路虎极光市场企划

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1、MarketingPlanTheRangeRoverEvoqueGroupwork2012-11-12p16EXECUTIVESUMMARYTheRangeRoverEvoqueisaluxurycompactSUVandwasreleasedin2011.ThecarisasmallerandlighteralternativetotheotherproductsintheLandRoverproductportfoliowhichismorefuelefficient(JaguarLandRover,2011).LandRover’sm

2、arketsharecurrentlysitsunder20%howeverwiththereleaseoftheEvoqueitisexpectedtoincrease(Telegraph,2011).Withtheproposedmarketingplan,thepriceofthecarisveryflexible,rangingfrom£25000to£45000,attractingawidevarietyofcustomersfromdifferentmarketsegmentsandgainingadvantageoverco

3、mpetitorsatdifferentendsoftheSUVmarketsuchasVolkswagen,MercedesandAudi.Customerscanchangetheirproductinitsappearanceandperformancetofittheirneeds.Thecarwillbeheavilypromotedthroughcollaborationwiththemusicindustryontelevisionshowssuchas‘TheXFactor’inordertogainhighprofilea

4、ttentionandapremiumstatusbybeingawardedtothewinningcontestantofthecompetition.Thisalsogivestheproductanopportunitytoappealtocustomersindiversesectorsofthemarketwatchingtheshow.Men’sstyleandcarmagazineswillalsobetargetedinordertogainagoodrelationshipwithpotentialconsumersan

5、dimproveRangeRover’sbrandimage.Thecar’simprovedfuelefficiencywillattractconsumerswhoareconsciousaboutenvironmentalsustainabilityandimproveRangeRover’sbrandimage.Improvedfuelefficiencyalsosatisfiescustomersastheyfeeltheyaregettingbettervalue.TraditionallythebuyersofLandRove

6、randRangeRovercarshavebeenmen(eHow.com,2011),howevertheRangeRoverEvoque’suniquesizeandshapemeansitappealstomorewomen.ExpandingtheirmarkettowomengivesLandRoverbiggerpotentialtogrow.ThefollowingmarketingplanwillthereforenotonlyexpandLandRover’scustomerbase,itwillincreasethem

7、arketshareofLandRoverandassisttheminbecomingtheleadingmanufacturerofSUVs16CONTENTSPAGE1.0Introduction……………………………………………………………………………………………………………………32.0Missionstatement……………………………………………………………………………………………………………3.0Backgroundoftheventure………………………………………………………………………………............

8、.....·3.1PESTELanalysis………………………………………………………………………………………………………·3.2SWOTanalysis……………………………