Case Analysis: Land Rover North America Essay -- Business Case Study

1)Background abstract public Market Assessment In the 90s, the SUV was looking to become a highly contentious market, however, with a new emphasis on the Leisure SUV. This was where LRNA go forth be able to maximize its market share, and perhaps grab a foothold on the market. Competition and behavior The SUV industry in newton America was becoming increasingly competitive, with over 30 SUV models, their prices ranging from $10,000 to $60,000. Market leadership were Jeep and Ford, with Jeep having a strong heritage in the regular army much in the same was as landed estate roamer did in the United Kingdom. Jeep itself had three lines much in the way Land bird of passage was trying to carry various lines for different segments of the market. The international squeeze on the North American SUV sales was modest, and the luxury segment of the SUV configuration was about to become more competitive with new products from the likes of Mercedes and Lexus.Company Analysis Land Rover s tarted 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 name as a somewhat boutique firm, with a staff of 15 and 60 dealers. Recently they have taken a close to perish 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 focal point on is the introduction of the Land Rover Discovery. Current Currently, LRNA has switched from a integrated identity based solely on the chemical chain 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... ...(TV and Print Mix)Corporate personal identity4.5 millionDiscovery Identity4.5 millionLand Rover Defender3 MillionRange Rover3 Million15 MillionCorp. SponsorshipsTread th in25,000Camel Trophy240,000General Fees115,000Mt Washington20,000400,00Experienced Marketing ProgramsWebsite150,000 principal Driving Experience20,000*300,000 *PromotionsTreasure Hunt5000 - 6000060,000 Exhibit 3 TimelineJan 94Second QuarterFourth QuarterCorporate RebrandingAd and TV MarketingTie in entire product line with rough DiscoveryMarketing Campaign showing the Land Rover Family________________________________________Feb 94 IntroductionThird QuarterOf DiscoveryIntroduction of Land RoverCenters and New Product Announcements