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Bentley Motors is a luxury British automaker that is owned wholly by German Volkswagen AG. It is branded under the automobile category. It largely concerns itself with distributing, designing, manufacturing and engineering luxury automobiles. This case study will largely focus on the design and performance of the Bentley Mulsanne car brand. The assembly of Bentley brands takes places in Crewe, England, although some production is done in Germany. The Bentley Mulsanne is sole in six continents in over 32 countries. Given the stiff competition in this industry that is ever-evolving, the company has had to keep abreast with new developments concerning consumer preferences.
The gap that Bentley Motors Limited has been trying to exploit is that of high-performance, yet luxurious car brands. With its family-friendly interior, the Bentley Mulsanne is easy to live with, yet thrilling to drive. It represents an advanced and pampering car, especially with its desirable and luxurious interior. The advert seeks to market it as an executive and stylish alternative to other Bentley brands such as the Bentley GT and Continental. According to the advert, what make the Bentley Mulsanne a must-have is its jaw-dropping looks, as well as its real feel-good factor. There are few car brands more desirable and distinctive as the Bentley Mulsanne. It is a proper off-roader, and compared with its rivals, it is keenly priced and well equipped. The advert portrays the Mulsanne as having a meticulously handcrafted exterior styling kit, and also features a carbon fiber and patterned weave which is mirror matched. According to the manufacturers’ of this brand, the future has to be created as it does not just happen. Armed with its straightforward philosophy of pursuing relentlessly both performance and luxury, the brands are finished with precision to ensure unique cars are delivered.
The Bentley Mulsanne advertisement campaign In order to attract clients has been instituting far-reaching sales programs. High levels of positive perception and customer loyalty have to be maintained, and the most practical way of achieving this is through limiting the number of recalls. This is what the adverts seek to achieve. Customer loyalty is effectively lowered by such recalls. In this regard, building a brand perception remains a critical aspect. The things that drive consumers when in automobile purchases include environmental kindness, safety, performance, quality and value. These are all shown in the adverts. The Bentley Mulsanne has marketed itself on this platform. Consumers are looking for car brands that can prosper in numerous areas. Luxury brands like the Bentley Mulsanne thrive in design categories and performance. It has dethroned its rivals and taken the mantle as the poster brand for positive experiences, especially at showrooms.
Social media advertisements
The social media campaign that the Bentley Motors Limited uses is one that seeks to attract executives who are looking for performance, safety and luxury. The issue of cost has been underplayed as the company seeks to accommodate individuals of different social classes. In Rolls-Royce Motor Ltd and Jaguar Land Rover, the Bentley Cars Ltd faces stiff competition, but through its impressive and far-reaching social media campaign, it has managed to stay ahead. All the companies use similar advertising outlets. Upon setting foot at the Bentley sales department, prospective buyers are walked around; encouraged to try test drives, as they try to figure out exactly what brought them in. For car brands to perform exceptionally in the market, consumer perceptions have to be perked. This will include avoiding financial problems, ensuring good safety ratings, avoiding termination and clichéd status, as well as faltering sales. These are the perceptions that the adverts have been fronting. Bentley advertises on print and mass media, as well as on billboards.
In their advertisements, Bentley Company leaves nothing to chance. Although the Bentley car brands such as the Mulsanne Sedan also endeavor to remain relevant, the company never compromises on its brand DNA. This is something that becomes evident through its advertisement approach. There are multiple channels that this luxury car maker uses to give clients a glimpse of their vision. Maintain brand heritage is, therefore, a key aspect for Bentley. The car brand prides itself in its ability to shape the future, recognize the trends, while creating other market segments. In the advertisements, real Bentley Mulsanne car designs have been used. Driving luxury performance is one way of doing this.
According to the social media adverts, the Bentley brand has given itself the ability to dictate the industry, and this enables it to express the passion that it has. The adverts make viewers believe that at Bentley, engineering and marketing complement each other. This, therefore, discounts the myth that their brands are a pure expression of wealth. In the automobile industry, consumer demands are constantly changing, and this is something that the Bentley Mulsanne has appreciated through its environmentally compatible technology. It has taken its value of engineering excellence, craftsmanship and value of design to another level. This forms its most critical marketing strategy. The Bentley brands like the Mulsanne have a way of re-creating themselves so that they can re-emerge, and this is what sets them apart. This ensures that it sticks to its brand DNA while still remaining relevant.
You tube link https://www.youtube.com/watch?v=Oq1Mr5qZdx0
Jaynes, N. (2013). Bentley Mulsanne: New York Auto Show. Industry News.
The Harley Davidson motorcycle company has always been keen to employ the use of systems engineering logistics that ensure the sustainability and durability of its products and brand. This has been the driving force behind the profitability witnesses by this company since its inception (Rollin, Pineo, Mommer, 2012). The founders of this brand of motorcycles instilled the need to have efficient engineering systems logistics that guaranteed profitability, durability and sustainability.
The design of the Harley Davidson motorcycles has always been strongly aligned to the traditional designs of the initial motorcycles produced in the first decades of the 20th Century. The manufacturers of these motorcycles understand the efficiency and durability of these initial designs (Rollin, Pineo, Mommer, 2012). As a result, the current owners of the Harley Davidson Motorcycle company have ensured that they stick to these designs.
The length and girth of the motorcycles ensures that they are stable and secure while the rider is on the road. This move prevents faultiness among their products, which, in turn, prevents product recalls and renovations. Unlike many motorcycle manufacturers, this company ensures that it does not recall its products, seeing that this kind of action is sure to dent the profits of the company. Over the years, the motorcycle designs have slowly shifted from the replicas of the traditional models (Rafferty, 2002). Designs of modern motorcycles now incorporate modernity and elegant style while still paying attention to the sustainable nature of previous designs.
For this reason, manufacturers have still maintained the general design of the early Harley Davidson motorcycles. The slant and positioning of engines has slightly shifted from the traditional models. Modern engines are V-twin engines with a 60 degree angle between the two cylinders. This is in contrast to the previous engines that were single cylinder. Nonetheless, all these modifications fit perfectly into the systems engineering procedures adopted by this manufacturer.
The reliable nature of Harley Davidson motorcycles is a testament of the commitment the manufacturers put into the quality of their products. Since the first motorcycles were developed by William Harley and the Davidson brothers, reliability has been one of the strong points of this brand of motorcycles. To ensure that the products were always reliable, the manufacturers invested in the acquisition of quality components and materials.
In the early days, the founders relied on making the product components themselves, but this proved to be a tall order for subsequent owners and officials (Fessler, 2012). The new owners decided to outsource many of the product components, with the engines remaining the only component that they would not outsource. This desire to increase productivity and profitability by reducing operation costs resulted in the importation of Japanese components, as well as the establishment of an overseas production factory in Manaus, Brazil.
The free economic zone in Manaus provides a great opportunity for the company to acquire quality raw materials cheaply and produce quality components at fractions of the price they would have incurred in the USA. This has been instrumental in guaranteeing the profitability of the Harley Davidson Motorcycle company. The shift to supply-chain-oriented logistics engineering has ensured that this manufacturer cuts production costs right from the process of acquiring raw materials to the eventual sale of the finished product.
The reliability of the quality of Harley Davidson motorcycles has always remained a constant feature of the company. However, a brief period in the 20th Century saw this vital aspect of the company compromised (Rafferty, 2002). In a bid to streamline production and possibly increase profits, the American Machine and Foundry (AMF) company began importing cheap components that reduced the quality of the Harley Davidson motorcycles. This brief period was also earmarked by high prices of the motorcycles despite the low quality. Luckily enough, the AMF sold the company before any further damage could be incurred on the brand, as well as the system logistics engineering procedures.
The maintainability of these motorcycles has always been an obvious strong point. When the founders of this motorcycle company developed their first motorcycle, maintainability was one of the key pillars that they had in mind (Girdler, 2003). The need to have a motorcycle that can be maintained by any owner, regardless of the social class, is still one of the pillars that Harley Davidson motorcycles are built on today. This has resulted in many individuals resorting to own these motorcycles all over the world. To ensure that all owners of these motorcycles are able to easily maintain their motorcycles, this company has employed an effective logistics engineering system. The availability of Harley Davidson dealerships in almost every nation has ensured that users are able to access spare parts at affordable prices.
The establishment of an overseas production factory in Manaus serves to ensure that this is realized. Built to produce quality components and spares cheaply, this factory was also purposely constructed to supply the southern hemisphere with Harley Davidson products. This is an effective system that ensures the company’s products are easily maintainable by users all over the globe (Girdler, 2003). Establishing a factory that can easily supply components and spares to the southern hemisphere drastically cuts shipping costs that would be incurred in shipping spares from the USA. Another factory in Japan served to supply the Asian continent with Harley Davidson products. These two factories, in addition to an extensive supply network in India, are strategically located to facilitate affordable supply of products and spares-in addition to saving the company millions. The logistics engineering system in use is responsible for this upper hand that Harley Davidson possesses.
The usability of Harley Davidson products is unquestionable. These products can be used for a wide variety of activities. The earliest depiction of the usability that these motorcycles possess is documented in the use of Harley Davidson motorcycles by the United States military in the Pancho Villa Expedition (Fessler, 2012). The use of these motorcycles by the USA military in World War I proved that Harleys (as they are commonly called) are capable of use in active combat situations. The emergence of World War II was also an opportunity of Harleys to showcase their superiority over other motorcycles. The company developed WLAs for the Americans and WLCs for the Canadians. These motorcycles proved effective in combat and were also supplied to other allies of the USA apart from Canada.
Harleys are also employed by the police department of the USA. This has always been one of the key markets for Harley Davidson motorcycles. The police have invested in the purchase of Harleys as their patrol motorcycles. The use of Harleys in racing activities has also been a highlight of the Harley Davidson motorcycles. The earliest known participation of Harleys in races was in 1921 when Otto Walker won a race using a Harley Davidson. Harleys have also become a staple in private use, becoming one of the most popular motorcycle brands across the globe.
The use of Harleys privately has been so prevalent that a group of Harley Davidson motorcycle owners called HOG (Harley Owners Group) was formed. This has been very instrumental in marketing and supporting the Harley Davidson brand. The company has ensured that this group also supplements their income, seeing that they make money on Harley products such as sponsored events and clothing items. Holding group rides on anniversaries every five years is also one of the avenues that this company uses to keep clients interested.
The supportability of Harley Davidson motorcycles has never been questioned before. This is because the systems engineering logistics employed by the Harley Davidson motorcycle company favor the supportability of these motorcycles. First and foremost, the use of quality components that guarantee good handling at high speed is one of the reasons many users associate purchasing a Harley with safety. This is instrumental in ensuring that Harleys are viewed as safe motorcycles that also exhibit elegance with their unique designs.
The only instance in which Harleys had been found to have mistakes was when some motorcycles developed for the police were found to have problems with handling at high speeds (Fessler, 2012). The motorcycles would wobble at high speeds, but this mistake was quickly corrected. The proper systems engineering logistics allowed the repair and modification of the faulty products. Another factor that exhibits the supportability of Harleys is the development of an engine in collaboration with Porsche. The development of this engine depicts the supportability of Harley products, seeing that they can easily be incorporated with other brands.
The affordability of Harleys has been a key factor in the success of this motorcycle brand. Unlike many quality products that are developed for an elite group of wealthy individuals, Harleys are affordable and easy to maintain, as well (Rafferty, 2002). Harley Davidson Motorcycle Company has always witnessed profitable financial years since its inception, with exception coming during the Great Depression and the Financial Crisis. The systems engineering logistics of this company favor the production of quality products that can be sold at affordable rates to a wide array of users. The comfortable cc levels of many Harleys translate into affordable costs for many users. This has also been instrumental in the success of Harleys.
Changes after AMF
The acquisition of Harley Davidson by AMF was a turning point in the history of the motorcycle manufacturer. Having almost driven the company to collapse, the sale of Harley Davidson by AMF to private investors was the onset of a paradigm shift in the history of the motorcycle. The new owners invested in slight modifications of the design to factor in some semblance of modernity. The use of sub-shock cantilever-swingarm in the rear suspension of the new Harleys was a turning point in the design of Harleys.
The new owners also incorporated the use of rubber mounts, strokers and dual-belt drives that were all absent in previous Harleys (Fessler, 2012). The use of transistorized ignition control in both cylinders that leaves a 405 degree gap is also a hallmark feature of Harleys. This is responsible for the unique sound associated with Harleys. Modern Harleys also use liquid-cooled engines, like the one developed by Harley Davidson in conjunction with Porsche. Dual-overhead cams have also become a crowning feature of Harleys; alongside the new 9000 rpm (revolutions per minute) redlines. These features are mainly incorporated into the VRODs.
Fessler, C. (2012). Rebuilding the brand: How Harley-Davidson became king of the road. Bloomington, IN: Triple Nickel Press.
Girdler, A. (2003). Harley-Davidson: The American motorcycle. St. Paul, Minn: MBI.
Rafferty, T. (2002). Harley-Davidson 100 years: Celebration of a legend. St. Paul, Minn: MBI PublishingCompany.
Rollin, B., Pineo, C., & Mommer, K. (2012). Harley-Davidson and Philosophy: Full-Throttle Aristotle. New York: Open Court.
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