Land Rover

In: Business and Management

Submitted By bri88
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Brijesh Shukla Marketing- 9703 Land Rover Case Study

Land Rover
Land Rover North America had just witnessed success in the US market with the launch of their globally successful model The Land Rover Discovery. By the mid 80’s the already successful luxury car maker had experienced an onslaught from the Japanese car firms that were capturing the third world market due to a number of issues faced by the Rover Group. The Japanese firms had identified a gap in the market and were producing SUVs that communicated better with the leisure market which comprised not only of affluent childless adults that looked at these vehicles as a symbol of exclusivity but also the more traditional family sector that also wanted safety and comfort in their cars. Land Rover decided to address the issue by launching their Discovery model to recapture the lost market. Land Rover Discovery proved to be a success in UK.
For the US launch of Land Rover Discovery, we need to look at the data given in the exhibits before deciding on positioning. According to the data given in Exhibit 8, the SUV intenders across the age, sex and marital status have similar requirements. They rate Quality, Safety and Performance over economics or status. Coming to exhibit 13, it is clear that the consumer perception of Land Rover Discovery is pretty high. The only two competitors that score better, as far consumer perception is concerned, are the Ford Explorer and Jeep Grand Cherokee on the basis of qualities discussed earlier. So it is clear that Discovery needs to be positioned in the market with these qualities as its…...

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