Understanding Marketing Principles Through Land Rover's Strategy

Submitted By; Marek duda

Marketing Principles and land rover2

Marketing Principles and land rover3 Introduction A successful marketing strategy enables you to clearly define your vision, purpose, and business goals as well as the steps you must take to get there. In order to study the advertising method, the example of the land wanderer has been examined. Since 2008, Jaguar Land Rover, a global automaker, has purchased the British brand Land Rover, which produces ill-defined four- wheel drive, off-road capable vehicles. Land Rover is also a subsidiary of Tata Motors. ( Kostelijk,&Alsem, 2020). Task 1: What is marketing? Definition of Marketing The business notion of marketing has been defined by experts in a number of different ways. In actuality, the word can be unexpectedly seen even by those at the organizational level. Diverse activities carried out in the marketing department The following are the activities carried out by the marketing division. 1. listening to customer needs If you want to stop this unsettling-looking number from working at your organization, you must effectively listen to consumers and understand their input in order to fix major issues that cause customer uproar. ( Patrutiu-Baltes, 2016). 2. Track trends and monitor competition Comparatively to simple industry knowledge, monitoring competitors offers a great deal more understanding. Instead, analyzing the competition will help you create a compelling presentation plan while undoubtedly increasing substance healing .

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Marketing Principles and land rover4 3. Work and brand values There may be a few businesses, both large and little, that offer a comparable good or service to what you do, but can they all make the same promises? Your image's traits will assist you stand out from the crowd and attract similar demographic disapprovals that admire your qualities. ( Kingsnorth, 2019). 4. Help improve sales processes and customer The firm staff members have clearly defined processes to follow thanks to a sales process. When it comes to knowing what needs to be accomplished and the scope of the contract, your business community is vastly more flexible than those who are left to their own devices. 1.2 Market Segmentation Market segmentation enables companies to better understand their customers. They improve an advanced comprehension of client demands and can modify missions to customer pieces intended for making purchases in this method. Geographical Segmentation: The market can be divided into different geographic areas. Because the land rover is a costly vehicle, the target nations are often those with affluent populations. Psychographic Segmentation: Upper-class individuals and those who lead a highly exceptional, wealthy lifestyle must be the focus of the expensive Land Rover maintenance. Behavioral Segmentation : Land Rover offers the chance to buy luxury vehicles to groups of clients who have a favorable reaction as well as to current customers who replace their old car with a new model ( Elena, 2016).

Marketing Principles and land rover5 Demographic Segmentation: Because the Land Rover is an expensive and upscale vehicle, market segmentation is targeted at groups of people who can afford it and have a high income. 1.3 Market Mix A company's employment of a variety of methods, strategies, procedures, and tools to promote its brand and products within its industry is known as an advertisement mix. A promotional mix may alternatively be described as having the "4-Ps," as well. Product: They sell a variety of goods on the market. It features a large selection of SUVs and four- wheelers that show stimulated motors. The arrangements for Land Rover cars include Defender, Range Wanderer, Range Meanderer Sport, Freelander, and others. ( Samiee, &Chirapanda, 2019). Place: Organization has firmly established the buyer market in the Asian sub-mainland by fortifying its home country. Elite distributor showroom designs have been created to communicate with the most demanding customers, but their value is still centered on the small group of clients. Price: As a care facility and a lavishness brand, it offers consumers a luxury assessing strategy. The company places a premium on distinctive extravagance buyers who clean up the costs to be luxurious. Promotion: First-class board specialists who occasionally focus on distinctively unique perspectives make up the limited-time group of land rovers. The distinctive Land rover party has a stronghold on the internet, in TV notices, and in print media. (Shafiulla, 2019).

Marketing Principles and land rover6 Task 2: Market Research 2.1 Aims of the Research In order to meet consumer requests and needs, it is helpful to study company trends and take consumer behaviour into account. Additionally, it's critical to consider the competitor's position among business clients and make sure they are happy with the brand and can benefit from its use of cutting-edge innovation. The Land Rover Company's primary marketing objectives are as follows:  The factor that enables Land Rover to establish itself as a superior brand is its emphasis on a customer-based experience-driven approach through growth, innovation, and premium quality of life experiences (Copu & Arnogursk, 2017).  The primary activity of the company, which operates under the brand names Jaguar and Land Rover, is designing, creating, manufacturing, handling, and marketing automobiles. 2.2 Market Research methods Different market research methods can be used including.  In-person surveys The interviewee's opportunity to speak with the questioner face-to-face is enhanced by an in-person exchange. Companies have been conducting meetings in this manner traditionally since the dawn of technology.  Telephone surveys Phone surveys are frequently employed in particular types of study, particularly market studies. For instance, expert statistical survey organisations employ PC-based frameworks with programmed random digital dialling and shapes for the simple and

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Marketing Principles and land rover7 direct section of reaction information for the most recent development in phone listening. ( Laddha, 2016).  Mail surveys Additionally, mail surveys are advertised as being simple, understandable, and lacking in open-ended questions. When compared to telephone feedback, sending a mail summary is typically less expensive.  An online survey An online summary or web analysis is one of the most well-known methods for gathering knowledge. In this method, a number of research questions are sent to an impartial example, and individuals from this example can answer online questions. The Land Rover uses an online survey since it is a fantastic choice for individuals and businesses looking to conduct research. Market Analysis tools and Techniques Below are the marketing research tactics which can be used to control the brand. SWOT Analysis A business analysis tool called a SWOT analysis makes sure that a company's objectives are clearly stated and that all of its constituent parts are correctly identified. The SWOT analysis has four domains: opportunities, threats, weaknesses, and strengths (Elena, 2016). PESTLE Analysis

Marketing Principles and land rover8 PESTEL analysis, sometimes known as PESTELE as of late, is a technique or procedure used by marketers to examine and present the environmental aspects that affect an association with a significant incursion (outer promotional climate). TASK 3 3.1 APPLYING marketing analysis techniques The land rover uses the SWOT analysis, as it is the most convenient and accurate way to run to make marketing strategies. SWOT Analysis Strengths Weaknesses  The rich heritage that Range Rover transmits, which is directly related to its appealing appearance, is one of its best qualities.  One of the key aspects is their ability to generate business-savvy products thanks to customer-friendly goods.  The company has always had a forward- thinking stance and regularly developed fresh concepts for its goods that are centered on the needs of customers.  The Range Rover vehicles have low emissions and are very climatically  Even though the brand is impressive, it has been the subject of much research from specialists due to issues with air suspension, electrical issues, and oil spills.  In addition, the business has faced a great deal of hostility due to its poor customer service.  The bad press for the brand could prove to be a major issue, especially if it is not managed properly.

Marketing Principles and land rover9 adaptable. Opportunities Threats  Innovation change is another opportunity for luxury vehicles like the Land Rover, as customers will now favor a more opulent in-vehicle experience and an even more expansive experience.  The customer has many of options today and the funds to choose the best mode of transportation.  Reach Rover has been researching high- end, tailored automobiles that can withstand market trends and driving decisions.  Increasing fuel prices are the biggest risk for the majority of auto companies, thus looking at alternative energy sources is becoming more and more important.  The administrative management system emphasizes battery-powered, hybrid, and environmentally friendly automobiles.  The cost of raw materials for automobiles is rising, which also has an impact on how luxury vehicles are generally valued. Target market analysis According to a public statement sent to Marketing Dive, Land Rover sent out a global objective for its 2020 Range Rover Époque vehicle with a focus on a younger, urban, and more feminine category ( Aamodt, 2016). Pestle analysis of Range Rover Political In light of recent political developments in Europe, Range Rover Époque Vehicle has reevaluated its ability to produce goods internationally and its important markets.

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Marketing Principles and land rover10 Economic Domestic sales in North America and rapid expansion in China and South America as emerging markets have been the foundation of the country's robust economic success. European businesses were sold to the PSA Group as they continued to incur significant losses. Social The business has also been successful in creating a wide range of products that enable it to satisfy a wide range of consumer value expectations, from luxury cars to new automotive energy systems (electric vehicles), and from perceived value brands to premium cars. Technological Compared too many of its rivals, has decreased the number of direct staff members and related resources devoted to product research and development. Despite this stance, the business continued to lead the market in innovation in 2013, producing over 1,600 patents. Legal Several criminal investigations and significant compensation claims were started, despite the company's efforts to avoid any legal duties (on the grounds that they would have been the duty of the prior corporate entity, which was declared bankrupt in 2009). Environmental There are strong connections between corporate-level activities and neighborhood community programs, and reuse and recycling programs are employed to lower production costs and the company carbon footprint.

Marketing Principles and land rover11 3.2 Interpreting Research Findings A survey of 100 customers was conducted to determine customer needs and demands as well as to evaluate customer satisfaction levels. Following the conclusion, fresh marketing plans were developed to help the company reach its long-term objectives. Along with these outlines, the changes in the results are given below. Survey questions Strongly Agree Agree Disagree Strongly Disagree Do you think the price of the land rover is fair? 40% 25% 15% 15% Are you satisfied with the configuration of the land rover? 55% 20% 15% 10% In the future, would you like a Land Rover configurator app to be developed? 75% 15% 5% 5% In terms of overall satisfaction, how would you rate land rover? 40% 15% 30% 15% Do you recommend others to buy a land rover? 55% 25% 10% 10% In the use of graphical representation, perception is like:

Marketing Principles and land rover12 strongly agree agree disagree strongly disagree 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 40% 25% 15% 15% Do you think the price of land rover is fair? According to this graph, 25% of people and 40% of strongly agreed that the pricing was reasonable. 15% of respondents agreed that the pricing strategy is poor, and 15% strongly agreed. Since they are wealthy and can afford a land rover, the majority of people are content with its price. strongly agree agree disagree strongly disagree 0% 10% 20% 30% 40% 50% 60% 55% 20% 15% 10% Are you satisfied with the configuration of land rover?

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Marketing Principles and land rover13 This graph shows that the maximum amount of customers strongly agreed that they are satisfied with the configuration of the land rover as they kept working on it and always try to update it. Few are still not satisfied with the configuration. strongly agree agree disagree strongly disagree 0% 10% 20% 30% 40% 50% 60% 70% 80% 75% 15% 5% 5% In the future, would you like a Land Rover configurator app to be developed? A large number of audiences strongly agreed that they want the land rover to develop their configurator app. Introducing new technology is always the best option to promote sales and achieve the long term goals of the brand. Moreover customer's satisfaction with also boost. strongly agree agree disagree strongly disagree 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 40% 15% 30% 15% In terms of overall satisfaction how would you rate land rover?

Marketing Principles and land rover14 In this graph, the mixed reaction of the customer had been seen as they had asked about their satisfaction level. 40% strongly agreed and 15% agreed that they are very satisfied but 30% disagreed and 15% strongly disagreed that they are not satisfied and the factor could be anything. strongly disagree agree disagree strongly agree 0% 10% 20% 30% 40% 50% 60% 55% 25% 10% 10% Do you recommend others to buy land rover? This graph shows that most customers are satisfied with their shopping experience and will recommend others to buy as well. Since they belong to the elite class they prefer to buy a luxury car because they can easily afford it. This will increase the overall sales of the land rover. 3.3 Presentation of findings to the marketing team There are various questions an economic specialist should ask before authoring a study or presenting research findings. If the results of such investigations are published or dispersed, they should be presented and addressed (Malega et. al, 2019). Many of these questions are similar ones that speakers instinctively consider when they are in a situation and using oral communication. The fundamental distinction is that the economic analyst must visualize the beneficiary rather than being able to merely observe the relationship discovered by the examination's beneficiaries. In the brand's market research, a few unique techniques were chosen to identify consumer requests and expectations. In order to comment on specific concerns, it

Marketing Principles and land rover15 entailed the use of prepared questions and point-by-point conversation between client appointments on a given subject. By having distinctive concerns for consumer communication, it also aided item control for expert associations to discuss marketing tactics. It has aided in spreading knowledge about the employment of unstructured, unrestricted, and restricted customer administration questions to investigate the essential elements of a single commercial center. Board Advertising gathers client feedback and conducts online and remote meetings to get ideas. ( Slater et. at, 2010). Task 4: E-marketing 4.1 Ecommerce website The dispatch of the second-generation online store was created with an emphasis on communicating an enhanced and individualized retail perspective, with the new generation of Qatari drivers as the top priority. Since the main Qatar site was launched, Jaguar Land Rover has noticed a strong connection with customers using smartphones and tablets, resulting in more than 2,370 warm leads, 1,458 statement requests, and more than 640 persons scheduling a test drive. ( French, 2017). Use of Social Media Land Rover needed to reach those customers on all of their PCs at each turn in the channel. In order to do that, the brand asked Google to operate cross-platform Range Meanderer hunt, show, social, and YouTube cruises. The head of Land Rove's computerized advertisement and social media, Kim Kyaw, claims that advanced is one of the only ways to reach everyone, from those with upper-pipe expertise to those who are currently ready to buy.

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Marketing Principles and land rover16 4.2 Methods of managing online image On the first page of search results If you can place at the top of the primary Google results list, it seems to be a great open door for you and your business. But keep in mind that reaching the top is only a small portion of the battle; maintaining dominance is just as difficult. ( Morgan et. al, 2012). Paint the picture before the exhibition It is best to work on their online reputation prior to delivery, especially for financial professionals starting a new association like Burberry. In order for your company's crucial 10 list records to appear on the website, you must create a brand, affiliation name, and post. To make sure that there are no hostile associations with the dependent authority name, land meanderer should thoroughly research option brand names. Don’t forget the execs Equally crucial to the board's online image is managers' usage of visibility for principal heads. Future customers not only ponder thoughts and surveys in investigating an agency, but also the persons that interact with and push the association. This is why it's vital for major land rover leaders to obtain a clean web reputation (Saif, 2015). (Saif, 2015). To do this, the group should create an individual bio for each president that serves to publicise the hunting positions held by that particular leader. The next logical step is to accomplish (positive) media inclusion. Anything, from blog entries to public feedback and comments in an online report, can assist develop a clear and tenable image for the staff and developing company.. Ask for help when required Therefore, never be afraid to approach your peers for their ideas and gifts if you decide to embark on a cause that you believe will substantially benefit from their additional input. It

Marketing Principles and land rover17 cultivates collective effort among your peers and also helps to make your venture the absolute best it can be (Lagat&Frankwick, 2017 ). Conclusion A marketing plan enables you to create products and services that have the greatest chance of becoming profitable. Land Rover uses a system of geographic, segment, and psychographic divisions. It aims to attract customers from high society social circles, professionals, and executives from wealthy families because it is for these people that Land Rover will be affordable. It employs a particular concentration on methodology.

Marketing Principles and land rover18 References

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2. MPT

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