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

grime Rover northwest America, Inc. Case summaryI. Executive SummaryCharles Hughes, president and CEO of Land Rover North America (LRNA), and his executive committee want to expand LRNAs turn over within North America. Based on the growing strength of the U.S. SUV market, inquiry which suggests consumers are seeking vehicles that can help them have experiences while beingness practical, safe, reliable and luxurious, the success of the Discovery in the U.K. and near doubling of the Land Rover snitch worldwide, LNRA is seeking to become the worlds promethium 4x4 specialty company through effective grade, product and retail strategies. LNRAs success hinges on making the correct positioning, merchandise mix and retail decisions.II. Problems and RecommendationsLRNA needs to determine a positioning strategy for the Discovery and itself in North America to entice its two distinct target markets. LRNA is alive(predicate) that it has two distinct target markets whose purchasing dec isions are impacted by various drivers 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 intentional 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, look at the following mess geezerhood you are what you drive. LRNA must also determine what marketing mix to utilize and how much of its marketing reckon should be allocated to each media strategy. First, we would advocate 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 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 amidst the two. Ads should present the dual nature of the Discovery and Land Rover brand as rugged, exciting, but safe vehicles equally adept at discourse the challenge of the jungles of Madagascar and the challenge of the city highway with your children onboard. Print ads would be fixed in business and news magazines as well as case newspapers such as The New York generation, Wall Street Journal, Financial Times and Washington Post.