Landrover

1343 Words3 Pages

BACKGROUND ANALYSIS:

Charles Hughes, president and CEO of Land Rover North America, Inc., needs to determine how to best position the new Land Rover Discovery in the US market. The main items that need to be taken into consideration are the role of Discovery vs. other models in the Land Rover line, the strength's and weaknesses of Land Rover, and strong competition from Japan who were the most well known brand in the U.S. 4x4 leisure market.

The history of the Land Rover Brand is an important factor to look into when determining how the Discovery vehicle should be positioned in North America. The Land Rover was first developed in England as the first 4WD utility vehicle built for the outdoors. The car was not luxorious but the actual functional utility is what gave the Land Rover its strong image in Third World countries where this was extremely valuable. In response to the change in needs of its customers The Range Rover was built. This vehicle was developed as having the strength and toughness of the Land Rover but had the look of luxury and comfort in which the original Land Rover vehicle did not have. With the launch of these two products The Land Rover Brand gained a vast amount of customers that became loyal to the corporate brand's main core values which were "individualism, adventure, and freedom."

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