Land Rover North America, Inc. ...
• Taking into account the role of Discovery vis-à-vis other models in the Land Rover line, the brands strengths and weaknesses versus formidable U. ... competitors, and potential differences in target audience perceptions of brand and category equity in the United States versus the United Kingdom, which of the three following positioning options should be introduced for the new $30,000 Land Rover Discovery:
• The Definitive Family 4X4
• The Evolved Land Rover or
• The More Affordable Range Rover?
• How should Land Rover North America, Inc. ...
• Other competitors in the full-size category included the GMC Yukon (Jimmy) and Suburban and Toyota Land Cruiser.
• Land Rover competed in all three SUV categories with the Defender 90 in the mini category, Discovery in the compact category and Range Rover in the full-size category.
• Total Land Rover sales of 4,906 units in 1993 equated to a 0. ...
• Regarding consumer perceptions of major SUV brands, the Land Rover Discovery shared the highest score on quality of 7. ... 4 among Range Rover owners and 3. ...
• Company Analysis
Description, size and core competencies
Positioning
Marketing mix to include customer satisfaction and 4 P’s
• Land Rover North America having opened in 1987 is a subsidiary of Rover Group International and manufacturer of SUV’s.
• After having received $110 million of funds from parent company BMW, Charles Hughes, president and CEO of LRNA, set a goal of making North America the #1 Land Rover market worldwide.
• Total unit sales of Rover Group International for 1993 were 73,627 units comprised of 36,433 for the Discovery or 49. ... 1 percent for the Range Rover. ... 4 percent of sales or 10,545 units and Range Rover at 18. ...
• The equity of the Land Rover marque has been developed because of the following facts:
• The brand has a 50 year heritage with a strong military, royal, and agricultural history. Land Rover is the quintessential SUV brand in Europe and many Third World countries.
• The Land Rover brand has developed a "cult like" following of dedicated and loyal owners with many followers owning more than one Land Rover vehicle. ... The Land Rover body style has purposely remained "unmistakably Rover" since inception in 1947 with the Range Rover not having been altered for 25 years.
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