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The British Car "Land Rover"

   

Added on  2021-01-01

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The British Car“Land Rover”

Table of ContentsTASK 1 A........................................................................................................................................1Blog 1...........................................................................................................................................1Blog 2...........................................................................................................................................5TASK 1B.........................................................................................................................................8Group supporting paper...............................................................................................................8REFERENCES..............................................................................................................................11

TASK 1 ABlog 1Land Rover is a luxury car brand which is owned by British Multinational manufacturingcompany Jaguar and now it is owned by Tata Motors which is an Indian organisation. It is astrong presence all around the world because its cars are sold worldwide. Founder of thebusiness entity is British Leyland and it was founded in year 1978. various types ofmarketing strategies are used by enterprise in order to reach maximum number of customers.7 P's of marketing are considered by it to market its cars. All these elements are product,price, place, promotion, people, process and physical evidence (Arthur, 2014).Land Rover has a wide range of products which includes Defender, Range Rover, Freelanderand Range Rover sport. All the cars are having some specific features such as pixel laserLED head lights, activity key, attractive seating systems (20 way heated front seats with60:40 rear bench to 24 heated), auto and gesture sunblind, cabin air ionisation and hot stonemassage seats. Apart from this, cars of Land Rover are also having innovative qualities suchas head up display, class leading legroom, stowage, hill decent control etc. it new carDiscovery is 465 KG lighter as compare to other cars. Cars that are made by Land Rover aremanufactured according to current trends of market and changing perception of clients.From starting the organisation is focusing on innovation, technology, traditional design etc.and it is known for its luxury as its targeted clients are customers above from economicalclass. In order to enhance visibility of its products Land Rover also focuses on positioning ofits cars. Its products are considered to be unique because the company uses different featuresfor them that are not used by competitors such as Cherokee, Porsche, BMW, Ford, Audi andMercedes Benz (Banisoleiman, 2014).As target market of Land Rover is customers above from economical class so it usespremium pricing strategy rather than going for low cost or economic pricing. Demography,market, product and location affect price of cars that are offered by the company. It helps toreach the target segment and provide them luxury products according to their comfort. Forsome of the cars penetration pricing is used by the organisation but with the change inengine or making modification or innovation results in increased prices of them which isalso called prestigious pricing. Customers who focus on brand and quality as compare to1

price prefer cars of Land Rover. Its high price as well as high usage and maintenance costmake it a premium brand. Reason behind using premium pricing strategy is unique and goodfeatures of its cars that are not offered by competitors. When online orders are received byclients then price which is charged by the company varies according to region becausedelivery cost is also included in it (Berggren and Dhruba, 2015).Cars of Land Rover are sold all around the world because of its global presence. In order toresolve post purchase problems of its clients the organisation has built up a channel so thatthey get proper servicing and maintenance facilities. The business entity has made apartnership with a Chinese enterprise Cherry Automobiles which helps it to maintain itsdistribution channel. It is planning for expansion in Asia as it has been bought by an IndianCompany Tata Motors. A plan has been proposed by Land Rover in which it has decided toopen exclusive showrooms in Asian sub-continent parts for the purpose of increasingvisibility of cars. Another aim behind this plan is to pitch its cars to more premium clients.Its cars are sold with the help of two different channels. First one is its online websites thathelps to sale cars directly to the clients. Second one is wholesalers who provide cars toretailers located in different countries. Land Rover has tied up with different deliverypartners in order to make sure that cars get delivered to customers on time. Omni channeldistribution system is used by the organisation in which customers can gather informationregarding cars from its online as well as offline stores.For the purpose of promotion different types of campaigns are organised by Land Rover as itdoes not require huge strategies for promotions as it is a well-known brand. In order to makean image in the market campaigns are organised which includes fun drives, off roadchallenge etc. Land Rover also provides sponsorships to different rallies according to theinterest of clients. In order to promote the theme adventure organisation opened a club whichis LROC. It is taking part in corporate social responsibility activities which is a good steptaken to increase awareness of products of Land Rover (Bignell, 2016). Innovative ideas areshared by the company on social media with the help of online campaigns in order to attractcustomers toward its new cars. Key elements that are used by It for the purpose of promotionare road show and sponsorships. Social media platforms such as You Tube, Facebook andtwitter are used by promotion team of enterprise to advertise them and expose new designsof the cars so that customers can gather information of them. Land Rover also takes part in2

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