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분야
hwpI. Introduction
1. Land Rover
2. Land Rover North America (LRNA)
II. North America's SUV Market Analysis
1. North America's SUV market scale
2. The sale volume of each type of SUV
3. The competition condition
III. LRNA's Marketing Strategy Analysis
1. Branding
2. Product & Pricing
3. Distribution
4. Marketing communication
IV. Marketing Strategy Failure Analysis
V. Decision-making Issues
1. Positioning
2. Fund allocation
3. Retail strategy
VI. Conclusion
1. The Land Rover
Land Rover now is well-known automotive company, known for the best SUV specialty brand. It has been leading the market for more 60 years suggesting the standard of 4WD(four-wheel drive) in the market. Land Rover's parent company is the Rover group which is the largest auto company in UK. Land Rover has persisted producing 4WD since its first launch in 1947 and has enabled to drive rough and difficult off-road by its product that no other brands could. Land Rover sold its products to more than 100 countries in 2006. Its head office is located in Solihull, WestMidlands, UK
Land Rover's history started back in 1947 when The first Land Rover, built by brothers Spencer and Maurice Wilks for British car company Rover, rolls off the production line. In April, 1948 Land Rover made 4WD utility military vehicle at the request of the England government and then it started to sell its vehicle to public with "Land Rover"Brand. Same year, the first model was introduced at 1948 Amsterdam Motor Show. In 1957, it produced its first diesel model. The previous version "Landrover series I" was sold to west countries. Especially Landrover played important role at a construction site. The queen Elizabeth used the Landrover when visiting foreign countries. And it launched Landrover series II in 1958 which had had improved style and quality. The big difference between series I and Series II was the engine. In 1961, Randrover series II started to make inroads into world market. In the '60s, Land Rover took lead in emerging market for 4-wheel-drive vehicles. But before long, the power of the Japanese cars got stronger with powerful engine and started to penetrate the 4WD market where the Landrover had been secured. In 1970, Range Rover made its global debut and Range Rover launches gained immediate critical acclaim. Design enhancements made for a beautifully proportioned car and light V8 engine coupled with coil suspension provided car-like performance and comfort. In the end, Range Rover went on display at the Louvre Museum in Paris.
