Innovation and Enterprise: Land Rover's Opportunity in Electric Cars

Innovation and enterprise

Contents
INTRODUCTION...........................................................................................................................3
Background of organization and description of situation............................................................3
Relevant literature associated with topic.....................................................................................4
Analysis of the product, service or process.................................................................................6
Recommendations........................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Enterprise innovation is the practice of identifying significant, positive change and introducing it
in the enterprise environment. Land Rover is a British brand of four-wheel drive cars, that
exclusively offers premium and luxury sport utility vehicle. Owned by multinational car
manufacturer Jaguar Land Rover (JLR), which has been owned by India's Tata Motors since
2008, JLR currently build Land Rovers in Brazil, China, India, Slovakia, and the United
Kingdom This report includes topics such as background of the company and brief description of
the current situation. Importance of innovation and electric cars in the current market. Strength
and weakness of electric cars and recommendations to overcome the weakness by the company
(Kraśnicka, Głód and Wronka-Pośpiech, 2018).
Background of organization and description of situation
Land Rover is known for their luxury SUVs and their sporty designed vehicles. The
target audience of the company are those who prefers high end premium vehicles as those are the
only people who can afford the cars offered by the company. Land rover is a subsidiary of the
Indian automotive company Tata Motors. Earlier the company used to be a subsidiary of Ford
Motors. In 2012 both companies that is Land Rover and Jaguar came into a joint venture and
there cars were supposed to be manufactured in China which is supposed to be the biggest
automotive market in the whole world. Currently the company is focusing on reducing the
impact on environment that is made by the products of the company. Company is using their
resources in an optimal manner in order to reduce the amount of waste and recycle the waste.
The carbon emissions produced at the time of manufacturing is reduced by 30 per cent in order
to preserve the environment. Other than this aspect company has been a part of activities which
are related to corporate social responsibilities by providing and creating opportunities for
approximately 12 million people. For the last few years the position of the company has seen a
huge amount of downfall as the sales of the company has reduced in many markets. The reason
behind this is because of high amount of competition which the company has not been able to
fight and there is no new attractive innovation by the company according to the changing and
current market needs. There are some decisions which was taken by the company that turned out
to be wrong for the company as entering the Chinese market with diesel engines were not a right
move as most of the consumers there shift to electric cars. In UK due to Brexit and the new tax
reforms imposed by the country the company saw a drastic change in sales in negative manner.