Product and Service Development Report: Jaguar Land Rover Analysis

This report provides a comprehensive analysis of Jaguar Land Rover's (JLR) product and service development strategies. It begins with an introduction to the company, a multinational automotive leader, and its diverse product portfolio, including both Jaguar and Land Rover models. The report then delves into the evaluation of JLR's products and services in relation to their lifecycle stages, from research and development to decline, using the product life cycle model. It examines the introduction, growth, maturity, and decline phases, illustrated with examples like the Jaguar Ecological car and the Land Rover Discovery. Furthermore, the report explores the management of these lifecycle stages, including the choice of appropriate product line management strategies. The report also includes a reflective statement and concludes with a summary of the key findings, offering insights into JLR's approach to product innovation, market positioning, and lifecycle management within the automotive industry. References are provided to support the analysis.

Product and Service
Development

Table of Contents
Product and Service Development....................................................................................1
INTRODUCTION...............................................................................................................3
Introduction of Jaguar Land Rover.................................................................................3
An overview of the different products and services offered by Jaguar Land Rover......4
Evaluation of a range of the products and services in relation to their life-cycle stage.5
Management of life cycle stages and the choice of appropriate product line
management..................................................................................................................8
Reflective Statement ...................................................................................................10
CONCLUSION.................................................................................................................11
REFERENCES................................................................................................................12

INTRODUCTION
Product and service development which means to design and development and
then offering a new product and service to existing customers and increasing customer
base of a company by developing and offering innovative and renovative product.
Product development starts with the idea which is able to fulfil needs and desires of
people. This report includes discussion over various stages which are involved in cycle
of product development. For the purpose of discussion Jaguar Land Rover have been
contextualized in this report. Jaguar Land Rover, it is a Multinational automotive
company of UK and a subsidiary of Indian automotive company Tata Motors. The
company is headquartered at Whitley, Coventry, UK. Along with discussion over life
cycle stages an evaluation of management of this life cycle stages have also been
included in this report. This discussion of life cycle and its stages have been followed by
reflective statement.
Introduction of Jaguar Land Rover
Jaguar Land Rover is a automotive car company, subsidiary of Indian Automotive
Company Tata Motors. This company is involved in design, developing, manufacturing
and sale of vehicles which are known as Jaguar and Land Rover.
Jaguar and Land Rover earlier which were two different companies and brand of two
different companies. Jaguar whose parent company was Ford Motor Company and
Land Rover whose parent company was BMW (Ashok, 2020). Later both of these
companies were acquired by Tata Motors in 2008 and both were renamed as Jaguar
Land Rover Limited in 2013. Jaguar Land Rover company deals in products which
come under the category of Luxury vehicles, these type of vehicles are supposed to
provide driver and passenger increased comfort. These type of products are of better
quality and are availed at higher prices than usual. The product range of the company
also includes Sport utility vehicles. These vehicles are also known as SUV and is a
category of motor vehicles which combine elements of road going vehicles and those of
off-road vehicles like raised ground clearance and four-wheel driving. This is subsidiary
of Tata Motors and its subsidiary are Jaguar Land Rover Holdings Limited, Jaguar Land
Rover India,Chery Jaguar Land Rover, Jaguar Land Rover Limited (Mukherjee, 2016).

The company Jaguar Land Rover employs around 43000 employees. In relation with its
operations than Jaguar Land Rover has operations which includes research and
development facilities and company have six main facilities for R&D, SVO facility,
Engine Assembly, Vehicle Assembly, Planned Facilities and co-operations.
An overview of the different products and services offered by Jaguar Land Rover
Jaguar Land Rover though the name is one but company offers two type of
vehicles which are known as two different big and successful brands. These are Jaguar
and Land Rover. Portfolio of Jaguar and Land Rover includes around 7 type of models
which are
Jaguar XE
Jaguar XF
Jaguar XJ
Jaguar F-Type
Jaguar E-Pace
Jaguar F-Pace
Jaguar Ecological car
All these products which are offered by Jaguar Land Rover under the name of
Jaguar have their own specification and characteristics and fulfil different type of desires
of its buyers (Fuchss and et.al., 2019). Jaguar XE which is known as compact executive
car. This car was designed by Ian Callum and was launched in 2014 at Paris Motor
Show. Jaguar XF is an executive car and estate. This car was introduced in 2007 and
second generation XF came in 2015. Jaguar XJ was launched in 2009. Jaguar F-Type,
this is a sports car in the portfolio. This is a two-door, two seater sports car since 2013.
Another product in the portfolio which is Jaguar E-Pace this is a sub-compact luxury
SUV. This car was officially revealed in 2017, July. Jaguar F-Pace, this is compact
luxury SUV and this car was announced in 2015 at North America International Auto
Show. Jaguar Ecological car is a battery electric crossover SUV and was announced in
2018.

These were products of Jaguar another brand which id known as Land Rover
(Guo-hong and Press, 2017). Portfolio of the company also includes 7 models under the
name of Land Rover these are-
 Land Rover Discovery Sport
 Land Rover Discovery
 Land Rover Defender
 Range Rover Evoque
 Range Rover Velar
 Range Rover Sport
 Range Rover
In these models of Land Rover, Land Rover Discovery Sport is a high end
subcompact luxury SUV this is best selling model of Land Rover from 2017. Land Rover
Discovery is mid-size luxury SUV, this series was introduced in 1989 and this is fifth
iteration. Land Rover Defender, this is off-road luxury SUV. This car was developed in
1980 from the original Land Rover series which was launched in 1948. Range Rover
Evoque, this is a subcompact luxury SUV. Range Rover Velar, is a mid-size luxury
crossover SUV. The fourth model in the Range Rover line, the Velar was launched on
March 2017 in London, England. The Velar car was released in the 2017 summer. The
Velar name had earlier been used in 1969 for a series of pre-production first-generation
of Range Rovers. Range Rover Sport is a mid-size SUV of Land Rover. The production
of first generation started in 2005, and this was replaced in 2013 by the second
generation Sport. The Range Rover (L405) is a full-sized luxury SUV made by Land
Rover. This car is the fourth generation of Range Rover series. This was product
portfolio of the JaguarLand Rover.
Evaluation of a range of the products and services in relation to their lifecycle stage
Every product and service whihc came in existence come with a fixed life span.
This is known as life cycle and this cycle of the product life includes various stages
through whihc product have to pass in its life (Ali and et.al., 2019). Cycle starts with
R&D and ends at Decline of the product. No matter how good quality and cgaracterstics
a product have after a certain time the product will come to stage of decline which

means that the product will become obsolate and demand of the product will reduce and
finally end. But in between R&D and Decilne of the product there are some more stages
whihc are introduction, growth and maturity.
Stages of Product-life-cycle are as follows-
Research and Development
This is stage where business research about the product. This includes various
type of consideration most important is market demand and consumer taste. Business
attempt to find the difference in available products and needs and desire of customers
and consumers (He, Luo and Huang, 2019). Other factor which is considered by
businesses are available resources, this includes various type of resources which are
physical resources, financial resources, human resources. To develop one product and
service all these resources are required for company. Research and development both
are individual different processes. Research attempts to identify and understand way
the product is being made and how the product can be made. This involves
identification of possibilities of a product existence. Development this is another activity
this includes that the team assembles and develop a product physically which is ready
to sell and used by the customers. In case of improvement and renovation of the
product research is undertaken to identify the scope for improvement. Development
includes addition or modification of the product. In context of Jaguar Land Rover they
Illustration 1: Product Life Cycle.
Available Through: Product Life Cycle. 2018.

first have to identify and understand which car is required to customers and they can
fulfil their needs. In some cases company first bring product into the market after that
through various techniques of marketing establish that car model and get companies
business from that.
Introduction Stage
From this stage life cycle of products get starts. This stage of the cycle involves
that product is introduced by the company in the market (Lyyra and Koskinen, 2017).
This is first stage of the cycle. This starts when company has developed a product and
ready to bring that in market. JLR have announced electric cars and hybrid cars which
can be considered at its introduction stage. In this company promote the product with
intention that it can create awareness about the product existence. This refers to
activities which focus at creating and increasing awareness about the company.
Growth Stage
This stage of the cycle is that phase in which company have managed to create
awareness about the product and which is followed action of people which result in
increasing demand of the product. Jaguar Ecological car is the product of the Jaguar
Land Rover which can be considered to be at this stage the reason behind this is that
this was introduced in 2018 and from that time it has managed to grow and increase its
demand in the market (Stark, 2016). In this company make its efforts in the direction of
increasing the demand of the product which are supported with extensive promotional
activities and marketing strategies.
Maturity Stage
This stage involves that product of the company is sold at highest rate but in this
stage growth starts slowing down. Land Rover Discovery which is presently at its fifth
iteration have passed through this stage four times in the cycle of product life. This
stage comes when new competitors with their product enter into market or the product
of the company become obsolete in the market related to its design and technology or
quality. This stage can be extended by the company by effective promotion activities
and by giving additional value to the buyers.

Decline Stage
This is last stage of the cycle and from this stage sales start declining. The same
product of the Jaguar Land Rover, Land Rover Discovery has gone through this stage.
This stage can be extended by the company by presenting the product in new form.
This requires company that it develop its products in new way. This requires innovation
with the product, improvement in quality and technological improvement.
Management of life cycle stages and the choice of appropriate product line
management
Product life-cycle management which means handling and managing products of
the products as it goes through various stages of its life (Liu and et.al., 2020). Which are
development, introduction, growth, maturity and decline. The handling and management
of life cycle of product involves both manufacturing and marketing of the product. This
management and concept of life cycle helps management in decision-making regarding
various aspects of the product which are price, promotion, expansion and cost-cutting.
Various companies, departments and employees are brought together in
Effective management of life-cycle, which are involved in the production of the products
and its streamline its activities. This has only goal which is to produce a product which
can outperform competitors and at the same time are profitable its highest extent and
lasts as long as technology permit and customer desire.
Product life-cycle management allows Jaguar Land Rover to manage increasing
complexity and challenges in engineering context for the development of new products
(Stark, 2020). They can be considered as one of the four cornerstones of the
manufacturing corporations management of communication, information technology
structure, dealings with suppliers and resources with enterprise.
Product line is group of products that are manufactured under the name of the
brand Jaguar and Land Rover manufacture and sell various type of products under the
category of Jaguar and Land Rover. Management of product line involves making
decision regarding manufacturing of various products under a product line. In product
line products are same and similar on various basis like their industry and their service.
The difference in the product is on the basis of price and quality and design of the

product. In relation with Jaguar Land Rover company manufactures cars and their
functions are same the difference is on the basis of their price and quality (Donoghue,
Hannola and Papinniemi, 2019). In this Jaguar is adding one more product in its product
line which is Jaguar Ecological Car.
Product life-cycle Management which is management of product at its various stages in
which
Research and Development stage involves decision-making related to development of
the brand. In this firstly management have to research about the requirement and scope
of the product in market. Management makes decision whether the product should be
developed or not and seeks that all the resources required for the manufacturing are
available to the organisation (Wlazlak and et.al., 2018). In context of Jaguar Land Rover
it can be considered that Jaguar Ecological car which is an electric car of the company
in this context as increasing concern of people about the non-renewable source of
energy company decided to bring a car which does not use such fuel.
Next stage of cycle which is also the first stage of the cycle which is introduction of the
product. In this stage company will introduce a new addition in their product line in the
form of Jaguar Ecological car. This stage involves promotions which are aimed at
increasing awareness. Manufacturing pace at this stage remains low and slow.
Distribution at this stage is limited. In this company have to chose which customers
should be addressed and delivered the product.
This is next stage which is growth stage of the product life. In this company involves
promotional activities which are aimed at increasing customers and sells of the product.
In this stage manufacturing decisions involves increasing manufacturing and in relation
with product line company can use Jaguar Ecological car high revenue earning product.
This will involve decision-making about increasing price of the product (Zahay, Hajli and
Sihi, 2018). Jaguar Ecological car when is at growth stage this is available at all the
points where products of Jaguar Land Rover are available. In this stage this becomes
easy for customers to get the product.
The next stage of Jaguar Ecological car is maturity stage this comes after growth and
when car have earned maximum profit. This includes Jaguar Ecological car is earning
and selling at highest rate and at the same time growth rate of the company is

decreasing. In this company have to increase its production and cut down its price and
give additional benefits to its customers so that company can attract people to buy
Jaguar Ecological car. This stage requires that company increase its efforts for
promotion. This stage of Jaguar Ecological car comes after 1.5 to 2 years after
introduction of Jaguar Ecological car, because of fast changing technology, changing
preferences of people and increasing competition. This stage can be extended by
effective promotional activities and marketing efforts.
This is last stage of the life of Jaguar Ecological car, this stage in known as Decline
stage. In this stage demand of the product start decreasing. This stage involves
decisions related to decrease the manufacture of Jaguar Ecological car. Price decisions
involves that price of Jaguar Ecological car reduces so that people buy Jaguar
Ecological car (Durmusoglu, Hirunyawipada and McNally, 2017). This stage requires
that company reintroduce the product with making valid modification in the product so
that it can keep the product alive in the market.
Reflective Statement
New Product which have been developed by Jaguar Ecological Car. The process
of this involves
Idea Generation
No product can be developed without an idea this stage involves generation of
that idea. The idea of developing ecological car was one of our teammate's idea. This
idea involves that Jaguar develops a car which have least negative effect on the
environment which is possible though this ecological car.
Idea Screening
This idea was later screened against strength and resources available with the
company. In this idea Jaguar have all the resources through which they can develop the
resources and this can be justified by R&D of the company.
Concept Development and Testing
In this stage we developed the whole idea in a concept and prepared a blue print.
This was testified with existing customers of Jaguar.
Business Strategy Analysis and Development

Later a strategy was developed by us which we can employ for developing
ecological car of Jaguar.
Product Development
This involved actual development of the product.
Test Marketing
In this the product was tested whether it is able to be brought in the market.
Commercialization
This involved promotional activities and marketing activities pre launch of the
ecological car and people were made aware about the launch of ecological car.
Introduction
In this we actually introduced the car in market. This launch was firstly
undertaken in UK market and further launch will depend on the success of ecological
car in UK.
In relation with team function I can say that functioning of team was very good and as
mentioned earlier the idea of ecological car was also of one of the teammate. For the
project all the task of the project were divided in team members. For effective
coordination of the tasks of the project regular meetings were held so that all the team
members are aware with the progress of project and their contribution in the progress.
CONCLUSION
On the basis of this report it can be concluded that product life cycle which is a
model that describes the whole life of a product. This also involves various stages which
are introduction, growth, maturity and decline. Later on the basis of this a new product
was developed in this report which is known as Jaguar Ecological Car. Which followed
all the process of new product development from the generation of idea to introduction
of the product.

REFERENCES
Books and Journals
Ali, M.M and et.al., 2019. A product life cycle ontology for additive manufacturing.
Computers in Industry. 105. pp.191-203.
Ashok, V., 2020. Business Models of Multi-National Companies Acquisition of JAGUAR
LAND ROVER by TATA. Our Heritage. 68(18), pp.583-588.
Donoghue, I., Hannola, L. and Papinniemi, J., 2019. Product Lifecycle Management
Business Transformation in an Engineering Technology Company. In Product
Lifecycle Management (Volume 4): The Case Studies. (pp. 185-200). Springer,
Cham.
Durmusoglu, S.S., Hirunyawipada, T. and McNally, R.C., 2017. New Product
Development Process Implementation in a Business-To-Business Firm: The
Driving and Moderating Factors for Improved Program Performance and Time-
To-Market. Journal of Business-to-Business Marketing. 24(1). pp.35-56.
Fuchss, S., Michaelides, A., Stocks, O. and Devenport, R., 2019. The Propulsion
System of the New Jaguar I-Pace. MTZ worldwide. 80(1). pp.18-25.
Guo-hong, Y.A.N. and Press, S.E., 2017. The Application of Gompertz Model of Product
Life Cycle in the Prediction of the Selling Teaching Guidance Books. Journal of
Shanxi Normal University (Natural Science Edition). (2). p.3.
He, B., Luo, T. and Huang, S., 2019. Product sustainability assessment for product life
cycle. Journal of cleaner production. 206. pp.238-250.
Liu, Y and et.al., 2020. How can smart technologies contribute to sustainable product
lifecycle management?. Journal of Cleaner Production. 249. p.119423.
Lyyra, A.K. and Koskinen, K.M., 2017. With software updates, Tesla upends product life
cycle in the car industry. LSE Business Review.
Mukherjee, D., 2016. Case analysis: Tata Motors' acquisition of Jaguar Land Rover.
The Business & Management Review. 8(3). p.48.
Stark, J., 2016. Product lifecycle management. In Product Lifecycle Management
(Volume 2). (pp. 1-35). Springer, Cham.
Stark, J., 2020. Product Lifecycle Management (PLM). In Product Lifecycle
Management (Volume 1). (pp. 1-33). Springer, Cham.
Wlazlak, P and et.al., 2018. Integration of Suppliers' Workflows in the OEMs' New
Product Development Process. In 8th Swedish Production Symposium, SPS
2018, 16 May 2018 through 18 May 2018(pp. 479-486). Elsevier BV.
Zahay, D., Hajli, N. and Sihi, D., 2018. Managerial perspectives on crowdsourcing in the
new product development process. Industrial Marketing Management. 71.
pp.41-53.