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Strategic Marketing And Planning - Case Study Example

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The researcher of the current paper claims that on 11 March 2009, Jaguar Land Rover announced that it would be the recipient of a 27m pound government grant. The funds form part of a bailout plan in which the government tentatively set aside the sum of 2.3bn pounds for support of the motor industry…
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Strategic Marketing And Planning
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Download file to see previous pages Competition among the auto industry has never been as important as it is now with the worldwide recession, as various automobile manufacturers and retailers struggle to remain a viable force in the market.2
In this context, the question for consideration is whether or not Land Rover places itself in a position to remain competitive by taking on this new project with government aid. More importantly, this new development raises the question of whether or not the new project and its expenses is an appropriate strategic marketing and planning method from the perspective of Land Rover and its stakeholders. In order to make this determination it is important to assess the company’s position in the auto industry; its stakeholders; and evaluate Land Rover’s external environment as well as its resources, balance, and value chain as it relates to the proposed project.
Jaguar Land Rover is divided into two amalgamated company with Jaguar Cars Limited’s registered office located in Coventry, UK and Land Rover’s registered office located in Warwick, UK.3 Jaguar Land Rover is a part of India’s biggest automobile industry, Tata Motors and brings together two of the UK’s most successful and popular car brands.4 Land Rover has been in existence for 60 years and has established subsidiaries in a number of locations worldwide, including the US, Italy, France, Spain, Germany, the Middle East, Russia, Australia, South Africa, Belgium, and Canada.5
From its inception in 1948, Land Rover debuted as a high profile vehicle serving as converted vehicles for Queen Elizabeth II’s “first world tour in 1953 and Pope John Paul II’s tour of England in 1982.”6 Land Rover vehicles have also been featured in popular films and television programmes over the years.7 Ultimately, Land Rover cars have always been designed for exploration and adventure globally.8 In the 1960s, Land Rove introduced a more luxurious vehicle in the name and style of the Range Rover although it combined luxury with the typical 4x4 wheel drive that characterized Land Rover’s vehicles. ...Download file to see next pages Read More
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