Land Rover North America, Inc. Case Analysis :: LRNA Business Marketing Case Study, solution

ground Rover North the States, Inc. Case AnalysisI. Executive SummaryCharles Hughes, president and CEO of Land Rover North America (LRNA), and his executive committee want to expand LRNAs reach within North America. Based on the growing strength of the U.S. SUV market, research which invokes consumers are quest vehicles that can help them have experiences while being practical, safe, reliable and luxurious, the success of the Discovery in the U.K. and near doubling of the Land Rover brand worldwide, LNRA is quest to become the worlds premier 4x4 specialty company through effective brand, product and retail strategies. LNRAs success hinges on making the go down positioning, trade mix and retailing decisions.II. Problems and RecommendationsLRNA needs to determine a positioning strategy for the Discovery and itself in North America to entice its two clear-cut target markets. LRNA is aware that it has two distinct target markets whose purchasing decisions are impacted by various d rivers but also knows that factors such as quality, safety, reliability, comfort, off-road capability and aesthetics overlap. When compared with other SUVs or SUV alternatives, we believe the following differences should be highlighted to develop a distinctive niche for the Discovery and Land Rover brand in the target audiences mind. The Discovery and Land Rover brand should be positioned as luxury car alternatives with rich histories and superb off-road capabilities designed for the crme-de-la-crme of consumers affluent, intelligent, practical, unique, full of character, and seeking to empower themselves through adventure and exploration during their driving experiences. The Discovery and Land Rover brand should, in effect, convey the following depicted object you are what you drive. LRNA must also determine what marketing mix to utilize and how much of its marketing budget should be allocated to each media strategy. First, we would advocate increasing the marketing budget to app roximately $30 million to better position LRNA against our competitors. Since our target consumers are educated, married males in the 35-64 age group with annual incomes of $100K or above, we would suggest allocating sixty percent of our budget to advertising through television and print ads with a 65-35 split between the two. Ads should present the dual nature of the Discovery and Land Rover brand as rugged, exciting, but safe vehicles equally adept at handling the challenge of the jungles of Madagascar and the challenge of the city highway with your children onboard. Print ads would be placed in business and news magazines as well as national newspapers such as The New York generation, Wall Street Journal, Financial Times and Washington Post.