...Calvin Thompson Dr. Frias Paul Phillips 930-1050 Jason O’Neal Team 4 Land Rover North America Land Rover President and CEO Charles Hughes was facing a daunting business challenge in 1994: How does He make North America the number 1 Land Rover market worldwide? In this case study we will examine how he decided on positioning and marketing The Discovery and Land Rover in North America to create a buzz about its fascinating new vehicle. The history of Land Rover is extensive and very precise, Land Rover was initially started as a bicycling company in 1860, but it wasn't until 1947 that the first concept 4WD utility vehicle was born. Initially competing with Jeep, but it was advertised as a more utilitarian versatile vehicle. It was sold to military customers and even within 5 years of its launch, 80% of Land Rovers were going to third world countries were the vehicles functionality could be greatly appreciated. In 1970 the Range Rover was introduced and sort of set the status quo for what was considered tasteful and sophisticated, a symbol for the affluent population. There was a growing concern as worldwide sales from 1983 to 1985 were plummeting due to what was called the "Japanese Invasion", there SUV's were crumbling and putting a cap on Land Rover sales in their core markets, this combined with the oil crisis, parts supplies being restricted, and repair services not being up to par in foreign markets left Land Rover in a tight spot...
Words: 2474 - Pages: 10
...sales projected to grow to over 3 million units per year in 2001, SUVs show no sign of decreasing in popularity. However, the SUV is increasingly coming under attack for its fuel economy. The retail gas prices rose to just over $4 a gallon. Sales of large SUVs were affected more than any other vehicle, and their resale values dropped like a rock. In this paper I would like to talk about: why people want to buy SUVs? What impact does the lower fuel economy of SUVs have on the economy? What is the new fuel economy policy by the government? What impact does the safety record if SUVs have on the economy? Sport utility vehicle (SUV) is a vehicle similar to a station wagon or estate car. Early SUVs were used in military and commercial purposes, Jeep and Land Rover were used in the WW2. Chevrolet Carryall Suburban was the first SUV came out in 1935, but it’s only a RWD. SUVs became popular in the United States, Canada, India and Australia in the 1990s and early-2000s. In every household in United States owned many types of SUV. There are four different types of SUVs in the market right now those are: Compact SUV, Mid-size SUV, Full-size SUV, and Luxury SUV. Some says that, the high gasoline consumption of the SUV is a symbol of decadent waste. To others, the large size of the vehicle is a symbol of...
Words: 2458 - Pages: 10
...Your Name Your Name August 1st, 2012 Michael Manley Chrysler Group P.O Box 3895 San Diego, CA 92173 Dear Mr. Manley: I am applying for your Multicultural Marketing position with the job number 996296 that was advertised on the career section of your website. I am 2 months away from receiving my Bachelor of Science degree from Cetys Universidad in Marketing Administration. With the knowledge and skills I have learned through my career, and my previous experience working in the marketing area has led me to believe that I am qualified to work in the Multicultural Marketing position. I have always had a strong interest in cars, but in the past 3 years I discovered the capabilities of 4x4 trucks and the thrill of going off road, that was when I became a Jeep Wrangler enthusiast. I have always liked the way the Jeep brand uses advertising to create a sense of attachment between people and their cars. I have previously worked in the Advertising and Market Research area on my University, and I strongly believe that the experience that I’ve obtained during the time that I worked for my school could be applied on the job position that you’re requesting. Since a lot of the work that I had to do was intended to be printed an also distributed, I had to be sure of not making any mistakes, and I believe that is an ability that Jeep Company seeks in their employees. Some of my advertising job qualified to be shown through the three campuses of Cetys Universidad, and that...
Words: 602 - Pages: 3
...Hochswender is not Persuasive Upon reading the article titled, Did My Car Join Al Qaeda, I found the authors emotion to be palpable; however, his logic lacked supportive facts, and his moral authority carried a combative tone while defending his right to drive a sport utility vehicle. Placing the safety of my children first would lead me to defend my right to drive a larger vehicle, as well. I do agree with Hochswender’s point that the size of an SUV will provide a higher level of safety than a smaller compact vehicle if involved in a collision. (Hochswender, p.155) The concern of SUV’s rolling over has decreased with improved technology. Hochswender’s stating, “Rollover accidents tend to be something the driver has a substantial degree of control over”, and “I drive as not to rollover” (Hochswender, p.155), fails to carry merit. In the past, the top heavy vehicles frequently rolled over, giving many models the highest accident death rates. But drivers of today’s SUV’s are among the least likely to die in a crash due to the latest technology and availability of electronic stability control (ECS), which helps prevent rollovers (Insurance Institute for Highway Safety). Many of the arguments Hochswender uses to defend his right to drive the vehicle of his choice resonated with anger. He also placed drivers of light trucks into one category of concerned individuals learning not to drive around aimlessly. “We tend to combine trips and keep engines finely tuned and tires properly...
Words: 343 - Pages: 2
...Beijing Jeep Co. and The WTO 1 In May 2000, the Beijing Jeep Corporation, Ltd. (BJC) faced one of the most challenging periods of its relatively short. China is going to entry into the World Trade Organization (WTO) In order to join the WTO, China had to agree to liberalize its financial markets. It also had to allow for more foreign investment in firms engaged in electronic commerce, entertainment, travel and tourism and other industries. In addition, trade tariffs had to be reduced on a wide range of agricultural and manufactured products – including a reduction in the tariffs on imported automobiles from one hundred per cent to twenty-five per cent by 2006 that would lower the entry barriers to Chinese automotive industry. The company had also spent many years cultivating relationships with senior government officials–what the Chinese refer to as guanxi–to help it achieve its objectives. And since over forty per cent of its product’s content was produced in China, BJC had operated as a local manufacturer under heavy protection from imports for all of its short life. The political and economic climate in China was still undergoing a major transformation begun in 1978. China planned to achieve ‘socialist modernization’ through economic reform and opening up to the outside world. Jeep was the second most recognizable foreign brand name in China, The situation was particularly attractive for Jeep as China was perhaps the world's...
Words: 766 - Pages: 4
...DODGE DURANGO 2014 DODGE DURANGO 2014 MARKETING II Name: Tran Thanh Long ID: 1357030 Class: Tuesday Morning MARKETING II Name: Tran Thanh Long ID: 1357030 Class: Tuesday Morning Content: I/ EXECUTIVE SUMMAR II/ SITUATION ANALYSIS: 1. Dodge’s history 2. Product history 3. Describe Dodge Durango 2014 4. Product evaluation A. Industry analysis and Industry trend B. Product differentiation C. Sale history D. SWOT 5. Target market 6. Marketing objectives A. Need satisfying objective B. Long and short term sale market III/ ADVERTISING OBJECTIVES: 1. Product concept 2. Target market - Detailed description of target audience: Relationship between target market and target audience 3. Communication media 4. Advertising message I/ EXECUTIVE SUMMARY: Have you ever felt the power of a horse when you rode it? Imagine a herd of horses as they run through an open plain. You do not want to ride a herd of horses on the street, now you just need the new 2014 Dodge Durango. In this planner, you will be seeing, imagining and experiencing the unique way Dodge advertises using lower cost but still attracting more potential consumers of Dodge brand and Paramount Pictures, also you will get the information about the new Dodge Durango. "But for the most part, the Durango remains a stylish, aggressive-looking truck with available V-8 power, plenty of towing ability, and some new fuel-economy technology lurking...
Words: 4156 - Pages: 17
...JEEPNEY’S HIGH FARE Introduction: Jeepneys are the most popular means of public transportation in the Philippines. They were originally made from US military jeeps left over from World War II and are known for their flamboyant decoration and crowded seating. They have become a ubiquitous symbol of Philippine culture. Furthermore Jeepneys play a vital role in our society as a way of transportation as a part of it the Jeepneys are operated by gasoline, in the Philippines there is no local gasoline, and Philippines are buying gasoline in the world market. In exchange of it Jeepney Drivers and Operators are trying to increase their fare and pass the responsibility to the passengers. Now days, students are probably wondering why Jeepney drivers do increases their fare without further notice to the public. Jeepney operators and Jeepney drivers are trying to pass the responsibility of paying the high oil price in the world wide market to the customers. Customers are complaining why does it happen and they are concern about the probable effects of it to the economy. THESIS STATEMENT Oil Price Hike in the world market is the factor for jeepneys high fare and its effect is the rising of prices of basic goods. STATEMENT OF THE PROBLEM 1. What are the factors for jeepney’s high fare? 2. In general, what are the effects of jeepneys high fare? 3. What are the possible solutions to lessen jeepney high fare? OBJECTIVE OF THE STUDY 1. To know the factors for jeepney...
Words: 500 - Pages: 2
...While driving to the store the other day, trying to focus on chatting with my husband instead of the worsening vibrations of our Buick, I realized it is time to go car shopping. That decision became even easier after I had to buy four new tires, as well as learning my front brakes could go at any time! That brings us to the topic of which car is best suited for my little family: a 2011 GMC Terrain or the 2011 Honda CR-V. In my quest for comparison, I came across a site called The Car Connection. It allows you to compare countless vehicles, providing tremendously detailed specifications. This proved to be a valuable tool for my vehicle comparisons. With the 2011 GMC Terrain, I focused on price, miles per gallon (MPG) for city and highway, comfort, and appearance. I was all right with the price, ranging from $26,434 - $27,825. It averages 20 mpg in the city, 32 mpg on the highway, rating it a 7.8 out of 10 among customers, and staying competitive with similar midsize sport utility vehicles. It boasts a comfortable and refined cabin with enough cargo space for my two dogs. Last, but not least, it has a truck-like appearance and enough exterior and interior color choices to please almost any potential buyer. Alternatively, you have the 2011 Honda CR-V. It averages 21 mpg in the city, 28 mpg on the highway, rating it at 7.3 out of 10 among sport utility vehicle customers. As far as comfort goes, it has a smooth powertrain, and spacious interior. In appearance, this vehicle seems...
Words: 681 - Pages: 3
...1. Analyze the buyer decision process of a traditional Porsche customer. What conclusions can you draw? The most important is the image of exclusivity the car provides. The care represents how successful they are and is like a self-image.; it stands for the things owners like to see in themselves and their lives. Need Recognition Financially successful people Information Search Strong and satisfying feelings Evaluation Alternative Accomplish daily task Purchase Decision Purchase intension & purchase decision Portpurchase Behavior Consumer expectation and satisfaction 2. How does the traditional Porsche customer decision process contrast with the decision process for a Cayenne or Panamera customer? A traditional Porsche customer is more about the way the car sounds, vibrates and feels. A Cayenne or Panamera looks for both, a family car and speed. Evaluation of Alternative The Porsche customers need to indentify whether they will choose for a common model produced or sport utility vehicle. For instance, most Porsche customers prefer on luxury car such as Porsche 911 which has a speed satisfaction. Postpurchasae behavior Some Porsche customers expect that Porsche Cayenne is sport utility vehicles but they dissatisfied with the performance. For instance, one journalist said that the Cayenne does not feel like and SUV but rather like a Porsche. 3. Which concepts from the chapter explain why Porsche sold so many lower-priced models in...
Words: 470 - Pages: 2
...History of the Jeep Jeep vehicles have been the transportation preference for liberators and adventurers for more than 50 years. Here you'll discover the history of the Jeep vehicle from the launch of the Wrangler (TJ), and the development of the 1946 Willys Utility Vehicle into today's Cherokee and Grand Cherokee. The innovative Jeep vehicle was born of necessity and hand-built in just seven weeks by means of hard labor and brilliance. In view of the fact that as early as World War I, the U.S. Army had been looking for a quick, lightweight all-terrain scouting vehicle. In early 1940, equipment became urgent as the Axis powers began to score victories in Northern Africa and Europe and the need to quickly develop this means of transportation became more vital. The Army put a call out to car manufacturers asking for a running sample for such a vehicle in just 49 days. The Bantam Car Company, which had supplied a number of previous scouting vehicles to the Army, and Willys-Overland were the only two manufacturers that replied to the Army's call, although over 130 companies had been invited to reply. The 49-day cut-off date was challenging, on the other hand, Willys-Overland asked for additional time to finish their vehicle. Bantam's only expectation to meet this deadline was to bring in outside help. Bantam's rescuer turned out to be Karl Probst, a Detroit engineer who had worked for quite a few automotive firms. Enlisted by National Defense Advisory Committee...
Words: 939 - Pages: 4
...Gifts By Logan Tueller 1995 I have no memory of this gift. The day I was born, my mother gave me the best gift I still can’t begin to comprehend. She brought me into this world and for that reason, this is the best gift of my life. 1998 This is one of the earliest memories I remember. The day I received my best friend for years to come. My dear stuff animal lamb, which I consequently named Lamby. This present is among the most treasured I can remember and I still have that soft as tissue paper lamb in my room. 1999 Christmas is the best time for kids to receive the dream gift they have wanted all year. This year is when I got all my toy-like desires met. My dad and older sister always liked to play with my new things so I unwrapped everything and left all the toys in the box for five weeks and looked upon them with excitement and yet I had no desire to play with them. 2000 First remembered trip to Hawaii that I ever took. This trip I received my first skateboard which I had developed a newfound interest in since watching my cousins skateboard on their assorted ramps. I also learned how to surf on this trip which made me who I am today. 2002 At seven years old, nothing interests boys more than war and guns. This is the Christmas when I was given a Red Rider pellet gun and a tool belt so my life from then on consisted of breaking things and shooting things. 2005 I have been fishing before this time but my father and I packed up early and went to...
Words: 474 - Pages: 2
...Melquisedec O. Elemino BSN-1B Jeepney As we delighted into watching the Theater Play, it helped me acknowledge some things that I didn’t notice but was totally great to be noticed by a regular jeepney passenger. There are great things that are seen as normal for us, but if we all come to realization, we will grasp the real great work the so called “Jeepney” has contributed to us. A helping hand is lent not just only for those who carry heavy loads of things but also for the parents who bring child/children with them. Helping these little toddlers mount inside a public utility vehicle, until they find a seat fit for everyone. The jeepney is the indisputable king of the road because of the sense of bayanihan inside. A Complete Turn Around, as we are hearing from most of the people, there are a lot of words opposing the use and presence of these jeepneys. There are a lot of complaints that says they are the primary cause of heavy traffic along major highways and avenues, and a major cause of air pollution because of the increasing number of smoke-belchers to name a few. However, they play a big role in the lives of every Filipino from its emergence up to the present times. But the Filipinos still find a sense of bayanihan, a formation of story and a dwelling of dreamers inside that makes us have a meaningful ride as well. It definitely contributes a lot to the society. What if there were no jeepneys at all? It is hard to imagine. It plays an important role not just for providing...
Words: 918 - Pages: 4
...1. Definition According to Needle (2010) joint venture is two or more firms working together to achieve mutually beneficial objectives – e.g. sharing resources, R&D projects, setting up a third company with shared ownership. In this case – setting up a new company! AMC(American company)+ BAIC(Chinese company) = BJC (Beijing Jeep Corporation) AMC evolution: AMC- one of the smallest companies in the USA Chrysler bought AMC – one of the biggest companies(acquisition) Chrysler merged with Daimler(merger) 2. Advantages AMC | BAIC | Minimal finincial risk | Access to western technology (product and manufacturing) | Cost reduction | Vehicle with global brand and reputation | Profit: Parts(took control over supply)Hard currency(inelastic- does not change from environment) | Gaining R&D centre ( knowledge that is helpful for other industries) | Entry to an emerging market | Knowledge of management practices | Extnded life-cycle of an old product | Development of local supply chain | Learn about Chinese market | Learning about West and its businesses | Learn about Joint ventures | Job creation with hard currency levels | 3. Disadvantages The most appropriate way of looking at disadvantages is by using Medcoff’s (1997) ‘4Cs’ model for JV’s. 3.1 Compatibility * Highly Political nature of doing business in China was very frustruating for Chrysler and as their biggest problem: 2. Cumbersome bureaucracy 3. Having accept local...
Words: 392 - Pages: 2
... The group is facing the threat from recalls impacting its brand image, substantial indebtedness and ignored the discrimination in workplace. It is important for the Fictitious University to choose a suitable company in order to help students with their career. However, Chrysler Group has many weaknesses that are not a good company for student from Fictitious University. Recalls impacting its brand image Report shows Chrysler announced too many recalls that impacted its brand image. Among these recalls some are the most popular mode. For example, in 2012, Chrysler recalled about 67,872 Jeep Wrangler sport utility vehicles because the transmission problems that can cause vehicle catch fires. In the same month, Chrysler recalled about 127,350 Dodge Charger because they have problems with stability control and anti-lock braking system. In March of 2012, Chrysler recalled about 209,734 Jeep SUV due to problems that could lead to a loss of control by the driver. In February 2012sl, Chrysler recalled about 10000 Dodge Charger due to overheating problems that can cause headlamp and brake failure. It is important to obtain a good business brand image in order for customers to trust the brand. However, these recalls impacting its brand image and demonstrate the bad quality which leads negatively impact from customers. Substantial indebtedness Chrysler Group has a substantial indebtedness which can impact the company’s ability to operate its business. As of end of 2011, the group’s...
Words: 646 - Pages: 3
...Chrysler LLC, on November 09, 2012. Chrysler is committed to fostering cultural and global diversity, and dedicated to protecting the environment for current and future generations. Chrysler LLC 1000 Chrysler Drive Auburn Hills, MI 48326 Phone: 248-576-5741 Annual Sales: $55 Billion Total Employees: (June 2012) 64, 200 Primary Line of Business: Automotive Major Brands: Chrysler, Jeep, Dodge, Ram, SRT, Fiat, and Mopar Manufacturing Facilities: (December 2011) * 12 Assembly * 7 Engine * 3 Transmission * 10 Stamping, Casting, Machining, Axle, Tool and Die Management Directory * Sergio Marchionne, President and Chief Executive Officer * Doug D. Betts Vice President of Quality * Laurie A. Macaddino, Vice President of Audits * Nancy A. Rae, Human Resources Executive Business Profile Chrysler Group LLC is an American based multinational automaker, in global strategic alliance with its majority owner, Italian manufacturer Fiat, since 2009. Chrysler first organized as the Chrysler Corporation in 1925. Its core brands are: Chrysler, Jeep, Dodge, Ram, SRT, and Mopar vehicles and products. The company is headquarted in Auburn Hills, Michigan, United States. On June 10, 2009, Chrysler LLC emerged from a government backed chapter 11 reorganization as Chrysler Group LLC, in alliance with Italian automaker Fiat. Initially holding a 20% interest in Chrysler Group, Fiats stake was increased to 58.5% following acquisition of the equity...
Words: 997 - Pages: 4
