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

1) Background Analysis: General Market Assessment: In the 90's, the SUV was looking to become a highly contentious 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 North America 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 much in the same was as Land Rover did in the United Kingdom. Jeep itself had three lines; much in the way Land Rover 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 about to become more competitive with new products from the likes of Mercedes and Lexus. Company Analysis: Land Rover started 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 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 player 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 Discovery. Current: Currently, LRNA has switched from a corporate identity based solely on the Range 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 Identity 4.5 million Discovery Identity 4.5 million Land Rover Defender 3 Million Range Rover 3 Million 15 Million Corp. Sponsorships Tread Lightly 25,000 Camel Trophy 240,000 General Fees 115,000 Mt Washington 20,000 400,00 Experienced Marketing Programs Website 150,000 Dealer Driving Experience 20,000* 300,000 * Promotions Treasure Hunt 5000 - 60000 60,000 Exhibit 3: Timeline Jan ‘ 94 Second Quarter Fourth Quarter Corporate Rebranding Ad and TV Marketing Tie in entire product line with Around Discovery Marketing Campaign showing the Land Rover Family ________________________________________ Feb ‘ 94 Introduction Third Quarter Of Discovery Introduction of Land Rover Centers and New Product Announcements