Comprehensive Marketing Analysis of Jaguar Cars: A Detailed Report

This report provides a comprehensive analysis of Jaguar Cars' marketing essentials. It begins with an executive summary, followed by an introduction outlining the report's objectives. Task 1 delves into the roles and responsibilities of the marketing function, including market research, product management, pricing, promotional channels, and distribution. It also explores the integration of marketing with other functional units like finance, production, sales, research and development, and information technology. Furthermore, it examines the business environment through a PESTLE analysis and highlights the importance of interrelationships between marketing and functional units. Task 2 focuses on the marketing mix elements, comparing Jaguar Cars with other organizations to achieve business objectives. It also examines the tactics applied by the business. Finally, Task 3 involves producing a basic marketing plan, justifying a detailed, evidence-based plan, and developing tactics implemented in the 7Ps of the marketing mix. The report concludes with a summary of findings and includes a list of references.

Unit – 2
Marketing
Essentials

EXECUTIVE SUMMARY
This project is based upon Jaguar Cars as being the British multinational car manufacturing
company for developing luxurious vehicles. It was established on 4th September, 1922 and is
headquartered in Whitley, Coventry, United Kingdom. It analyse the role and responsibilities of
marketing function that are market research, product management, setting price, promotional channel,
distribution, etc. It also explains marketing integration with various functional units of business such
as production, sales, finance, information technology, research and development. It further describes
the business environment for roles of marketing through PESTLE Analysis with its importance of
interrelationships for minimising expense and increasing profits. It determines the marketing mix
elements in comparison with two organisations for achieving business objectives. This project
examines the various tactics applied by business and develop strategic marketing plan with its vision,
mission, objectives, marketing strategy and customers for accomplishing its short and long term goals.

Table of Contents
EXECUTIVE SUMMARY...................................................................................................................2
INTRODUCTION.................................................................................................................................4
TASK 1.................................................................................................................................................4
Discuss the roles and responsibilities of marketing function.............................................................4
Explain the integration of roles and responsibilities of marketing with functional units of business. 5
Describe the environment with context of marketing roles................................................................7
Analyse the importance of interrelationships between marketing and functional units......................7
Examine the key elements of marketing function that relates with business......................................8
TASK 2.................................................................................................................................................8
Determine the marketing mix elements in comparison with two organisations for achieving
business objectives............................................................................................................................8
Examine the tactics applied by business..........................................................................................10
TASK 3...............................................................................................................................................10
Produce basic marketing plan for an organisation...........................................................................10
Justify a detailed coherent evidence-based marketing plan..............................................................14
Develop various tactics implemented in 7P’s of marketing mix by an organisation........................14
CONCLUSION...................................................................................................................................14
REFERENCES....................................................................................................................................16

INTRODUCTION
The marketing is ability of an organisation to meet requirements of customers by supplying
them qualitative products and services. Marketing essentials refers as the key elements of marketing
through which company focus on its strategies for attracting large number of buyers. The organisation
selected for this project is Jaguar Cars as being the British multinational car manufacturing company
for developing luxurious vehicles. It was established on 4th September, 1922 and is headquartered in
Whitley, Coventry, United Kingdom (Aichner and et.al., 2019). This project analyse the role and
responsibilities of marketing function and explains its integration with various functional units of
business. It further describes the business environment for roles of marketing with importance of
interrelationships. Additionally, it determines the marketing mix elements in comparison with two
organisations for achieving business objectives. This project examines the various tactics applied by
business and develop strategic marketing plan for accomplishing its short and long term goals.
TASK 1
Discuss the roles and responsibilities of marketing function
Jaguar Cars:- This organisation is British multinational car manufacturing company for
developing luxurious vehicles. It was established on 4th September, 1922 and is headquartered in
Whitley, Coventry, United Kingdom. The Chief Executive Officer is Ralf Speth from 18th February,
2010. It is an automotive industry that is merged with Land Rover and its founder was William
Lyons. The tagline of this industry is “The Art of Performance” with its website as jaguar.com. The
Ford owned Jaguar Cars and also bought Land Rover in 2000, until 2008 these both companies were
sold to Tata Motors as being the subsidiary holding company.
Marketing:- The marketing is defined as the process to supply finished goods and services
manufactured by an organisation to its potential end-users by developing customer relationship
management. It plays vital role for business as to meet the requirements of its target market by
providing them high level of satisfaction that results in their support and loyalty for qualitative
products. Managers of Jaguar Cars focus on their marketing strategy as to supply their services to
large number of customers for increasing their sales and profits by implementing promotional
activities (Arnold and Klee, 2015).
Functions of Marketing:- There are various functions of marketing, some of them are been
explained with reference to managers of Jaguar Cars that are:-
 Market Research:- This refers as managers of marketing are emphasize to analyse the
change in taste and preference of their customers for manufacturing differentiated product. It

is most important for managers as to develop specialised products and services with good
features as to meet their goals and objectives. The role of managers in Jaguar Cars identifies
the demand of modernised population as to develop their luxurious vehicle as per customers
comfort.
 Product Management:- The managers of a company focus on developing their product with
unique identity and specialised features by designing the model effectively. It attracts large
number of customers to purchase the car and to enjoy luxurious driving with comfortable
seats (Bhagwat, 2014). Managers of Jaguar Cars roles are to manufacture their products by
analysing demands of buyers as to provide them effective product by fulfilling their
requirements. It further creates opportunity for company as to ascertain high sale and profits
by enlarging customers.
 Setting Prices:- The main duty and responsibility for managers is to manufacture products
and services by minimising expenditure and increase brand awareness for its target market by
least-cost effective price. Jaguar Cars managers responsibility is to produce cars with less
expenditure as it further focus on utilising waste disposal effectively to improve its
productivity. The main purpose of company is to compete with rivalries through
manufacturing their products at penetrated pricing strategy that result in maximising revenue.
 Promotional Channels:- There are various promotional channels adopted by companies for
increasing brand awareness among its end-users. This encourages suppliers to produce the
products and services with specialised features at low price which enhance customer to
purchase it repeatedly. The role of managers in Jaguar Cars is to promote their products
through direct and indirect channel of distribution by positioning to target market. It also
develops loyalty and support of buyers at which they are ready to pay high prices for high
quality to meet their satisfaction level.
 Distribution:- The companies mostly implement direct and indirect channel of distribution as
to supply their products to various locations for reducing the hindrance of commerce. This
further promotes its products through advertisements, sales promotion, print and social media,
etc. It attracts customers to buy it and enjoy the features of vehicle as to drive it with safety
that increase sale (Earls, 2015). The role of managers in Jaguar Cars is to supply their
products at every corner of world wherever the demand occurs that leads to meet the needs
and wants of customers.
Explain the integration of roles and responsibilities of marketing with functional units
of business
The organisation consists of various functional units that are also termed as departments. It is
essential for business to segregate its activities into various sections as to complete the task with
discrimination and to collectively perform for specific target. The managers of Jaguar Cars have

various departmental heads, some of them are described which interrelates with marketing activities
as to achieve goals and objectives efficiently. It is most important for company to perform their
actions with collaboration by developing good employee relations as to complete target at specified
period with quality and time management.
 Marketing with Finance:- The finance is described as a process through which managers
analyse the estimated revenue and expenditure for company in future period. It is the duty and
responsibility of managers as to analyse and evaluate the actions performed in current
scenario as compared to estimated budget. The managers of Jaguar Cars aim to identify their
expenditure in actual performance with expected revenue and expenditure for controlling their
unnecessary expenditure (Gläß, 2018). The finance manager emphasize marketing expert as
to restrict its expenditure over promotional activities that might cost high for products and
services in future.
 Marketing with Production:- The production is defined as ability of managers in developing
products with specialised features through undertaking innovative idea as to meet customer
demands. The manufacturers focus on designing effective and attractive look of product as to
attract customers for purchasing it easily. Managers of Jaguar Cars aim to develop their cars
at high quality by amending various features for customers as to achieve the target within
particular duration. The main purpose for managers is to increase its sales that result in
maximising wealth and profitability ratios.
 Marketing with Sales:- The sales refers as roles and responsibility of managers to sell their
products by increasing brand awareness through promoting and positioning it to target
market. It further encourages customers by developing a good image among its buyers for
emphasizing them to purchase. Managers of Jaguar Cars are profitable as it is capable in
promoting products and services at low cost that result in high revenue and leads to achieve
maximum market share. It creates opportunity for growth and stability of company in perfect
competition market by developing competitive strategies.
 Marketing with Research and Development:- The research and development is described
as managers of company analyse the change in taste and preference of customers to produce
the product for fulfilling their requirements. The role of managers in Jaguar Cars is to develop
customer relationship management that result in identifying the satisfaction level of
customers. The company than aims to survey on needs and wants of its end-users and further
develop various features for target market (Hinterhuber, 2014).
 Marketing with Information Technology:- The information technology is described as use
of computers, storage, networking and other physical devices for storing and securing all
forms of electronic data. The marketing manager implements this information technology as
to plan, manage and monitor campaigns. Managers of Jaguar Cars are advantageous as they

adopt various technologies which is used to monitor the actions being performed by its
workers as to control errors through corrective measures.
Describe the environment with context of marketing roles
The external macro-environment factors of business that either favourably or unfavourably
affects the stability of business are mentioned with application of PESTLE analysis. It is as follows:-
PESTLE Analysis:- This framework is implemented by an organisation as to analyse the
external opportunities and threats of company that might impact stability of company. Managers of
Jaguar Cars focus on this analysis as to examine the competitive strategies adopted for taking
precautionary steps in minimising uncontrollable risk (Jin-Kuusirinne, 2014).
 Political:- The managers of Jaguar Cars are favourable as the government of United Kingdom
remains same which leads company to follow its procedure continuously for achieving goals
and objectives.
 Economical:- Managers of Jaguar Cars are unfavourable as they are adversely affected by
high inflation rate which reduce the value of money this enhance customers to save money by
restricting their unnecessary expenditure.
 Social:- Jaguar Car managers are positively impacted as they fulfil the desire of society
members by creating job opportunities, this increase their support and loyalty.
 Technological:- The managers of Jaguar Cars are favourable as they adopt various
technologies in order to manufacture their specialised product and services for enlarging
buyers.
 Legal:- Managers of Jaguar Cars are negatively impacted as they are bound to pay minimum
wages to its unskilled and unproductive workers that result in high cost for company.
 Environmental:- Jaguar Car managers are favourably affected as they manufacture their cars
or vehicles with eco-friendly atmosphere that does not harm the environment.
Analyse the importance of interrelationships between marketing and functional units
The most importance of interrelationships between marketing and various functional units of
organisation are:-
 Minimise expense:- The managers of Jaguar Cars focus on this interrelationship as to
develop various strategies for minimising cost and producing qualitative products at which
customers are ready to pay premium amount (Kirli, 2016).
 Increase sales and profits:- Managers of Jaguar Cars are beneficial as they are able to meet
the requirements of customers which leads to increase sale and profits for being sustainable in
perfect competition market.

Examine the key elements of marketing function that relates with business
The key elements of marketing functions are market research, product management, setting
price, promotional channel, distribution, etc. It is essential for an organisation as to analyse the
demand of customers that are to be satisfied by supplying them qualitative products and services
through building customer relationship management.
TASK 2
Determine the marketing mix elements in comparison with two organisations for
achieving business objectives
Marketing Planning Process:- The main role and responsibility of managers is to analyse
the needs and wants of target market by building good corporate social responsibility. The managers
of Jaguar Cars identify the change in taste and preference of consumers demand which leads to
develop new ideas for attracting them.
 Analysis:- It is referred as the process through which directors determine the requirements of
target market. The consumers are considered as King for an organisation, so it is essential for
supervisor to meet their desires. Managers of Jaguar Cars analyse their wants and further plan
to develop new idea for providing them high pleasure.
 Planning:- This is meant as the ability of managers to generate new ideas, creative thinking
skills, etc., for developing specialised products and services that is capable in meeting their
wishes. Managers of Jaguar Cars focus on designing and developing unique structure and
model of their cars for attracting people.
 Implementation:- The main aim of managers is to execute the plan in an effective manner
that leads to achieve goals and objectives in future. Managers of Jaguar Cars further
emphasize on leaders to delegate roles and responsibilities for its workforce in accordance
with specialisation for completing specific target.
 Control:- It is most important role of directors to evaluate and control the actions that have
been done by its workforce by analysing their mistakes and guiding them to solve it by
omitting in future. Managers of Jaguar Cars identify errors and take corrective measures for
solving problem that might delay in goal accomplishment.
Marketing Mix:- The marketing mix is defined as ability of managers to emphasize on 7P’s
of marketing as to enlarge customers for attracting them to purchase it. Managers of Jaguar Cars
implement this marketing mix as to develop their products at least-cost effective price for increasing
sale that result in high profits (Kopetzky, 2015). The company further aims to compete with its
rivalries through analysing their competitive strategies ad to take precautionary steps for reducing
threats.

Elements of Marketing Mix Jaguar Cars Aston Martin
Product:- The product is
described as tangible
commodity manufactured by
company for selling it to target
market by meeting their
requirements.
Jaguar is premium luxury car
brand and now being part of
Tata Motors. The managers of
Jaguar Cars mainly focus on
research and development for
just beginning with innovation
for marketing mix product
strategy. It products are XE and
XF car models as build with
lighter and more agile
aluminium technology.
Aston Martin as being luxury
brand of cars which is most
popularly known for its styling
and performance. The managers
of Aston Martin have product
screams opulence and deserve
attention of its customers for its
unique model. Its products are
Aston Martin DB11, V8 and
V12 Vantage, etc.
Price:- It refers as the process
through which managers of
company focus on minimising
their expenditure that result in
having low price of finished
products.
Jaguar Cars managers adopts
competitive pricing strategy as
to maintain their low cost for
attracting large number of buyer
to consume it that results in
increasing sale and profits
(Nensi and Rahmidani, 2019).
Aston Martin managers adopt
premium pricing strategy in its
marketing mix as to target
upper and higher level of
customers.
Place:- This is defined as the
gap between manufacturer and
customers that has to filled by
direct and indirect channel of
distribution.
The managers of Jaguar Cars
replace traditional supply chain
management from
implementing win-win value
chain approach where partners,
suppliers and distributes
collaborate to achieve goals and
objective efficiently.
The managers of Aston Martin
are beneficial as they are
capable in developing brand
awareness being a global
automobile brand that has its
presence spread globally.
Promotion:- It is the process
through which managers
promotes their product to its
potential customers by
advertisements, sales
promotion, print and social
media, etc.
Jaguar Cars managers focus on
promoting their products or cars
by describing its high elegance
and quality. Most of the
advertising budgets go on
billboards across prime
locations in cities.
Aston Martin managers aim to
promote their cars through re-
inventing it with creative design
that attracts younger audience
of male and female. They
advertise products through print
media such as newspapers and
magazines (Rosalin and
Agustian, 2014).

People:- The people which are
involved in manufacturing
finished products and services
such as entrepreneurs,
managers, leaders, employees,
etc.
The managers of Jaguar Cars
are beneficial as its people give
their best in maintaining and
improving the quality of
products.
The managers of Aston Martin
are profitable as their people
work under sales team by
making their great efforts in
providing high satisfaction to its
customers.
Process:- It is described as
series of actions which are
necessary in developing
products for giving best service
as to meet the needs and wants
of customers for providing them
high level of satisfaction.
Jaguar Cars managers are
actively involved in researching
market opportunities to
understand the needs of
customers.
Aston Martin managers focus
on supplying online delivery
process where order is received
through electronic media and
inventory is shipped through
delivery service provider.
Physical Evidence:- The
physical evidence is described
as a device that assures about
the qualitative products and
services as prescribed in
promotion for building trust and
faith of customers.
The managers of Jaguar Cars
provides an online website that
results in user-friendly system
and allow customers to view its
products in high quality images
taken from various angles
(Tamang, 2018).
The managers of Aston Martin
focus on selling its products
with distinctive colour that is
easily identifiable on retail
shelves.
Examine the tactics applied by business
The tactics implemented by managers of Jaguar Cars are shown below as:-
 Brand awareness:- The managers of Jaguar Cars focus on developing brand awareness as to
promote and position their qualitative products to target market by encouraging them to
purchase at least price.
 Creative model:- Managers of Jaguar Cars aims to produce creative model of their cars that
attracts large number of buyer to consume it.
TASK 3
Produce basic marketing plan for an organisation
Strategic Marketing Plan:- This is defined as the process through which managers of
company forecast their creative thinking skills in planning through developing innovative ideas. The
main aim of supervisors is to analyse vision, mission and objectives for company that has to be
accomplished in future period (Vuong, 2014). Managers of Jaguar Cars establish their strategic

marketing plan by manufacturing differentiated car model with its unique structure, shape, size and
colour for attracting large number of buyers. It further aims to increase sale by tapping into foreign
direct invest for exporting their products which also improve Gross Domestic Product (GDP) rate of
domestic country.
The basic marketing plan for managers of Jaguar Cars is expressed below:-
Features Explanation
Vision The vision for managers of Jaguar Cars is to foster an environment by
empowering employees through motivating them for promoting
innovation, relationships and growth by confidently supplying premium
automobile products with individualised customer.
Mission The mission for managers of Jaguar Cars is to inspire and create an
exceptional place for performing actions within business as one
employee, one customers and one vehicle at a time.
Objectives The main purpose for managers of Jaguar Cars is to manufacture their
finished model of cars at high standards possible by developing
qualitative features of vehicles and services (Widyakusuma, Hadi and
Adianto, 2016).
Marketing Strategies The marketing strategy adopted by managers of Jaguar Cars is to update
their brand logo and corporate identity by increasing brand awareness
among its target market. It is most important for an organisation as to
build its marketing strategies that are to be planned in accordance with
the actual performance of its labour in current scenario. Managers of
Jaguar Cars are highly motivated as they develop strategic marketing
plan in future period as to achieve their estimated goals and objective in
future period. It results in encouraging workers to give their best efforts
by completing their target with the motive to achieve individual and
organisational goals. Some of these marketing strategies are being
mentioned as under:-
 Attractive design of car model till 2021:- The main duty and
responsibility of managers is to produce the model of car
attractively with its unique structure, shape and features. It
further aims to colour the model with differentiated colour that
specialise in good look as well as no easy marks for dark spots.
Managers of Jaguar are beneficial in developing their classic
model as their actions being done in company leads to achieve

target efficiently.
 Maximise sale with 25% in 2022:- The model as specified in
prescribed will result in attracting large number of buyers to
purchase it. The main motive of customers in consuming the
vehicle is to improve their image and reputation among relatives
and colleagues. Managers of Jaguar Cars are advantageous as
they are able to increase sale which leads customers to pay high
cost for their specialised feature of products and services.
 Increase profits with 30% at 2023:- The high sale will surely
leads to increase profits by 30% at 2023 for developing brand
awareness through promotion and positioning. Managers of
Jaguar Cars are profitable as they increase their profitability
ratios which result in being stable at their position in perfect
competition market. It also increases the customer support and
loyalty as they are ready to pay high prices for specialised
product.
Potential Customers The managers of Jaguar Cars focus on their potential customers as they
are classified on the basis of three categories which are as follows:-
 Market Segmentation:- The managers of Jaguar Cars focus on
market segmentation as to segregate their whole market into
small group. It is essential for company as to focus on little team
by analysing their demands as to provide them specialised
products for meeting their needs and wants.
 Market Targeting:- Managers of Jaguar Cars focus on target
market by analysing change in their taste and preference and to
develop and ascertain features for encouraging buyers to
purchase it. The company further aims to restrict its price of
products and services for increasing its sale and profits as being
stable in global market.
 Market Positioning:- The managers of Jaguar Cars position
their cars by attracting mind of target market through effective
advertisement. The promotion of product by providing customers
facilities for air bags, qualitative tyres, etc., that leads buyers to
use precautionary steps at various accidents.