Land Rover North America, Inc. Case Analysis
I. Executive Summary
Charles Hughes, president and CEO of Land Rover North America (LRNA), and his executive committee want to expand LRNA’s reach within North America. Based on the growing strength of the U.S. SUV market, research which suggests consumers are seeking vehicles that can help them have “experiences” while being practical, safe, reliable and luxurious, the success of the Discovery in the U.K. and near doubling of the Land Rover brand worldwide, LNRA is seeking to become the “world’s premier 4x4 specialty company” through effective brand, product and retail strategies. LNRA’s success hinges on making the correct positioning, marketing mix and retailing decisions.
II. Problems and Recommendations
LRNA needs to determine a positioning strategy for the Discovery and itself in North America to entice its two distinct target markets. LRNA is aware that it has two distinct target markets whose purchasing decisions are impacted by various drivers but also knows that factors such as quality, safety, reliability, comfort, off-road capability and aesthetics overlap. When compared with other SUVs or SUV alternatives, we believe the following 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 car 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 seeking 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 are what you drive.
LRNA must also determine what marketing mix to utilize and how much of its marketing budget should be allocated to each media strategy. First, we would advocate increasing the marketing budget to approximately $30 million to better position LRNA against our competitors. Since our target consumers are educated, married males in the 35-64 age group with annual incomes of $100K or above, we would suggest allocating sixty percent of our budget to advertising through television and print ads with a 65-35 split between the two. Ads should present the dual nature of the Discovery and Land Rover brand as rugged, exciting, but safe vehicles equally adept at handling the challenge of the jungles of Madagascar and the challenge of the city highway with your children onboard. Print ads would be placed in business and news magazines as well as national newspapers such as The New York Times, Wall Street Journal, Financial Times and Washington Post.
Jose Vargas, an undocumented immigrant, believes hard work can greatly impact the ability to gain citizenship in the United States. In the article “My Life as an Undocumented Immigrant” Vargas explains his life and how much he struggled lying his way through school and work. To persuade the reader to believe that he should be considered an American citizen, Vargas uses rhetorical strategies throughout his essay. Vargas’ use of pathos was very effective because it caused the reader to empathize for him and providing information about his background made his character more reliable through ethos, however his lack of logos made a big difference throughout his article.
When the class was first asked to think of a topic for our reflective paper, this scenario was one that I could vividly remember as if it had just occurred yesterday. After I read Jose Antonio Vargas’s “Life as an Undocumented Immigrant” and Amy Tan’s “Mother Tongue”, I noticed a common theme across these two pieces that I could very much relate to. Jose Antonio Vargas’s mother reminded him to fit into the American way of living by saying “If anyone asked why I was coming to America, I should say I was
For years, the United States government has been trying to find a way to lower the obesity in the country. However, the approach it is using, i.e. taxing unhealthy food, is not the most effective one. People are going to purchase whatever products they wish, whether the price is increased a few cents or not. Junk food options are already set at a more reasonable price than healthy foods, enticing people to buy these less expensive goods. Even though putting a tax on other products, such as tobacco, has served the intended purpose, food is a necessity humans must have for survival. Society is used to consuming foods they want, and will continue to do so. Putting a tax on unhealthy food will not necessarily lower the obesity rate because there are other factors that contribute to this problem. Moreover, taxing measures are usually intended for the collective benefit of society rather than the individual. They are usually perceived as another way the government uses to take money out of the citizens’ pockets. Ultimately, thinking that higher taxes on unhealthy foods will help curb down the obesity rate in the country would be similar to say that cost is the sole contributing factor to this public health problem. Imposing taxes will not help lower the consumption level because these foods will still have lower prices than healthier choices. Taxes do not impact the nutritional value of foods, and their only predictable effect is to help in generating additional revenue for the government.
Society places males in one category and females in another category, although some say it could be detrimental to one if they are not sure what role to identify with or how to be accepted. An article stated by Sara Reese, “Making kids to stick to gender roles can actually be harmful to their health. States a researcher did a study that observed fourteen years old interactions over a three month period. “Usually we think of gender as a natural and biological, but it’s not... we actually construct it in ways that have problems and largely acknowledge health risks.” Several things Pereia found were aspects of what one would consider bullying today. For example, she observed girls who loved to play sports sometimes avoided them all together because it would be “the famine thing to do” Pereia said, “All of the girls were within very healthy weights, but they were all striking their intake of food in some way, so what we 're really talking about is fourteen year old girls who’s bodies are changing and developing, depriving themselves at every meal.” They boys in the study felt they had to prove themselves in some form or fashion. Pereia stated, “All faced intense pressure to demonstrate the extent of their manliness”. Today’s studies give one another a difficult time or poke fun for the smallest thing. Bullying is more prevalent today because of how society’s outlook. Girls and boys both struggle in middle school with their changing in their bodies. Their hormones change and they are changing into adolescents. Never the less the metamorphic change of their bodies is one thing, but being accepted is another aspect to take into
Jose Antonio Vargas’s article on My Life as an Undocumented Immigrant is a writing about his childhood journey from the Philippines to the United States as an Undocumented Immigrant. Vargas writes this article to emphasize the topic of immigrant and undocumented immigrant in the United States. He uses all three appeals: pathos, ethos, and logic in his writing, in specific, he mostly uses pathos throughout of his entire article with a purpose for the reader to sympathize and to feel compassion for him. The use of these appeals attract many readers, they can feel and understand his purpose is to ask for others to join and support other people who undocumented immigrant like himself. In addition, it gives other undocumented immigrant people courage
Among other things, girls were less likely to feel good about themselves, to like how they looked, and more likely to feel down and experience difficulty making decisions. This statement applies all over the world in every society because people who are different are not considered the norm because they are the minority of the basis on what society teaches us while growing up. I am not the only one in this world that disagrees with this theory of gender. Unfortunately it has been going on for centuries and we are now just starting to scratch the surface on why gender differences cause so many issues and assumptions. These gender issues that exist in our social environment whether at school or in public cause depression, low self-esteem and to the highest of all issues taking ones’ own life to deal
Furthermore, Vargas faced many personal and career obstacles in his story. For example, at the age of 12 his mother sent him thousands of miles away to live with Vargas’s grandparents in America who were both naturalized citizens because she wanted to give him a better life. After Vargas arrived in San Francisco, he fell in love with the area and loved living with his grandparents. As years went by, Vargas, who was 16 at this time, went to the D.M.V. to get his driver’s permit, but fortunately the clerk working at the office told Vargas that his Green Card was fake and never to come back. After questioning his grandparents, Vargas finds out that he was smuggled into the United States of America and all his documents were fraudulent. In Vargas’s essay, “My Life as an Undocumented Immigrant”, his story fiddles with the readers emotions and makes the reader ponder the issue of immigration in the United States of
(Nicholas D.). Here Barry Popkin, a nutrition specialist at the University of North Carolina defends her view about taxing sugary drinks. Many people have supported the idea of taxing sugary drinks, and many have argued in opposition to the tax. However, supporters of the taxing argue that it will fight obesity rates by reducing consumption of sugary drinks and purchase. They also argue that it is a good way to raise revenue for the country, which will be used to drive down the health care costs. This revenue are used to pay health cost through Medicare and Medicaid. Some people insist that these drinks should carry a higher tax to keep people from consuming
Despite their conception in 1903, Harley-Davidson and the motorcycle industry as a whole didn’t really take off until after the Second World War. Many people rode motorcycles during the war, with Harley-Davidson themselves supplying almost 90,000 motorcycles for the U.S. military during this time. Many veterans chose to purchase motorcycles upon returning home, as they enjoyed riding during the war and wanted to continue riding in their civilian life. This generation known as the "baby-boomers" quickly became the main target audience for many of Harley-Davidson’s marketing efforts. With sales increasing and the industry growing, many "motorcycle clubs" and "rallies" were introduced. Unfortunately, due to the lewd behavior displayed by most people associated with these clubs and rallies, bikers typically had an image of being disorderly and raucous. Harley-Davidson’s image itself took a big shot due to the Hells Angels. This was a motorcycle gang wishing to become notorious for "drug trafficking and other organized crime activities," who used only Harley-Davidson motorcycles. All of this combined to lead to a decline in demand and sales throughout the entire industry during the 1960’s. The industry was really helped out with the release of the Hollywood film Easy Rider in 1969. This film helped change the public’s perception of bikers and sparked an increase in motorcycle demand which has lasted to this day.
There are many different automobile companies providing buyers with many styles of cars, trucks, SUVs, and motorcycles. Toronto Star January 14, 2005 present ways to approach the automotive buying process. There are many different surveys, crash reports, and rating systems comparing different companies and their vehicles. Things you should look for when reading these published articles are who conducted the study? Who paid for it? Who gains from it? Who loses? These are all things to keep eye on as some automotive companies will run their own surveys making their products seem overpowering against the competition. Some prove their products are safer then the competition where the competition has been proven time and time again to make that survey seem inaccurate.
Having both marketing strategies and both products analyzed and the history of the important marketing decisions made and techniques used by the company written down, it will be interesting to perform a critical analysis of how the market and business realities made an impact on the marketing of Tesla Motors, why it happened and what was the effect. The presence of the CEO and the impact he makes on the public and investor confidence will also be critically reviewed. Based on the results, a list of recommendations will be composed for both representatives and marketing specialists who work in the same or similar
Another strategy used by BMW to differentiate itself from other automakers in the market is the proactive usage of technology and innovativeness in the development of products. From the early 1990’s, BMW has been on the forefront of incorporating technology in its designs in line with the technological advances of the modern world. This has led to the creation of inventive products. The uniqueness of these auto products put BMW in a position of advantage. The development of the hydrogen car as early as 2000 was an indicator of the company’s innovative strategy. In addition, the company also presents itself as environment friendly creating a whole range of vehicles in this category. This is a differentiation strategy meant to boost the company’s image and reputation amongst customers. In addition, this gives the environment conscious customers a variety of products to choose from giving BMW an upper hand in the industry.
America is one of the many countries with high obesity rates. Obesity is something that this country has been dealing with for many decades. Within the past few years, there has been an attempt by the government to regulate and control a few of the factors contributing to this problem, which are junk food and fast food. It is believed that these unhealthy choices are not only affecting Americans, but people all over the world. There is a debate on whether or not the government should place stronger regulatory rules on fast food, junk food, and beverage industries.
Manitoba, a place knew for adoring new and high taxes, refused to add junk food taxes because they knew that it was going to be a waste of time and there would not be any positive results (5). The many studies of junk food taxes have soon other countries that it is not going to work. People will find other alternative to get the sugary high they need. A study in a small city showed that soda intake decreased for a small amount of time and then it increased again, as well as the sales on beer increased (Luciani P.
The decline in Profit margin in 2014 was because of their less revenue in the North American market where they make good margins with their larger vehicles as shown in Figure