Land Rover

Land Rover North America (LRNA) needs to narrow a positioning strategy for the breakthrough in the US grocery. Competition in the SUV market is intensifying, particularly in leash sub- constituents: young, affluent buyers; family buyers and extravagance buyers. In this context, positioning of the husking in the US market is critical to achieve the goal of 40,000 aggregate LRNA units by 1998. To decide on the positioning, Mr. Hughes should consider the companys goals, the tar recover segments, consumer perceptions of the Land Rover Brand, competitive positioning and rush to other land rover models. Demand is changing from symbols of wealth and prestige to experiences. SUVs are perceived safer than other vehicles and their purchases are sword by factors such as quality, safety, performance, off-road capability and overall comfort. relate to New Car Test Drive, Discovery is considered as a comfortable family car, a competent tow vehicle and an off-roader without p eer. Based on market research data/ look-alike [Exhibit A], Discovery outperforms its competition on key attributes such as quality, safety and off-road capability without losing on performance. Further, market research also indicates that Discovery is popular among married males in the age of 35-49 with kids and a household income close to $ 100,000.

The positioning strategy of competitors has so outlying(prenominal) rotate around the concept of a vehicle that provides a esthesis of calamity or luxury with style. LRNA is in a acme position to capture this new target market segment and increase its sales. It is also necessary to clearly sub-brand Disc! overy in relation to other land rover models to keep centripetal any cannibalization of sales. While Defender provides a sense of jeopardise and Range Rover a four-wheel drive with luxury, Discoverys strengths are in safety, family use and on/off-road versatility. For populate who want the experience with unmatched safety, the Discovery is an real 4WD land rover vehicle that grants family...If you want to get a full essay, order it on our website: BestEssayCheap.com

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