路虎极光市场企划.docx
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路虎极光市场企划.docx
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路虎极光市场企划
MarketingPlan
TheRangeRoverEvoque
Groupwork
2012-11-12
p
EXECUTIVESUMMARY
TheRangeRoverEvoqueisaluxurycompactSUVandwasreleasedin2020.ThecarisasmallerandlighteralternativetotheotherproductsintheLandRoverproductportfoliowhichismorefuelefficient(JaguarLandRover,2020).LandRover’smarketsharecurrentlysitsunder20%howeverwiththereleaseoftheEvoqueitisexpectedtoincrease(Telegraph,2020).Withtheproposedmarketingplan,thepriceofthecarisveryflexible,rangingfrom£25000to£45000,attractingawidevarietyofcustomersfromdifferentmarketsegmentsandgainingadvantageovercompetitorsatdifferentendsoftheSUVmarketsuchasVolkswagen,MercedesandAudi.Customerscanchangetheirproductinitsappearanceandperformancetofittheirneeds.Thecarwillbeheavilypromotedthroughcollaborationwiththemusicindustryontelevisionshowssuchas‘TheXFactor’inordertogainhighprofileattentionandapremiumstatusbybeingawardedtothewinningcontestantofthecompetition.Thisalsogivestheproductanopportunitytoappealtocustomersindiversesectorsofthemarketwatchingtheshow.Men’sstyleandcarmagazineswillalsobetargetedinordertogainagoodrelationshipwithpotentialconsumersandimproveRangeRover’sbrandimage.Thecar’simprovedfuelefficiencywillattractconsumerswhoareconsciousaboutenvironmentalsustainabilityandimproveRangeRover’sbrandimage.Improvedfuelefficiencyalsosatisfiescustomersastheyfeeltheyaregettingbettervalue.TraditionallythebuyersofLandRoverandRangeRovercarshavebeenmen,2020),howevertheRangeRoverEvoque’suniquesizeandshapemeansitappealstomorewomen.ExpandingtheirmarkettowomengivesLandRoverbiggerpotentialtogrow.ThefollowingmarketingplanwillthereforenotonlyexpandLandRover’scustomerbase,itwillincreasethemarketshareofLandRoverandassisttheminbecomingtheleadingmanufacturerofSUVs
CONTENTSPAGE
Introduction……………………………………………………………………………………………………………………3
Missionstatement……………………………………………………………………………………………………………
3.0Backgroundoftheventure……………………………………………………………………………….................
∙PESTELanalysis………………………………………………………………………………………………………
∙SWOTanalysis…………………………………………………………………………………………...............
Marketresearch……………………………………………………………………………………………………………….
Targetmarkets………………………………………………………………………………………………………………….
Choiceofmarketingstrategy……………………………………………………………………………………………
∙Businessobjectives………………………………………………………………………………………………..
Positioningoftheventure………………………………………………………………………………………………..
Marketingmix…………………………………………………………………………………………………………………..
∙Productplan………………………………………………………………………………………………………….
∙Promotionalplan……………………………………………………………………………………………………
∙Pricingplan…………………………………………………………………………………………………………….
∙Distributionplan………………………………………………………………………………………………......
Implementationandcontrol…………………………………………………………………………………………….
Conclusion………………………………………………………………………………………………………………………
Referencelist………………………………………………………………………………………………………………….
Appendices……………………………………………………………………………………………………………………
∙AppendixA“RangeRoverEvoquePricingPolicy”………………………………………………
∙AppendixB„Minutes”……………………………………………………………………………………………………
INTRODUCTION
LandRovermanufacturedthefirstRangeRoverinthe1960s,theideabeingtocreateacarwhichcombinedthestrengthsofRover’sonroadsaloonandtheoff-roadLandRover(RangeRover,2021).Thiswascompletelyuniqueatthetimeandthecarhassucceededasoneofthetoppremiumleisurevehiclestoday.FollowingthefirstRangeRover,nowknownasthe‘Classic’,therehavebeentwomoregenerationsofthecar;theP38areleasedin1994andthecurrentL322modelreleasedin2001.In2005theyaddedanothervehicleontothebrand’sproductline:
theRangeRoverSport.Followingitssuccess,theSportmodelbecameLandRover’sbest-sellingproductin2007(RangeRover,2021).TheRangeRoverEvoquewasunveiledin2020andreleasedin2020.Thisisthethirdmodelonthebrand’sproductlineandwasdesignedtobesmallerinsizeandlighterthantheotherRangeRovercarsaswellashavinglowerfuelconsumption,inlinewiththebrandscommitmenttoenvironmentalsustainability(JaguarLandRover,2020).ThischallengedpresumptionsofanordinaryRangeRover’sappearancewithoutalteringthequalitieswhichmadeitsosuccessful(Sharpe,2021).
MISSIONSTATEMENT
"RangeRover’smissionistodeliverthehighestqualityofpremiumSUVcarsworldwidewithanambitiontosatisfyadiverserangeofcustomers.LandRoverstrivestobecometheleadingmanufacturerforoff-roadcarswithadedicationtowardsenvironmentalsustainability."
BACKGROUNDOFTHEVENTURE
Thiswilllookattheoverallmarkettrendsinrelationtotheexternalfactors,suchaseconomicfactors,thatwillaffecttheperformanceandsuccessofthemarketingplanfortheRangeRoverEvoque.Someofthecurrentmarkettrendsinthecarindustryincludesmoothdrivingsothedriverfeelscomfortableandtobeabletodriveoff-roadandincitycentres.Also,beenvironmentallyfriendlyduetoclimatechangesetc.buttohaveacarwithgreatstyleanddesignthathasgreatvalueformoney.
PESTELAnalysis
∙PoliticalAndLegal
“Governmentshaveagreatinfluenceonthecharacterofthegeneralbusinessenvironmentthroughtheirpoliciesandtheresultantlegislation.”(BrassingtonandPettit,2006)ForthisreasontheRangeRoverEvoquemayhaveproblemswithGovernmenttaxationonthevehiclesemissions.“CarvehicletaxratesarebasedoneitherenginesizeorfueltypeandCO2emissions”,2021)andwith“superiorperformancewithRangeRover'slowestCO2emissionstodate.”(LANDROVER,2021)allowstheRangeRoverEvoquetobemoreefficientforcustomersthatwillhavetopayroadtaxasthecarproduceslowerCO2emissionsthanpreviousRangeRovervehicles.
∙Economic
“Theeffectsoftheeconomicandcompetitiveenvironmentarefeltbyorganisationsandconsumersalike,andithasaprofoundeffectontheirbehaviour”(BrassingtonandPettit,2006).Therefore,RangeRoverEvoquewillhavetoensurethatthepricesofthevehiclesfitaccordingthecurrenteconomicclimate.“ThepreliminaryestimateofGDPshowsthattheUKeconomygrewby1percentbetweenthesecondandthirdquartersof2021,followingthreesuccessivequartersofcontraction.”(NATIONALSTATISTICS,2021).ThismeansthattheUKeconomyisslowlygettingbetterandthereforeRangeRoverEvoquecanhavetheirpricesputtoahigherstandard.Although,thepricewillstillhavetobecarefullyconsideredtomakesurecustomersgetvalueformoney.
∙Sociocultural
“Thesefactorsinvolvemuchmorequalitativeassessment,canbemuchhardertomeasureandinterpretthanthehardfactsofdemographicsandmaybesubjecttounpredictablechange.”(BrassingtonandPettitt,2006)RangeRoverEvoquemustlookatthesocioculturalfactorsinordertomakesurethepromotionandpriceetc.isgoingtowardstherightmarketsegmentation.Itistruetosaythatcarshavebecomeanecessityforthemajorityofthepopulationasmeansoftransport,.togettoandfromworkplaces.Therefore,itisimportantthattheRangeRoverEvoquecancomeacrossasanecessitybutalsoanaffordableluxury.
∙Technological
“Inanincreasinglydynamicworld,wherethecreation,launchandmaintenanceofanewproductaremoreexpensiveanddifficultthanever,noorganisationcanaffordtoignorethetechnologicalenvironmentanditstrends.”(BrassingtonandPettit,2006)TheRangeRoverEvoqueshouldhavearangeofdifferentfeaturesinordertoensurecustomersatisfactionasgadgetsarebecomingmorepopularwithincars.Thiscanrangefromspecialtechnologicalfeaturesonthecar,suchasasatnav,orhavinghightechmachinesthatcanproducethecarstotopquality.
∙Environmental
“Environmentalissueshavebeenofmajorconcerninrecentyears,andthisareahascausedconsumerstothinkmorecriticallyabouttheorigins,contentandmanufacturingprocessesoftheproductstheybuy.”(BrassingtonandPettit,2006)ConsumerswillnowlookforthenewRangeRoverEvoquetobeenvironmentallyfriendly,makingitextremelyimportantforthemanufacturertocreatefeaturesonthecarthatwillappealtoconsumersconcernedwiththeenvironment.Hence,whythenewRangeRoverEvoquenowrunsonlessCO2emissionsthaneverbefore,makingitmoreefficientfortheenvironment.
SWOTAnalysis
∙Strengths
“ThereisevenaneD42WDDieselenginetofurtherhelpoptimisefueleconomy”(LANDROVER,2021)makingthenewRangeRoverEvoquestrongerastheenvironmentallyfeaturesandgreatdesignswillappealittoawiderangeofconsumers,thiswillmakeitmoresuccessfulasmoreconsumerswillbeattractedtothecarforitsfueleconomyasthissavesmoneyandtheenvironment.
∙Weaknesses
TheEvoquewillbepricedataround£30,000(WHICH,2021).Since,theEvoqueismorebasedonstyleanddesignwithmanyfeaturesitwillbemoreexpensive.However,thevehicleisstillsmallcomparedtootherRangeRovervehicleswhichcouldmakeconsumersthinkitistooexpensiveforwhatyouget.Thevehiclehastobepricedinordertocompetewithothercarsandmeetcustomersatisfaction.
∙Opportunities
Bringingcelebritiesthathaveagoodsenseofstyle,suchasVictoriaBeckham,onboardtospeakabouttheEvoquewillimprovetheimageofthevehicleandwillsparkaninterestinmorefashion-consciousconsumers(WHICH,2021).ThisnowgivesthenewRangeRoverEvoqueanewmarketsegmenttoworktowards.
∙Threats
TheRangeRoverEvoquefacessometoughcompetitionwhenitgetsrealisedasthereareotherfamousmotorbrandssuch
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