Land Rover

Land Rover North America (LRNA) needs to circumscribe a positioning strategy for the breakthrough in the US grocery. Competition in the SUV market is intensifying, particularly in one-third sub- atoms: young, affluent buyers; family buyers and luxuriousness buyers. In this context, positioning of the husking in the US market is critical to achieve the goal of 40,000 sum LRNA units by 1998. To decide on the positioning, Mr. Hughes should consider the companys goals, the tar run low segments, consumer perceptions of the Land Rover Brand, competitive positioning and travel rapidly to other land rover models. Demand is changing from symbols of riches and prestige to experiences. SUVs are perceived safer than other vehicles and their purchases are demand by factors such as quality, safety, performance, off-road capability and overall comfort. take to the woods to New Car Test Drive, Discovery is considered as a comfortable family car, a competent tow vehicle and an off-roader without peer. Based on market research data/ figure [Exhibit A], Discovery outperforms its competition on key attributes such as quality, safety and off-road capability without losing on performance. Further, market research to a fault 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) revolve around the concept of a vehicle that provides a nose out of calamity or luxury with style. LRNA is in a apex position to capture this new target market segment and increas e its sales. It is also necessary to clearly! sub-brand Discovery in relation to other land rover models to keep impolite any cannibalization of sales. While Defender provides a sense of peril 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 unquestionable 4WD land rover vehicle that grants family...If you want to get a full essay, order it on our website: OrderCustomPaper.com

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