This assignment is a research study that evaluates the success of the strategies and resources used by the international business Jaguar Land Rover. It includes comprehensive research evidence into this business and its markets.
The study contains:
• An analysis of the strategies it uses to ope...
Brief History – JLR
In 1922, Sir William Lyons and William Walmsley formed the company. It
was named Swallow Sidecar Company. In 1945, its name was changed again
- then becoming known as Jaguar Cars Limited.
In 1935, the first Jaguar car was built, which was inspired by Sir William
Lyons. Thirteen years later, in 1948, the legendary XK120 was launched.
The XK120 had a top speed of 120 mph making it the fastest car for
production at that time.
In 1948, at the Amsterdam Motor Show, the first Land Rover was launched
and quickly became one of the most popular 4x4.In 2008, Tata Motors took
over Jaguar and Land Rover from Ford and merged the two companies
together. This resulted in a hugely successful
Despite Tata Motors owning JLR, they have kept five out of JLR’s six main
facilities for research and development, manufacturing and vehicle assembly
in the UK with only one in India.
Today, JLR have three more international factories. Please see map below.
(Dark Orange on map)
Map of World Locations
JLR Products
Jaguar Products Land Rover Products
· Jaguar XE (compact executive car) · Land Rover Discovery
· Jaguar XF (executive car and · Land Rover Defender
estate)
· Jaguar F type (sports car) · Land Rover Discovery Sports
· Jaguar E-Pace (subcompact luxury · Range Rover
SUV)
· Jaguar F-Pace (compact luxury · Range Rover Sport
SUV)
· Jaguar I-Pace (compact luxury · Range Rover Evoque
electric SUV)
· Range Rover Velar
P8
In this section I will explain how JLR’s products and processes have been
adapted and or standardised to suit their overseas market. I will first explain
the following two terminologies:
, 1 Product standardisation
This ensures that products and or services maintains their uniformity when
sold in different markets. “It involves making sure that a product upholds
certain standards for item quality, service delivery or appearance in every
market. Indeed Careers Guide.
2 Product adaptation
Is the process of modifying/changing a product to suit different international
markets. “This can be an important part of a company’s strategy for selling
in a foreign country.”
JLR sell several products internationally, which may have to be adapted for
the following four reasons:
1. Physical Environment
JLR will need to adapt their products to suit the physical environment when
trading internationally. For example, they may have to make their cars right
hand drive to suit the American and Chinese markets. America has cheap
fuel compared to the UK and Europe, so the American market will not
necessarily base buying a car on how energy efficient it is, whereas the
European market would base buying a car on how efficient it is on fuel.
Furthermore, roads in America are quite different to roads in the UK and
Europe. American roads are wider and not as windy as roads in Europe, so
cars tend to be made smaller in Europe.
To be the most competitive in the market, JLR want to have vehicles with
the most innovative technology, the most efficient and environmentally
friendly vehicles. JLR is competing with major car companies based on a
variety of factors not just efficiency technology, but style and brands too.
2. Buyer Preferences
JLR’s joint Venture in China enabled them to produce and modify their
vehicles to suit the Chinese market. They modified their vehicle’s interiors
and exteriors to suit local tastes.
America has the largest market globally, when it comes to JLR’s Range
Rover Sport. It sold 280,007! North America sold 309,605 (31%) Range
Rover Sport vehicles. So, adapting their vehicles to suit the American
consumer is in JLR’s best interest. Americans also tend to buy larger
vehicles than the European consumer, so JLR will most likely market their
SUVs and 4x4 in America. JLR will adapt their cars to suit the American
consumer. According to data, when buying a car, Americans rank value for
money and durability jointly as their number one consideration, followed by
safety. The look of the car and whether it has the latest technology is less
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