Case Study Of JLR

9. Recommendation

The marketing mix concept, 4P’s is recommended. It is all about putting the right product in the right place, at the right price, with the right demographics and at the right time. JLR need to prioritize and create or recreate a vehicle that attracts the right group of intended customers. The launch of vehicles at the targeted countries, states or towns should be planned timely to create optimal sales. The demographics of the intended buyer have to be taken into consideration and JLR will need to price it at a level which suits the intended potential customers of the targeted market. The launch date plays an important role as well. Periods such as festive seasons and bonus pay-outs in the target market may be good choices as potential customers may have more spending power. The sales will be attained with the right mix of factors and

Like most of JLR competitors, a new product may be developed for a sole purpose to capture a potential group of customers. For example, JLR recently produces the Range Rover Evoque which is smaller and lighter as compared to the Range Rover. This particular move by JLR proves to be very successful. As for Jaguar, the brand also provides a higher specification of the XF model, just to satisfy the demand for the premium group of customers.

A new variant of Land Rover 4X4 vehicle could be built to compete and/or cater to those who can afford a BMW X1 or Mercedes-Benz A class which falls within the medium price range. The new product should be designed to be more exotic and of better built, compared to a BMW X1 and Mercedes Benz A class that has the common design and specifications. Price point should be set comparable to make a potential customer from BMW X1 and Mercedes Benz A class to change their mind and buy a Land Rover instead.

9.2 Place - Emerging