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Essay, Marketing

Land Rover Defender

Land Rover Defender

Provide a brief description of the brand and the product category.

The Land Rover Defender – 2020 is a unique brand of hardy vehicles that are branded for their sturdiness. The brand has various product lines that result from constant innovations and improvements. These include; the explorer, adventure, country, and urban packs. Some of the features that characterize the explorer pack include an exterior carrier mounted on the side with a waterproof lock, a roof rack with a carrying capacity of 132kg2, protection of the wheel arch, spare wheel cover, classic mud flaps (front and rear), and a matte black bonnet that represents individuality (Jaguar Land Rover Limited, 2020). The pack’s vehicles are also raised for a clean flow of air. All these vehicles bear these characteristics to serve the clients’ needs efficiently. Unique aspects such as an integrated air compressor, load space partitioning, bright metallic pedals, and a front under shield characterize the adventure, country, and urban packs (Jaguar Land Rover Limited, 2020).

Summarize the brand’s performance.

The Land Rover Defender was first produced after World War II. It was marketed as an off-road vehicle. Today, Land Rover, the producer, is creating more variations of the brand to offer a comfortable vehicle for off-road and urban use. Unfortunately, the new variations are criticized for having simple body and name imitations that cannot be used for rough terrains (Aittokallio et al., 2019). This implies that Defender’s popularity has reduced significantly in the automotive market.

Discuss brand competition within the marketplace.

Because of reduced popularity, clients seeking practicality and efficiency in their vehicles have turned to other brands, such as Jeep. The brand has the Grand Cherokee and Wrangler, which are marketed as studier and more affordable off-road vehicles. Land Rover Defender is created for high-end consumers who seek adventure, practicality, simplicity, and functionality.

Identify the target market for the brand.

Its relatively high price ranging from €45,000, confirms the market segment (Aittokallio et al., 2019). However, the clients who already have the new variations are unhappy with the remodeling and changes creating a potential brand problem.

References

Aittokallio, M., Filippini, T., & Marzouk, E. (2019). The Threats of Brand Rejuvenation:The Land Rover Defender Case. Retrieved from http://lup.lub.lu.se/luur/download?func=downloadFile&recordOId=8999008&fileOId=8999009

Jaguar Land Rover Limited. (2020). Land Rover Defender. Retrieved from Land Rover: https://www.landrover.com/vehicles/defender/index.html

Jaguar Land Rover Limited. (2020). Urban Pack. Retrieved from Land Rover: https://www.landrover.com/vehicles/defender/ultimate-personalisation/accessory-packs/urban-pack.html

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Question 

Brand analysis for the 2020 Land Rover Defender  

The purpose of this assignment is to identify a brand and conduct research about its performance, competition, and target market.

Land Rover Defender

Land Rover Defender

Throughout the course, you will complete an ongoing project focused on the analysis of a specific brand and its target market consumers. You will conduct research and study consumer behavior and use your findings to recommend marketing and communication strategies that will help the brand increase sales and profits to its target market.

Select a specific brand that is part of a publicly traded, for-profit company. It is important that you focus on a specific brand so that your focus is narrow and will allow you to study the brand’s specific target market. For example, if you select Ford as your brand, that is too broad. Instead, select Ford F150 or Ford Focus as your brand. This will provide you with the narrow target market focus you are seeking for the project. If you have taken MKT-315, you may elect to continue focusing on the brand that you researched for that course.

Conduct research about the brand by visiting the company website and obtaining a copy of the annual report. Locate three to five additional resources that provide additional data and information about the brand. In a 250-word summary, address the following.

  1. Provide a brief description of the brand and the product category.
  2. Summarize the brand’s performance.
  3. Discuss brand competition within the marketplace.
  4. Identify the target market for the brand.

APA style is not required, but solid academic writing is expected.