Range Rover Marketing Audit and Strategic Plan (2024-2026)

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BUSINESS MARKETING PLANNING

Table of Contents
Introduction............................................................................................................................. 3
Task 1....................................................................................................................................... 4
Task 2....................................................................................................................................... 7
Task 3..................................................................................................................................... 11
Conclusion..............................................................................................................................19
Reference list..........................................................................................................................20

Introduction
The target of this study is to estimate the roles and processes of marketing planning for
analysing the internal external marketing environments and delivering the appropriate
marketing strategy for an organisation. It would be done by using several audit tools. The
study would also comprise the discussion on the roles of various marketing strategies and
identification of the barriers in the path of effective strategic planning. The discussion would
also include market positioning and segmentation of the values of marketing approaches.
The theories of effective management of projects, teams and resources that help in
achieving profitability in the market along with the structure and roles of the organisation
will thoroughly analysed. Along with all the mentioned topics, the study will include a
developed marketing plan for the chosen organisation after proper investigation of its
business operation.
The organisation chosen for this study is Range Rover, a multinational organisation in the
automobile industry. The actual name of Range Rover is Land Rover Range Rover, which is
one of the leading manufacturers of luxury sport vehicles (Landrover.in, 2019). The
headquarters of the organisation is located in United Kingdom. The first model of Range
Rover was manufactured in the year 1967. The crème segment of the society owns the
vehicles produced by the organisation, as they are known for producing luxurious vehicles.

Task 1
Analyse the aspects of a marketing audit the marketing manager should monitor for the
chosen organisation and how these factors may be summarised into a SWOT analysis.
Using relevant marketing theories to justify your arguments.
The marketing audit of any organisation is best illustrated through the identification of its
strengths, weaknesses, probable opportunities and threats (Lamb & Crompton, 2017). In
this context, a SWOT analysis will be carried out on the luxurious automobile company
named Range Rover. The organisation is a sub-division under the renowned automobile
brand Jaguar Land Rover. Its business operation was further enhanced from the year 2008
when Tata Motors undertook it. The automobile brand is renowned for its creative design
and technological invasion.
Strengths of Range Rover:
It is evident from its brand position and widespread business operation that the
organisation has several strengths that help in differentiating it from other rival companies.
Some of the strengths are listed as follows:
 The strongest strength is its alliance with Jaguar Land Rover. The brand equity has
been maintained automatically with the association with an excellent organisation
like Jaguar. The trust and credibility of the organisation has increased for the
alliance with Jaguar.
 Brand legacy is also strength of the organisation (Long, Boettcher & Crawford,
2017). It is beneficial for the business expansion of the organisation and
introduction of new products.
 Consistency in the quality of the automobile products is yet strength of the
organisation.
 High customer satisfaction level is a strength that is achieved due to the meeting of
the customer demands in a regular basis and maintenance of healthy customer
relationships.
Weaknesses of Range Rover
Although, the organisation has a huge brand value but there are some weaknesses where
they can work out to enhance the profitability of the organisation. Some of the weaknesses
are listed below:

 The organisation has incurred inadequate achievement outside central business. It
has faced several difficulties in shifting to other product categories from its present
one.
 The entry of new organisations in the automobile industry has led it to loosing of
several small market shares (Donnelly, Begley, & Collis, 2017). It is indeed a
weakness for the organisation where it needs to work out by developing internal
feedback systems.
 The organisation’s investment in the development and research system is quite less
than the other fast-growing organisations of the automobile industry. It has reduced
the organisation’s ability to compete with the rival organisations in the context of
innovation.
 Incompatible organisational structure has led to the limitation of expanding new
product segments. Range Rover should cater this weakness with great importance,
as it would be required to expand their business operation globally.
Opportunities of Range Rover
Other than strengths and weaknesses, there are several opportunities for Range Rover that
has been found through external analysis of the strategic factors. Some of the probable
opportunities of the organisation are:
 Incorporation of latest environmental policies is actually an opportunity for every
organisation in this business sector (Bailey & De Propris, 2017). The policies open
the set of opportunities for Range Rover to increase their market share in the
automobile industry by incorporation of latest technologies in their products.
 The decrease in transportation costs due to the reduction of shipping prices is yet
another opportunity for the organisation, as it would help in reducing the cost of
their products.
Threats of Range Rover
Through the analysis on external strategic factors along with opportunities some probable
threats facing the organisation has also been identified. Range Rover should immediately
take action on the probable threats to overcome them. Some of the threats are:
 Tremendous competition in the automobile industry is the biggest threat posing
the organisation. The firm profitability of the automobile industry has led to the
influx of various organisations in the market.

 Regular change in the buying behaviour of the consumers is yet another alarming
threat for the company (Hilson, 2016). It mainly affects the infrastructure of the
organisation in the supply chain model.


Task 2
Develop a market strategy and tactical plan to increase sales of the chosen organisation
over the next three years by analyzing and justifying the segments you will go after and
how you will position the products/brand. Use relevant marketing theories to justify your
arguments.
In order to develop an effective marketing strategy for any organisation, it is essential to
figure out the business targets of the organisation. It would help in describing a series of
marketing aims that would support it. The main criterions that are considered while forming
a strategic plan to increase the sales are enhancing the awareness of the products and
services of the organisation, ways of attainment of fresh customer segment.
The major criteria of developing a strategic marketing is by changing the ways of selling
products, to set new goals for achieving increase in sales, enhanced revenues, ways of
improving brand position in the market and increasing the market shares.
Range Rover can develop their marketing strategy through Ansoff matrix model, which is an
effective marketing theory to increase their sales in the following three years. Among the
several marketing theories, the organisation should also incorporate Marketing Mix in the
strategy formulation of marketing for additional benefits of their strategy and enhancing the
effectiveness of the strategy formed.
Ansoff Matrix model is one of the tools used by organisations to formulate effective
marketing strategies for enhancing their sales in the future (dos Santos & Fukushima, 2017).
It comprises of four various growth strategies. The strategies suggested by the output of this
matrix would be beneficial for the organisation.

Figure 1: Ansoff Matrix model
(Source: Dawes, 2018)
The growth strategies proposed by this theory are:
Market Penetration: Through this strategy, Range Rover should focus on their existing
products and services and find out ways of innovating them to increase their sales. The
market shares that are already occupied by the organisation should be maintained and
evaluated to work on the existing opportunities and enhance their sales. Although, the
strategy is quite effective but it has certain limitations related to saturation of the marketing
approaches, which cannot be overcome through this strategy.
Market Development: This strategy suggests an organisation to pursue to other marketing
segments of the industry. Range Rover should develop their business in new markets for
introduction of their latest products. It would help in gaining competitive advantages from
the rival companies.
Product Development: This strategy is suitable for attaining strengths of the organisation as
it is a customer-specific approach rather than product-specific. It would surely enhance the
sales of Range Rover.
Diversification: Among the four strategies, it is the risky one as it deals with both market
and product development. Range Rover can opt to diversification if they want to incur huge
rate of return instead of high risk in it.
The 4P’s Marketing Mix is another tool like Ansoff matrix that helps in understanding the
offered products and services and the ways of planning effective product sales.

Figure 2: 4P’s Marketing Mix
(Source: Grönroos, 2016)
Range Rover should execute 4P’s of marketing mix in their organisation for increasing their
sales. The 4P’s of marketing are:
Product: The product should be capable of addressing all the demands of the customers. If
required, the organisation should modify their vehicles to increase acceptability of their
products.
Price: Range Rover is a luxurious automotive organisation and the price of their products is
very high. They should try to lower down their prices to increase their sales maintaining the
quality and standard of their products.
Promotion: The organisation should include effective promotional techniques to increase
their sales. The promotion is very important in this regard. Suitable sales promotion and
marketing of their products should be performed by the organisation.
Place: The main element of place is proper distribution of their products. Range Rover
should focus on proper distribution of their range of products according to the demands of
the customers in that market.
Other than the marketing theories, proper segmentation of the organisation is of utmost
importance to increase the sales of the organisation. In an automobile industry, there are
four types of segments namely High-Quality & High-Price, High-Quality & Low-Price, Low-
Quality & Low-Price and Low-Quality & Low-Price. The quadrant in which Range Rover lies

is High-Quality & High-Price. It is because of its luxurious segment products that are out of
the reach of the mediocre class of the society and its high quality technologies availed in
their manufactured vehicles.

Task 3
Marketing plan is beneficial for developing promotional strategies for a company. In the
modern ages, demands of customers are being changed day by day, which is increasing
competition in the market. Marketing plan helps a company to maintain its market position.
Range rover has already achieved recognition in other countries of UK. The marketing plan is
developed for the company so that it can be able to garb more market share in future.
Executive summary
This section will help the company to develop marketing plan for range Rover. Vision and
objectives of the company will be outlined. The external and internal environment will also
be analysed followed by the situational analysis. The segmentation, targeting and
positioning process will also be discussed in order to guide the company. Additionally
marketing mix decisions will be provided. Moreover, strategy will be evaluated according to
the budget and time of the company.
Vision
Vision helps a company to define what steps should be taken in order to achieve the vision
of this company. Vision of range rover is to create such a working environment, which will
be beneficial for empowering the employees to promote relationships and innovation. The
company aims to inspire customers by providing services with a transparent atmosphere
and premium products by developing its customer care services (landrover.co.uk, 2019).
Objectives
The objectives can be considered as the milestones for guiding the employees and
management to convert vision into a measurable target. The objectives are listed out here:
 To reach to the customers at all points and listen to them
 To create memorable interactions with the consumers
 To develop digital marketing and cross-channel marketing process
 To convert customer into sales by launching unique products in market
Situational analysis
External analysis
External environment of the company will be analysed that will help the organisation to
develop beneficial strategies:
PESTEL analysis of Range Rover

Elements Description
Political Brexit is the recent political factor, which has
influenced business operation of the company
negatively. According to a report, more than
200000 vehicle deliveries will be dropped this
year due to such condition. It was predicted
that the automotive industry would grow by
3.7% but the growth rate dropped by 1% due
to this condition. The company may have to
face challenges while starting international
business ventures as import and export laws
will be changed.
Economical Range Rove specialise manufacturing of luxury
cars. The economic condition of UK has been
changed, as the inflation rate has been
increased by 2.7%. Economic recession in this
country has also increased by 4% so that it can
be stated buying power of people will be
influenced negatively (statista.com. 2019). The
company may have to lose its customers in this
condition.
Social Most of the people of this country are
employed and the employment rate has been
increased by 3.2% than previous year (gov.uk,
2019). Most of the people live high standard
living style so that the company will have the
chance of generating more customers who will
be loyal to the brand.
Technological Technology in UK is being developed day by
day. Jaguar is popular for their cars, which
include latest technology trends and unique
features. Concept of Automotive virtual reality