Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
Case Brief 1: Land Rover North America, Inc.
Introduction
The CEO of Land Rover North America, Inc. (LRNA), Charles Hughes, must decide
whether to implement the suggestion of exclusive dealer franchises (Land Rover Centres).
Recommendation
The results of the Yankelovich Monitor survey on retail shopping satisfaction exposed
that most people felt a variety of negative emotions, and overall, was the least satisfied while
automotive shopping. This provides LRNA with the best opportunity to turn the negative
emotions around. Although Saturn had thought of a similar idea and implemented the action,
they were not able to make much of a difference. Through the Hughes’ Centre concept, LRNA
can prove itself by creating another point of difference for differentiation from other competitors.
By providing both current and potential customers with off-road equipment, car accessories,
Land Rover branded merchandise, an educational opportunity to learn about the cars, and by
offering new and used Land Rover vehicles, the customers might have a better experience –
maybe even have the “best shopping experience” of automotive shopping, something customers
would usually only think of as a dreaded activity.
Basis for Recommendation: Positioning
The positioning for the corporate umbrella brand was that the company changed its name
from Range Rover to Land Rover, which created an umbrella under which all the company’s
vehicles would fit. Most customers were confused about what the difference between a Land
Rover and a Range Rover was – even though it was from the same company. This positioning
