Spurred by the booming U.S. SUV market, LRNA has identified enormous wampum effectiveness in the 4x4 leisure sector and wants to expand trading operations in North America. Research suggests that current consumers atomic number 18 attracted to fomites that are luxurious, safe, reliable, and most importantly, allow them to create “experiences”. Because Land spider’s Discovery has strengthened the brand through a away record of success in the U.K., LRNA now aspires to become the “#1 Land Rover market worldwide”. The company’s success, however, depends upon strategic positioning, marketing mix and retail strategy.
I cheer tweaking brand strategy to better harness demographics that have the largest potential for increased market share, much specifically, women and Baby Boomers.
Land Rover Sub-Brands: Defender, Discovery, Range Rover
LRNA’s Defender, the original Land Rover, is prized for its rugged luggage compartment and off- pass capability. Its focus is on capability versus comfort or style. By contrast, Range Rover was the premium LRNA option by terms and amenities, a marriage of 4x4 ruggedness and luxury. Its associations with dignity and class were authorise when it became the official vehicle of the Queen of England and received Four olympian Warrants.
Discovery was launched as the mid-range option under the LRNA umbrella. Its differentiators are more thoroughly discussed in the first paragraph under aligning: PAST AND PRESENT.
Positioning: Past and Present
In the past, LRNA identified 2 target markets: families and 4x4 enthusiasts. Discovery was launched in the U.S. to rousing success with this forked positioning to maximize sales in the 4x4 leisure sector. The vehicle maintained Land Rover branding, familiar off road capability and handling as well as sporty, appeal. In contrast to its Land Rover counterparts, it’s more evenhandedly priced than Range Rover and Defender to compete with Jeep gibibyte Cherokee,...If you want to get a full essay, order it on our website: Orderessay
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