• Land Rover Discovery SUV: Harvard Case Study

    Pages: 17

    A 17 page paper. This paper presents a report and recommendations for positioning the Land Rover Discovery 4x4 SUV in the American market, which is currently dominated by Ford Explorer, Jeep Grand Cherokee and Chevrolet S-10 Blazer. An introduction provides background on the progress of the company and the Discovery. A massive amount of data are then synthesized to present comparisons of the Discovery with its most formidable competitors in this market. More data are analyzed to determine a customer profile as well as what consumers look for in an SUV when selecting one and how they use the vehicle once they have made the purchase. Based on these analyses, a positioning recommendation is made and a budget is presented for the different aspects of the marketing campaign. 5 Tables are included. Bibliography lists 1 source.

    File: MM12_PGlndrv.rtf

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    S-10 Blazer. An introduction provides background on the progress of the company and the Discovery. A massive amount of data are then synthesized to present comparisons of the Discovery with  its most formidable competitors in this market. More data are analyzed to determine a customer profile as well as what consumers look for in an SUV when selecting one and  how they use the vehicle once they have made the purchase. Based on these analyses, a positioning recommendation is made and a budget is presented for the different aspects of  the marketing campaign. Introduction The year is 1994. Land Rover has recently launched its newest vehicle, the Land Rover Discovery, in the United States market. Charles Hughes, president and  CEO of Land Rover North America now faces the challenge of deciding how to position this new Sports Utility Vehicle for maximum sales. Three positions have been put forth for  consideration: 1. The Definitive Family 4x4 2. The Evolved Land Rover 3. An Affordable Range Rover The following report will review the information gathered from a variety of sources, make  a recommendation as to which position seems most likely to accomplish the goals, and present a marketing budget for this vehicle. The Land Rover Discovery SUV The Land Rover  became a part of life in the United Kingdom in the late 1940s. It was a high quality utility vehicle with no frills. The Range Rover was introduced in 1970;  it was a like a luxury 4-wheel drive vehicle that soon became very popular with more demand than supply of the vehicle. The company made continual improvements on the Range  Rover, offering different versions of the vehicle until it reached a price near $50,000. It was the highest priced 4-wheel drive vehicle on the road. The Range Rover became a 

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