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BRANDING:LAND ROVER NORTH AMERICA, INC.
Statement of the Problems
Taking into account the role of Discovery vis-?-vis other models in the Land Rover line, the brand's strengths and weaknesses versus formidable U.S. competitors, and potential differences in target audience perceptions of brand and category equity in the United States versus the United Kingdom, which of the three following positioning options should be introduced for the new $30,000 Land Rover Discovery:
? The Definitive Family 4X4
? The Evolved Land Rover or
? The More Affordable Range Rover
How should Land Rover North America, Inc. (LRNA) allocate its marketing funds across LRNA brands?
What should the elements of the marketing mix be recognizing the positioning decision that is recommended?
What should be recommended for the company's proposed retailing strategy and experience marketing initiatives?
How can LRNA successfully and profitably introduce the Discovery into the U.S. and meet or exceed its objectives?
Situation Analysis
U.S. sales of cars and light trucks totaled 15298538 units in 1993 with SUVs comprising 8 percent of the total or 1,402,558 units. Cars comprised 56 percent of the market in 1993 or 8,517,859 units with light trucks at 36 percent of the total or 5,378,121 units. SUVs are contained within the light truck category and are categorized into three categories, mini, compact and full-size, with the compact category being the largest group at 1,040,704 units or 74.2 percent of the total in 1993.
Trends
The industry as a whole is growing by 9.0 percent from 14050855 units in 1992 to 15298538 units in ...