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Jaguar Cars Ltd. – Marketing Analysis Nicolas Ohmstede 135704932 Seminar lecturer : Ms. Hussein Krzysztof Rycyk 133522351 Patrick Prager 135733931 29 November 2011. Index. General information Marketing tools Macroenvironment Analysis (PESTEL)
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Jaguar Cars Ltd. – Marketing AnalysisNicolas Ohmstede 135704932 Seminar lecturer: Ms. Hussein Krzysztof Rycyk 133522351Patrick Prager 13573393129 November 2011
Index • General information • Marketing tools • Macroenvironment Analysis (PESTEL) • Microenvironment Analysis (Porter’s five forces) • Positioning-Map • Internal Analysis (SWOT) • Recommendation & Evaluations Marketing | BBUS402 | Jaguar | Nicolas Ohmstede , Krzysztof Rycyk, Patrick Prager | 29.11.2011
General information Units sold in the UK Marketing | BBUS402 | Jaguar | Nicolas Ohmstede , Krzysztof Rycyk, Patrick Prager | 29.11.2011
General informationProduct mix XK XF XJ • Large luxury saloon vehicle • Best selling model by volume • Contemporary luxury car • Premium luxury sport car • XKR-S fastest car of the portfolio Marketing | BBUS402 | Jaguar | Nicolas Ohmstede , Krzysztof Rycyk, Patrick Prager | 29.11.2011
Macroenvironment AnalysisPESTEL Political P • Vehicle safety • Fuel economy Economical E • Highly dependent on global economy Social S • Corporate car • Upper middle class Technological T • Lightweight & flexible materials • New media technology Environmental & Legal E&L • EU-legislation • Production facilities Environmental Marketing | BBUS402 | Jaguar | Nicolas Ohmstede , Krzysztof Rycyk, Patrick Prager | 29.11.2011
Microenvironment AnalysisPorter‘s five forces Marketing | BBUS402 | Jaguar | Nicolas Ohmstede , Krzysztof Rycyk, Patrick Prager | 29.11.2011
Positioning-Map Ferrari 458 Italia Price Porsche 911 turbo Mercedes S Audi A8 BMW 7s XK Corvette Z06 Porsche Boxster XJ Corvette C6 Sportiness Luxury Mercedes E BMW 5s XF Audi A6 Nissan 370z Infinity M37 Infinity G37 Price range Mercedes C BMW 3s > £ 90,000 £ 30,000 – 90,000 < £ 30,000 Marketing | BBUS402 | Jaguar | Nicolas Ohmstede , Krzysztof Rycyk, Patrick Prager | 29.11.2011
Internal AnalysisSWOT • Strong brand reputation • Global reach – 101 Countries • Modern product portfolio • Plenty awards in early 2011 Strength • Diseconomies of scale • Limited target market • Low market share Weaknesses S W Threats • Acquisition by Tata • Planned assembling facilities in low budget countries • Environmental trends • BRIC-Countries Opportunities O • Volatile input prices • Currency fluctuation • Glutted markets in Europe+US • Raising environmental awareness T Marketing | BBUS402 | Jaguar | Nicolas Ohmstede , Krzysztof Rycyk, Patrick Prager | 29.11.2011
Recommendation & Evaluations • New products and market expansion • Diversify product range • Geographic expansion • New production facilities • Dealer network • Synergy-effects with Tata • Investments in R&D • Market assessments • Internal and external analysis • Additional revenue • Decreased cyclical effects • Sustainability Marketing | BBUS402 | Jaguar | Nicolas Ohmstede , Krzysztof Rycyk, Patrick Prager | 29.11.2011
References • Odekerken-Schröder, G., Henning-Thurau T. and Knaevelsrud, A.B. (2010). Exploring the post-termination stage of consumer–brand relationships: An empirical investigation of the premium car market. Journal of Retailing. 86(4), pp. 373-385 • Jaguar Land Rover PLC, (2011). Annual report 2010-2011. [online] Available at: <www.jaguarlandrover.com/pdf/2010-2011_annual_report.pdf> [Accessed 10 November 2011] • Baltas, G. and Saridakis, C. (2010). Measuring brand equity in the car market: a hedonic price analysis. Journal of the Operational Research Society. 61, pp. 284-293 • Leitner-Garnell, A., (2011), General Information about Jaguar. [Phone call] (Personal communication, 14 November 2011) • Jobber, D., (2009). Principles and Practices of Marketing (6th). McGraw-Hill Higher Education: Berkshire. • Porter, M.E., (1998). Competitive Strategy: Techniques for Analysing Industries and Competitors, Free Press: New York. • Gunnell, J., (2007). Standard catalog of JAGUAR 1946-2005. Krause publications: Lola • Jaguar, (2011). Power of Light [video online] Available at: <http://www.youtube.com/user/JaguarCarsLimited?blend=21&ob=5#p/u/74/xYPMUzJaZfM> [Accessed 15 November 2011] • Jaguar Mediacenter, (2011). [online] Available at: <www.Media.Jaguar.com> [Accessed 15 November 2011] • Engelhard, P., (2009). Historic market cycles in the world automotive industry: Their explanation in the light of Hirschmann’s theory of industrial development and Gort and Klepper’s industrial lifecycles. GRIN-Verlag: Norderstedt • Multilux, (2009). Multilux Automobil Kompendium - Hersteller. [online] available at: <www.multilux.de/ADB/000000100.pdf> [Accessed 15 November 2011] • BMW AG, (2011). BMW UK: Car Configurator. [online] available at: <http://www.bmw.co.uk/bmwuk/ecom4/frameset> [Accessed 16 November 2011] • Mercedes Benz AG, (2011), Mercedes-Benz UK: Configure your car. [online] available at: <http://www2.mercedes- benz.co.uk/content/unitedkingdom/mpc/mpc_unitedkingdom_website/en/home_mpc/passengercars/home/new_cars/configurator_showroom.flash. html> [Accessed 16 November 2011] • Audi AG, (2011). Audi Car Configurator. [online] available at: <http://www.audi.co.uk/explore-models/audi-car-configurator.html.html> [Accessed 16 November 2011] • Transport for London, (2011). Tube, DLR and London overground: Fares. [online] available at: <http://www.tfl.gov.uk/tickets/14416.aspx> [Accessed 16 November 2011] • Car & Driver, (2011). Car Prices. [online] available at: <www.car&driver.com> [Accessed 16 November 2011] • Automotive Management; (2011), New Cars Sale Figures. [online] available at: <www.am-online.com/new-car-sales-figures/ >[Accessed 16 November 2011] Marketing | BBUS402 | Jaguar | Nicolas Ohmstede , Krzysztof Rycyk, Patrick Prager | 29.11.2011
