Case Analysis: Land Rover North America

1874 words - 7 pages

1) Background Analysis:
General Market Assessment: In the 90's, the SUV was looking to become a highly contentious market, however, with a new emphasis on the Leisure SUV. This was where LRNA will be able to maximize its market share, and perhaps grab a foothold on the market.
Competition and behavior: The SUV industry in North America was becoming increasingly competitive, with "over 30 SUV models, their prices ranging from $10,000 to $60,000. Market leaders were Jeep and Ford, with Jeep having a strong heritage in the USA much in the same was as Land Rover did in the United Kingdom. Jeep itself had three lines; much in the way Land Rover was trying to carry various lines for different segments of the market. The international impact on the North American SUV sales was modest, and the luxury segment of the SUV class was about to become more competitive with new products from the likes of Mercedes and Lexus.
Company Analysis: Land Rover started off in the UK and was able to market itself on its heritage. When it made the jump to North America, it had banked on this British heritage. Land Rover North America (LRNA) had initially started off in respectable terms as a somewhat boutique firm, with a staff of 15 and 60 dealers. Recently they have taken a decision to move from a niche player with unit sales of 5,000 to a bigger player in the US SUV market. One of the key areas that they are focusing on is the introduction of the Land Rover Discovery.
Current: Currently, LRNA has switched from a corporate identity based solely on the Range Rover, to the overall umbrella brand of Land Rover, which it self has multiple sub brands (or vehicles) one of which is the Discovery. With the decision of branding and introducing the Discovery, LRNA needs to decide to whom the vehicle most appeals to.
Decision: It is my recommendation that LRNA decide to market the Discovery towards the family sect as the The Definitive Family 4 x 4. This strategy is based upon the surveys and brand perception of the Discovery line amongst their competition as well as within the Land Rover umbrella. The SUVS had a perception of being more safer to drive and also hit an increasing pragmatism within the market. I shall expand my decision in the recommendation segment.

2) Recommendation:
The target for my recommendation, as I have said above, is the Family buyers "who needed versatile and practical transportation solutions" and as the definitive family 4x4. If one were to look at Exhibit 8 as provided in the study, it shows as part of the conjoint analysis that out of the highest SUV intenders, who preferred Quality and Safety, with Mean importance ratings of 4.5 and 4.3, were most important to people with children, with ratings of 4.5 and 4.4. Of the least importance to anyone was Status/Image, at 2.9. The importance of status and image had waned from the 80s, and the 90s now stressed on experiences and pragmatism. In line with this we see that from a mean importance of...

Find Another Essay On Case Analysis: Land Rover North America

BMW Group Management, Market and Strategy Analysis

2310 words - 9 pages : automobile, aero engine and motorcycles industries.In 1973 the first BMW subsidiaries were created in France and North America. In 1979 BMW developed first digital engine electronics and began R&D on hydrogen engines. In 1984 the first European models with catalytic converters appear. Computers and robots revolutionize work in planning and production. In 1989 in the year the Iron Curtain fell, BMW has another first by producing half a

marketing plans Essay

3876 words - 16 pages Marketing Plan The Range Rover Evoque Group work 2012-11-12 pEXECUTIVE SUMMARYThe Range Rover Evoque is a luxury compact SUV and was released in 2011. The car is a smaller and lighter alternative to the other products in the Land Rover product portfolio which is more fuel efficient (JaguarLandRover, 2011). Land Rover's market share currently sits under 20% however with the release of the Evoque it is expected to increase (Telegraph


3876 words - 16 pages Marketing Plan The Range Rover Evoque Group work 2012-11-12 pEXECUTIVE SUMMARYThe Range Rover Evoque is a luxury compact SUV and was released in 2011. The car is a smaller and lighter alternative to the other products in the Land Rover product portfolio which is more fuel efficient (JaguarLandRover, 2011). Land Rover's market share currently sits under 20% however with the release of the Evoque it is expected to increase (Telegraph

Brand Management / Cult Branding

5121 words - 20 pages put the example of Land Rover brand, as this company is now on its way to build cult brand and the knowledge of the methods it uses can be very beneficial in terms of deep practical research.Chapter 1.Defining CultCult typically refers to a cohesive social group devoted to beliefs or practices that the surrounding population considers to be outside the mainstream, with a notably positive or negative popular perception. The literal and traditional

Mergers, Aqcuisitions and Bavarian Motor Works

1004 words - 4 pages to increase profitability.In the case of BMW (Gould, B 1998) acquiring Rover for 800 million dollars; highlights the importance of managers and effective human resource management in mergers and acquisitions. BMW was easily able to gain entry into a new market segment without compromising its high end and niche market segment through the acquisition of Rover. The main reason that made BMW purchase Rover and land Rover is that BMW does not have an

What Did BMW Do In Order To Manage Global Financial Risk And Why?

773 words - 4 pages from supplies enabling BMW to negotiate better prices for its supplies and doubled the size of BMW.BMW's was spending several hundred million dollars annually in North America for parts and materials that exchange rates made cheaper to purchase and import to Germany than they were able to acquire in Germany or any where else where in Europe. With a new plant in the United States BMW would not have to import as many parts to their plants in Germany

The Martian Ice and Water Analysis Mission

1650 words - 7 pages Mars has intrigued mankind for centuries, and ever since “War of the Worlds” caused mass hysteria over all of America, we have wondered if there is, or ever has been life on Mars. In today’s age of technology, we know that there are no little green men running around on Mars, and our attention has shifted to the location and analysis of Martian water and its history. That is the primary reason for the Martian Ice and Water Analysis Mission, or

BMW - Automobiles

2160 words - 9 pages car industry is large and holds a large variety of brands, models features and designs, BMW find themselves constantly in completion. As BMW have targeting more of an upper class market, they must constantly strive to create a high quality luxury car therefore they compete against such car makers as:•Audi•Alfa RomeoIntroBMW is one of the pre-eminent luxury car manufacturers in Europe, North America, and the world today. BMW produces

Mars: Is Life Possible?

2460 words - 10 pages is an unmanned vehicle used for exploring the surface of an extraterrestrial planet, i.e. Mars. The Martian rovers catapulted America to the front of space exploration by being the first to land on Mars. The US still leads the world in recent exploration with two rovers currently exploring Mars, and a third en route. These rovers have an intriguing history of how and when they came to be. Some of the first missions to Mars were actually just

Strategic Operation Management

3667 words - 15 pages greater disposition to use resources from outside of the United States. It was not until 1994 that Toyota focused on developing a global strategy as a means to enhance its competitive position in the industry. Before then, Land Rover largely focused on building a strategy that would allow the company to recover its competitive position in its own home market, which was essential for survival. An analysis of the structural and institutional factors

Financial ratios

2504 words - 10 pages common financial ratios by incorporating examples relevant to BMW(GB) Limited. This assessment will be focusing mainly on the company BMW (GB); we will also compare the results to those of MG Rover Group Limited. These financial ratios have been applied according to most recent figures that appear on the Athens-Fame electronic library.Accounting RatiosA ratio analysis transforms accounting numbers into meaningful ratios that highlight strengths and

Similar Essays

Land Rover North America, Inc With Teacher's Questions And Comments For This Case

1232 words - 5 pages Case SynopsisThis case describes how Land Rover North America, Inc. (LRNA) has redesigned their dealerships and selling process with the objective of building and enhancing equity for its brand. Land Rover is a niche player in a very crowded and rapidly maturing product category. Competition is fierce and is dominated by large global competitors with extensive dealer networks who differentiate their products largely by size, features, and price

Land Rover Case Essay

1198 words - 5 pages household income for Range Rover owners was $256,000 and for the Defender the average was $113,000. This data and the ensuing analysis began to paint the picture for Land Rover North America of the type of consumer that they would need to target in order to make the Discovery launch successful. As mentioned above, LRNA’s main competition in the SUV category was Ford and Jeep. The market for sport utility vehicles was heating up and the ability to

Land Rover Case Essay

2212 words - 9 pages Land Rover CaseAfter an extensive research regarding consumer demands for SUV's - there seems to be an increasing demand to develop SUV's to accommodate a consumers' safety, price value, usage purpose, and luxury needs to foster the constant change in consumer tastes and preferences. In order to satisfy these criteria, the ability to position the SUV correctly while targeting the appropriate consumers will determine the overall firm wide success

Bmw Case Study Motives

2599 words - 10 pages cars, where much expansion was also forecast. The Rover Group's Land Rover range, and Mini and Metro saloons, looked like the perfect fit.BMW acquired Range Rovers and the new model, the Discovery, which made its debut in April at prices below $30,000 in their new U.S. market. The hope was to grab sales from the segment's volume-leaders Ford Motor Co.'s Explorer and Cryslers Corp.'s Grand Cherokee , and beat rivals Mercedes Benz to the market for