Jaguar & Land Rover's Global Expansion

This assignment analyzes the global business management strategies of Jaguar and Land Rover, focusing on their recent challenges and growth opportunities in emerging markets. It examines how their parent company, Tata Motors, leverages its expertise in developing countries to support Jaguar and Land Rover's expansion while considering potential risks and benefits for both brands.

Running head: GLOBAL BUSINESS MANAGEMENT
Global business management
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1GLOBAL BUSINESS MANAGEMENT
Question: 1
As discussed in the case study, Jaguar and Land Rovers going through rough patch in
the recent times with the decline in the sales in the emerging countries. However, they are
having rich heritage and bad value, which can be effectively leveraged in penetrating in the
new markets. Currently, the parent company of Jaguar and Land Rover is TATA group from
India (Borah, Karabag & Berggren, 2015). They are also generating competitiveness from
their current parent company. This is due to the fact that, TATA is having good market hold
and presence in their home country along with several other developing countries (Lebedev et
al., 2015). Moreover, in the recent global scenario, developing markets are growing more
rapidly compared to the developed countries. Thus, with the expertise being possessed by
TATA in the developing countries, Jaguar and Land Rover are gaining the access in these
markets more effectively.
They are using the manufacturing facilities of TATA in the developing countries for
targeting the emerging markets. Thus, it helps them in reducing the cost of entering in the
new markets along with the reduction in the associated risk (Meyer, 2015). Moreover, the
market requirement of the developing market is being effectively determined by them due to
the inputs from their parent company. However, apart from having the advantages, there may
be some disadvantages also from the above discussed approach of Jaguar and Land Rover.
One of the key demerits will be reduction in brand value among the niche market (Batra &
Khairajani, 2012). This is due to the fact that, the businesses approach of TATA is more
towards mass market, however, Jaguar and Land Rover is known for elite markets models.
Thus, following the business approach of TATA may pose challenge in maintaining the brand
value and targeting strategies of Jaguar and Land Rover in their target niche market.

2GLOBAL BUSINESS MANAGEMENT
Reference
Batra, B. S., & Khairajani, D. B. (2012). An Understanding of TATA-JLR deal with the
concepts of Downsizing, Corporate Culture and Leveraged
Buyout. Management, 2(3).
Borah, D. J., Karabag, S. F., & Berggren, C. (2015). Drivers for a successful acquisition: The
case of Jaguar Land Rover’s acquisition by Tata. In 23rd International Colloquium of
Gerpisa, Paris, France, 10-12 June 2015.
Lebedev, S., Peng, M. W., Xie, E., & Stevens, C. E. (2015). Mergers and acquisitions in and
out of emerging economies. Journal of World Business, 50(4), 651-662.
Meyer, K. E. (2015). What is “strategic asset seeking FDI”?. The Multinational Business
Review, 23(1), 57-66.