Land Rover Case Analysis

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.

The promotionPromotion is the business of communicating with customers. It will provide information that will assist them in making a decision to purchase a product or service. The pace and creativity of some promotional activities are almost alien to normal business activities.The cost associated with promotion or advertising goods and services often represents a size-able proportion of the overall cost of producing an item. However, successful promotion increases sales so that advertising and other costs are spread over a larger output. Though increased promotional activity is often a sign of a response to a problem such as competitive activity, it enables an organization to develop and build up a succession of messages and can be extremely cost-effective.

The British Aerospace wanted to get rid of its noncore and loss making business - the automobile subsidiary - Rover. Rover was operating in a collaborative relationship with Honda. BL was in urgent need of a midsized car that would help improve its image, quality, efficiency, boost its capital and expertise to enable it to continue,

• The promoters have been trying to promote the concept through press and meeting with retailers.

Traditionally, independent dealerships utilize a far more centralized approach to customer-level decision-making. These ‘mom-and-pop’ dealerships acquired by Cervus were successfully converted from a ‘command-and-control’ style of management.

Interest: I think direct mail is the best media to get people’s attention. Through direct mail I can easily send pictures of new and designer products and special offers to make interesting for people to buy.

4. Product Differentiation: What are the differences among competitive SUV offerings? What are the distinctive roles of the different brands within the Land Rover line?

Build targeted mailing lists - You don't have an endless marketing budget, so you need to try and maximize the impact

For our initial strategy we wanted to choose a product line that would be most intriguing to customers in this poor economy. To initiate this we focused our products around better gas mileage, safety, and quality. In order to do this we needed to evaluate consumers’ needs and desires when making a high involvement purchase such as a car. We believe the best target market for this type of car would be a middle class family that does not have as much disposable income due to the recession in our economy.

• Expand the limited advertising program for current niche market products to retain and gain market share.

Building on its success in the European market over the past few years, Mercedes-Benz Canada has launched the Smart Car in Canada! Following a few modifications to meet Canadian safety and emission standards, Mercedes-Benz is currently selling the Smart in Ontario as a trial before a full North American launch the following year. The Smart is unique - almost revolutionary in the auto market. The people at Mercedes believe that the market for the Smart is untapped with virtually no direct competition in North America. Mercedes desires to be the first to market before the competition launches a competing niche vehicle in the competitive North American Market. However, GM,

Focus more on large growing markets and exceed the sales up to 10 million cars per year.

There are two key channels what LM uses to deliver value for its customers: the community and the regional microfactories. The community is a core element of LM’s business model and consists of a group of car enthusiasts and designers who communicate mainly on an online platform, but they also meet in person during events organized by LM. Microfactories serve as places for car manufacturing but they mean a lot more for the company. They are places to gather together with the community and to work together with customers whilst assembling. Both key channels are important parts of LM’s marketing strategy and play a prominent role in the customer experience. LM uses mainly these own and direct channels to reach its customers. It raises awareness about its cars using mostly its website. This platform also helps potential customers in evaluating the offerings of LM as community members share their opinion, knowledge and experience there. The purchase, the delivery and the after sales service happen through the channel of microfactories.

In order to meet the future consumers’ trend forecasted by the automotive industry, Ford wants to reposition itself and its business model regarding as how to better satisfy consumer needs, which is to produce smaller economic cars that the US middle-class customers value. Therefore, it seeks to take a new direction and to bring a revolution to the automobile industry, and to revive its glory years. A number of vehicle programs have been changed, delayed or even dropped throughout 2007. Ford officials believe that the shifts are aimed to get the right products to the market faster, with the emphasis on reducing costs and accelerating product development.

One option is to expand the depth, breadth or both of a brand’s awareness. As we learned throughout the semester the higher the brand visibility and the more a