Case SynopsisThis case describes how reduce Rover North America, Inc. (LRNA) has redesigned their dealerships and selling mental process with the objective of building and enhancing equity for its send. Land Rover is a niche player in a very crowd and rapidly maturing product category. Competition is fierce and is dominated by large global competitors with extensive dealer ne dickensrks who differentiate their products generally by size, features, and price. The company has relatively few dealerships and cannot afford the multitude of advertising or promotion that its primary competitors can. The company mustiness choose to depend upon positioning its product as a specialty brand, characterized by brand insistence on the fraction of its buyers.
Charles Hughes, President and CEO of Land Rover North America, Inc. (LRNA) is debating iii positioning options for the new $30,000 Land Rover discovery. The positioning last will help LRNA settle on advertising messages and early(a) communications strategies.
II. RecommendationsLRNA needs to determine a positioning outline for the Discovery and itself in North America to entice its two distinct object glass markets. LRNA is aware that it has two distinct target markets whose purchasing decisions are impacted by various drivers exclusively also knows that factors such as quality, safety, reliability, comfort, off-road capability and aesthetics overlap.
When compared with some other SUVs or SUV alternatives, we believe the hobby differences should be highlighted to develop a distinctive niche for the Discovery and Land Rover brand in the target audience?s mind. The Discovery and Land Rover brand should be positioned as luxury auto alternatives with rich histories and superb off-road capabilities designed for the crème-de-la-crème of consumers: affluent, intelligent, practical, unique, full of character, and quest to empower themselves through adventure and exploration during their driving experiences. The Discovery and Land Rover brand should, in effect, convey the following message: you...
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