Marketing Issues Faced by Jaguar Land Rover

Jaguar Land Rover
CEO: Ralf Speth
Estimated employees: 44,000 (Jaguar Land Rover Limited 2018)
Headquarters: Coventry

History
Jaguar can be traced back too 1922. (Telegraph, 2010)
In 1945 Land Rover produces its first vehicle. (Telegraph, 2010)
In 1989 Ford purchased Jaguar meanwhile Land Rover was brought by BMW in
1994. (Jaguar Land Rover Limited, 2016)
In 2000 Land Rover joined Jaguar under Ford. (Jaguar Land Rover Limited,
2016)
In 2008 Tata Motors acquired Jaguar Land Rover. (Jaguar Land Rover Limited,
2016)

Design
Evolution
(Jaguar Land Rover Limited 2018)

● 13% fall in sales (BBC, 2018)
● Firm blames China for the decline in sales. (Davies, 2018)
● As a result, one of their plants in Solihull has to shut down for two weeks due
to fluctuating demand (Jolly, 2018)
● Uncertainty of Europe (BBC, 2018)
● £2.5bn plan to reduce costs and free up cash. (Jolly, 2018)
What is the issue?

How is this a marketing issue?
➔ Why is it an issue for the company?
● Part of a successful marketing is to give customers what they want and to fulfil
their requirements (Brassington & Pettitt, 2013)
● Jaguar Land Rover may not have done a consistent and up-to-date R&D on
their market in China
● Temporary shut down of their plants is a marketing issue as well

Current Marketing Mix
• High tech products.
• Suited to the luxury market
• To gain customers Positioning
and exclusivity of the product is
the most important.
• Product focused on the high
tech and contemporary vehicles.