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Marketing Land Rover in the US
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Business Marketing Case Study research papers
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An 11 page paper discussing possible approaches for
British Land Rover to take in entering the US market and then expanding its market share
to the level it desires. Land Rover is a niche marketer and intends to remain such. Its
products are luxurious but also of high quality and durability, all characteristics sought by
those customers already collectively comprising Land Rover's typical customer. That
typical customer is older, more highly educated and more financially successful than are
purchasers of other SUVs. The paper recommends that Land Rover North America locate
some of its oldest vehicles still in service to use in promotions highlighting Land Rover's
durability and superlative quality. Based on facts presented in Harvard Case 9-596-036.
Bibliography lists 1 source.
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Pages:
11
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Filename:CC6_KSlandRov2.wps |
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Paper Title:
Marketing Land Rover in the US
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