEEE.

Mustonen, E., Harkonen, J. and Haapasalo, H., 2020. Marketing through a joint commercial product portfolio: business drivers, benefits and challenges. Journal of Business & Industrial Marketing.

Prokopenko, O. and Miśkiewicz, R., 2020. Perception of" Green Shipping" in the contemporary conditions. Entrepreneurship and Sustainability Issues, 8(2), p.269.

Sharma, R.R., Kaur, T. and Syan, A.S., 2021. Contemporary Issues in Sustainability Marketing. In Sustainability Marketing. Emerald Publishing Limited.

Simoni, M., Cautela, C. and Zurlo, F., 2019. Designer portfolio archetypes in design-intensive industries. Industry and Innovation, 26(10), pp.1174-1207.

Yang, D., Liu, Q., Jiang, L., Zhang, W. and Chu, W., 2018. Contemporary issues and current challenges. Maritime Business and Economics: Asian Perspectives.

Website

Brakeandserviceworld, 2021. Available at: https://www.brakeandserviceworld.co.uk/ [Accessed on 28/04/2021]