Land River Case Analysis
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When Land Rover first introduced the Range Rover to North America in 1987 the idea of a "luxurious 4x4" was a novel concept. Now, with the introduction of the Land Rover Discovery to North America, Land Rover North America, Inc. (LRNA) must distinguish the Discovery from other midsize SUVs, namely the Ford Explorer, Jeep Grand Cherokee and Chevrolet S-10 Blazer, which are currently dominating the American market. The Range Rover has maintained an intense loyal following among young affluent single adults, the family concerned with owning a functional vehicle and older people who have traded in their luxury cars for SUVs. The Discovery should position itself as The Logical Evolution of the Legendary Land Rover and target those 30 to 50 years of age, with an income greater than $125,000 and like the Range Rover, target those concerned with portraying an image of success.
The 1990s brought a rise in demand for 4X4s as well as an onslaught of competition from American as well as Japanese manufacturers. In order to build brand awareness and distinguish the Discovery from its competition, the marketing campaign should focus on Land Rover's and in particular Discovery's strengths. LRNA needs to call attention to the fact that the consumer will be getting fifty plus years of SUV knowledge and refinement. The Discovery's strengths as seen in Exhibit 1 are quality, safety, off road capability, comfort and image. In these categories the Discovery overall ranks top among other SUVs in its class and significantly outranks the Mitsubishi Montero and Olds Bravado which are similarly priced...