Premium Essay

Jaguar & Land Rover Marketing Essay

In: Business and Management

Submitted By DivyaPunjabi
Words 4233
Pages 17
International Marketing:
Jaguar Cars

MAM7A1.1 International Marketing

Word count: 3381

Members of the Group:
Brunissandre Baitzouroff- 1568714
Jacopo Bonaldi -1568179
Morgan Kimbel - 1541226
Divya Punjabi - 1567142

Date submitted: 3 December 2015

Table of Contents

1. Executive Summary ..…………………………………………………………...3 2. Introduction ……….…………………………………………………………….4 a. Overview of Automotive Industry in the UK b. Overview of Jaguar Cars 3. Situation Analysis…………………………………………....…………………..5 4. Branding Strategy and Management…………………………………………….6 5. Communication of the Jaguar Brand in the Market……………………………..9 c. Global Marketing Campaign d. Social Media Marketing e. Corporate Social Responsibility f. Same Essence, Different Market g. “The Art of Performance” 6. Conclusion………………………………………………………………………15 7. References……………………………………………………………………… 16

1. Executive summary

This report aims to analyze the branding activities of Jaguar Cars and how the company is run with the help of its main global marketing activities. The report discusses and analyses the external business environment of the company using situational analytical tools such as the PEST analysis and Porter’s five forces.
To better understand the branding of Jaguar Cars, the ‘Brand Onion’ tool has been used to analyze the company’s marketing mix. The report also compares and contrasts the way in which the brand image has been communicated in mature developed markets and emerging markets. Specifically this report will analyze Jaguar’s position in the automobile market in the United Kingdom and the United States of America as the developed countries and China’s emerging economy.

2. Introduction

a. Overview of the Automotive industry in the UK

The United Kingdom has a strong and growing automotive…...

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