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

1)Background AnalysisGeneral commercialise Assessment In the 90s, the SUV was looking to become a highly disputative 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 northeastern the States 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 a great deal in the same was as record scouter did in the joined Kingdom. Jeep itself had three lines much in the way Land roamer 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 close to become more competitive with new products from the likes of Mercedes and Lexus.Company Analysis Land Rover started off in th e UK and was able to market itself on its heritage. When it do 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 doer 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 find. Current Currently, LRNA has switched from a corporate identity operator based solely on the Range Rover, to the overall umbrella vane 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 Identity4.5 millionDiscovery Identity4.5 millionLand Rover Defender3 MillionRange Rover3 Million15 MillionCorp. SponsorshipsTread Lightly25,000Camel swag240,000General F ees115,000Mt Washington20,000400,00Experienced trade ProgramsWebsite150,000Dealer crusade Experience20,000*300,000 *PromotionsTreasure Hunt5000 - 6000060,000 Exhibit 3 TimelineJan 94 help QuarterFourth QuarterCorporate RebrandingAd and TV MarketingTie in entire product line with Around DiscoveryMarketing Campaign showing the Land Rover Family________________________________________Feb 94 entranceThird QuarterOf DiscoveryIntroduction of Land RoverCenters and refreshed Product Announcements