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...
Analysis:
Due to staggering costs that are required in purchasing and maintaining a Land Rover, the target market to position their fleet of cars should be geared towards those who are more likely to afford the vehicle. In Exhibit 1, the average buyers for Land Rovers have incomes of at least $100, 000. This expensive and luxury brand association with Land Rover will nonetheless be instilled in the minds of consumers as the luxury car alternative that tackles any on/off-road challenges, while adapting and conforming with the constant change in trends, styles, and tastes of the typical American consumer. ... If Land Rover reacts quickly in an expansion plan for productions and operations, market domination can result from the foreseeable profitability in the long run.
Land Rover’s image as having outdoor strength and environmental adaptability contributes to the consistent trend towards the male dominance in Land Rover’s market for SUV’s. The typical inference made is that only well established men are able to afford Land Rovers – most of which are males between the ages of 35 to 49 years (Exhibit 1). ... Joint purchasing decisions between husband and wife account for almost 80% of all Land Rover sales (Exhibit 1). ...
In addition to responding on consumer behavior, an essential component of positioning the SUV perfectly is to maintain and further emphasize the brand name of Land Rover. The brand image should automatically signal the public over Land Rover’s image as the benchmark for all luxury SUV’s. As an extension to the previous statement, the brand name offered by Land Rover should also explain Land Rover’s concern for providing safety, performance, quality, and an outstanding historical image to their customers. ... If promoted correctly to the appropriate target groups, The Defender, The Discovery, and The Range Rover 4.0 SE will further supplement and set precedent towards a positive future and lasting impact on Land Rover’s impeccable image. ... Ford, Toyota, Jeep, & Mitsubishi), The Land Rover Defender being the cheapest of the three models is still however expensive. ... Due to the relatively cheaper price compared within the Land Rover’s product line, the Defender is more accessible to younger drivers who can afford to purchase vehicles within this class. ... The Defender is the most male dominated vehicle as part of Land Rover’s product line. This can be attributed to the Defender’s highest rating as a fun-to-drive car against the Range Rover and Discovery (Exhibit 2). ...
Next in line is the Discovery, which is the mid-priced vehicle manufactured by Land Rover. ... The Discovery is ultimately still pricey against its competitors; however, the luxurious Discovery is an affordable alternative to the flagship Land Rover vehicle, the Range Rover 4.
Approximate Word count = 2271
Approximate Pages = 9.1
(250 words per page double spaced)
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