Jaguar Land Rover Case Study

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Introduction
Jaguar Land Rover (JLR) were two separate automotive companies until 2002 when Ford merged the two British premium brands, creating a single business entity. Previous business history of the brand has been unstable similar to other conventional vehicle manufacturers in the UK (Marketline, 2013). In 2008, Tata Motors, India’s largest automobile company acquired Jaguar and Land Rover from Ford for $2.3 billion (Johnson, Whittington and Scholes, 2011). Land Rover is considered the world’s leading manufacturer of premium all-wheel drive vehicles whilst Jaguar specialises in premium sports saloon and sports car marques (Jaguar Land Rover, 2014a).

1.0 Measurements of Success
Determining whether a company is viewed as ‘successful’ can vary because some companies may consider their company a ‘success’ in terms of monetary rewards, producing an acceptable return on assets, or even having a well known brand. Thus, defining ‘success’ is one step in the planning process of a company like JLR and while profitability is generally a key element of that definition, there may be vario...

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