Pearson BTEC Level 3 National Diploma in Business Unit 5 Assignment 3
Strategies & Resources
Introduction
In this report, I will focus on Jaguar, the iconic British luxury automotive brand,
and explore how it adapts its products and processes for international markets. I
will analyse the effectiveness of Jaguar's strategies and resources in driving its
global business growth and evaluate its success in key markets. The aim is to
gain insights into Jaguar's approach to international business operations and its
ability to thrive in diverse global environments by tailoring its offerings to local
preferences and navigating cultural nuances.
P8: Explain how products and processes have to be
adapted for international markets by a selected
business.
Brief Background of Jaguar
Jaguar is a British luxury vehicle brand known for its sports cars, sedans, and
SUVs. It was founded as the Swallow Sidecar Company in 1922, originally
producing motorcycle sidecars before transitioning to car manufacturing. The
company adopted the Jaguar name in 1945 and gained fame for its iconic sports
cars like the XK120, E-Type, and later models embodying the "Grace, Space,
Pace" mantra.
Over the years, Jaguar went through various ownership changes, including
mergers with British Motor Corporation and British Leyland, before being
acquired by Ford in 1990. In 2008, Jaguar was purchased by Tata Motors of India,
which created Jaguar Land Rover as a subsidiary to manage both brands.
Key Points:
Luxury vehicle brand based in Coventry, UK
Known for sports cars, sedans, and SUVs
Founded in 1922 as the Swallow Sidecar Company
Adopted Jaguar name in 1945
Owned by Tata Motors since 2008 under Jaguar Land Rover subsidiary
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Announced plans to become an all-electric brand by 2025
Jaguar has manufacturing facilities in the UK and a global presence, adapting its
products and processes to cater to diverse international markets. With its rich
heritage and focus on performance and luxury, Jaguar remains a prominent
player in the premium automotive segment.
Product Adaptation
Product adaptation is a crucial strategy for companies operating in international
markets, as it involves modifying their products to align with the specific cultural
preferences, market dynamics, competitive landscape, and regulatory
requirements of each target region. To effectively adapt their offerings, firms
must conduct comprehensive customer research to understand local consumer
needs, values, and behaviours. Additionally, they should thoroughly investigate
export regulations, quality standards, and market entry barriers through export
research. Analysing competitors' products and strategies is also essential to
identify opportunities for differentiation and improvement. Finally, companies
must prioritize adaptation efforts based on factors such as development costs,
potential returns, and market attractiveness, striking a balance between meeting
local demands and maintaining operational efficiency.
Jaguar meticulously tailors its products and operations to resonate with diverse
international markets. The company conducts extensive research to understand
cultural nuances, adapting design elements, features, and marketing strategies
accordingly. Jaguar adheres to stringent safety and emissions regulations across
regions, ensuring its vehicles meet localized standards. By offering customized
trim levels, engine options, and bespoke personalization, Jaguar caters to varying
preferences while maintaining its distinctive brand identity. This localized
approach, coupled with strategic partnerships and targeted advertising
campaigns, enables Jaguar to cultivate a loyal global customer base and drive
sales in key markets worldwide
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Jaguar, as a global luxury automotive brand, has to adapt its products and
processes to cater to the diverse preferences and requirements of international
markets. Here are some key ways in which Jaguar adapts its offerings:
Product Adaptations
Powertrain Options: Jaguar offers different engine configurations, including
gasoline, diesel, and electric powertrains, to meet varying emission
regulations and consumer preferences across markets.
"They promote the manufacture of gasoline engines and the development
of two, three or four cylinder engines." (Wolfgang Stadler, operations
manager.)
This quote indicates that Jaguar offers different engine configurations like
gasoline and smaller cylinder counts to cater to varying regulations and
consumer demands globally.
Additionally, Jaguar's Reimagine strategy mentions "In the next five years,
Land Rover will welcome six pure electric variants" to align with stricter
emissions norms in certain markets.
Vehicle Specifications: Features like ground clearance, suspension tuning,
and climate control systems are tailored to suit the climatic conditions and
terrain of specific regions.
The F-PACE specifications mention options like "Adaptive Dynamics" and
"Configurable Dynamics" which allow adjusting suspension settings to suit
different driving conditions and terrains.
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, Pearson BTEC Level 3 National Diploma in Business Unit 5 Assignment 3
The Jaguar website highlights the availability of "Four-zone Climate Control"
and "Cabin Air Ionization" systems across models to provide enhanced
climate control and air quality customized for occupants in different regions.
Trim Levels and Customizations: Jaguar provides unique trim levels,
exterior colors, interior upholstery choices, and personalization options to
align with the tastes and cultural sensibilities of different markets.
Process Adaptations
Localized Marketing: Jaguar transforms its global marketing model to
deliver personalized, connected experiences tailored to local customer
preferences and touchpoints. This includes leveraging data-driven insights,
digital platforms, and localized campaigns.
"Jaguar Land Rover will transform its global marketing operations as part
of its ongoing commitment to be the creator delivering a more
personalized customer experience, with creativity and technology at its
core."
"As part of the radical digitalization of the company's marketing
communications, the development of connected services will create new
experiences, new levels of intimacy and an enhanced ownership
experience for customers."
These quotes indicate Jaguar is transforming its marketing model to
deliver personalized, digitally connected experiences tailored to local
customer preferences and touchpoints across markets.
Retailer Network: Jaguar works closely with its network of independent
retailers worldwide, empowering them to adapt their marketing strategies
and customer experiences to resonate with local audiences while
maintaining brand consistency.
"Jaguar Land Rover will benefit from the combined capabilities of
Accenture and Spark44, bringing together world-class brand creative with
multi-platform, digital-first, personalized customer experiences, enhancing
the purchasing and ownership experience and providing a more precise
approach across all brand touchpoints."
This suggests Jaguar is empowering its retailer network with digital tools
and localized strategies to enhance the customer experience while
maintaining brand consistency across markets
Supply Chain and Manufacturing: Jaguar optimizes its supply chain and
production processes to meet varying demand patterns, regulatory
requirements, and logistical challenges across international markets.
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