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> Land Rover North America, Inc.

商品編號: 9-596-036
出版日期: 1995/09/01
作者姓名:
Fournier, Susan
商品類別: Marketing
商品規格: 32p

再版日期: 1996/08/30
地域: United Kingdom;United States
產業: Automotive industry;Retail trade
個案年度: 1994 -  1994

 


商品敘述:

Charles Hughes, president and CEO of Land Rover North America, Inc., is debating product positioning options for the new Land Rover Discovery. The positioning decision must consider the role of the Discovery vis-`a-vis other vehicles in the LRNA line, the brand''s strengths and weaknesses versus competition, and the positioning of the Land Rover umbrella brand in the U.K. An allocation of marketing funds across brands and mix elements must also be determined and decisions on the company''s innovative retailing strategy and experience marketing initiatives made. The case contains rich consumer behavior data. Includes color exhibits.


涵蓋領域:

Advertising;Brand management;Consumer behavior;Marketing strategy;Product management;Product positioning


相關資料:

Case Teaching Note, (5-597-043), 20p, by Susan Fournier;
Video Supplement, (9-598-501), 0p, by Land Rover North America, Land Rover North America;
Video Short, (7847), 0p, by Land Rover North America, Land Rover North America;
Spreadsheet Supplement, (XLS245), 0p, by Susan Fournier