Cas de Juguar

El Ahmadié Hiba

Option: Management

Case Study of Jaguar's Passage to India

1. Assess Ford's decision to introduce the X-type to broaden Jaguar's appeal from niche player to major competitor in the luxury segment.

Ford is well known for low end cars therefore the company acquired jaguar in late 80’s where the company lacked a high end luxury model, although it has purchased the niche market player the company was about to market jaguar with low cast line without diminishing the jaguar reputation. In 2001 the company introduced X- type was developed to target new generations of drivers and to capture the significant share of the entry level luxury market dominated by BMW and Mercedes C- class. The company tried to be competitive in the luxury market with BMW and Mercedes but it had ignored the wants of the customers the specific market. The X type was a translation of ford's wish to compete on jaguar's luxury market place: by making a relatively less expensive, more affordable model, they thought they would increase their sales share while keeping the jaguar's luxury status.

Ford decision to introduce the X-type came from the company's will to compete in luxury market while targeting consumers with more modest income , but the mistake was that they imposed a wrong strategy by targeting low end markets where they ignored the market of jaguar which was a niche player rather than a major competitor. Even though they tried to make jaguar on the market, it didn’t work out well with ford since mass production (one of ford's specificities) affected jaguar’s market. Ultimately they had to cease production of jaguar X- type.

2. Tata Motors recently introduced The Nano, the world's least expensive car. The Nano fits Tata's strategic goal of building a low cost car for the Indian market. Can tat succeed in targeting both the very low end of the auto market as well as the high end?

Tata is a well known brand in India for its low cost vehicles lines which are affordable...