Marketing Planning and Control for Range Rover: A Report

This report provides a detailed analysis of Range Rover's marketing plan and strategies. It begins with an overview of the company, including its history and various sub-brands. The report then delves into the role of marketing strategies and planning, the steps involved in strategic planning, and the company's objectives. It also examines the purpose of a marketing plan, marketing analysis (including SWOT and PESTLE analysis), and the marketing mix (7Ps). The report focuses on the development of a marketing plan for the new Range Rover Panther model, including situation and environmental analysis. The report examines the strengths, weaknesses, opportunities, and threats faced by Range Rover. It also examines political and economic factors affecting the automotive industry in the UK and their impact on Range Rover. The report concludes with a discussion of the company's expansion plans and the importance of strategic planning for achieving its objectives.

Marketing Planning And
Control

Table of Contents
INTRODUCTION...........................................................................................................................1
Overview of the Chosen Organization.........................................................................................1
TASK 1............................................................................................................................................1
Role of marketing strategies and plan of Range Rover...............................................................1
Steps of strategic planning...........................................................................................................2
Objectives....................................................................................................................................3
Expansion in Range Rover...........................................................................................................3
Purpose of marketing plan...........................................................................................................4
Marketing Analysis .....................................................................................................................4
Marketing mix..............................................................................................................................4
TASK 2 ...........................................................................................................................................5
Development of marketing plan...................................................................................................5
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing refers to the business activity which involves the management of creating
needs & wants of customers, selling & distribution of goods & services of customers as well as
maintaining the relationships with them (Boukas, Gasteratos and Visentin, 2015). It is one of the
most important activity of the business. Marketing always focus on the customers and its
satisfaction level.
This report will highlight the role of marketing plans and marketing strategies. It will also
use the marketing theories. It will develop the marketing plan for the new product being launch
by chosen organization.
Overview of the Chosen Organization
Range Rover is also known as Land Rover Range Rover. It is a big name in Automotive
industry which is a full sized luxury Sport Utility Vehicle (SUV) company. It was established in
1970 by British Leyland (Boyce, 2016). It has various sub-brands such as Range Rover Evoque,
Range Rover Velar and Range Rover Sport etc. which is popular in United Kingdom (UK)
market.
TASK 1
Role of marketing strategies and plan of Range Rover
Marketing strategy is a long term approach that is made for the future. It is made with the
aim of earning competitive advantage in the market. It also involves an analysis of company's
strategic problem that helps in the formulation of policies and objectives in the market. This
approach helps in knowing about market opportunities so that it helps in catering problem that
may occurred in future.
Marketing planning is a process that helps in analyzing market condition for the purpose
of developing a strategy that helps in enter into the marketplace. It mainly involves setting
objectives for the future course of business (McDONALD, 2016). Then it helps in evaluating
the resources that is needed in the organization then identify and evaluate risks for the future.
After that develop a marketing strategy and at last implementing marketing plan into action. It
describes business activities that is involved in setting up the objective for future. Marketing plan
is having a specified structure that is prepared in the company for carry out various activities of
the business. It also has some historic data, forecasting for future and different methods and
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strategies that is made to achieve the marketing objectives. It also helps in identifying the needs
by doing market research and evaluate how to satisfy the needs of the customers.
Strategic planning is a process that helps in making proper planning for the business
related to decision and allocation of resources so as to achieve strategy. Strategy involves goals
and objectives that helps in determining actions to achieve specific goal and also helps in
mobilizing resources so that will execute into actions. As strategy can be planned or helps in
observing actions. It helps in clarifying planning objective that is made for the business. As there
are different strategies that is made by the companies. Strategy is made with proper planning
that helps in enhancing growth of the company (Reid and Tadj, 2018). It is a process that starts
with input of activities and then processing is done then at last output comes.
Steps of strategic planning
There are five steps of developing a strategic plan are as follows:
Step 1:- Write vision statement
A vision statement helps in achieving the goal of the company. As before implementing any plan
into business Range rover company have to make vision statement so that its objectives can be
achieved. Vision helps in making strategic planning for future. In this leadership and employees
shared goal for the company. As Range rover is a brand of car that needs strategic planning
before implementing any plan into business.
Step 2:- Mission Statement
Mission is explains that how the vision of the company can be achieved. As mission is
shorter than vision statement but it is not organization specific. It states passion of organization
and its existence in the company. As Range rover is also having mission statement that achieve
through vision. Mission helps in achieving customer needs and wants as Range Rover is making
product according to the needs and wants of customers (Tomczak, Reinecke and Kuss, 2018).
Step 3:- Perform a Gap Analysis
It is a process that helps in identifying gap between its current state and vision of the
company. It emphasizes on analyzing the condition of company and doing comparison with
what it want to achieve in future. As Range Rover is an automobile company there is also gap
between its current and previous situation. Range Rover in the past few years where not known
among the customers in the market as they are less aware about this brand so people are not
purchasing its car. Then it apply different strategies to introduce its brand in the market that help
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in achieving success. The gap is filled by the Range Rover between the brand and its customer
by these strategies. (Marketing Planning, 2019).
Step 4:- SMART goals
Goals of the company can be made for 2-3 years or more. Large organization is having
long term goal while small organization is having short term goal. As Range Rover by applying
smart goals expand its business at international level.
Step 5:- Monitor progress
As goals will be monitored on quarterly basis in the company. It is important in
monitoring the goals of the company as nowadays companies are busy so they can not able to
measure or monitor its performance. Measuring and monitoring progress helps in growth of the
company and enhances success in the future.(Cosmas and Mentzer, 2016). Thus it also helps in
growth of business for future course of action. Regular monitoring is beneficial for the company.
Objectives
The main objectives of strategic planning is to make vision, mission and plan for the
company so that it can achieve its objectives easily. As strategic planning is different from the
business planning. It helps in achieving the goal of business. As in case of Range Rover if the
company is not making strategic planning then it will not be able to achieve its objectives. As
making strategic planning is necessary for the company for achieving its objectives. Strategic
planning helps in contributing in the growth of the business. This helps in reducing uncertainty
that results in implementing measures in company. It emphasizes on gaining competitive
advantage in the company. As this also helps in identifying internal and external factors that
affect the working of the company. As strategic planning for the business helps in making vision
and mission for the company (Rowley, 2016). This planning defines goals and objectives that
will lead to achieve growth in future course of action.
Expansion in Range Rover
As Range Rover is an automobile industry and stood second largest in the world. Its goal
is to expand its market at international level so for that it have to meet the requirements of that
country (Lidstone and MacLennan, 2017).Every company wants to expand its market and to
become the global leader in the market.
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Purpose of marketing plan
Main purpose of marketing plan is to set the goals for the organization that helps in
catering the needs and wants of the customer. It identifies the characteristics of potential
customer. It also helps in setting plan for the company that will lead to achieve the growth in the
company. It relates to accountability that helps in gaining knowledge about the cash inflow and
outflow in the business. If company is not preparing marketing plan, then its objectives cannot be
achieved and it lack in growth of the business. As the company is preparing its plan before enter
into the market will help in future growth of the business. As each and everything is planned
from starting to end so there may not any problem occurred during a course of business (Morgan
and et. al. 2019). As it is necessary to make marketing plan in advance that will help in
emphasizing the work. Before starting business in the international market the company have to
make its marketing plan so that it can meet the level at international market.
Marketing Analysis
It refers to the study that is conducted in different market that enables to know the market
condition. It is the part of the company that helps in identifying strength, weakness, opportunities
and threats (Cacciolatti and Lee, 2016). It also emphasizes that external factors is not affect the
operation of the company. Analysis can be done by segmenting the market based on geographic,
demographic sector etc.
Marketing mix
Marketing mix refers to the combination of 7Ps of marketing i.e. Product, Price, Place,
Promotion, Physical environment, People and Process. This mix helps in evaluating the needs
and wants of customers in the marketplace. As it helps in developing strength and avoiding
weakness of the company (Ferrell and LeClair, 2015). Strength helps in gaining competitive
advantage and adaptability of the business.
TASK 2
Development of marketing plan
Range Rover is expanding its line by expanding their brand which is known as Range
Rover Autonomous Car. They are all set to launch their new model under this brand known as
Range Rover Panther. Now company will prepare a marketing plan which includes following -
SITUATION ANALYSIS (SWOT ANALYSIS)
Swot (Situational) analysis of Range Rover are as follows -
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Strengths of Range Rover
Strong brand portfolio: Range rover company has strong brand portfolio which include
sport, velar and evoque cars etc. Company provides various attractive features to comfort their
customers.
High level of customer satisfaction: Range rover company provides various car models
with different features in order to attract customers. They are dedicated towards their customers
at a high level and mostly focus on comfort and satisfaction (Taylor, 2017).
Weaknesses of Range Rover
Not so popular among countries other than UK: Despite having a strong brand portfolio,
Company is not much popular in other countries except United Kingdom which limits their
successes factor in other nations.
Product portfolio: Company has a strong brand portfolio, but doesn't have strong
portfolio. Customers doesn't have many choices in terms of their product. As a result, their
customers get attracted towards other company's products (Chernev, 2015).
Opportunities of Range Rover
New industrial trends: There are so many current and future trends in Automotive
industry which can be used by Range Rover company in order to gain success and customer
base.
Strong customer base: In UK, per capita income is increasing which lead to increase in
purchasing power. Company can take advantages of this factor in order to strengthen their
customer base.
Threats of Range Rover
High competition: Company has to face tough competition with BMW, Audi, Mercedes
and Ford etc. which increases the competition level for the company.
Fuel cost: Too much fluctuation in global economy lead to increase in fuel price which
might affect company's overall global sales and profits (Chernev, 2018).
ENVIRONMENTAL ANALYSIS (PESTLE ANALYSIS)
Pestle (Environmental) analysis of Automotive industry in United Kingdom and its
impact on Range Rover are as follows -
Political Analysis
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UK government supports Automotive company in various ways. Also, UK political
environment is stable which helps in predict the impact of UK's political environment on Range
Rover company. Not only this UK's government does a lot of investigation which as a result
impact the overall activities of the company.
Brexit is the term named as British exit. It is an European union that taken exit from UK on 29
March 2019. It affects the political condition of the country.
Economic Analysis
UK is considered to be one of the most powerful economic country. Its positive economic
growth creates a lot of opportunities for the automotive industry as well as companies. Due to
increase in per capita income, demand for the Range Rover Company's car is increasing which
lead company's sales and profit to be increase (Fine, 2017).
Socio-Cultural Analysis
As most of the families in UK are small and nuclear family. This impacts the activities
and manufacturing of the Range Rover company (Schmid, Grosche and Mayrhofer, 2016). Due
to change in structure of the family in UK, Range Rover Company is producing small cars which
give a lot of success to the company.
Technological Analysis
UK automotive industry is considered to be most innovative and technologically advance
industry. As a result, it influences the company to use innovative and advance technologies
which lead company to produce various cars which uses less fuel and less emission of carbon
dioxide.
Legal Analysis
UK government's decision impact the decisions of the automotive industry in order to
conduct the business in UK. For example - compulsory fitment of electronic stability control and
tyre Pressure monitoring systems are using by Range Rover Company which is necessary from
the point of view of UK government (Guo, B., and et.al., 2018).
Environmental Analysis
As UK people are getting aware about the environment of UK and various issues such as
global warming, lack of plantation etc. This also affect the automotive industry and change the
structure and trend of the industry. Due to awareness towards environment, producers of
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Automotive industry are producing fuel free cars in order to low emission of carbon dioxide
(Abbasi, 2018).
STRATEGY SELECTION
For the successfully marketing of Range Rover Panther which is completely new for the
company, it has to choose marketing strategies which are as follows -
Innovation Strategy
In this strategy, company will take care of the various elements in the new product. These
various elements are as follows -
Design : Company will do research on this aspect of product and try to know that what
kind of design customers love. Accordingly, company will make the design with the innovative
idea and add customer's choice in order to make it stand out from another models (Khurana,
2017).
Features : Company will add advance technical tools which can use various sensors and
robotic tools in order to make it autonomous so that customers can enjoy self-driving car and
consume less fuel. Also, product quality of the company will match with the standards decided
by the government.
Target Market : Company will target upper class audiences so that they can enjoy the
new technological advancement driving car.
Product Benefits : It is considered to be the core part of the product strategy of the company.
Benefits of the products attract the customers most, not the pricing factors. These benefits are
categories into 3 parts -
 Core Benefits – The product consumes electronic energy rather than fuel.
 Actual Benefits – The product's actual benefit is self driving system by using various
robotic and sensor technologies.
 Augmented Benefits – Company will provide 5 years warranty with the sales of the
product.
Premium Pricing
There are various pricing strategies which are used in Automotive industry. All
companies under this industry is not choosing same strategies because there manufacturing style
and target customers are different (McDonald and Wilson, 2016).
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Range Rover Company is targeting upper class families and accordingly choosing
Premium pricing strategy in which quality is high and price is also high.
Marketing Strategy
There are various promotion strategies which is used by Range Rover company. For the
new products, company will focus on the advertising strategy, sale promotion strategy, e-
marketing promotion strategy and personal selling strategy.
These strategies are being used by the company to spread the awareness of the new
products its features and benefits to the existing as well as new customers.
Indirect Distribution Strategy
Place strategy is also known as Distribution strategy. In this strategy, company will use
indirect distribution process in which products will go from factories to the showrooms which is
open by the retailer in the form of franchising of the company (Meredith, 2016).
MARKETING OBJECTIVES
Marketing objectives also include the mission, vision, goals and objectives of the
company for the new products which are as follows -
Mission
The mission of the company is to focus on the innovative and interesting customer
experience by providing high quality cars in order to enhance the quality of life.
Vision
The vision of the company is to become most successful car company in United
Kingdom.
Goals
 To achieve the competitive advantages
 To expand the business in another country
 To enhance the customer base.
Objectives
 To increase the sale volume by 25% at the end of the year
 To gain the market share by 10% at the end of the year
To increase the profit of the company by 15% at the end of the year (Pride and Ferrell, 2016).
Marketing Objectives
There are various marketing objectives which are as follows -
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 Increase the sale of the products
 Enhance the brand awareness
 Creation of the brand image
 Improve the shareholder's wealth
 Gain the government support
 Increase the profits
 Successfully launching the new products
 Provide customers innovative facilities
For the marketing objectives, company will use “SMART” approach. “SMART” approach
consists of -
Specific – Company's marketing objective should be specific and clear. For example – Company
launches its new product because it wants to increase the market share.
Measurable – Company can measure the marketing objective such as company wants top
increase its market share by 10%.
Attainable – Company can gain its market shares by various activities. Thus, company's
marketing objectives is attainable (Williams, 2017).
Realistic – This objective can enhance the company's goodwill and profitability for the long
term. Thus, it is realistic objective.
Time Specific – The objectives should be completed within the particular time. Thus, company
will have to achieve the objectives by the end of the year.
SEGMENTATION, TARGETING AND POSITIONING
Segmentation
Segmentation refers to the process of dividing the whole market into various segments on
the basis of various characteristics of customers. These characteristics can be gender, age,
education, region, country, needs, purchasing behavior, purchasing frequency and lifestyle etc.
On the basis of segmentation base, Company for its new product, namely Range Rover
Panther choose Demographic segmentation base. In this segmentation base, Company divides
market into different elements such as Age, Education, Family size, gender, income, occupation,
martial status and race etc. (Wong and et.al., 2016).
Targeting
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Targeting refers to the process of target the particular group of customers according to the
segmentation of the company. Targeting is done by the company after the segmentation.
In case of new product, company is targeting the income base customer group in which 3
groups are constituting such as Lower class, middle class and upper class. Company for their
product, targeting upper class customer base group. So that company can focus on this customers
group in which behavior, lifestyle and perception of the customers can be understoodand by the
company and accordingly they can market their new car (Boukas, Gasteratos and Visentin,
2015).
Positioning
Positioning refers to the process of creating the brand image in the mind of people in
order to stand out from another brand of the company. It comes after segmentation and targeting.
For this company uses various taglines such as Above and Beyond, The Go anywhere vehicle
and The Power to take you anywhere.
Company will do its new product positioning on the basis of products attributes and
benefits which can attract the customers and create beneficial value for the company as well as
customers (Boyce, 2016).
ASSESSMENT OF 7P's
7P's of marketing mix is an important aspect for any marketing plan. For the launch of
Range Rover Panther, company assess its marketing mix so that strategies adopted for the
product can be good for the company. Assessment of the 7P's are as follows -
Product
In this aspect, company is selling Range Rover Panther car which is electronic as well as
autonomous car. Electronic car is not consuming petrol which is beneficial for the environment
and autonomous car is basically self driving car in which human needs are less compared to
manual cars which is beneficial for the customers as they can consume their time in another work
or they can enjoy the driving without any focus (Marketing Plan, 2019).
Price
In this aspect, company is offering premium pricing policy to their customers which not
only include the high tech facilities but also provide a distinction quality. Thus, as always
company is also focusing on the upper class income level customers who love luxuries. It also
increases the brand value of the company as well (Argenti, 2018).
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