Marketing Analysis: Jaguar Land Rover's Current Issues and Solutions

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Added on 2023/05/28

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This report provides a comprehensive marketing analysis of Jaguar Land Rover (JLR), examining its history, current issues, and marketing strategies. The analysis highlights a significant 13% fall in sales, particularly blaming the Chinese market and European uncertainties, leading to plant shutdowns and cost-cutting measures. The report explores the marketing mix, customer analysis, competitor analysis, and PESTEL and SWOT analyses. It delves into JLR's product portfolio, market segmentation, and target customers. The PESTEL analysis covers political, economic, social, technological, environmental, and legal factors impacting JLR. The SWOT analysis identifies JLR's strengths, weaknesses, opportunities, and threats, providing a holistic view of the company's current position and future prospects. The report also includes a discussion of Porter's Five Forces and offers insights into how JLR can navigate its challenges and improve its market performance. The report draws on various sources including news articles, company reports and academic papers.

Jaguar Land Rover
CEO: Ralf Speth
Estimated employees: 44,000 (Jaguar Land Rover Limited 2018)
Headquarters: Coventry

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History
Jaguar can be traced back too 1922. (Telegraph, 2010)
In 1945 Land Rover produces its first vehicle. (Telegraph, 2010)
In 1989 Ford purchased Jaguar meanwhile Land Rover was brought by BMW in
1994. (Jaguar Land Rover Limited, 2016)
In 2000 Land Rover joined Jaguar under Ford. (Jaguar Land Rover Limited,
2016)
In 2008 Tata Motors acquired Jaguar Land Rover. (Jaguar Land Rover Limited,
2016)

Design
Evolution
(Jaguar Land Rover Limited 2018)

● 13% fall in sales (BBC, 2018)
● Firm blames China for the decline in sales. (Davies, 2018)
● As a result, one of their plants in Solihull has to shut down for two weeks due to
fluctuating demand (Jolly, 2018)
● Uncertainty of Europe (BBC, 2018)
● £2.5bn plan to reduce costs and free up cash. (Jolly, 2018)
What is the issue?

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How is this a marketing issue?
➔ Why is it an issue for the company?
● Part of a successful marketing is to give customers what they want and to fulfil
their requirements (Brassington & Pettitt, 2013)
● Jaguar Land Rover may not have done a consistent and up-to-date R&D on
their market in China
● Temporary shut down of their plants is a marketing issue as well

Current Marketing Mix
• High tech products.
• Suited to the luxury market
• To gain customers Positioning
and exclusivity of the product is
the most important.
• Product focused on the high
tech and contemporary vehicles.

•Purely uses a super premium pricing.
• It offers premium pricing policy to the
customers.
• Being an automobile unit and the luxury
brand it offers premium pricing policy to the
customers. Their exclusive products create a
distinction which not only are high-tech but
gives an aura of exclusivity.

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•100% ATL promotions
•Premium targeting have All
promotions.
•Sponsorships and road
shows by land rover are one
the key ways by the
promotional team to ensure
the popularity and to reach out
to the target consumers

•Selective Distribution
•Maintains exclusivity
•Has extended its market
•They have come up with the plans
for exclusive dealership showrooms
to reach out to the maximum
consumers but still their pricing
remains focused on the exclusive
group of consumers.

Customer Care- Jaguar believe their business is built
on relationships and the customers are a vital part of
their business strategy.
Training and Development - Jaguar invest heavily on
training and development and as part of their business
strategy they aim to be an employer of choice by 2020.
Reward and Recognition – Benefit packages offered
by Jaguar include, Privilege car purchase scheme
which is a chance for you or a family members to
purchase a Jaguar at a discounted rate,

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Distribute their products via
dealerships, consumers
are able to go online and
locate their nearest dealer,
book a test drive and even
get quotes on finance
options available.

The physical evidence or ambience is
the surroundings of where the
exchange of good or services takes
place. This can include things like
layout, space, signage, decoration,
music, TV newspapers, services
offered while waiting like tea coffee etc
and very much anything that adds to
the ambience of the place to give the
consumer the experience they expect
when making a purchase