Marketing Report: Land Rover's UK Market Analysis and Strategy

This report offers a detailed analysis of Land Rover's marketing strategies within the UK car manufacturing market. It begins with an introduction to marketing and then provides an overview of the UK automotive industry, highlighting key players and market trends. The report identifies the main factors influencing Land Rover's operations using PESTEL analysis, examining political, economic, social, technological, environmental, and legal factors. A SWOT analysis is also conducted to assess Land Rover's internal strengths and weaknesses, as well as external opportunities and threats. The report then delves into Land Rover's marketing performance, analyzing its segmentation, targeting, and positioning (STP) strategies. It further examines the company's marketing mix, including product, place, price, and promotion strategies. The report concludes by summarizing the key findings and emphasizing the importance of marketing in the automotive industry. The report also includes references to academic sources supporting the analysis.

Introduction to
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
(a) Overview of UK car manufacturing market.....................................................................3
(b) Identify the main factors influencing company's operations............................................4
(c) analysis of marketing performance and strategy of Land Rover......................................6
TASK 2 ...........................................................................................................................................7
Covered in PPT.......................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is defined as a process or activity exploring, creating and promoting products or
services which can satisfy the customers' needs. An organisation perform functions to identify
market and potential buyers who are willing to you purchase the goods (Harmeling, and Et. Al.,
2017). The company chosen for the report is Land Rover located at Whitley, Coventry, United
Kingdom. Further, it covers overview of UK car manufacturing market, main factors affecting
company’s operations, and analysis of marketing performance and strategy of the selected
company. Furthermore, market environment of UK car manufacturing together with company’s
marketing mix strategy and current marketing performance are also provided in this assignment.
TASK 1
(a) Overview of UK car manufacturing market
Automotive industry in UK is recognised for manufacturing cars in premium and sports
segment. It has local such as Land Rover, The Lister Motor Company Ltd., Aston Martin,
Bentley etc. as well as international players like Honda, Toyota, Nissan many more. The history
of the market states the expansion and progress which gained it the position of second largest
manufacturer of cars in the world and the largest exporter. However, due to cut throat
competition by France, Germany and Japan, it had to face significant lower growth.
According to 2018 date as provided by UK government officials, it has built over 1.5
million cars and about 1.23 million were exported across the world which accounted for 81.5
percent of Total production. Furthermore, it is a vital part of UK economy which earned turnover
of euro 82 billion and Euro 20.2 2 billion was value added. Also, almost 186000 individuals are
employed directly in manufacturing. Along with this, about 3.65 billion Euro is invested every
year for conducting research and development in automotive (Copuš and Čarnogurský, 2017).
Manufacturers in UK producers more than 70 different models of cars and has a bunch of
some most skilled and capable engineers in the world. All the companies operating in UK market
have shifted the process and procedure to more advanced technologies. Furthermore,
environmental factors are being taken care by reducing pollution. The government in the country
supports all the domestic producers by providing them adequate financial assistance. The
entrance of globalised manufacturers have posted it limit switch has created cut throat

competition. It is increasing every year and to survive this, all the entities are focusing on
marketing and related strategies and mix.
(b) Identify the main factors influencing company's operations
Business environment has external and internal factors that effect business of an
organisation. PESTEL has been conducted to identify external forces affecting company's
operations which is as provided:
Political factor: interference of government in plans and policies of a corporate are
included in these factor. It includes foreign trade policy, tax policy, labour law, environmental
law, trade restrictions and many more. Brexit is the prime concern of Land Rover which main
potentially impact its business because of thousand of jobs would be lost. Also, major plants will
be closed and it will be hard to survive in such conditions. It has increased provision for
contingency plans by 39% on the basis of predictions (Blythe and Martin, 2019).
Economic factor: this factor impact on economy and its performance which ultimately
affects the operation and profitability of entities. These are interest rate, rate of employment and
unemployment, conversion rates, raw material etc. With the entry of international companies,
prices of raw materials increased also it hit the export markets. These are some serious factors
affecting Land Rover’s business. Also, the Brexit decision has slowed down the sales. For the
expansion of the business, it made investment for the revival of the business in other countries.
Social factor: it focuses on social environment which consists of beliefs, moral, opinion
and demands of the individuals living in a society. It is about family demographics, education
levels, cultural trends, attitude changes and changes in lifestyles. Earlier, Land Rover was hit by
financial crisis and other issues which damaged its reputation. In order to rebuild the lost position
and trust it used effective marketing. Also, increased the quality, reliability and class of the cars
manufacturing by it.
Technological factor: innovation and development in existing technology is available in
the industry can be considered as major factors that may influence operations of an entity. These
includes change in digital or mobile technology, automation etc (Agiel, 2017). When companies
like BMW, Mercedes Benz, and other similar international companies launched cars with
automation, Land Rover felt the need to use advanced technology and innovation. Also, demands
and preferences of customers change rapidly when it comes to technologies. This is a major hotel
in creating desired product.

Environmental factor: it is related to surrounding environment and impact on ecological
areas. Concern about environment has increased within the people living in country. Along with
this, is a constant pressure on organisations 2 to carry their work in a sustainable manner. Land
Rover contribute major portion of its profits CSR with objectives to provide education, health,
technology etc.
Legal factor: the legislation that applicable must be followed in letter and true spirit. If
there is any restrictions or rules are provided by government they are included in legal factors.
Land Rover has a strong approach to save and protect its brand image and assets. Contravention
in any legal provisions may cause major hurdles inquiring business smoothly. Therefore, it
makes short to abide by applicable legislations (Menon, M. SBlankson and ET. AL. , 2019).
SWOT is conducted to know impact of internal factors. Land Rover's SWOT has been
presented below:
Strengths: Land Rover is manufacturer producing premium cars with added features
according to demand of customers. It manage available resources effectively and efficiently. It
has gained a competitive position two unique designs and highest quality standards with delivery
of high performance vehicle along with price which attracts huge number of buyers. Sales
volumes are stable in developing markets and has considerable control over political influence in
UK. The expansion plans and creation of jobs are also its strengths.
Weaknesses: Land Rover focuses on manufacturing premium and luxury performance
cars which may turn its weakness. It invest time and efforts in making strategic plans to remain
in the competition with international players however, just makes the business vulnerable to local
organisms that emerging international boundaries for brand association. It has poor control over
distribution channels due to which the whole processes from manufacturing to delivery of the car
may be delayed. This can cause serious damage to its image and trust.
Opportunities: Land Rover considered to build research and development capabilities to
identify the new innovation in technology that could be added in the existing models and launch
them in the market as new to attract more customers (Vodák, J. and Et. Al. , 2017). Furthermore,
it has turned to sustainable business practices which has reduced operating costs to a significant
level and increased the productivity. This will help in long terms to who survive in unstable and
uncertain economic conditions. Advanced version may be introduced by using market position

which will help in creating improve production capacity to have more sales volumes by
exploring new market opportunities.
Threats: it is facing difficulties in protecting intellectual property rights outside UK and
which main cause go through litigation procedure. too much concentration on premium and
luxury segment will make it lose market two local competitors. Also, brexit it possess use thread
as it is likely to impact its export to European Union countries where it has maximum export
business of cars. Along with this, tariffs baby changed which may impact its decision to expand
the business in European countries.
(c) analysis of marketing performance and strategy of Land Rover
Marketing performance is an activity of marketing department where by results obtained
from marketing are measured against the set objectives (Radwan, 2018). Evaluation is done for
making more impactful decisions which will help in attaining outcomes closed to established
goals. Land Rover's marketing performance can be analysed through STP which is as follows:
Segmentation: earlier, Land Rover was more focused on premium and sports segment
only. The rapid change in automobile market in UK has made the company feel the need to you
have cars into different categories such as mini, compact, mid size and sedan. This is done with
an objective to achieve sustainable development and to address and overcome challenges
(Eryılmaz, 2017).
Targeting: Land Rover is known for its high and comfortable cars in SUV segment and
target people who wish to have a driving experience. This helps in attracting them to by its cars.
In addition, targets government car and commercial car. It designed the appearance by
combining fashion and alluring interior. Also provides features like good road capacity which
may give unique experiences to the one driving.
Positioning: it focuses on providing fully functional and high and features synchronised
with luxury and to meet the expectations of consumers. The advertisements are shown in a way
to encourage buyers to purchase the cars manufactured by it in which a brief of combination of
body and high and configuration are displayed. Hence, Land Rover's cars are suitable for the one
seeking luxury experience with advanced feature and brand.
Marketing strategy refers to integration of individual marketing goals into one
comprehensive plan which chairs drawn on the basis of information gathered through market

research. Desired results are obtained through marketing mix. Furthermore, as for Land Rover,
marketing mix has been elaborated below:
Product: Land Rover is a luxury brand which makes SUV and other cars in the premium
segment and also in sports segment. It has presence in major cities across the world. It is
planning to introduce electric cars and automatic to give tough competition to its rivals and
become a head in the customer market. The product offers uniqueness with your style and
elegance due to which it is preferred by majority of people (Kochetova, Kononova and Rubert,
2017).
Place: it has collaborated with many companies for extending its market to different
areas worldwide. This made it shift and adjust the prices according to the demands in different
markets. The prices are set by considering the demands and needs of selected groups.
Price: it has premium pricing policy to customers. Land rovers commit to deliver high
quality products for the selected classes of customers which can satisfy their requirements. It
focuses on mixing the high Technology with an essence of exclusivity. Hence, target customers
are willing to pay the price set by the company.
Promotions: the brand name of Land Rover is already famous and recognised around the
world by many people therefore, it does not hard promotions. However, it conducts top notch
Management research activities on a timely basis. Also show it contact with buyers through
television advertisements print media and it advertisers on social media. Furthermore,
sponsorships and road shows are some of its promotional tools through which the interaction
with the customers are done (Cini and Farrugia, 2017).
TASK 2
Covered in PPT
CONCLUSION
From the above report it has been concluded that, marketing is an essential practice of a
business for making awareness among the customers including the prospective to buy the
products of a company. Furthermore, there are macro and micro factors in business environment
which need to be addressed by conducting PESTEL and SWOT. Along with this, marketing
strategy can prove to be beneficial for company if elements of marketing mix are executed and
implemented well.

REFERENCES
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