Land Rover Case
Content
History of Land Rover 2 SWOT- analysis 3 Key issues: 4 Positioning Alternatives 5 Positioning Recommendation 7 Recommendation for Marketing Allocation and Utilization 8 Target Groups 8 Advertising 8 Budget Allocation 9 Sponsorship 10 Experience Marketing Programs 10 Driving Schools 10 Love of Products 10 Promotional and Direct Mails 10 Should LRNA open new concept center? 10 How we would manage the Land Rover line: 11 Conclusion 11 Sources 12

History of Land Rover
Land Rover began in England in 1860, conceiving its first four wheel drive utility vehicle in 1947. It was something new as it offered a vehicle for “land”, a versatile, performance SUV; it became quickly established: within 5 years, 80% of sales were destined for 3rd world countries. When demand was present in the marketplace for a more stylish product, Range Rover was introduced to capture the segment of the market desirous for this luxury SUV. By the mid 1980s, Rover had established a strong consumer following.

The Rover group was hit hard in mid 1980s by what was deemed “The Japanese Invasion”. The Japanese had identified an opportunity in the emerging 4X4 leisure sector of two distinct user segments: first, a group of "young, affluent childless adults looking for products that made statements about their status and accomplishments"; second, the "conservative buyers" - the family sector.

American “Hot” SUV Market - The 1985 Worldwide Market Review suggested SUV sector needed geographic expansion into the US Market. There had been a steady growth in sales, and the forecasts showed continual projected increases in demand throughout the decade. The American SUV Market was “hot” and Rover needed to compete.

In 1986, Land Rover North America opened the doors with Charles Hughes as CEO, a veteran in the automobile industry with over 20 years experience. He was the key for penetrating the U.S market.

In 1989 the Range Rover