An Analysis of Marketing Principles and Strategies: Jaguar Car Report

This report provides a comprehensive analysis of Jaguar's marketing principles and strategies. It begins with an introduction to marketing strategies and their importance, followed by a detailed examination of the marketing process, including situation analysis, marketing strategy, marketing mix decisions, and implementation and control. The report explores the benefits and costs of a marketing orientation for Jaguar, emphasizing customer-centric approaches. It delves into the influence of macro and micro factors, utilizing PESTEL and SWOT analyses to assess the external and internal environments. Segmentation criteria, including geographic, demographic, and psychographic approaches, are discussed. The report further examines targeting strategies, including differentiated, concentrated, and undifferentiated marketing. Buyer behavior is analyzed in different buying situations, and the report also covers product development, distribution arrangements, pricing strategies, promotional activities, and the extended marketing mix. The report concludes with an overview of the key findings and a reference list.

Marketing Principles

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 .........................................................................................................................................1
1.1 Various elements of marketing process............................................................................1
1.2 Benefits and costs of marketing orientation for Jaguar....................................................2
TASK 2............................................................................................................................................3
2.1 Influence of macro and micro factors affecting marketing decision................................3
2.2 Segmentation criteria to be used for product in different market.....................................4
2.3 Targeting strategies for selecting products and services..................................................5
2.4 Demonstration of buyers effect on marketing activities under different buying situations.. 6
2.5 New positioning of selected product/services..................................................................6
TASK 3 ..........................................................................................................................................7
3.1 Development of products in order to sustain competitive advantage...............................7
3.2 Distribution arrangements................................................................................................7
3.3 Prices that are set to reflect an organisation's objectives and marketing conditions........8
3.4 Illustration of promotional activities integrated to achieve marketing/objective.............9
3.5 Analysis of additional elements of the extended market mix...............................................9
TASK 4..........................................................................................................................................10
Enclosed in ppt..........................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCE ...............................................................................................................................11
.......................................................................................................................................................12

INTRODUCTION
Marketing strategies are used to introduce products and services that are provided by the
organisation to their customers. Through this sales and profit of firm become dependent on
marketing and promotional approaches. Selling teams usually consider high probability of sales
and profit in order to increase gain (Challagalla, Murtha and Jaworski, 2014). For this both small
and large organisation equally emphasis on this. But large business groups spend lot of money in
order to develop advance and effective marketing schemes. This report presents marketing
principles by considering Jaguar car manufacturing company. And various strategies and
approaches considered by them in order to increase product.
TASK 1
1.1 Various elements of marketing process.
In order to implement marketing strategies into an organisation various marketing
processes are considered. Elements of this marketing process are as follows:
 Situation analysis: This step is considered by company to identify the position of firm.
Analysis process of Jaguar is based on internal and external factors of business
environment that can affect their growth. The evaluation process involves SWOT,
PESTEL and porters 5 forces of model.
 Marketing strategy: By considering the outcomes of situation analysis various strategies
are prepared on the basis of demands and requests of product or services from clients.
Jaguar uses segmentation and target market strategies in order to attract executive group
of customers by providing various schemes in the form of repayment and loans.
 Marketing mix decision: This involves designing, pricing, distribution and promotional
campaigns are considered. Jaguar implement all the steps in order to achieve effective
marketing mix. For this they conduct research and analysis before designing new model
on the basis of that production cost and distribution of models takes place. Various tools
are also considered such as 4Ps for initial stage and &Ps for advance stage.
 Implementation and control: This step contain information about the implemented
strategies. Also contain report of implementation and testing process of product (Davari,
and Strutton, 2014). in this effect of product can be monitored. Jaguar use this approach
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in order to identify effect. On the basis of that changes are implemented. Along with this
demand and supply chain is also maintained.
1.2 Benefits and costs of marketing orientation for Jaguar.
Organisations can develop products and services either by using product or by marketing
oriented approach. In market oriented approach, organisations consider reactions of customers
and on the basis of that they implement changes. Jaguar also involve market- oriented
methodology, in which they consider all suggestions and new designs in order to increase gain of
organisation. Benefits of using this approach is mentioned below:
 Centralized on client’s needs: Under this method, Jaguar consider customers as
centralized body. Due to which all the suggestions that are provided by users are
processed in order to meet their requirement and satisfy them.
 Addressing demands: Jaguar consider all the suggestions of clients in order to address
their demand.
 Making customers benefits: Through this Jaguar tries to increase loyalty of clients and
make them frequently shopping, to ensure this they provide feature like repayment and
loans on their products.

 Responsiveness: Marketing orientation involve responsiveness in order to meet request
and demands at specific time. This is considered as important pillar for the growth of
company.
 Constant improvement: Improvements are required by firm in order to make necessary
changes. For enhancing quality of products. Jaguar consider clients feedback and on the
basis of that improvisations are implemented.
 External Influences: For success of organisation different levels are considered. Such as
less returns on investments, limited growth of organisation and ineffective use of
technologies can influence the market of organisation.
Costing of marketing orientation of Jaguar are following:
 Constant Changes: Quick changes into market can affect production and services of
products. Due to which firm may become unstable. Along with this various additional
challenge can occur for employees also, which can directly affect company
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 Broader scope: In order to achieve marketing orientation. Environment of organisation
is based on product- orientation. Under this approach involvement of clients become
limited and strictly following single direction.
 Planning changes: Through this planning for future become difficult. Usually, most
extensive markets are also failed to predict accurate changes in order to meet clients
demands.
TASK 2
2.1 Influence of macro and micro factors affecting marketing decision.
Macro and micro are used to analyse the effect of marketing decision on any product. In
this micro are used to analyse the direct impact on company. Where macro is used to consider
indirect impact on organisation. This include various factors such as political, economic, social,
technical, legal and environmental (DeWan, Green and Hayden, 2013). PESTEL analysis for
Jaguar is mentioned below: Political: As Jaguar is one of the popular car manufacturing company of UK can
providing active contribution on economy of UK. Therefore, in order to scale
manufacturing and development process of organisation government is also providing
loan at very low interest rate. Due to decreased tax rate challenges of firm get reduce
which make a positive impact on the growth of company. Economical: Every business organisation affects economy of country. Similarly, Jaguar
is also generating huge revenue by dealing their products at international market. Due to
inflation in UK they have faced huge loss which made adverse impact on the economy of
organisation. Social: As Jaguar is preferred by high class of society due to its high cost. Due to which
it is considered as status symbol because everyone is not able to afford it. Along with this
they give preference to the demand and choice of clients in order to achieve trust. Technical: As Jaguar is famous for implementing advance technologies along with
safety. They use light weight material for developing sports cars. Along with this they use
aluminium body for inventing commercialized cars.
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 Legal: In order to maintain brand reputation in market, they provide safety regulations,
consumer rights, antitrust laws to their cleints(Efthymios, Konstantoglou, Thomas and
Folinas, 2016).
 Environmental: As they are considering light weighted materiel for development of new
products along with this they are introducing concept of solar energy into their new
models’ due to which consumption of petrol get decreases and emission of harmful gases
also get reduce. Through this improved version of cars pollution level get decrease.
Marco environment: Under this internal factor is considered that can affect the growth of
organisation. SWOT analysis is also considered as an important process for identifying internal
factors that are affecting any company. Therefore, to identify strength, weakness, opportunities
and threats for Jaguar following SWOT analysis is performed:
Strengths
 Popularity of brand.
 Brand value of Jaguar.
 Continuous increasing sales of product.
 Skilled workforce.
Weaknesses
 High product range.
 Dependent of few models.
 Problems in previous models
 Popularity in specific countries.
Opportunities
 Implementation of new technologies.
 Acquisitions of new clients.
 Environment friendly.
Threats
 Financially unstable in market.
 Frequently changing government
policies.
 Gradually increasing material cost.
2.2 Segmentation criteria to be used for product in different market.
Segmentation is generally used to divide customers into broad categories or fragment.
The sub-groups contain features of users on the basis of segmentation criteria. This is mainly
distributed into three categories mentioned below: Geographic: Under this, customers are divided on the basis of population, size and
region. Due to which India and China are preferred location to deal their products
because of vast population. Business organisation also tries to appeal with local market in
order to created intensive and appealing market for clients. Geographical is also
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considered useful in order to identify media and various marketing channels. It can be
considered for an effective distribution channel. Demographic: Under this, clients is divided on the basis of age, gender, family,
occupation and income size of family. By considering all these points they can easily
target at specific category of clients and achieve more output. For example, Jaguar's-S
model is usually preferred by the young clients (Fan, Lau and Zhao, 2015). Where XFR
and XJL are mostly target to the category of well-educated and business class people.
This is considered as a simplest and commonly used approach. Through this companies
are able to directly connect with clients according to their taste and demand. In this car
manufacturing companies divide their product on the basis of earning.
 Psycho-graphic: In this segmentation method life-style of customers are considered in
order to target them. Jaguar also launched several models according to life-style of their
customer in order to attract them. Such as XKR-S model which is provided with excellent
sensors, through which total people travelling in car can also be counted. All the models
of Jaguar are considered as symbol of luxury. Psycho-graphic is similar to behavioural
such as both consider activities and life-style of clients. Manufacturers are implementing,
feature by considering lifestyle of user.
2.3 Targeting strategies for selecting products and services.
Target strategy of market is considered for making sales of product and services of
company. This process is divided into three categories such as undifferentiated, differentiated
and concentrated that are mentioned below such as: Differentiated marketing: Under this method, various potentials are considered in order
to attract more number of customers. For this, specific market designs are considered for
developing fixed market mix for each module. This method is usually considered in order
to achieve higher volume and profitability into market. It also helps to develop huge
share in market. Through implementing all these strategies new designs are introduced
along with this productions and promotions of new products can be also achieved.
 Concentrated marketing: Under this, various segments are considered but out of them
only few will be achieved by organisation. They consider segments by identifying needs
and on the basis of that new specific designs will be introduced (Helm and Gritsch,
2014). Companies prefer this method because, they can focus on specific resources and
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can generate effective profit through them along with this objective can be reached with
limited resources.
 Undifferentiated marketing: In this method, clients are distributed on the basis of
potentials. All the difference is ignored by organisations and services are offered to all
clients.
On the basis of above target market strategies, Jaguar consider undifferentiated and
identified targeting approach for providing service of XKR-S model. In order to attract more
number of client without considering potentials and difference. They are providing their services
for all customers. Under this methods client are identified on the basis of their volume, demands
and competition of segments.
2.4 Demonstration of buyer’s effect on marketing activities under different buying situations.
Customers buying activity reflects their mental and emotional status, by observing it
through various research and past consumptions of products new strategies can be prepared. Due
to this companies make selling plans by considering outcomes of their analysis. Decision of
taking a Jaguar cannot be an impulsive decision. Before purchasing client go through various
stages such as social, psychological and personal factors. The requirement of Jaguar is describing
the quality and services they are providing to their clients.
The demands and supplies may get affected by economic factors because due to various
trade restrictions and policies company may face inflations. During the inflation period response
of customers also get decrease due to which firm can have problems with expenditure of
organisation. Along with this current brand image also create huge impact on the marketing of
product because customers would not be happy with the feature and services of products. Due to
which supply of product may get affected. And chain of dealer and supplier may break. Along
with this some internal factors may also create negative impact on organisation such as vision
and objective. On the basis of above description role of buyer in order to affect an organisation is
based on the combine effect of internal and external factor of organisation.
2.5 New positioning of selected product/services.
Positioning of product is considered as a last stage of segmentation and marketing
process. Testing and segmentation which is also known as STP process. Positioning is
considered by every product in order to reduce the complication of implementation stage. Jaguar
is a trusted multinational brand therefore in order to maintain reputation of company at global
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level they should consider this process seriously. The process involves strategies in order to meet
objective of organisation. Before, implementing deploying any strategy they should consider
various conditions along with this they also consider backups so that in case of failure of one
company can implement another.
Positioning is sometime considered as drawback for any organisation because due to this
every they have to implement motivating strategies and approach for any work so that reputation
of organisation remains maintained. As Jaguar is having image of luxury and sport car
manufacturing company. In case if firm is trying to introduce commercial vehicle. In such
situation organisation will have to put extra efforts in order to attract clients towards their new
services. Due to the image of high brand value responsibilities of maintaining reputation of
organisation get increased because users are having high exceptions with company.
TASK 3
3.1 Development of products in order to sustain competitive advantage.
For sustaining competitive advantage of any product organisation are using various
techniques. Usually, product development is considered as an elementary stage in order to
achieve sustainable competitive advantage (Huang, and Sarigöllü, 2014). For this, they can either
use existing product on introduce new product. Process of product development takes place in
two parallel paths in which one is related to the market research and another is related with idea
generation. For example, HSBC bank of UK which is one of the largest bank.
In order to attract new customers bankers are applying various strategies so that more
number of citizen can deposit or invest their money through various schemes. For this they are
considering various situations and developing new ideas out of them screening takes place. After
deciding ideas to be implemented testing of product takes places on the basis of that effect of
business is considered. For this various testing approaches are considered such as beta testing,
alpha testing and white box testing. On the basis of result generated by testing
commercialization of product takes place.
3.2 Distribution arrangements
Banks are using advance distribution approaches in the form of ATM, digital& mobile
banking and branches in order to provide convenience to their clients. Through this user can
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access banking facilities 24*7. For this various safety measures also considered because due to
this chance of theft also gets increased. Main distribution arrangements are as following:
 ATM: According to the servery conducted by IBM institute of business, 65% of clients
are accessing their account through ATM (DeWan, Green and Hayden, 2013). Due to this
it is considered as one of the advance terminal by which wide range of banking task is
happening. In order to provide facilities HSBC has provided various ATM branches at
different locations so that client do not feel any difficulty.
 Digital and mobile: From this 39% of young customers are accessing their account by
using various websites and smartphones (Davari, and Strutton, 2014). This is considered
as a modern financial channel and in order to promote this HSBC is also providing
websites and mobile apps for convenience.
 Branches: In order to provide convenience to their clients HSBC bank is providing
various branches so that instead of travelling so much to reach bank, user ca approach
their nearest bank.
3.3 Prices that are set to reflect an organisation's objectives and marketing conditions.
Banking sector also involves lots of pricing strategies on the basis of various marketing
conditions and targets. They can be implemented in following ways:
 Penetration pricing: Under this organisation provider services at lower prices compared
to their competitors in order to penetrate market (Khan, 2014). So that more number of
customers can be attracted toward their brand. By using this method HSBC is providing
loan at low interest rate compare to other banks of UK due to this more people loans form
their bank.
 Pricing skimming: Under this organisation provides their services at prices compare to
other competitors. This usually happen in case of new products or services. HSBC bank
is using this method at credit and debit card transaction, due to this which customer, have
to pay extra charges while using this service.
 Economy pricing: In this service are provided at very low price. By using this approach
HSBC bank is also providing some special loans such as educational and health loan at
considerably low prices. Due to which more number of customers are able to this
product. They are also trying to handle their competitor by attracting more clients through
nominal interest rates.
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3.4 Illustration of promotional activities integrated to achieve marketing/objective.
Promotions are considered as a part of marketing mix. Under this various action are
involved such as advertisement, public relations, personal selling and sales promotion. If any
organisation wants to attract more customers and connect through their products in that case they
should implement promotional activities into their business (Challagalla, Murtha and Jaworski,
2014).
In banking sector, various promotional strategies are available such as SEO, digital
marketing, newspapers. They are directly connected with the goals and objective because every
organisation wants more number of customers using their products or services so that they can
easily achieve their target. HSBC also use various promotional strategies involving both digital
and traditional so that more numbers of clients know about their services and can take advantage.
And due to this bank can also achieve their target. For this they provide various offers through
their loans so that target of bank can be achieved easily.
3.5 Analysis of additional elements of the extended market mix.
Additional elements of the extended market mix are following:
 People: In this management of workers along with their responsibilities are considered
very important in order to reach goal of organisation (Nath, 2017). HSBC bank give
emphasis in order to provide effective organisation environment. So that employees can
perform their job efficiently. They are considered as an important element in order to
improve experience of services and products. Through this approach salesman tries to
understand attitude, skills and appearance of individuals.
 Process: Under this, system is considered that is used to complete task such as HSBC
bank involve uniform process where users can make transactions at any time using
various services such as ATM and online banking. This is considered as important
element of market mix, in order to promote any product. It involves sequence of steps in
order to achieve an outcome. It consists of various stages such as techniques involved on
the basis of service. Along with this feedbacks and value chain I also considered
important of the process.
 Physical evidence: It is considered as a evidence provided to clients while doing
purchasing. The purpose of is to provide evidence for judicial processing. In order to
prove fact by by using the characteristic of object's evidence. Jaguar provides physical
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evidence to their clients in the form of bill. In case if customer if facing any issue with
their product then they can take judicial action accordingly.
TASK 4
Enclosed in ppt.
CONCLUSION
On the basis of above report, products are used to represents the image of brand. In order
to maintain market Jaguar is implementing various strategies such as segmentation, target and
market mix. Various marketing strategies are implemented in order to increase achieve objective.
On the basis of that it is clear that company had great impact of inflations due to which shares of
products get influenced. Vodafone is extending their services at UK. Due to which they are
providing low rate offers to their clients.
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