Marketing and Management of Jaguar Cars

Running head: MARKETING
Marketing & Management
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Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
Company Profile..........................................................................................................................3
Target Market..............................................................................................................................4
Positioning...................................................................................................................................6
Differentiation..............................................................................................................................8
Marketing.....................................................................................................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

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Introduction
Jaguar is an automobile manufacturing company which specializes in the luxury segment.
The luxury brand is owned by Jaguar Land Rover a British multinational company and the
headquarters are located in Whitley, England. It is known for its high-tech car designs which is
popular and acknowledge worldwide. The company has manufactured and designed cars for high
officials and important personalities such as the Queen. The company’s target customers are
from the upper spectrum of the society, such as businessmen and professionals. The website
detailed provides information about all their car series. Interested buyers can choose their
country and region and get complete details about the range of cars which are available in the
specific location and at what prices.
The company is esteemed to be prestigious across the globe. Jaguar cars are available in
diesel and petrol models which can be purchased from dealers. The company does not intend to
cater to the common masses and have product series which are premium throughout. The
engineering sites are located in Warwickshire and Coventry where the cars are designed whereas
the Manufacturing is done in Birmingham. The Cars which are manufactured by the company
are fast, smooth and luxurious and are associated with characteristics like quality and elegance.
The paper intends to highlight the marketing and management of Jaguar Cars.
Discussion
Company Profile
Jaguars was founded by Sir William Lyons and William Walmsley in 1922 and the
company was earlier known as Swallow Sidecar. It focused on manufacturing motorcycle

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sidecars till 1945 and later in the same year, the name Jaguar was used. The company was
producing cars like XK120 which were specialized for Sports. They soon emerged as the winner
of 24 hours races of LEEMAN in the following years. The company merged to create British
Leyland with British Motor Corporation in 1968 assimilation did not last for a long period. It
soon became an independent company which was later acquired by FORD in 1989 (Mukherjee,
2016). After undergoing a setback in 200-2004 where the company could not succeed in Formula
1 racing, in 2008 they were acquired by Tata Motors. The headquarters are still positioned at
Whitley Coventry. 10,000 employees solely work for Jaguar and 24,000 workers are employed
across different facilities by Jaguar Land Rover.
Target Market
The market is chosen and targeted by the company with respect to the business and
products which are offered by the company. The segment which is most appropriate for the
company is chosen and customers are targeted. As Jaguar Cars manufacture premium cars, they
target the upper class of the society as not everyone is able to afford the cars at the prices they
are offered at. The company strategizes by paying attention to demographic segmentation (Porter
& Parker, 2015). It targets successful businessmen and professionals within the age gap of 30-40.
They also target families of high class as well as couples of 50 years of age and above. The
company manufactures cars suiting varying market sectors to attract the customers.
A strategy which was implemented in order to attract the young people was by
manufacturing cars to attract the younger generation. The Jaguar S-Type Series cars were made
to have luxurious feel and look which appealed to them. Jaguar also came up with models which
targeted individuals who were businessman, independent professionals and women in power.