Marketing Strategy and SWOT Analysis of Land Rover

We all love cars. It makes everyone’s job that much easier. With having a car, you save up some money because of not spending any on taxis. Also, you spend your time a lot more productively because cars make transportation a lot faster. But some people have specific preferences when it comes to cars. Some enjoy newly formed company inventions. Some others go for well-trusted and long-living brands. Among those is Land Rover. Land Rover is a British car manufacturer that has been in the market since 1978. In this blog, we will dive deep into its marketing tactics to understand the story behind its success.

First and foremost, we are going to introduce the mission and vision statements of Land Rover.

The mission statement of the company is as follows.

“We will inspire and create an exceptional place to work and to do business. One employee, one customer, one vehicle at a time.”

The mission statement of Land Rover already reveals a lot of information that may be valuable. For example, it has already become apparent that Land Rover profoundly cares about all parties involved in the process of vehicle purchasing.

It all starts from the inside of the company. What we mean by that is everybody that works for making and selling the awesome cars of Land Rover.

Great employees attract great customers. We all tend to purchase from stores where the employee welcomes us with a warm smile. That creates a comfortable and inviting environment.

Land Rover pays particular attention to every single customer. Everybody is special and deserves exceptional care. Even though the purchasing of a car takes a while, all that time should be worth it. Because in the end both the employees and consumers will be happy.

And, of course, let us not forget about the variety of cars that we see from Land Rover. So much detail goes into making one car turn into reality. Thus we can only imagine how much time and effort apply to the uniqueness of the company’s vehicles that we can see.

Now, let us look at the vision statement of Land Rover.

“Astorg Auto of Charleston holds a responsibility to foster an environment which empowers employees and promotes innovation, relationships, and growth. We will continuously strive to inspire consumer confidence by supplying a transparent atmosphere and offering a premium automobile product with individualized customer care”.

As we already mentioned, every customer is very important. But none of the customer-worthy behavior would be possible without the relief of employees.

Employees should not only be treated right by the company. But all workers should have professional and friendly relationships that will turn an appealing atmosphere into reality.

Also, it is very significant that the company constantly puts out there something new, fresh, and exciting. Of course, some cars are classics and fit all time frames. However, that should never hold companies or consumers back from experimenting with something fun.

Moving on, we will look at the following post, which will help us unravel the archetype that Land Rover belongs to.

The post is pretty self-explanatory and straightforward.

All we see is a white Land Rover somewhere in a forest.

But without the caption, we will not understand the post correctly. So, let’s look at the caption as well.

Basically, this post is informing about specific skills that one can acquire through Land Rover instructors.

Among those skills are off-road driving and hill climbing. You may never know when you will need those.

And then, the caption provides a link where you can learn more information.

So, what does this post leave us with?

Firstly, obviously, the setting we see the car in is not that usual. It is a scene that one would be in because of adventure purposes.

The next hint we take is the purpose of what the brand makes. Cars are used on roads, in risky situations, in nature, etc.

And lastly, why would one be in a forest with a car if it was not for a specific reason? For example, maybe one wants to learn about themselves better. Risky situations show our true selves a little better, and sometimes we all may be in need of finding our authentic selves.

Surely, we do not need any more hints to realize that the archetype that Land Rover belongs to is the Explorer.

What do we know about the Explorer?

Desire: the freedom to find out who you are through exploring the world​.

Aim: to experience a better, more authentic, more fulfilling life​.

Strategy: journey, seek out and experience new things, escape from entrapment and boredom​.

Here are the messaging levels of the archetype.

Level One: Alienation, dissatisfaction, restlessness, yearning, boredom​

Level Two: hitting the open road, going out into nature, exploring the world​.

Level Three: seeking your own individuality, to individuate, to become fulfilled​

Level Four: expressing individuality and uniqueness

The Explorer archetype might provide a good identity for your brand if:​

• your produce accommodates people to feel free
• your product is nonconformist, or is settling in some way​
• your product is strong and sturdy or is suitable for use in nature, on the road, or in dangerous settings or occupations​.
• one can purchase your product from a catalog, the Internet, or another alternative source​
• your product helps people reveal their individuality (e.g. fashion, furnishings)​.
• your product can be purchased and used “on the go”​
• you attempt to distinguish your brand from a more conformist brand​.
• your company has an Explorer culture

Further along, we are going to take a look at the SWOT Analysis of Land Rover.

Strengths

Stong brand: Land Rover is way ahead of its competitors because of its parent firm Tata Motors. In fact, in 2017, the company proved its efforts worthy. That year, Land Rover was part of Interbrand’s elite club of the world’s 100 most valuable brands.

Effective CRM: As we already briefly mentioned in the blog, customer relationship is very important for Land Rover. The company makes sure to communicate with its customers effectively. Part of it includes coming in terms with consumers’ problems and searching for solutions.

Smarter working: People’s mindsets change and evolve as innovations get incorporated into their daily lives. What we mean by that is that individuals care about the world more. They choose products that are less harmful to the environment. Good thing Land Rover does everything to reduce waste but still maintain its profits. In 2016, the company reached some heights through its Engine Manufacturing Centre. The workers of the sphere achieved an efficient engine-part fitting method.

Strong hold in the retail business: Land Rover mainly concentrates on Reail business. Resulting from that awesome strategy, the company had 11% growth in retail business in 2016. That was only possible with exporting 80% of the company’s cars across the world, in over 155 countries to be exact.

Weaknesses

Negative sales growth from the emerging markets: Most of the ‘luxurious’ automobile companies keep up with the emerging markets. However, in the case of Land Rover, that is an area the company struggles from. For example, in Asia, the performance regarding the market’s growth rate has diminished by 18%.

Market Myopia: The company earns most of its profits from the UK and some European countries. 45% is an immense number if you think about it. But, naturally, there is strong competition in the market. Ultimately, it could harm Land Rover’s market share.

Opportunities

Changing lifestyle and customer groups: Three amazing components are slowly getting integrated into automobile manufacturing. The first one is the changes regarding customer demand. The second one increased managerial obligations for security and fuel economy. And the last one is the enhancement of data and information.

Market expansion: So, as we said, Land Rover mainly markets in the UK and Europe. What could be highly beneficial for the company is the expansion of its markets. For instance, Land Rover could focus a little more on Asian and BRIC countries.

OEM priorities: Cooperating with providers and specialists that are not members of traditional auto manufacturing is another excellent opportunity. The means of how Original Equipment Manufacturers operate could potentially benefit from that. First of all, this circumstance could encourage OEMs to beat their suppliers. Secondly, OEMs may also look for co-funding in global platforms.

Threats

Intense competition: It is no secret that the Automobile industry is full of solid players. But the margins of these companies narrow down as a consequence. Obviously, different companies are stealing from one another’s share. Additionally, newer companies that are trying to make it in the industry have it difficult.

Geopolitical risk: In many countries that the company runs, there are political uncertainties, lack of fuel, diseases, wars, natural disorders, etc. Of course, that shows its effects on the company’s flow.

Product life cycle: Technology keeps altering. Competition gets stronger with technological innovations. So, if a given company is doing great right now, that can easily change in a split second.

And now, we are going to watch an ad to reveal the segment that Land Rover has chosen to target.

Right off the bat, we know this is about someone professional. We see a man dressed in a suit, exiting some building and getting into a car.

He drives around the city, then to the mountains. And when faced with obstacles, he simply benefits from the power of his vehicle.

After all, he is back on the main road, then in the city, to a luxurious-looking building. This wonderful ad is accompanied by beautiful music that indeed touches everyone’s soul.

Now, let us lay out the hints that we received one by one.

The first and most obvious one is the focus on professionalism. Nothing throws that on our faces, but that is an assumption that we can get.

Then, we also see a slight concentration on risk. Driving off the road, regardless of how powerful your car is, is undeniably a risky move.

And, of course, the character of the ad is successful, and he is not hiding it. We can be sure of it by how he dresses, the car he owns, and the places he goes.

The points that we just mentioned make it obvious that the segment that Land Rover has chosen to target is Fulfillers.

Lifestyle and values:

One of the most important aspects of this segment’s life is their career. They have to do everything of their power to stay on top constantly. They take every opportunity that they face.

Work is so much more than just a job and a way of earning money. It is a lifestyle and something valuable.

Fulfillers are alright with challenges. In fact, that is something that motivates them.

As a result of conctant work focus, Fulfillers tend to reduce time spent with family. It is really rare for them to sit down for a meal together. But still, being praised and appreciated by their family is highly significant for Fulfillers.

​This segment enjoys being different and standing out in a crowd. They stay up to date with emerging trends and innovations.

Fulfillers are socially active and constantly go out. Foreign cultures, developing technology, and dynamic relaxation contributes to their social activeness.

​Fulfillers are obsessed with tech. Thus, they always buy some new technological appliance.

Brand usage:

Fulfillers go for all sorts of brands. They like to have options, and choose from the variety that they see. They mostly purchase from premium brands, regardless of high prices. If a product has a good quality, this segment is willing to spend the extra coin.

Fulfillers tend to make impulsive decisions when it comes to item purchasing. They enjoy experimenting with newer items; thus, they constantly shop from unknown brands. However, that does not take away from their loyalty to brands that they have tried and loved.

This segment views shopping more like a leisure time activity. For example, if Fulfillers are down, they will surely go shopping to boost their mood.

Other interesting facts:

Fulfillers

• are very socially ​active
• frequently go out to cafés, pubs, wine bars, and dancing places to meet their friends​
• eat at restaurants instead of home due to limited time for cooking​​
• travel about 2-3 times a year since​ it is one of their favorite pastimes
• ​are deeply engaged in foreign cultures
• love trying new drinks and foods
• are fond of sports
• stay up-to-date with everything
• are very into tech
• value good health and good looks
• find relevant information mainly from the Internet
• use TV and radio essentially for entertainment purposes

And that was the Marketing Strategy and SWOT Analysis of Land Rover. We hope that you enjoyed it. We make sure that these blogs are entertaining but, at the same time, educational. It is always great to learn something new. For that reason, do make sure to visit our main website for more blogs!

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