Land Rovery Case

|Land Rover Case Analysis |

|Much is Hinging on the Discovery |

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I. Problem Statement

Land Rover North America has a few decisions it needs to make which can, as CEO Charles Hughes put it, “Be pivotal to the future trajectory of the firm.” The main decision is how the newly introduced vehicle Discovery should be positioned. On the basis of market research data, there are three possible positioning strategies. First, recognize Discovery as the main transportation method for The Definitive Family 4X4. Second, position Discovery as the new Evolution of the Legendary Land Rover. Third, define Discovery as luxury transportation solution but as The More Affordable Range Rover.

LRNA must also determine what marketing mix to utilize and how much of its marketing budget should be allocated to each media strategy. While LRNA’s competitors are spending enormous amounts of money towards their vehicles, LRNA is aware that it has experienced difficulties in measuring the value and effectiveness of various alternatives to spending advertising budget.

Lastly, LRNA must determine if it should continue its use of a dealer network or convert these franchises into freestanding, exclusive retail outlets called Land Rover Centres. Concerns for this problem include whether LRNA’s sales are great enough to justify the investment risk, and also if LRNA would be jeopardizing exclusivity benefits in the marketplace.

II. Alternatives

One obvious alternative that LRNA has and which the case had little mention of is whether or not to introduce the...