Marketing Essentials Report: Land Rover's Strategies, Roles, and Plans

This report delves into the marketing strategies of Land Rover, a prominent multinational automotive company. It examines the key roles and responsibilities of the marketing function within the organization, emphasizing promotions, pricing, branding, and customer needs. The report also explores the interrelationship of the marketing department with other departments such as human resources, finance, production, research and development, and society. Moreover, it includes an analysis of the marketing mix (7Ps) and a comprehensive marketing plan, providing insights into how Land Rover addresses its customers, stakeholders, and competitors. Finally, the report discusses the importance of internal and external environments for the organization and how Land Rover deals with them. The report also covers the advantages and disadvantages of the interrelationship of marketing with other departments.

MARKETING
ESSENTIAL

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1: Key roles and responsibilities of marketing function............................................................1
P2: Roles and responsibilities of marketing relate to organization..............................................3
LO 2.................................................................................................................................................5
P3: Comparison on the Basis of Marketing Mix (7Ps)................................................................5
LO 3.................................................................................................................................................9
P4: Marketing Plan......................................................................................................................9
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is an activity in organization which is dealing with promotions of products for
buying and selling (Waheed and et.al., 2017). It is very essential for organizations in market to
keep getting changes in organization so that they can keep the customers satisfied and have a
stable market share for themselves. There are different techniques and methods which are used
by organizations so that they can compete with their competitors in market.
Land Rover is a multinational organization and an automotive industry which is having
its headquarters in England, United Kingdom. It is a luxury vehicle and is owned by Jaguar Land
Rover which is owned by India's Tata Motors since 2008. There are a lot of changes which are
taking place in the organization so that there is a satisfaction of the customers with the products
which the company is dealing with. The organizations focus is on making customers satisfied
with the services and products which Land Rover is serving to them.
The report would discuss the new product which Land Rover is coming up with and the
market plan which is required for the company to understand the market for themselves. There
has to be a balanced internal environment of the organization so that the company can work
effectively and improve the productivity of the organization.
LO 1
P1: Key roles and responsibilities of marketing function
The roles and responsibilities of marketing department varies from one another which is a
very important for the organization to have a strong team in marketing department. Land Rover
has understood that factor in organization so that they can have a competitive advantage in
market which is very important for them (Nijssen, 2017). There is a huge competition in market
which the organization has to work upon so that they can compete in the market.
Roles of marketing of Land Rover
 Promotions
Marketing team of Land rover knows how to promote themselves and how to keep the
customers attracted to their company. There is a lot of comfort which Land Rover is providing to
the customers which other companies are not providing therefore Land Rover is promoting
themselves using television and social media to impact the customers which is being used by the
marketing department of the company.
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 Pricing
Pricing of the company is set by the marketing department because they have a direct
connection with the customers which is making the company have an upper hand (Catherine,
2019). Marketing department of Land Rover understands the customers very well therefore they
are being able to price the vehicle accordingly which is making a lot of customers get attracted to
the organization. The customer base which Land Rover is having are from the upper society to
target that the quality and the comfort level in the products have to be maintained.
 Branding
Marketing department also makes the portfolio for the organization which will impact the
brand image in market. Luxury and premium pricing is done in the company because Land
Rover targets for the upper society and gets a lot of profit by doing so. Land Rover has a strong
brand image and portfolio for themselves which is very important for them and that is making
the organization have a stable functioning for themselves. Value of Land Rover are clear and the
organization has sold 62, 405 units as of 2019 (Jaguar Land Rover Reports US Sales for June,
2019).
 Customer needs and demands
Customer needs and demands keep changing from time to time therefore it is very
important for Land Rover to understand that factor and make changes in organization
accordingly (Dioko, 2016). Marketing department can understand the customers well and with
the help of research and development department can make the changes and make the customer s
satisfied by meeting the need and demands of them. Customers needs are shifting to electrical
cars which Land Rover is considering but with the quality and comfortable drive which they
have maintained for the customers from a long run.
Responsibilities of marketing in Land Rover
 Setting marketing strategies
There are a lot of strategies which the marketing department can find for themselves for
the functioning of Land Rover in market (Kaynak and Delener, 2019). Marketing department of
Land Rover is very experienced which will make the organization have a better functioning for
themselves so that they can have a better functioning for themselves. Pricing and the
improvement which are required in organization is a responsibility of the marketing department
so that the organization can have an effective functioning for themselves.
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 Market research
Marketing department has a better research for marketing which is very essential for land
Rover so that the organization can have a better capture for themselves in market. It is very
important for Land Rover to have a stable market for themselves so that they can have a better
functioning and increase their productivity so that the customers can get their products on time.
 Seminar and events
There are a lot of seminars and events which are held by the marketing department of
Land Rover for the customers and the shareholders of the company so that they can maintain the
standards of the company (Yi, 2017). There has to be an update which is to be provided to the
shareholders and clients so that there is a better functioning for themselves. To understand the
customers and share holder of Land Rover can be understood with the help of these events and
seminars which Land Rover holds so that the products can match their expectations.
 Communication
There has to be a strong communication in the organization so that the organization can
have a better functioning for themselves and that will make Land Rover have a better functioning
for themselves (Bhosale and Phadtare, 2019). Transparency in the internal and external
environment is managed by marketing department so that everyone are aware of the changes
which are taking place in the organization.
It is very important for the marketing department to make the changes after
understanding the marketing environment of Land Rover so that the employees will be able to
cope with the changes. Productivity and the stands of the organization have to be managed so
that the organization can have an effective functioning for themselves.
P2: Roles and responsibilities of marketing relate to organization
Roles and responsibilities of each department differ and their roles and relationship with
marketing is also different in nature which is going to be discussed in the further report.
 Marketing and Human Resource
Marketing and human resource can plan events and seminars together so that the
standards of Land Rover can be met and the promotions can be done even better (Elrod and
Fortenberry, 2018). These are not small scale events therefore it is very important for both of
them to have a balance and this will make the organizations have a better motivation in the
organization as well. Marketing gets changes and Human resources have to support that and
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motivate the employees in Land Rover accordingly so that they can have a better functioning for
themselves. There is a need for the requirement of information of the employees of the company
between the two so that the effectiveness of the company does not reduce.
 Marketing and Finance
There are funds which are required by all the departments of Land Rover so that they can
function effectively in Land Rover. Marketing can have a good communication with finance so
that they can update each other about the sales which the organization has made and that is very
essential for Land Rover to understand so that there is a better functioning for them. Funds have
to be provided so that there are changes which can come in the organization which is going to be
very beneficial for the organization. The marketing and finance team must make sure that there is
a clear plan for the company and the financial help the marketing team needs for the company to
expand or get more customers in the company.
 Marketing and Production
The production has to have good communication with the marketing department so that
they can decide on the changes which have to be got in the existing or new products which are
being launched by Land Rover (Lähteenmäki-Uutela and et.al., 2018). Customers keep shifting
from one product to another so that they can have a better functioning for themselves which is
going to be very important for them and that will make the organization have better functioning.
 Marketing and Research and Development
Marketing and the research and development departments have the strongest bond in
Land Rover because the changes which are made are by research and development department in
Land Rover and without marketing department land Rover will not be able to make changes in
the organization. Marketing department has a direct interaction with customers which makes the
marketing team understand the needs of the customers which can make the research and
development team improve the products accordingly. Without this communication between the
two Land Rovers would not have been able to have a competitive advantage for a long run in
market. Marketing and society
The company is making sure that the expectations of the society are being met in the
company so that there is a better functioning of the organization which is a very essential factor
for the company. This will make Land Rover have better profit margins if this factor is make the
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priority of the marketing department. Marketing team gets changes in the company according to
the customers which is going to attract more customers in the company. Marketing and competitors
The marketing team has to know the competitors in the market well so that they can make
decisions for the company accordingly which is going to be very helpful for the company. The
customers are not attracted to other companies in the market has to be made sure by the
marketing team of the organization Marketing and political environment
There are a lot of measures which have to be taken in the company so that the organization
can have smooth functioning and efficiently so that there are better profit margins. Marketing and shareholder
The shareholders of the company have to be understood by the marketing team because there
is a percentage of the revenue which is taken by the shareholders of the company therefore the
decisions of the company have to be planned accordingly.
 Marketing and economic environment
The marketing has to price the products after understanding the economic stability of the
country which going to be very helpful for the company to expand themselves in other countries.
Disadvantages of Interrelationship
Land Rover has faced this problem in past which is that their productivity and market
share had faces a loss because they did not meet with the needs of customers. It is very important
for Land Rover to have a better communication so that they can function effectively and
efficiently in market which the organization has learnt over years (Miller Jr, 2020). There is
going to be a lack of coordination in organization which is going to make the quality of products
reduce and the organization will not have a good customer base and a good image for themselves
in market.
Advantages of Interrelationship
There will be a stable productivity and standard which Land Rover can maintain for
themselves is that they can have a better functioning for themselves in market. This will make
the company gain a lot of profit and the organization will be able to have a stronger portfolio in
market which will give Land Rover an upper hand on the competitors in market. There is a
clarity in organization as to in which direction the organization needs to function in and roles and
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responsibilities can be distributed equally (Klepek and Starzyczná, 2018). There has to be a
healthy environment which has to be maintained in organization so that the needs and demands
of organization can be met and Land Rover can make a lot of profit in market. This will make
Land Rover reach their objectives and aims faster and have a competitive advantage in the
market which will make the company have a stable customer base and market share.
LO 2
P3: Comparison on the Basis of Marketing Mix (7Ps)
There is comparison between Land Rover and BMW on the basis of marketing mix 7Ps
has been included below. Marketing mix is basically a strategic tool which almost all businesses
use for attracting lots of people towards their brand.
7Ps of Marketing Mix Land Rover BMW
Product Land rover mainly focuses on
provide contemporary and high-
tech vehicles. Its vehicle design
department always try to maintain
effective build quality of their
vehicles. Company's research and
development team is too creative in
producing different types of
vehicles. Body shape of its vehicles
is totally different from BMW's
vehicles. There are Defender,
Freelander, Sport Range Rover and
Range Rover main products or
vehicles of this company.
BMW specially focuses on
providing attractive cars in auto-
mobile industry (Davis, 2018). Its
products are also completely
contemporary and high-tech.
Company believes in innovation
and technology, that's why its
vehicles are too unique and
different from their competitors
like; Land Rover, Audi, Mercedes
etc. Company provides a specific
range of sports cars too. In some
European countries, people are
really like to buy its sports cars.
Place Land rover provide their products
and services almost in all countries.
It is very successful in its business
expansion process. Top-level
management of company still
BMW currently offers their
products and services worldwide.
It has large customer base in
European and American
continent. This company is also
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finding new market opportunities
to more expand its operations in
international market (Bhasin,
2019). UK, USA, Canada,
Switzerland, Netherlands,
Germany, Dubai and Mexico are
some major market places for this
company. This company need to
something from BMW for
effectively achieving their
objectives on time, because
BMW’s place selection task is too
productive.
different new market segments to
launch their existing products and
services. Company has many
authorized showrooms in
different countries. But especially
rich or developed countries are
main market place for BMW.
This company should analyse the
Land Rover’s business expansion
process to achieve their decided
target on time. Reason is, Land
Rover is also too excellent in
market place selection.
Price Prices of their products and
services is something higher in
comparison of other common
vehicle manufacturers. Reason is, it
charges high prices because it
provides vehicles with extra-
ordinary features. Its most products
or vehicles are mainly coming
under premium category, that's why
it charges some high amount from
customers. Land rover's pricing
tactic is too simple, it just charges
on the basis of product's quality
and value. The need to use
competitive pricing strategy which
BMW uses in their business
environment to achieve
organisational objectives.
This company's pricing policy is
only favourable for those people
who come from high income
group. Reason is, company
mainly offers luxury vehicles, and
these are affordable for rich
people. That's why it has large
customer base only in rich and
development countries.
Company's spare parts are also
too expansive to buy. It charges
high rates from customers, but it
provides quality products and
services too. This company is
required to implement value
based pricing strategy which Land
Rover uses in their operations.
This is strategy is too effective in
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achieving business objectives.
Promotion It uses various tools of marketing
for promoting its products and
services, like; Social media
marketing, Posters, holdings, TV
advertisements etc. By the way
currently no need to highly
promote its brand, because it
already has great reputation in
international market. Marketing
team of Land Rover is too active,
because it runs its operations
according to market situations. For
example; currently social media is
the best way to all companies to
influence people. In this situation,
company's marketing team daily
publishes photo and video ads on
social media. The company need to
use popular personalities which
BMW uses to promote their brand.
This step will help in achieving
decided objectives.
BMW is no need to promote its
products and services in market,
because it also has great brand
value in international auto-mobile
industry (Baker, 2016). But it
runs many marketing campaigns
in a year for attracting new
customers towards brand. Its
marketing team specially uses
some models, actress, influencers
in their advertisements to
positively impact people in
market. It uses those all marketing
tools in their promotional
activities which the Land Rover
has used, like: newspapers,
holdings, TV advertisements etc.
Currently Land Rover is taking
huge advantages from social
media marketing, so BMW also
need to employ this techniques to
achieve business objectives on
time.
People It has very innovative and skilled
workforce which day or night
working for achieving its target.
Specially Land rover's research and
development team give great
contribution in its all over growth,
This company only hire those
people in its organization who has
extra-ordinary talent and skills.
BMW always gives priority to
those people who have great
knowledge and experience of
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because this team highly effective
in producing attractive vehicles.
BMW always focuses on hiring
skilled employees, so Land Rover
should also take this step to achieve
each organisational objective.
auto-mobile sector. That's why it
has too innovative workforce.
Currently Land Rover very
effective research and
development team, so BMW also
need to improve its research and
development team. This thing can
support o company for achieving
decided objectives on time.
Process Company's all operational
processes are too simple. It uses
various management tactics in their
daily operations to smoothly run
each process (Marcial, 2018). For
example; in its distribution process,
company just provide its vehicles
in their authorized showrooms.
Company's after selling services
are also too favourable for
customers. Company charges low
maintenance charges to in
comparison of BMW, because
BMW's maintenance charges are
too higher. Instalment process of
Land rover is not much
complicated, because a customer
can easily fulfil instalment
formalities when it buys company's
vehicle.
BMW has many showrooms in
different market segments, so
when any customers want to buy
its products and services, then that
customer get in just small-time.
Company has excellent
distribution channel, so its
distribution process is too simple.
Its other services are also too
favourable to customers, like;
paperwork, legal formalities etc.
Company provides vehicle
insurance facility also to
customers. Its instalment process
is also easy like Land rover,
because a customer no need to
fulfil various complicated
formalities, when it buys BMW's
any vehicle.
Physical Evidence Land Rover's provides its vehicle In this part of marketing mix,
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models in different shapes and
colours. People can easily
differentiate company's vehicles
from other companies. Customers
feel well when they ride its
vehicles on roads. On the other
side, when customers visit in their
showrooms, then its highly skilled
employees give them the
memorable experience. Reason is,
their employees great
communications skills which
helpful in attracting people towards
brand.
when customers visit in its
showrooms, on that time its
existing staff give them full
information about vehicles. For
example; price, durability, build
quality, warranty period of
accessories etc. Their staff is like
to interact with customers, that's
customers are too satisfied with
company (Mujiyanti and et.al.,
2019). Customers are able book
their favourite vehicle through
BMW's online website too.
LO 3
P4: Marketing Plan
This marketing plan is formulated for Land Rover company.
Marketing Plan
Executive Summary
This marketing plan is produced in accordance to launch of new electric car of Land Rover
company in UK market and increase their sales effectively. This plan has different marketing
strategies and market analysis to ensure effective implementation of this marketing plan to
business and achieve objectives.
Mission
We want to deliver more great products, faster than we have ever done before. We want to be
leaders in the field of environmental innovation. We want to be sure our customers always come
first.
Goal
To provide excellent quality of products and services and increase customer satisfaction and
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