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Jaguar & Land Rover Marketing Essay

4292 words - 18 pages

International Marketing:
Jaguar Cars

MAM7A1.1 International Marketing

Word count: 3381

Members of the Group:
Brunissandre Baitzouroff- 1568714
Jacopo Bonaldi -1568179
Morgan Kimbel - 1541226
Divya Punjabi - 1567142

Date submitted: 3 December 2015

Table of Contents

1. Executive Summary ..…………………………………………………………...3
2. Introduction ……….…………………………………………………………….4
a. Overview of Automotive Industry in the UK
b. Overview of Jaguar Cars
3. Situation Analysis…………………………………………....…………………..5
4. Branding Strategy and Management…………………………………………….6
5. Communication of the Jaguar Brand in the Market……………………………..9
c. Global Marketing Campaign
...view middle of the document...

The industry‘s turnover is over £52 billion and £10 billion of added values, representing 10% of the country’s total exports and creating over 800,000 jobs in 2013. Many successful car manufacturers in the UK are of foreign origin. In fact, 11 of these major vehicle manufacturers and 18 of the world’s top 20 suppliers operate in the UK. Today, the UK automotive sector is especially well known for its luxury and sports car brands, namely Jaguar Land Rover, Bentley, Aston Martin, Rolls Royce, and Morgan. In addition to the Luxury car market, the UK also has a notable presence in auto racing with 8 out of 11 Formula 1 teams based in England, and an industry turnover of about £6 billion. Hence, the automotive industry is a key element to the UK’s economy, and is experiencing growth and high levels of consumer interest each year.

b. Overview of Jaguar Cars

Jaguar Land Rover is a British automobile company founded in Blackpool, UK in 1922. The brand is the largest investor in automotive research, development and engineering in the UK. JLR is composed of two brands: Land Rover, which produces luxury sports utility vehicles, and Jaguar, which produces sports cars with more of a seductive and sleek design. The company has proven to be very successful in the UK. Its revenue in 2015 was £21,866 million and sold 462,209 vehicles in 2015, 80% of which were exported to over 170 countries worldwide.

3. Situation Analysis

The car industry in the United Kingdom is crowded with some of the best car manufacturers in the world. The companies all manufacture a wide range of cars to suit various customers’ needs. Despite the car market’s mature status in the United Kingdom, car companies such as Jaguar Cars must constantly upgrade their systems to provide the best product for their consumer base. In order to do this, the company should continuously analyze the environment by using analytical tools such as the PEST analysis and Porter’s Five Forces Analysis.
Political factors such as taxation and lower UK government interest rates helped Jaguar to offer competitive pricing for their products. Since TATA Motors acquired Jaguar, the company has drastically increased profits. Jaguar has a strong presence in the global car market and as a company they have identified the BRIC countries for further building their market share. China’s growth has helped fuel the sales of automobiles globally. For example, prior to this market growth, Jaguar had to pay import duty (25%) plus Value Added Tax (17%) to import their cars into China. However, in 2010 they set up a joint venture with their Chinese partner, Chery Automotive, and eliminated the need to pay taxes. Jaguar is constantly working on developing their technologies and innovations towards an ‘Eco-Friendly Model.’ The company launched the latest edition of the Evoque model with 11.4% reduction in emissions, and helped improved fuel efficiency.
In order to further analyze the business environment and...

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