Case Analysis: Land Rover North America

1) Background Analysis: General Market Evaluation: In the 1990s, SUV was trying to become a controversial market, but a new focus was on casual SUV. This is probably where LRNA can maximize its market share in the market. Competition and Behavior: The North American SUV industry is becoming increasingly competitive. "The price of over 30 SUV models is between $ 10,000 and $ 60,000.The market leaders are Jeep and Ford.Jeep has a strong tradition in the US It is done in the UK.

Charles Hughes, president and CEO of Land Rover North America (LRNA), plans to expand North America's Land Rover market. Based on the growing US SUV market, research shows that consumers are looking for a car that provides them with a "rugged driving experience" while being practical, safe, reliable and luxurious It is shown. Due to the success of Discovery's success in the UK and the world's Land Rover brand almost doubled, LNRA aims to be the "world's best 4 × 4 specialized company" through effective branding, product and retail strategies. The success of this event depends on correct positioning, marketing mix, and retail strategy development. LRNA classifies Discovery as follows.

Land Rover and Chery: Founded in November 2012, Chery Jaguar Land Rover Motors is a 50-50 independent joint venture between China's manufacturer, Chery Automobile and the UK automaker Jaguar Land Rover. Their goal is to localize the models of Jaguar and Land Rover for the Chinese market and to develop a custom designed joint venture. Google acquired Waze: Google acquired Israel's map startup Waze for more than $ 1 billion and secured leads in real-time map creation. Currently operated separately, Google, the final Waze will be used to enhance the US map application, and the core Waze products themselves benefit from integrating the Google search function He said that.