Role and Responsibilities of Marketing in Jaguar Company

This report defines the key role and responsibilities of the marketing function in the Jaguar company. It compares Jaguar and Aston Martin on the basis of marketing mix and evaluates the marketing plan of Jaguar.

Marketing
essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
P1- key role and responsibilities of the marketing function.....................................................3
P2- Role and responsibility of marketing in Jaguar company..................................................5
P3 -Marketing mix of Jaguar company and Aston martin.........................................................7
P4- Marketing plan......................................................................................................................9
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is the activity run by the any organization to promote the buying and selling of
their product and services. It includes advertisement, delivering product to consumers or the
business. Some of the marketing is done by the affiliate on the behalf of the organization.
This report will take Jaguar company for this case study who are manufacturer of the
luxury cars. Headquarter of this company is in Whitley, Coventry, England, Jaguar was the
company which was responsible for the production of the Jaguar cars until their operations were
fully merged with those of the land rover. This companies business was founded as the Swallow
Sidecar company in 90s which was originally making side-cars before developing bodies for the
passenger cars.
This report will define the key role and responsibilities of the marketing function in the
Jaguar company. It will conclude the role and responsibilities of the marketing in the company.
This report will compare two organization which will be Jaguar and Aston Martin on the basis
of marking Mix of both company. In the end of this report will evaluate marketing plan of the
Jaguar company which will include all the entailment and tool used in the marketing plan.
Main Body
role of marketing function.
It is important for Jaguar recognize that if they want to make profit than it is necessary
for them to sell their cars in the market without selling their cars they cannot earn the profit
(Bashar., 2019). This can be possible through the marketing without marketing they cannot sell
their product. There are 7 functions of the marketing which span everything from the
distribution to pricing.
Finding the best distribution channels
Distribution is all about how the Jaguar company can get the goods they want to sell and
how they will sell to the people who need their company product. Having idea or product is good
but without knowing how people will get their product, company cannot make profit in the
market. Distribution of the Jaguar cars can be easy through opening their stores in the cities
where the companies target customer are present. This makes the distribution channels for the
Jaguar company. They open their showrooms in the cities where people come near by their
showrooms and but the cars from Jaguar company.
Market research

It is important for the Jaguar company to find market where they can get customers who
can buy their luxury products (Blut, Teller and Floh., 2018). This is a responsibility of the
marketing team of the company who find and research on the particular market where they can
get their customers. They conduct surveys and see the market where people can buy their luxury
product according to that they enter the market which helps them to grow their business, and
they can give competition to the other car manufactures present in the market where they want to
expand their business. They study behavior of the people and understand that people in the
particular market are interested to buy their product or not.
New technology Trends
This is one of the important function of the marketing team of Jaguar company. They
research about the new technology in the market which is helping customers to make more
convertibility. They also find new feature which they can install in their cars according to the
customers demand their behavior. They provide the information about new technology and their
manufacturing team develop the cars according to the information provided by the marketing
team of this company (Du and Cui., 2016). Marketing team also take feedback from the
customers who are using their cars and find any problem they are facing in their car or not. If
they found any problem in the car than they do modification according to it. It helps to get new
ideas which can be implemented in their cars to make more comfortable and better.
Setting prices
Setting prices of their car is also a role and responsibility of the companies marketing g
team because if the prices of the Jaguar company is very high and customers are getting better
luxury car in less prices than they will prefer other cars more than Jaguar company cars so
marketing team of this company research the market and find the errors in their product related
to the prices and set the proper prices. Without setting the right Price of the product they cannot
attract customers to buy their cars so it is important for the marketing team to research the
market and set prices of their cars.
Branding
Every business want that their product should have special identifications in the market
where they are operating. In order to realize their wish to give name to their product which
should be different from their. Jaguar company have their own brand name but their models are
different and their name is also different. Giving different name to the product is called

branding. This shows and make image in the customers mind that this brand is of this company,
and they sell luxury cars in the market and this also shows that the company is different from
their competitors which shows their own special identity. This is also a marketing function and
Jaguar company have reputed name in the market and people know about their products.
Promotion of product
One of the basic function of the marketing is promotion of product . Jaguar marketing
team advertise cars mostly on the T.V channels, and they decide how much money they should
invest in the advertisement (Fahmi, Fathoni and Harini., 2019). Other methods they and tools
used by the marketing team is social media where they save their money, and they get their
customers on the social media. They also have their pages on the social where they post pictures
of the cars and show what are their facilities to the customers through images. Jaguar is the
luxury brand and their buyers are reach people so they also call celebrities to advertise their cars,
and they also organize their exhibition.
Product development
product development is necessary function of the marketing team of the Jaguar company
which can be possible through the marketing research and understand needs of the customers.
Marketing research and understand what people are expecting from the Jaguar company in their
cars and what people they are facing their product. After analyzing market and understanding the
needs they develop the products. They make their product more suitable for the customers, and
they can encourage customers to buy Jaguar companies car (Ferreira., 2019). This helps them to
increase their reputation in the market and show their presence as an emerging market. Without
develop g product other competitors can overtake Jaguar company because new technology
trends are necessary for the company to gain competitive advantages. People are buying cars
because they are want cars which provide them comfort during the drive and technology makes
their experience good so Jaguar company have to develop their cars according to the new
technology and trends. This is responsibility of the marketing team to conduct research on the
market and anaylaise needs of the customers and find want new trends are in the market, so they
can take competitive advantages in the market and earn profitability.
Role and responsibility of marketing in Jaguar company
Every function of the organization are connected with the marketing. They need support
from the marketing team and even marketing team also need their support to achieve their goals

and their objective, every function of the company are interrelated with each other, and they need
help of each other to run their day to day activities. Here are some areas of the comp[any which
are interconnected.
Marketing with HR
Marketing team of the Jaguar company help HR when they need new employees in the
company. They use their promotional tool to post recruitment for the employees. They also find
the people in the market with their contacts (Gnizy and Shoham., 2018). They work in the
market, and they know many skillful people who can promote the Jaguar company and achieve
the objective and goals of the company. Similarly, Hr function is to recruit employees who have
good experience of the market and they provide skillful employees to make Jaguar company
more effective. They also recruit employees for the marketing team when they need employees
in their team. When marketing team need new members in their team then they ask the HR for
recruitment.
Marketing with finance
Marketing team need finance to run their activities without having enough money for
marketing company cannot be successful so marketing team take finance from the finance
manager and put those financial resources for the product marketing. Similarly, finance
manager are responsible to provide finance to every department of the company. They need
resources from they can arrange enough finance for the company (Išoraitė., 2020). They take
help of the marketing team who find the proper sources of the finance because they research
market for the proper finance company can get, and they can use to run activities.
Marketing team with production
Marketing team of the Jaguar company pays important role for the production
department because they research the market and provide the necessary information related to
the product and also find the trends and technology in the market so production department can
develop cars and make them more better for the customers and achieve competitive advantages
in the market. Production team help marketing by developing products according to their
research. This is beneficial for both of them and both the department can help company to
achieve the competitive advantages.
Marketing with Purchase

Role of the purchase department, also called procurement department or purchasing
department, supports operations by serving as the primary buyer of goods and services in a
private sector company, government agency, educational institution or another type of
organization (Jones and Shaw., 2018). Marketing team of the Jaguar company find the best raw
material suppliers for the purchase department, so they can get quality raw material for the
company, and they can add some value for the customers in their cars. This helps company to
gain customer loyalty, and they provide luxury cars In the raw price range.
Comparison between Jaguar company and Aston Martin on the basis of Marketing mix
Marketing mix of Jaguar company and Aston martin
Basis Jaguar company Aston martin
Product Jaguar is selling high tech
products and their product is
car which is made with the
premium quality and finish.
Their car is restricted to the
class which means they sell
their car to the high profile
people and their target are rich
people. They are selling luxury
cars which are lase with the
advance technology.
Aston martin is company who
are selling luxury cars which
are famous for their speed and
looks. Their cars are highly
customize which allows
customers to buy something
exclusive (Kucuk., 2017).
They are selling sports car
which means people who like
the speed and horse power will
buy their products.
Price Jaguar company is using
premium pricing strategy
which means their products are
for the people who are rich.
This car can be to much
expensive their lowest model
cost 30000 GBD which is
means middle class people
cannot buy this car.
Aston martin is also using
High premium pricing strategy
because they are using high
performance engine in their
cars which means their cost
are more high. They are able to
maintain their premium
pricing strategy because they
are having rich client who buy

their cars and Aston martin
earns profit by selling
products.
place Jaguar company enter in the
Indian market in 2009 and the
end of 2014 they established
20 dealerships in this market
(Mallek and Alipour., 2016).
Their most of the expansion
have been done in the Asian
counties where people are
buying their car. They are
having selected distribution
because their cars are not for
everyone.
Aston martin have their
location in all over the world
bu their cars are only for the
rich people, so they open their
showrooms in the places
where people are reach, and
they can spend money on their
cars. Their target are reach
people, so they open their
showrooms in the rich places.
Promotion The company roped in
handsome and stylish football
player David Beck ham as it
brand ambassador this year.
He will be the marketing face
for Jaguar cars to be launched
in coming months in china as
well as the world.
Aston martin is one of the
famous car company who have
make their reputation through
the niche market by itself. This
company believes in the direct
dealings so that an important
connection is established
between the brand and the
customers.
Process Jaguar process is very smooth
in which they make their cars
luxury in which people can
feel comfort, and they can go
to their office without any
problem. People who but their
Aston martin makes their cars
for the high performance, so
they use engine which provide
high power to the car and
customers can feel the speed.
They do not compromise with

product have not faced any
problem in the comforts.
their speed, and they provide
the best possible quality and
speed.
People Jaguar is treating their
employees like assets of
company, it ensures that
workers retain in firm and for
that incentives will be
provided (Nguyen., 2018).
This is better in retaining talent
those who can contribute well
in manufacturing high quality
sport cars.
Aston martin provide
incentives to their employees
who are in the selling and
manufacturing both, so they
can be motivated, and they can
give their best to make this
company best. They teat them
like their family members and
provide every possible help to
those people.
Physical evidence They have good reputation in
the market and having good
expansion in the UK and Asian
countries which shows their
presents in the market. This
shows that they are Physically
presence in the Automobile
sector. Its logo is unique that
gain attention of buyers
Aston martin organize many
events to promote their
company, and they are having
location in the worldwide
which shows their physical
evidence (Pereira., 2016).
Their cars are used by the
celebrities who promote their
car more, and they are able to
show their presence in
worldwide more and their cars
are used by many other people
who are famous which is
advantage for this company.
Its tag line and infrastructure
gain attention of buyers that
help in gaining competitive

advantage to company.
Marketing plan
Executive summary
Marketing plan can be defined as outline of company’s strategies that aids firm to
generate more sales and gain profit (Roach and et,al., 2018). Marketing efforts of firm helps
firms in gaining attention of mass audience and successfully run operations in market. Jaguar is
the leading car firm that is providing amazing quality cars to wide range of customers. Company
is planning to raise sales of its Sport cars by implementing effective marketing plan.
Mission
The mission of Jaguar is to become the most popular car manufacturer globally and
satisfy its wide range of consumers. Creating value for stakeholders is the mission of Jaguar.
Objectives
 To increase sales of Sport car of Jaguar by 35% within 1 year
 To open two more stores in two location China and Austria in next one year
Situational analyses
Before making any kind of plan it is essential for business that to understands situation of
organization well, there must be close analyses of internal and external situation of business so
that enterprise can generate profit and can accomplish its goal successfully (Roach and et.al.,
2018).
SWOT analyses
Jaguar is the leading firm that is popular for manufacturing ultra-premium cars. It always
has fantastic piece of engineering in its products.
Strength
 Popularity: Jaguar is the well-known brand that is popular for its luxurious services
globally. Its amazing quality cars have helped firm in raising its brand image.

 Brand value: brand image of Jaguar is very strong as people have trust on its products
that is why it is in the 55th position in automobile industry.
 Research and development: Enterprise is spending huge amount in R&D activities that
aids organization in manufacturing more advance cars that can meet expectation of wide
range of consumers.
Weakness
 Product range: Jaguar is the big brand and providing excellent quality cars to consumers
but still it has limited items as compare to its competitors. Because Toyota, AUDI have
wide range of products that gain attention of all kind of customers globally.
 High recalls in past: Jaguar’s cars were found with seatbelt problems in past and many
consumers complains for the same due to which many products of it needed to recalled
that has created problem for business unit.
Opportunities
 Technological advancement: Jaguar can gain success by implementing new techniques
(Sarkum, Pramuka and Suroso., 2017), now many companies are using hybrid
technologies which improves its range of products that can help in improving operations
as well (SWOT Analysis of Jaguar, 2020).
 Acquisitions: To grow well in the international market enterprise can acquire any firm
which will help in enhancing its customer base and increasing its profitability as well.
Threats
 Changing environmental policies: Government is paying more attention on protection of
natural resources and environment protection. Hence new rules are implemented by
authorities due to changes in these norms Jaguar may find difficulty in managing its
operations successfully.

 Competition: Audi, Toyota, Mercedes are the biggest competitor of firm and these
companies are creating pressure of the Jaguar due to which profit of the firm can get
down.
Pestle analyses
It is the method of analyzing external market position of firm.
Political factors: government of UK has introduced new fuel consumption tax in the country due
to which demand of Jaguar sports cars have been decreased. Environmental tax policies of
government affect the manufacturing level of company and impact on its sustainability as well.
Economic factors: Changes in interest rate has created situation where company is not in the
condition to borrow much amount hence future investments have been reduced. High inflation
creates the situation to raise prices by this way Jaguar can earn more profit.
Social factor: People now a days are linking to buy sport cars that enhances demand of its car
products . But Jaguar ensures that it takes care of ethical aspects and manage its trade activities
accordingly in order to maintain its brand image in market. This can aid organization in
generating more sales and developing its brand image.
Technology: It affects business because automation machine raise productivity.
Legal: Wages law create problem for business because changes in it may affect staff turnover
that will create problem in managing productivity to great extent.
Environment: Production may affect atmopsher hence brand image of firm get affected.
Marketing strategies
Marketing is essential to gain success in market, it can aid organization in protecting its
position in market.
 Product: Jaguar needs to pay attention on developing wide range of car products so that it
can satisfy needs of all range of consumers globally. It needs to use technologies in its
Sport cars such as voice control activation system, laser referencing etc. so that more
people take interest in its cars. That will help business in meeting its sales target
objective.
 Price: Jaguar will use premium pricing strategy as it will charge high amount from
consumers for the luxurious services. As it will provide amazing quality cars that can

satisfy needs of consumers hence use of premium pricing strategy is suitable for the
growth of Jaguar and it will help in gaining competitive advantage and raising
profitability as well.
 Place: Jaguar will use value chain approach where it will make close connection with its
suppliers, and distributers. That would be better in reaching to end users. It will raise its
distributers so that company can raise its number of consumers. It will open many other
showrooms in many other locations so that sales target can be met.
 Promotion: Jaguar will ensure to promote its sports car in significant manner so that it
can gain attention of mass audience, for that enterprise will use advertisement on TV and
social networking sites. This is the best strategy that would support business in awaring
more people with the features of this Sport car (Xu., 2018). It will involve famous British
celebrities such as Nicholas Hoult etc. so that attention towards brand can be gained from
consumers. Company will organize campaign time to time that would help business
 People: Jaguar will treat its employees like assets of company, it will ensure that workers
retain in firm and for that incentives will be provided. This will be better in retaining
talent those who can contribute well in manufacturing high quality sport cars.
 Physical evidence: All its showroom will be so amazing, there will be adequate space
alone with proper infrastructure. This would help in making consumers feel happy.
 Process: Jaguar will use smooth process as consumers can complain in the office and on
immediate bases their issues will be resolved by concern team.
Segmentation, targeting, positioning
Segmentation is the process of making group of such people that have common features
and considering them for one set of group. Jaguar will use demographic segmentation strategy as
it is the most effective method to target the right person through marketing efforts. Enterprise
will consider age and income of person as the criteria of segmentation. By concentrating on this
strategy it will be able to reach to large audience (Fahmi, Fathoni and Harini., 2019). Targeting
is the method of choosing once specific segment out of many. It will use differentiated targeting

method to apply the right marketing efforts and to gain positive outcome. This strategy will be
helpful in attracting more people and reaching to the target of raising sales within 1 year. Jaguar
is going to apply cost positioning tactic that would help firm in maintaining its brand image in
market and gaining success as well. In order to differentiate itself jaguar will ensure to organize
some campaign so that enterprise can gain profit and can sustain in market for longer duration.
Budget
Entire marketing efforts need some investment by company. Without having that much
money company will not be able to manage its marketing process. The entire marketing plan will
need investment of 4100 Pound as Jaguar will need fund for marketing advertisement and
salaries and rest other expenses.
Expenses Amount
Marketing advertisement 1800
Salaries 800
Rent 1000
Other expenses 500
Total expenses 4100 Pound
Monitoring and controlling
This is very important part of marketing plan if there is inadequate monitoring then it will
not be able to meet its sales target successfully. In order to monitor the success of entire
marketing plan Jaguar will use sales review strategy. By reviewing sales every month marketing
manager of organization will be able to know whether the strategy is right or not. This is best
way to know the effectiveness of plan, if any changes require then company will manage it
immediately and will gain success soon (Blut, Teller and Floh., 2018). To control over the entire
marketing plan manager of Jaguar will use benchmarking system, it will ensure that enterprise
meet its standards through its marketing efforts. This would help business in attracting more
consumers and raising its brand image. Use of sales review technique woulr be better in
controlling over marketing plan. Benchmarking system is great monitoring tool that may support
organization in gaining success and making necessary changes in plan timely so that desired
results can come out. By using this technique firm can raise its profit and can set up its stores in
new location successfully hence business objective will be accomplished.

CONCLUSION
From the above study it can be concluded that marketing is the tool that is used by
companies to promote the products and to raise its awareness among consumers. This practice
supports organization in generating sales and promoting brand as well. Each company uses
different marketing tactics to generate sales and all these tactics give different benefit to the firm.
Marketing mix strategies are helpful in generating more sales and gaining attention of mass
audience. If marketing manager makes effective marketing plan then it will help in gaining
success and managing business expenses in effective manner. Segmentation, targeting are the
essential aspects in marketing planning because it aid sin taking right efforts towards generating
sales.

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SWOT Analysis of Jaguar. 2020. [Online]. Available through <
https://www.marketing91.com/swot-analysis-jaguar/ >