Jaguar: An Analysis of Marketing Principles and Strategies

This report provides a comprehensive analysis of Jaguar's marketing principles. It begins with an introduction to the company and then explores the marketing process, including the 4 Ps of the marketing mix. A SWOT analysis is presented, evaluating Jaguar's strengths, weaknesses, opportunities, and threats. The report then delves into marketing orientation, macro and micro environmental factors using PESTLE analysis and Porter's five forces model. It examines segmentation criteria, targeting strategies, and how buyer behavior affects marketing activities. The report also proposes new market positioning for the Jaguar F-Pace and explains product development, allocation, pricing, promotional activities, and the extended marketing mix. The analysis covers various aspects of Jaguar's marketing approach, providing valuable insights into its strategies and market positioning.

Marketing principle
Name
Institution

Running Head: Marketing Principle
Contents
Introduction:................................................................................................................................................3
LO 1:...........................................................................................................................................................3
1.1 Explain the various elements of marketing process:..........................................................................3
SWOT analysis:...................................................................................................................................4
1.2 Evaluate benefits and costs of marketing orientation:........................................................................5
LO 2:...........................................................................................................................................................5
2.1 Describe macro and micro environmental factors:.............................................................................5
PESTLE Analysis:...............................................................................................................................6
Porter’s five force model:....................................................................................................................7
2.2 Segmentation criteria to be used for products in different markets:...................................................8
2.3 Targeting strategy for the product/service:........................................................................................9
2.4 Demonstrate how buyer behaviour affects marketing activities in different buying situation:...........9
2.5 Propose new market positioning:.....................................................................................................10
LO3:..........................................................................................................................................................10
3.1 Explain how products are developed to sustain competitive advantage:......................................10
3.2 Explain how the allocation is arranged to provide customer service:..............................................11
3.3 The process by which prices are set to reflect an organization’s objectives and market
conditions..............................................................................................................................................11
3.4 Illustrating how promotional activity is integrated to achieve marketing objectives..................12
3.5 Analyzing the additional elements of the extended marketing mix..................................................13
References:................................................................................................................................................15

Running Head: Marketing Principle
Introduction:
Jaguar is the magnificencecar product of Jaguar Land Rover, a cosmopolitan car producer with
its head offices in Whitley, England possessed by the Indian corporation Tata Motors from 2008.
Jaguar's company was established as the ‘Swallow Sidecar’corporation, formerly constructing
motorbike sidecars before developing parts for fare cars. Now let's study the marketing
principles of Jaguar.
LO 1:
1.1 Describe the different fundamentals of marketing process:
The marketing progression is said to be dependent on set of elements that the organization blends
together to compete in the market place. Henceforth, the business unit comprises various
procedures and elements to attract customers. The chief essentials of promotion mix are
presented underneath.
4 P's of the Selling Mix:
Product – The combination of tangible and intangible offering that is made to customers is
termed as product.
Price – The organization is supposed to decide prices of products through appropriate pricing
techniques. Prices should be competitive in nature on one hand; and on other the sufficient
profits should be generated (Dong, Zhang, Hinsch, &Zou, 2016).
Place- It comprises the site where the firm will trade their product.

Running Head: Marketing Principle
Promotion – In order to attract customers, an adequate level of publicity and endorsement is
demanded. Now-a-days, customers are attracted towards products that are advertised sufficiently
("The Marketing Mix: A Review", 2014).
SWOT analysis:
Strengths:
 An experience and knowledge of 25 plus years is a massive benefit that the organization
encompasses.
 The business unit employs staff-members whose short term goals are directed towards
achievement of long-term organization goals.
 They own around 10,000 showrooms across the globe which helps them in marking
presence at wide level. Further, it allows them to gain excellence in entire operations
(Baines, Fill, & Page, 2011).
Weaknesses:
 Jaguar’s price of the car is high than its opponents who are a minor turn off for a
purchaser.
 It has been found that there exist some troubles among dealers & organization that builds
harmful representation about the Jaguar.
 Jaguar is considered to be less innovative in adopting new marketing strategy; it by and
large relies on the value of quality marketing. Usually, they think that value of quality is
better than straight promotion which can fail as well(Vaněk, Mikoláš, &Žváková, 2012).
Opportunities:
 Customer support is enormous which offers them huge chance to cultivate.

Running Head: Marketing Principle
 Technology can work significantly as it can give ways to supervise supply and procure
resources.
 The exercise of the internet has set consciousness among the adolescence and
community, so publicity through a social medium would improve their contact among.
Threats:
 Rivalry from local merchants and companies like Lagonda.
 There is a perspective in this industry for the new competitor which may boost the level
of opposition(Mohammad Arabzad an, 2012).

Running Head: Marketing Principle
1.2 Evaluate benefits and costs of marketing orientation:
Marketing course can be classified as a technique how a company widens a new artefact; there
are two methods which are invention oriented and advertising oriented(Bareham, 2012). When
the business develops its merchandise on its personal preference or expands merchandise upon
their potency is identified as product tilting, and in advertising oriented method, firms observe
the requirements of consumers before making the product. Nowadays client is the ruler and to be
successful a company need to increase goods for the citizens that is why the probability of
achievement is subtle while pursuing the invention oriented method. Jaguar has a bunch of
variety in cars, and they go on introducing latest cars based on the market condition. This
explains that Jaguar pursues the marketplace oriented technique which has had its result in the
development they have observed in previous years(Mulyanegara, 2011).
LO 2:
2.1 Describe macro and micro environmental factors:
Macro and micro-ecological aspects are the two kinds of issues which manipulate the marketing
verdicts. Macro factors are indirect and micro factors works directly. A PESTLE analysis is
given below:
PESTLE Analysis:
Political: Political matters like political atmosphere, commandment, taxes, guidelines on
market, trading concurrences and intimidation of that particular nation are the issues which arrive
in this study. It is not about Jaguar but for any company who wishes to penetrate into a new state.
So, before penetrating into any unfamiliar country organizations should be conscious of political
situations in such realms(Reece, 2010). The banking crisis of 2007-2008 concerned the general

Running Head: Marketing Principle
production market in UK and US a lot. Therefore it would be healthier a full study is prepared
for the political circumstances of that particular nation.
Economical: The financial issues comprise the level of increase, interest charge, profits per
capita, enduring perspectives for market and redundancy rate. If the economic expansion of a
particular realm is dawdling, then the income and the revenue of company will suffer.
Social: These parts include client approval; reach amid the consumer, and outlook of local
citizens who will be working with Jaguar. If the approach of the personnel towards the client is
not superior, it will present the wrong image about the corporation and will distress the company
picture.
Technical: Technology in this current age is an advantage to individual race, as its beginning
people have never gazed back; these latest machinery are not just accumulating the funds and
make people price efficient, but it also accumulates the necessity of human assets.
Legal: Legal matters include service regulation, working hour, age, least earnings and health and
security law. These can be diverse in different nations; Jaguar must be well learned about these
before opening a showroom in any realm(Kameyama, Fujita, &Kaji, 2015).
Environmental: Environmental problem could be associated with salvaging, power, water and
weather change. Harms done by the environment cannot be restricted to any business, but one
should evade opening showrooms which are horizontal to such innate dangers.
Porter’s five force model:
Porter has identified five competitive forces that shape every industry and every market. These
are:

Running Head: Marketing Principle
 Suppliers – The indulgent and obligation among the suppliers and Jaguar has been
exquisite, this is one of the chief motives which has consequence in such a development
of Jaguar. They have been receiving high-quality car parts. Jaguar is indisputably worried
about their workforce and identifies maintaining essential dealer organizations is the
answer to the company’s accomplishment.
 Buyers – Jaguar’ consumer base is rather colossal and sturdy. They have formed and
preserved this with their solid work, excellent quality and outstanding client service. But
it must be realised that consumers cannot be used if somebody appears with parallel
eminence with low price which is slightly tricky then it is probable that the purchasers
will move from Jaguar("Laser sensor helps to guarantee safety of pedestrians at Jaguar
Cars", 2010).
 Potential fresh competitors – This is somewhat difficult since Jaguar is having a huge
name in this area by now, and competing with them on this level is quite difficult. They
have acquired the good contractor, best substance and exceptionally good employees and
administrative structure. Also, they are monetarily very tough. Though there might be
new competitors into the marketplace, Jaguar eminence brand, individuality, assurance
and allegiance to their investors will have the partial impact of any current candidates
into the marketplace.
 Other companies recommending other goods – Jaguar has been doing pretty good in
provisions of combating with low price challengers who have replacements of sports
cars, for instance, Rolls-Royce.
 The rivalry between challenging traders – Jaguar, is in a rank by themselves and
naturally surpasses fight due to their premium goods and higher outlay formation.

Running Head: Marketing Principle
Offering such gracious ambience and different surroundings than their rivals set them at a
distance and permit them to sustain their ethnicity without much amend necessary.
2.2 Segmentation criteria to be used for products in different markets:
Segmentation can comprehend as explicit patrons in the market whom Company want to mark as
the Institute think these people bestow more assessment to their industry. There are three forms
of segmentation: –
1. Geographic, which incorporates customer direction, regional escalation and macro-
financial aspects.
2. Demographic, which comprises gender, age, schooling, revenue and family condition.
3. Psychographic, which embraces importance, thoughts, features such as reliability and
order dimension.
Jaguar utilises psychographic segmentation. They target consumers on the
source of their outlooks and lifestyle; usually, they mark college students and passionate peoples.
Jaguar doesn't highlight on demographic and must not glance to the division on that origin.
Doing this would only shrink their client base.
Jaguar has also exercised Geographic division, and they primarily targeted main
localities in the UK and they began growing in other realms like India and USA. In these nations
metropolitan areas were the former target of the corporation("Multicriteria Logistic Hub
Location by Network Segmentation under Criteria Weights Uncertainty", 2014).
2.3 Targeting strategy for the product/service:
Targeting strategy for any business organization is one of the most important policy for them. If
their target or objectives are perfect for their business, then they should focus on that. Targeting

Running Head: Marketing Principle
strategy is needed for every organization to compete with the other organizations.The target
market is prepared in 3 methods: – Undifferentiated, distinguished and determined. When Jaguar
began its business they applied for undifferentiated promotion they produced advertising mix for
the distinct section. Their slogan was simple that they would offer their service and invention
without any compromise. Their selling policy was to launch as many showrooms as possible, and
they have pretty victorious in that with starting more than 30,000 showrooms in the whole world.
Besides the strategies, they also did not waste much on commercial instead they go for endorsing
through district centre(Kapferer, 2012).
2.4 Demonstrate how buyer behaviour affects marketing activities in different buying
situation:
There are some issues on which these local choices can submit such as common factors,
emotional factors and individual factors. Nowadays industries are more clients learning rather
than merchandise. Buyers behavior always affects on marketing in different buying situations.As
conversed earlier the authority of customer is high and its consumer’s preference that he/she
desires to purchase something and from which seller. Earlier clients were not as much imperative
now because the previous rivalry was fewer. But at present, it is just contrary to what previously
it was. For this businesses are going to customers Other than the exceeding issues stated earlier
costing is one of the main pieces before buying anything. Jaguar costs are lofty, and everyone
discerns that, but they have completed its importance with their consumer service and
outstanding environment(Viio, &Grönroos, 2016).

Running Head: Marketing Principle

Running Head: Marketing Principle
2.5 Propose new market positioning:
The car which is selected for this task is Jaguar F-Pace.
The object market will be luxury car market for this invention. The Jaguar F-Pace (X761) is
a medium size luxury intersect SUV. The F-Pace is presented with the Jaguar Land Rover. It has
a 2.0L diesel engine(turbocharged). The F-Pace is accessible in both AWD and RWD variations.
The car is very gorgeous looking and has many attractive features. Jaguar targets the passionate
customers who love stylish cars and possess lots of money.
Positioning approach should be such that everybody can get associated with it and everybody can
notice some profits for them. This way the company can experience huge success and also make
their customers satisfied(Elegido, 2016).
Patrons are euphoric with the car and the facility offered by the organisation. It is one of the
finest cars in high charging market. Consumers have priced Jaguar as one of the greatest
products in the marketplace.
LO3:
3.1 Explain how products are developed to sustain competitive advantage:
Organisations widen some principles in particular business over its entrants who is
acknowledged as a viable benefit. Every business desires to have additional benefit so that they
could escort the marketplace. In the case of Jaguar, they don’t have expenditure benefits as they
have already excellent value than the rivals. But they have assortment which other entrants do
not have. Also, their client service is exceptional which other challengers are not able to supply.