Submitted by madnotes on May 23, 2008

• Category: Business
• Words: 357
• Pages: 2
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Land Rover

Land Rover North America (LRNA) needs to determine a positioning strategy for the “Discovery” in the US market. Competition in the SUV market is intensifying, particularly in three sub-segments: young, affluent buyers; family buyers and luxury buyers. In this context, positioning of the Discovery in the US market is critical to achieve the goal of 40,000 total LRNA units by 1998.

To decide on the positioning, Mr. Hughes should consider the company’s goals, the target segments, consumer perceptions of the Land Rover Brand, competitive positioning and relationship to other land rover models. Demand is changing from symbols of wealth and prestige to...

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