Comprehensive Marketing Analysis of Land Rover: UK Market Dynamics

This report provides a detailed marketing analysis of Land Rover, focusing on its operations within the UK car manufacturing market. It begins with an overview of the UK automotive industry, highlighting its significance and key players, including both domestic and international manufacturers. The report then identifies the main factors influencing Land Rover's operations, utilizing PESTEL analysis to assess the political, economic, social, technological, environmental, and legal factors impacting the company. A SWOT analysis is also conducted to evaluate Land Rover's internal strengths, weaknesses, opportunities, and threats. The report further examines Land Rover's marketing performance and strategy, including segmentation, targeting, and positioning (STP) as well as the marketing mix elements (product, place, price, and promotion). Additionally, the report analyzes the company's advertising aims and promotional activities. The conclusion summarizes the key findings, emphasizing the importance of marketing strategies and the effective execution of the marketing mix for business success. This assignment is contributed by a student to be published on the website Desklib.

Introduction to
Marketing

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. 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.
MAIN BODY
(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.
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.
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(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.
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. 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
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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.
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. 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.
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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. 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.
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
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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.
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.
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.
TASK 2
Introduction
Advertisement can be in the form of a picture, short film, etc. That tries to persuade people to
purchase a product or service of the company that provided the advertisement. It is is an activity
of marketing department and included as a promotional tool. Land Rover has been selected in
this assignment. It is engaged in the manufacturing of luxurious SUV and other cars which target
higher class of customers who wish to experience uniqueness and superior quality together with
high Technology.
Main body
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Advertisement aims: Land Rover is a renowned brand and holds a good position
in the market in many countries. It is not do advertisement just like any other
company. However, it it contacts directly to its customers through road shows.
ultimate objective of such promotional activities are two have a close contact with
buyers and to attract new customers in order to buy existing as well as newly
launched cars. Reason also important to you who create awareness about number
of features added, innovation introduced, increase or decrease in price, any kind of
offers, and for many other things.
Advertisement planning: invoice number of activities such as the target audience
to which company wish to communicate about its product, and medium to reach
them. Land Rover has its individual social media planning in which reviews of
wires are taken which company in improving its what is cheap or other aspects of
the products. Marketing department of Land Rover analyse the importance of
presence digital world which connects huge number of population to each other.
Marketing theories:
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