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

orbit Rover spousal relationship America, Inc. Case compendiumI. Executive SummaryCharles Hughes, president and CEO of Land Rover North America (LRNA), and his executive committee want to expand LRNAs devote within North America. Based on the growing strength of the U.S. SUV market, look for which suggests consumers are seeking vehicles that can help them have experiences while universe practical, safe, reliable and luxurious, the success of the Discovery in the U.K. and near doubling of the Land Rover stain worldwide, LNRA is seeking to become the worlds prime(a) 4x4 specialty company through effective target, product and retail strategies. LNRAs success hinges on making the correct positioning, market mix and sell 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 assured that it has two distinct target markets whose purchasing decisions 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 knowing 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, commune the following mess mount you are what you drive. LRNA must also determine what marketing mix to utilize and how much of its marketing cipher should be allocated to for each one media strategy. First, we would advocate increa sing the marketing budget to approximately $30 one million million 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 mingled with the two. Ads should present the dual nature of the Discovery and Land Rover brand as rugged, exciting, but safe vehicles equally adept at handling the challenge of the jungles of Madagascar and the challenge of the city highway with your children onboard. Print ads would be lay in business and news magazines as well as content newspapers such as The New York propagation, Wall Street Journal, Financial Times and Washington Post.