Product details

The case illustrates how, with the use of a pan-european market research programme, Land Rover were able to segment the leisure/utility market. They produced in-depth demographic, socio-economic, and lifestyle profiles of the kind of person who would buy a premium 4x4 leisure/utility vehicle. Using this information Land Rover were able to design, develop and position the Discovery, a product with outstanding appeal to its target market. The case opens in November 1989, and follows the real-life experiences of one couple in their search for an affordable replacement for their elderly Range Rover. They explain their reasons for selecting the Discovery in preference to other available 4x4s, but tell how long waiting lists nearly lost the sale. The case was written as a basis for class discussion on the subjects of market segmentation and positioning; new product launch and development; and market research.