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Nr Case Study

Decent Essays

1. They decided to launch the Discovery because they wanted the ability to tackle two user consumer segments. LRNA created a three-door discovery which was directed towards young childless adults and created a five-door version for families and older traditionalists. The first group which were young, affluent childless adults wanted products that made visible statements about their image and accomplishments. The childless adults wanted vehicles that were unique and different which would help set them apart from the crowd. The second segment, which was conservative buyers were interested in vehicles that were smart and functional. This segment also consisted of family buyers who wanted vehicles that were versatile and practical.

2. When …show more content…

In the 1940’s the jeep was used as a reliable and roomy general purpose 4WD vehicle used in the war. The jeep was the prototype which many developed their impressions of rugged 4WD transportation. The jeep line included the 11,800-basic off-road Jeep wrangler, the 13,600 compact Jeep Cherokee and the luxurious 21,000 Jeep Grand Cherokee. The Ford Explorer was the second best-selling SUV brand and the number four selling vehicle in the United States. The top of the line Ford Explorer was known as the Explorer Ltd, which was positioned as an affordable luxury vehicle. Chevrolet was the third best-selling car in the market. Chevrolet was known as a quality product that offered consumer's style. AM General’s Hummer being a newcomer in the market and was positioned as an American legend. This 4WD car proved its credentials in Operation Desert Storm.

5. There are many factors an organization must consider when trying to move a brand forward. One key factor is positioning. With the Range Rover potential consumers exhibited strong negative reactions. Consumers did not want to spend over 50,000 dollars on a jeep. Research exposed consumers to three positioning options for the brand. They came up with a luxury car alternative, the car the Queen drives, and the best off-road vehicle available. Consumer reactions were promising and were intrigued by the notions of British heritage and luxurious styling combined with 4WD capability. Their chosen positioning helped

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