Marketing Assignment of Bentley

Marketing Plan for Bentley

In February 2008, Bentley Motors announced ambitious plans to embrace

biofuels as part of a far-reaching environmental strategy.

The initiative comes as the automotive industry as a whole is accelerating the

adoption of alternative fuels and new technologies, aimed at reducing CO2

emissions and global dependency on fossil fuels.

International demand for fuel efficient, lower emission vehicles has mounted

amid fluctuating oil prices and increased concerns about the impact of climate

change. Several bodies and organisations have voiced their concerns over the

sustainability of biofuels and the potential impact of land use, crop prices and

food availability.

This paper aims to provide a balanced review of the key questions

surrounding biofuels and how the strategy set out by Bentley relates to these.

Bentley is reassured by the conclusions of the Gallagher report, issued by

the UK government, stating that there is a future for a sustainable biofuel

industry. This report supports the need for sustainability criteria for all

biofuels to ensure that they are produced in an ethical and environmentally

sound manner.

The report recognises that there are some instances of natural habitats being

destroyed to make way for palm plantations, impacting valuable carbon

sinks and local biodiversity. However, mounting scientific evidence suggests

that, when produced correctly, biofuels have a minimal detrimental effect on

natural habitats.

Contained in this report is evidence that biofuels do not play a significant role

in influencing the global price of food compared to the impact of fluctuating

oil prices and increasing demand for food.

Bentley believe that bioethanol can become a truly sustainable, ethical energy

alternative to fossil fuels. Examples of successful industries can be seen today

in Brazil and Sweden.

There is still investment flowing into bioethanol projects, despite the recent

slowdown in the...