Marketing and Management of Jaguar Cars

Read about the marketing and management strategies of Jaguar Cars. Learn about the company profile, target market, positioning, differentiation, and marketing strategies. Get access to solved assignments, essays, and dissertations on Desklib.

Running head: MARKETING
Marketing & Management
Name of Student:
Name of University:
Author Note

1
MARKETING
Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
Company Profile..........................................................................................................................3
Target Market..............................................................................................................................4
Positioning...................................................................................................................................6
Differentiation..............................................................................................................................8
Marketing.....................................................................................................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

2
MARKETING
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

3
MARKETING
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.

4
MARKETING
They were made to feel the comfort with style and speed which established a sense of confidence
in their lifestyle.
The company also focused on psychographic segmentation for which they paid attention to
lifestyle choices and personal preferences. Some of the cars were launched with tag lines saying
that ‘DON’T DREAM IT. DRIVE IT!’, ‘GRACE..SPACE..PACE’. The cars were designed in
order to individualism who believed in progress and vigor and dynamism. Therefore it was able
to attract the young people with sense of power and control more than the other luxury brand
cars which are available in the market (Strebinger et al., 2018). An eccentric feature of the Jaguar
cars is its logo which is of a jumping feline. The competitive advantage was procured with a
combination of comprehensive strategic planning and future goals to be achieved.

5
MARKETING
\
(Vehicle Market of Jaguar as compared to other Luxury Car Brands)
(Source: Forbes.com, 2019)
Positioning
Positioning is the marketing tactic which allows a company to be in a competitive
position with the market. Positioning, as a strategy puts companies at an advantageous position
when they are able to convince the buyers to purchase their products even when there are other
companies making similar products available in the market. The aim is not to manufacture

6
MARKETING
something new, yet approach the market in such a way that the customers are manipulated to
choose Jaguar over the existing ones.
Jaguar has positioned itself as a luxury brand which does not only provide ease and
comfort of luxury cars but also the feel and experience of sports car. Handling and speed of
sports car is the additional feature which the brand works on. The prices of these cars starts at
$50,000 and can rise up to $100,000 (Karabag, Borah & Berggren, 2018). Jaguar aims to provide
the best quality experience with its craftsmanship. Therefore they have sorted their range of cars
according to the varying preferences of people. It comes in a wide range which will appeal and
suit a range of customers. In an initial nameplate study and quality ranking in USA, Jaguars
secured position among the top 3 Automobile brands 2015. Jaguar has not been able to position
themselves in the market solely based on pricing and uniqueness (Thorley, 2016). On their
website, there is a specific section on why they should be chosen with details about history and
facts and realities which differentiate them from the other existing and competitive brand in the
market.

7
MARKETING
(Positioning of Jaguar)
Differentiation
There are several factors which a company focuses on to create a differentiation of the
brand itself in the market among a wide range of competitors offering similar products to the
interested customers. Jaguar takes into account the psychographic and behavioral factors create a
differentiation within the market of the brand (Su, Young & Zierke, 2016). The aspects which
the company focuses on include Performance and heritage which provide the valued customers
with long term quality experience through their investment made with Jaguar. The differentiating
factor of any brand can provide competitive advantages to it in the market. In a market where
there are brand like Audi, Porche and BMW and others, Jaguar do face tough competition (Jones
& Richardson, 2017). It is because these company only has established themselves for their
quality and standards and mastered excellent strategies to manage their market. Some of these
brands even have employed strategies to come up with car models in the market which are low
cost oriented and do not entirely cater to the highest class of the society only. In the past decade

8
MARKETING
the primary focus of Jaguar is not to remain as the dull and stodgy Jaguar, It is being promote for
its dynamism and are being promoted for the diverse appeal which appeals to a range of people.
Laura DeStefanis, who is the responsible for managing the National Advertising emphasized on
promoting Jaguar Land Rover for the constantly improving quality and standards in 2015.
Marketing
There are distinct strategies to market Jaguar cars which are used by the company. These
include distribution strategies, advertising, pricing, product specialization.
Product: The Company has been into the market and produces car over nine decades now and
now is a part of Tata motors. It has focus on evolving and thus changed models and designs too.
Alongside the regular models of Jaguar cars, the breakthrough happened with the design of
engine of XJ220 which was a sports car, in 1948 (Taylor, 2016). It also became quite popular
with its chrome plated leaping. The cars are made using aluminum technology which are sturdy
yet sleek and loaded with technological advancements like voice control activation and
predictive gestures.
Price: The prices at which the cars are available are not affordable by the masses and fall under
the premium category. This has been the most identifiable feature which is associated with
jaguar. It has always aimed at catering to the highest spectrum of the society. The price ranges
are approximately between 30,000GBP and 60,000GBP. Jaguar provides innovation and luxury
through every vehicle and comes with warranty coverage, telematics and roadside assistance.
These services add competitive advantage to the brand.

9
MARKETING
Place: Jaguar has not focused on the individuals end and replaced it with a win-win approach of
distribution which include collective achievement of goals which include suppliers, distributers
and partners association largely. It is also needless to say that Jaguar focuses on exclusivity.
Jaguars have expanded their prospects and placed showrooms in some chosen cosmopolitan
cities across the world and aims towards focusing on luxury and quality more than an extensive
network of distribution.
Promotion: The most common aspects which re associated with Jaguar are quality, elegance and
luxury. Jaguar has never really practiced extensive practices of advertisement on television and
other mediums. Their style of advertisements are short, stylish and powerful. Their
advertisements are more on billboards across prime locations in cosmopolitan cities. They also
put advertisements in magazines and premium events. They unveil their new models in the most
exclusive manner and have had British celebrities like David Beckham and Tom Hiddleston
endorsing their cars.
Conclusion
Jaguar cars has always focused in the luxury segment and competed with the other brands
which operate in the luxury automobile market. It is differentiated because of their sporty vehicle
segment and provides customers with the pleasure of luxury and thrill. Jaguar is posing tough
competition for brands like Audi, BMW and Porche with the quality and experience which it
provides to the customers.

10
MARKETING
References
forbes.com. (2019). Tata's Jaguar Land Rover Continues To Accelerate Sales By More Than Its
Competitors In 2016. Retrieved 16 September 2019, from
https://www.forbes.com/sites/greatspeculations/2016/09/27/tatas-jaguar-land-rover-
continues-to-accelerate-sales-by-more-than-its-competitors-in-2016/#6ba1dd1b386a
Jones, D. B., & Richardson, A. J. (2017). Origins of sports car marketing: early 20th Century
British cycle-cars. Journal of Historical Research in Marketing, 9(4), 329-358.
Karabag, S. F., Borah, D. J., & Berggren, C. (2018). Separation or integration for successful
acquisition? A comparative study of established and emerging economies’ firms. Journal
of Applied Economics and Business Research, 8(1), 1-23.
Mukherjee, D. (2016). Case analysis: Tata Motors' acquisition of Jaguar Land Rover. The
Business & Management Review, 8(3), 48.
Porter, P., & Parker, C. (2015). Jaguar D-type. Porter Press International.
Strebinger, A., Guo, X., Klauser, F., & Grant-Hay, P. (2018). Is Multi-Ethnic Advertising a
globally viable strategy for a Western luxury car brand? A mixed-method cross-cultural
study. Journal of Business Research, 82, 409-416.
Su, A., Young, C., & Zierke, S. (2016). Aligning corporate brand identity elements with
heritage-How the Ford Motor Company and the Tata Group have managed Jaguar.
LBMG Strategic Brand Management-Masters Paper Series.

11
MARKETING
Taylor, J. (2016). British Luxury Cars of the 1950s and’60s. Bloomsbury Publishing.
Thorley, N. (2016). Jaguar-All the Cars. Veloce Publishing Ltd.