7MARK012W Marketing for Managers Assignment Sample
Here’s the best sample of 7MARK012W Marketing for Managers Assignment, written by the expert.
Executive summary
During the report brief explanation about the Land Rover along with the market of UK, automobiles have been provided. The SMART objectives examination has discussed the benefits of the business establishment in establishing a relationship between suppliers and marketers. Besides the process of STP within the report benefits the Land Rover in improving their marketing performance along with identifying the changes within the business market. Positioning map explained about the positioning of the Land Rover in respect to their competitors. Besides, elements of the marketing mix for the company to market the products in the UK have examined the efficiency of employees and the positioning among the competitive business market.
Introduction
A case of Land Rover has been taken into account in this report that has examined the industry it operates within the UK and evaluated its prospect of marketing. SMART marketing objectives will also be determined that will benefit the form in identifying the activities that need to be performed based on their priorities so that better results can be achieved. Furthermore, the proposed target market and positioning strategy for the automobile organisation will also be examined during the report. Marketing mix of Land Rover will also be determined within the report where their distribution strategy, pricing policies and promotional activities will be discussed that will help the firm in operating their business within the UK geographic location to earn growth and success.
Introduction to Land Rover and automobile industry in the UK
Land Rover is a UK based Sports Utility Vehicle (SUVs) that operates under the subsidiary of Tata Group and is headquartered in the UK (Landrover, 2020). The automobile organisation has its presence in the global platform through which they operate within different geographical location. During the last financial year, the SUV automobile Land Rover sold 94,736 units, which increased by 3% from the year 2018, when the firm sold 92,143 units of Land Rover (Statista, 2020). The UK automobile industry has also seen rapid growth during the year 2018 the automobile industry generated a turnover of £ 82 billion and sold 1.5 million passenger vehicles and 85,000 commercial vehicles. However, the sales of Land Rover has decreased in the UK in the last 2 years. Despite 76% of UK’s population owning pirate vehicles, 31% of the total customer of the automobile industry owns small hatchbacks due to lower budget, ease of use and conveyance of driving and parking (Mintel, 2020). Additionally, 27% of the customers purchase Medium Saloon Hatchback followed by 11% of customer ownership of SUVs. Hence, the probable sales of Land Rover are in third place as most of the revenue of the company comes from the sales of large and small SUVs (Statista, 2019).
Considering the growth of the UK, automobile industry and declining sales of Land Rover, the company has focused on product marketing and designing based on the changing needs of the business market. This builds the experiences of customers and helps the automobile business venture in earning higher revenues and market share. The consumer trends in the automobile industry of the UK is inclined towards the purchase of electric cars and autonomous vehicles. Additionally, decision-making has become rapid due to the environmental pollution caused by diesel-powered vehicles (Mintel, 2020). The use of petrol and alternate fuel-powered vehicles has increased in the UK by 65% and 371% with a reduction in the use of diesel cars by 25.20%. Hybrid electric cars have increased in the UK by 110.3K whereas new electric car purchases were 14.9K from 2013 to 2018. Also, a market research survey stated 44% of the driving licence holders in the UK would like to purchase an electric vehicle.
Marketing objectives
Specific: The specific goal of Land Rover is to achieve long-term sustainability, profitability and growth while talking up the approach towards zero-emission (Landrover, 2020). The goal of Land Rover helps the British based automobile company in improving their manufacturing process and operational efficiency through the integration of clean fuel sources and technology.
Measurable: The overlaid business objectives of Land Rover is measurable by building a dynamic partnership with their supply chain partners along with integrating the life cycle of their vehicles (Jaguarlandrover, 2020). That helps the firm in adding values to their local and global communities by providing autonomous and assistance driving vehicles along with the high-end vehicles.
Achievable: The overall objectives for the Land Rover is achievable by introducing innovative low-carbon vehicle solution for their future customers. Designing environmental sustainable vehicles increases the reputation of the organisation.
Realistic: The objective of driving down sustainability and zero-emission is a realistic approach for Land Rover as it helps the firm in culminating sustainable change through their business approach.
Time: The total time frame taken to achieve the objective for Land Rover is 5 years.
Proposed target market and positioning
Segmentation has been referred to as the process that includes dividing the market into smaller pieces so that better customers can be targeted over the period. The process of segmentation also benefits the organisation in identifying the cultures and languages of people that help the organisation in designing and developing product and services that help them in earning higher revenues and profitability (Camilleri, 2018). Segmentation also allows the sellers to closely tailor the product according to the needs and desire of the customers that seek towards improving the customer experience and allows the firm in making efficient usages of their resources.
Segmentation: Land Rover while operating within the UK undertakes demographic segmentation that benefits the firm in dividing the market on basis of age, family, size and income. Land Rover uses segmentation factor of age, gender and income on the consideration that helps the firm in promoting its products among their target customers that benefits the firm in earning higher opportunities of business and revenue. The company also segments its consumers based on geography as the company manufactures 30% of all the passenger vehicles manufactured in the UK and sells the vehicles to the entire European market.
Targeting: The target market for the Land Rover has been divided under three main categorisation that includes successful professionals who fall under the age group of 30-45 years old. executive families those who fall under the age group of 30-50 years old and finally aged individuals, these are the target market who are over the age group of 50 years but seek towards leading a lavish lifestyle and have a high net worth (Jaguarlandrover, 2020). The Land Rover has also considered psychographic segmentation while operating within the UK based on the high status of living standard, their position within the society and likeliness towards driving end luxurious vehicles associated with the brand logo and design to match with their personalities. The young customers are targeted by the company due to off-roading abilities of the vehicles in the Discovery and Sport range.
Positioning: Land Rover being one of the best SUV automobiles within the global platform undertakes differentiation strategy that seeks towards offering a high set of values to the customers along with differentiating their vehicles from that of their competitors. The brand positioning helps the organisation in determining high market share and productivity (Landrover, 2020). Land Rover has positioned its vehicle as emotional, unique and high performance that increases the intrinsic values among the customers and increase their experiences that create a unique brand position for Land Rover.
Positioning map
Positioning mapping typically positions the brand that is displayed relative to their competition. Examining the positioning map for Land Rover Discovery Sport it has been noticed that the automobile falls under the category of having high top speed and genuine off-roading abilities. The vehicle can easily perform under harsh performance due to its excellent grip, high performance and advanced technology that it uses to differentiate themselves from that its competitor Jeep XJ Cherokee. Land Rover also holds high prestige as because it uses dynamic response system that helps the firm in offering accurate handling, turns and making the driving much more comfortable along with higher fuel efficiency than XJ Cherokee. The company has the scope of achieving high growth from the small SUV segment due to greater market demand.
The proposed marketing mix
The marketing strategy of Land Rover is further conveyed with the elements of the marketing mix.
Product
Land Rover is recommended to position their products in the high value and high price segment in the market. The organisation would offer sports utility vehicles to the consumers for offering the passengers the ability to go off-road along with their regular road-going vehicles by having features such as increased ground clearance and performance. (Armstrong, et al., 2018) The products to be marketed by Land Rover in the UK includes the premium SUV ranges of Discovery. The SUV’s to be marketed in the UK includes The New Discovery Sport (Landrover, 2020). The product to be marketed have augmented characteristics and has been provided with focused differentiation for providing superior performance and value to the premium customers. The core attributes of the product include high performance and off-roading abilities blended with luxury (Jaguarlandrover, 2020). The vehicle to be marketed in the market of the UK offers superior performance and design having high boot space and five people sitting capacity (Jaguarlandrover, 2020).
The vehicle is equipped with a highly responsive 10-inch touch screen infotainment systems, which provides essential information to the drivers along with enabling them to interact seamlessly. The New Discovery Sport has hybrid powertrain having an advanced petrol engine with an electric motor for superior performance and lesser CO2 emissions along with an all-electric range of 38 miles (Landrover, 2020). There are accessory packs available with all the models along with the choice of customisation of the interior. The built-in technologies allow the driver to fold the seats and perform other operations like having a rear-view with a simple touch. There are also tax benefits associated with the hybrid models as the use of electricity alternatively.
Place
The sports utility vehicles of Land Rover are recommended to be sold across the online channels and website of the organisation. The organisation is also recommended to utilise the sales support channels of intermediaries and marketers along with the online agencies, which provides reviews and ratings to the vehicles (Keller & Lehmann, 2006). This would enable the consumers to reach out to the parent website of the company by reading articles and news about the vehicles and clicking on the links made available on the websites (Chaffey, 2019). The organisation is also recommended to establish segmented channels of sales by installing makeshift Expos and tradeshows to provide a closer and personalized experience to the consumers. The official showrooms and outlets of Land Rover are recommended to be placed in posh locations in the urban and metropolitan regions of the country for having the highest customer footfall. Segmented channels can be used by the organisation to sell its different product ranges of the range rover defender and discovery editions of vehicles (Chaffey & Smith, 2017). This would allow the consumers to contact the sales and marketing operatives of the organisation based on the needs and requirements along with their budget. The decision of establishing the showrooms of the vehicles in distinct and important locations across the country would enable the organisation to have the maximum reach of the consumers and create a landmark for themselves (Armstrong, et al., 2018). The use of sales agents would be effective for the organisation to reach out to the consumers in the parking lots in the community spaces and supermarkets to identify the prospective buyers and contacting them regarding any offer on an exchange of their present vehicle. This would also improve the visibility of the brand and expand the presence of the organisation.
Pricing
The products of Land Rover are positioned in the premium segment and offer focussed differentiation and value for the niche segment. This commands a premium price for the vehicles of the organisation, which provides superior quality and experience along with having very high durability (Kotler, et al., 2015). Pricing of The New Discovery Sport starts from GBP 31,905 (Landrover, 2020). The premium pricing strategy is recommended for Land Rover as it would enable them to connect with the premium segment of consumers. This would ensure that the prospective buyers can associate the brand and its products with their status symbol and personality along with deciphering the higher value and trust offered by the brand.
Promotion
The promotion of the sports utility vehicles of Land Rover is recommended to be conducted by using the digital channels of marketing along with the traditional methods. The traditional marketing techniques of product advertisements along with pictures and specifications are recommended to be published in the newspaper periodicals along with car magazines and lifestyle publications (Kotler & Armstrong, 2015). The use of banners and billboards for promoting the different variants of the vehicles of the New Sport Discovery range. Tradeshows and Auto Expos are also recommended to be arranged by the management of the organisation for communicating closely with the consumers and enabling them to perceive the advantages and superior build quality of the vehicles (Keller & Lehmann, 2006). The integration of digital channels and the social media is essential for the organisation, as it would enable them to connect with the younger consumers and attract the attention of the consumers as they spend most of the time in social media (Chaffey & Smith, 2017). The use of multi-channel strategies and Omnichannel of marketing like banner ads, social media advertising and search engine optimisation would also enable the organisation to promote and display its products in response to any query regarding high-performance vehicles and sport utility vehicles in the popular search engines like Google and Bing.
People
The management of Land Rover is recommended to appoint highly qualified and experienced marketers for handling the marketing communications with the consumers and operating across the social media channels (Armstrong, et al., 2018). The people element of Land Rover will consist of the use of individual focus on providing customer assistance and support. Competent and experienced employees having very good marketing skills are to be appointed and recruited in the organisation along with making them apart of the culture of customer service (Hollensen, 2019). Adequate training on skills is to be provided to the marketing management employees for ensuring that they can continue their personal and professional development in regards to delivering seamless engagement to the consumers and offering them the most suited products and services. The people of Land Rover will also comprise of the entire workforce of the organisation along with specific departmental employees appointed in the marketing along with customer relationship management and manufacturing.
The organisation will be required to provide regular training to the employees for enabling them to handle the new technologies for keeping up with the consumers and communicating with them across the online platforms of the organisation in the social media platforms and website (Chaffey & Smith, 2017). Establishing a culture of collaboration and coordination across the departments would also make it easier for the employees appointed in the marketing team along with the customer relations management domain to interact with each other, solve the queries of the customers seamlessly, and reduce the waiting time (Kotler, et al., 2015). This would also ensure that the employees can take regular feedback from the customers and convey the same to the manufacturing team for rectifying any issues in the product design and development.
Process
The processes of Land Rover will focus on providing the best quality customer service and fast delivery of the vehicles upon successful placement of the order. The processes are to be focused on the business and support services with the framework of information and communication technology. The process of purchase of the vehicles is to be made simpler for the consumers as they would be welcome to walk into any outlet or showroom of the company for assessing their preferred model for purchase along with making hassle-free arrangements of finance and handover (Jaguarlandrover, 2020). Additionally, the customers will also have the option to navigate through the website of the organisation to go through all the available models and their features along with their prices for making their decision. The customers will have the choice of fixing an appointment with the sales representative of the organisation at the showroom or their place of convenience (Schilling & Shankar, 2019). In case of the request for product demonstration and test drive, the sales representative of the organisation would travel to the place of convenience of the consumer and provide them with the first-hand experience. This would be further processed based on the level of interest of the customer along with choices of financing of the vehicle or full cash payment.
Physical Evidence
Examining the physical evidence for Land Rover critical information has been gathered that signifies that the automobile business organisation sell their SUV vehicles in a distinct colour packaging that becomes easily identifiable on the retail shelves (Jaguarlandrover, 2020). The vehicles of Land Rover are being placed on different shelves that become easily recognisable for the customers to make their mind to purchase the vehicle. Furthermore, the online website of Land Rover is also considered to be user-friendly that allows the customers to access latest images, information and other related articles of the automobile that makes it easier for the customers to make the mind towards purchasing the vehicles (Landrover, 2020). The auto expo that is being conducted annually also improves the physical evidence of the Land Rover automobile as through the auto expo the latest technology is being promoted to the customers. This benefits the organisation in understanding the needs of the customers and access their feedback so that proper changes can be made to improve the experiences among the customers (Landrover, 2020). All the staffs that work within the Land Rover are well skilled and competent who holds the responsibility of building a relationship with the customers and seek towards offering them better feedbacks and information that increases the capability of the organisation in achieving high growth opportunities and success.
Conclusion
The overall report has examined the Land Rover automobile where their performance over the past years has been explained briefly. The market suitability of the UK business organisation has also been identified that makes it possible for Land Rover to grow their business within the country. SMART objectives have also been determined that includes sustaining the clean environment by eliminating the threat of carbon emission. The SMART objectives for the organisation can be achieved through implementing innovative technology and through strategic partnership. STP for the Land Rover along with positioning map for the organisation signifies about their efficiencies towards building their competitiveness over the competitors. The vehicles of Land Rover to be prompted in the UK is the New Discovery Sport. The New Discovery Sport supports the all-wheel drive for enhanced stability during off-roading whereas it supports a hybrid powertrain along with enabling the vehicles to be partially powered with electricity to save emissions and reduce tax. The vehicles would be sold for a premium price due to the focused differentiation factors.
References
Armstrong, G., Kotler, P., Harker, M. & Brennan, R., 2018. Marketing an introduction. 2nd ed. London: Pearson Education.
Camilleri, M., 2018. In Travel marketing, tourism economics and the airline product. In: Market segmentation, targeting and positioning. London: Springer, Cham, pp. 69-83.
Chaffey, D., 2019. Digital marketing. London: Pearson UK.
Chaffey, D. & Smith, P., 2017. Digital marketing excellence: planning, optimizing and integrating online marketing. London: Taylor & Francis.
Chaffey, D. & Smith, P., 2017. Digital marketing excellence: planning, optimizing and integrating online marketing. 2nd ed. London: Taylor & Francis.
Hollensen, S., 2019. Marketing management: A relationship approach. London: Pearson Education.
Jaguarlandrover, 2020. Jaguar-land-rover-reports-august-2019-sales. [Online]
Available at: https://www.jaguarlandrover.com/news/2019/09/jaguar-land-rover-reports-august-2019-sales
[Accessed 24 July 2020].
Jaguarlandrover, 2020. Waymo-and-jaguar-land-rover-announce-long-term-partnership-beginning-self-driving. [Online]
Available at: https://media.jaguarlandrover.com/en-gb/news/2018/03/waymo-and-jaguar-land-rover-announce-long-term-partnership-beginning-self-driving
[Accessed 24 July 2020].
Keller, K. & Lehmann, D., 2006. Brands and branding: Research findings and future priorities. Marketing science, 25(6), pp. 740-759.
Kotler, P. & Armstrong, G., 2015. Principles of Marketing. Global Edition ed. London: Pearson.
Kotler, P. et al., 2015. Marketing. 9th ed. London: Pearson Higher Education AU.
Landrover, 2020. Home. [Online]
Available at: https://www.landrover.co.uk/index.html
[Accessed 24 July 2020].
Landrover, 2020. Low-carbon-vehicle-event. [Online]
Available at: https://www.landrover.com/experiences/news/low-carbon-vehicle-event.html
[Accessed 24 July 2020].
Landrover, 2020. Market-selector. [Online]
Available at: https://www.landrover.com/market-selector/index.html
[Accessed 24 July 2020].
Landrover, 2020. NEW DISCOVERY SPORT. [Online]
Available at: https://www.landrover.co.uk/vehicles/discovery-sport/index.html
[Accessed 24 July 2020].
Landrover, 2020. Specifications. [Online]
Available at: https://www.landrover.in/vehicles/range-rover/specifications.html
[Accessed 24 July 2020].
Mintel, 2020. UK Car Review – UK – February 2020 – Market Research Repor. [Online]
Available at: https://reports.mintel.com/display/987894/?fromSearch=%3Ffreetext%3Duk%2520car%2520review%2520#
[Accessed 27 July 2020].
Schilling, M. & Shankar, R., 2019. Strategic management of technological innovation. London: McGraw-Hill Education.
Statista, 2019. Land Rover Report. [Online]
Available at: www.statista.com/study/60883/land-rover-report/ [Accessed 18 Feb. 2020].
[Accessed 27 July 2020].
Statista, 2020. Land-rover-sales-volume-cars. [Online]
Available at: https://www.statista.com/statistics/763321/land-rover-sales-volume-cars/
[Accessed 24 July 2020].
________________________________________________________________________________
Know more about UniqueSubmission’s other writing services:
