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

Land spider North America, 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, interrogation which suggests consumers are seeking 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 scouter brand worldwide, LNRA is seeking to become the worlds premier 4x4 specialty company through effective brand, product and retail strategies. LNRAs success hinges on making the correct positioning, marketing mix and retailing decisions.II. Problems and RecommendationsLRNA needs to determine a positioning strategy for the Discovery and itself in North America to coax its two distinct target markets. LRNA is aware that it has two distinct target markets whose purchasing decisions are impacted by va rious drivers but also knows that factors such(prenominal) 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 glorious 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, lease the following message 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 direction increasing the marketing budget to approximately $30 million to better position LRNA against our competitors. Since our target consumers are educated, married males in the 35-64 age group with yearly 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 character 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 alley with your children onboard. Print ads would be placed in business and news magazines as well as national newspapers such as The New York Times, Wall highroad Journal, Financial Times and Washington Post.