Land Rover Case Study
Land Rover North America Inc Case Study Group -‐ B12
Aditya Anand Asit Acharya Chaitanya Somawar Kiran Yadav Rakesh S Suresh Prasad Tribhuwan Kumar
LAND ROVER NORTH AMERICA INC. LRNA is envisioning a considerable growth in the SUV market in North America, which is in an evolution mode. This market is witnessing change in customer’s perception, which is crystallizing for meaningful product differentiation in the market. Following points describe the current market standing of LRNA. • Why ‘Discovery’? - LRNA is facing decline in third world market owing oil crises, constrained parts supplies and repair services. To add to this, Japanese companies launched reliable and high quality SUVs, as a result of this, company lost one-third of base model sales. To counter this ‘Japanese Invasion’ and to regain its hold on various segments LRNA is launching Discovery as a versatile family vehicle with extraordinary safety qualities. • SUV Market - SUV market is witnessing a significant growth, people are buying SUVs as it offers increased road holding and handling. It also provides practical and versatile transportation solution as a result, increasing number of people are considering SUVs as alternative to traditional luxury cars. • SUV Target Customers - Typically there are two distinct categories of SUV buyers: 1) one set of buyers who are looking for vehicles which are smart and have more functional attributes. This includes family buyers who value the safety benefits, this also includes older traditionalists who are looking at SUVs as stylish alternatives to traditional luxury cars. 2) Second group comprises of young and affluent adults who value style statement and seek products that make visible statements about their owners’ images and accomplishments. • Land Rover Umbrella Brand - Land Rover umbrella brand was formed as part of new Branding Strategy under which all the models, current and future ones, could be
Aditya Anand Asit Acharya Chaitanya Somawar Kiran Yadav Rakesh S Suresh Prasad Tribhuwan Kumar
LAND ROVER NORTH AMERICA INC. LRNA is envisioning a considerable growth in the SUV market in North America, which is in an evolution mode. This market is witnessing change in customer’s perception, which is crystallizing for meaningful product differentiation in the market. Following points describe the current market standing of LRNA. • Why ‘Discovery’? - LRNA is facing decline in third world market owing oil crises, constrained parts supplies and repair services. To add to this, Japanese companies launched reliable and high quality SUVs, as a result of this, company lost one-third of base model sales. To counter this ‘Japanese Invasion’ and to regain its hold on various segments LRNA is launching Discovery as a versatile family vehicle with extraordinary safety qualities. • SUV Market - SUV market is witnessing a significant growth, people are buying SUVs as it offers increased road holding and handling. It also provides practical and versatile transportation solution as a result, increasing number of people are considering SUVs as alternative to traditional luxury cars. • SUV Target Customers - Typically there are two distinct categories of SUV buyers: 1) one set of buyers who are looking for vehicles which are smart and have more functional attributes. This includes family buyers who value the safety benefits, this also includes older traditionalists who are looking at SUVs as stylish alternatives to traditional luxury cars. 2) Second group comprises of young and affluent adults who value style statement and seek products that make visible statements about their owners’ images and accomplishments. • Land Rover Umbrella Brand - Land Rover umbrella brand was formed as part of new Branding Strategy under which all the models, current and future ones, could be