Situational Analysis: Bentley Motors
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3. MARKETING INTERMEDIARIES
These may be either wholesalers or retailers, who have ownership of the cars produced by Bentley (Middle East Traders in Qatar), or facilitators, who just ship the cars from Bentley factories to wholesalers and retailers.
Bentley supplies its cars to these wholesalers and retailers and can decide to stop supplying to them whenever it wants.
4. THE MARKET
These are customers who will buy Bentley's cars. Heads of State, business owners, successful sportsmen and women, top entertainers and entrepreneurs all share a passion for the unmistakable driving and owning experience that Bentley gives.
These are people who have the purchasing power and people with the need to have a Bentley car for high class and status.
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