Suitable Growth Strategy For JLR

Running head: STRATEGIC AUDIT FOR JLR
Strategic Audit for Jaguar Land Rover
Name of the student:
Name of the university:
Author note:

1STRATEGIC AUDIT FOR JLR
Table of Contents
Introduction......................................................................................................................................2
Body.................................................................................................................................................2
Internal audit (SWOT).................................................................................................................2
External audit (PESTEL).............................................................................................................4
Growth strategy...........................................................................................................................6
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

2STRATEGIC AUDIT FOR JLR
Introduction
Strategic audit of a company produces pieces of information required to assess its current
market position and thus identify a suitable growth strategy. Strategic audit in this report will be
conducted for the case company “Jaguar Land Rover”. Jaguar Land Rover is a subsidiary
company of Jaguar Land Rover Limited and is headquartered in the United Kingdom. It is also a
subsidiary unit of Tata Motors, Indian automotive company (Mukherjee 2016). Land Rover has
seen its massive sales decline in Chinawhere few years back in 2017it registered record sales.
Land Rover invests heavily in SUVs, the sales of which have started to accelerate in the United
Kingdom and Europe. However, SUVs are less fuel efficient compared to smaller cars. Studies
indicate that SUVs is only second to power sector in contributing to the global CO2 emissions
(Mohammadi-Zadeh et al. 2017). All these problems question JLR’s credibility in terms of sales
as well as sustainability. It is because of this JLR wants to devise a strategy to ensure a sustained
growth and thus, the needs to conduct a strategic audit of the company were felt.
Body
This section conducts an internal audit (SWOT analysis) and external audit (PESTEL
analysis) for Jaguar Land Rover. The purpose of these analyses is to identify a strategy for JLR
to support company on its sustained growth.
Internal audit (SWOT)
Strengths: Jaguar Land Rover is recognised for its revolutionary technologies,
craftsmanship and performance. Since JLR operates in a niche category, it produces strong