Publications
Publications
- September 1995 (Revised August 1996)
- HBS Case Collection
Land Rover North America, Inc.
Abstract
Charles Hughes, president and CEO of Land Rover North America, Inc., is debating product positioning options for the new Land Rover Discovery. The positioning decision must consider the role of the Discovery vis-`a-vis other vehicles in the LRNA line, the brand's strengths and weaknesses versus competition, and the positioning of the Land Rover umbrella brand in the U.K. An allocation of marketing funds across brands and mix elements must also be determined and decisions on the company's innovative retailing strategy and experience marketing initiatives made. The case contains rich consumer behavior data. Includes color exhibits.
Keywords
Product Positioning; Consumer Behavior; Brands and Branding; Auto Industry; Retail Industry; North and Central America; United Kingdom
Citation
Fournier, Susan M. "Land Rover North America, Inc." Harvard Business School Case 596-036, September 1995. (Revised August 1996.)