Land Rover North America, Inc

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Case

Reference no. 9-511-P01

Portuguese language

Subject category: Marketing

Authors: Susan Fournier (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 2007

Version: 30 August 1996

Length: 37 pages

Data source: Field research

Topics: Advertising; Brand management; Consumer behavior; Marketing strategy; Product management; Product positioning

Share a link: https://casecent.re/p/106119

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Abstract

This is a Portuguese version. Charles Hughes, President and Chief Executive Officer of Land Rover North America, Inc, is debating product positioning options for the new Land Rover Discovery. The positioning decision must consider the role of the Discovery vis-a-vis other vehicles in the LRNA line, the brand's strengths and weaknesses versus competition, and the positioning of the Land Rover umbrella brand in the UK. An allocation of marketing funds across brands and mix elements must also be determined and decisions on the company's innovative retailing strategy and experience marketing initiatives made. The case contains rich consumer behavior data.

Locations:

United States; United Kingdom

Industries:

Automotive industry; Retail trade

Size:

80 employees

Other setting(s):

1994