Business Foundation Extended Project

Business Foundation
Extended Project

Table of Contents
INTRODUCTION................................................................................................................................3
TASK 1.................................................................................................................................................3
P1 Major Competitors and Positioning Strategies of Range-Rover................................................3
P2 Aspects related to company's competitive position....................................................................4
P3 Response of Range-Rover in the market....................................................................................5
P4 Positioning of Range-Rover in recent years...............................................................................5
TASK 2 ...............................................................................................................................................6
CONCLUSION....................................................................................................................................6
REFERENCES.....................................................................................................................................7

INTRODUCTION
Auto-mobile industry includes a wide range of companies and organisations which conducts
activities like manufacturing, designing, developing, selling, marketing of the motor vehicles in the
automotive market (Glänzel, 2014). It is a part of world's most important economic sector in terms
of revenue. The vehicles repair shops and petrol stations are not included in these industries. This
report will be studied with reference to Range-Rover company. Range-Rover is a British creation
which entered the auto mobile in 1970 and its ruling season is still on. It designs full sized luxury
utility vehicle and is made for niche market only. This report will include who are major
competitors of range rover and how the company has positioned themselves in the market in order
to gain maximum advantage. The aspects related to the companies position will also be discussed
and company's response in the market will also be looked.
TASK 1
P1 Major Competitors and Positioning Strategies of Range-Rover
Range-Rover being worlds coolest luxury cars is considered to be unbeatable and is
considered above competition but if there will be no competition there will be no fun in doing
business. Range-Rover also has various competitions in the market and the latest competition which
they are facing is from Audi Q7, BMW X6 along with Jeep, Ford Explorer(2nd best selling SUV)
and Chevrolet products. The new Range Rover Velar is having minimalist design with a new
dashboard having touch screen information panels. This version range rover is based on Jaguar style
which is Jaguar F-Pace which means it is built with extensive use of aluminium and light weight
materials (Golpîra, 2015). It is considered light than the Range-Rover sport cars. It is not cheap
obviously and if compared with the pricing of BMW X5, the person is required to pay $64000. its
price is more than the BMW series but its is giving more functions also. The BMW X6 series which
was launched to after redesigning in 2016 lacks in true of road capability which is also promised by
Range-Rover sport and is delivered by them also.
When Range-Rover was launched in in the market, it had 3 options for positionong them in
the market which were:-
 As a luxury car alternative which was considered by rich people generally,
 The car the queen drives,
 The best off road vehicle available.
These steps were taken because image was not yet made in the minds of people as yet. For
promoting the Car in the market, Advertisements were used but it was all imagery based and no