Running Head: GLOBAL MARKETING 1

Global Marketing- Range Rover Evoque

Student’s Name

Institutional Affiliations

Course

Date
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Introduction

After a thorough brainstorming, the team has arrived to the conclusion that the highest

appetite for everybody would be in the automotive industry. This has informed the decision to

evaluate the Range Rover Evoque as a product. The decision to choose the brand has been arrived

due to urge of making a project of an auto brand. Furthermore, the topic presents a good

opportunity to evaluate qualitative and quantitative data on the brand.

Land rover has a rich history that goes back to decades before 1948. The prominence of

the brand has grown not only in the origin of Rockville center but throughout the world. Since

inception, the manufacturers of land rovers have delivered incredibly luxurious motor vehicles

that have stood the test of time. The manufacturers have adhered to producing vehicles that have

both a military background while maintaining a trend of luxury in its production ( Anderson,

2014).

The beginning of Land rover series was initiated when Maurice Wilks sketched a

drawing of the vehicle. The company was then called British Leyland Motor corporation in1978.

The land rover became the major vehicle for the company. In 1988, the British Leyland motor

corporation was not doing well businesswise opting for the separation of the two business. The

land Rover product was assimilated by BMW, it was later sold to Ford and eventually acquired

by Tata motors in 2008 which operates under the name Jaguar Land Rover. In the process, land

Rover has produced versatile motors which have become a trademark in making a statement both

in the garden or the city roads. The models have changed and evolved giving birth to amongst the

latest models which is the Land Rover Evoque series ( Jaguar Land Rover, 2020).

The Land Rover Range Rover Evoque which has been commonly referred as the Range

rover Evoque comprises of a sequence of luxurious subcompact SUVs which are manufactured

and produced by the British company Jaguar Land Rover. The concept of the vehicle was
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developed from the Land Rover LRX. The Range Rover Evoque was first revealed and launched

at the North American International Auto Show in January 2008 (Al-Kadi Automotive Center,

2009).

The company produced the initial generation of the Evoque from July 2011 to 2018. The

first-generation vehicles were split into three to five door varieties and the two-wheel to four-

wheel drive. Production of the second generation started in 2018. Currently on market, the

company is producing the Range Rover Evoque 2020 model. Before venturing into the market,

the range rover Evoque had received overwhelming demand of 18,00 pre-orders. Within one year

of brand production had begun, the corporation managed to sell over 80,000 units of the Range

Rover Evoque (Automotive Council UK, 2012)

The current report seeks to evaluate and understand the features of product and brand

prosperity, including how to build up the brand through marketing tactics and strategy in a

situation. The situation where the brand is not the most demanded product on the market or the

most well-known. From the marketing mix, the report will evaluate the “Product” Range Rover

Evoque to be the focus of the global report while specifically evaluating the market on the Chines

market. While assessing the product market, there are several direct competitors which have been

identified. These include; the BMW X1, Audi Q3, Volvo XC40, Mercedes-Benz GLA and the

Land Rover Discovery Sport (Jaguar Land Rover, 2020)

The range rover has experienced stiff competition from the different motor vehicles

around the globe. The table below shows how the range rover has experienced competition in

different parts of the world with a close comparison to other motors.

Table 1; Comparison of Range Rover Evoque competitors in different markets.

Belgiu Colombi
2019 Russia m China a Mexico Brazil
Total cars sold 1,759,532 629,239 25,754,483 263,681 1,317,730 2,262,069
 GLOBAL MARKETING 2

Land / Range
Rover 8,663 4,899 33,839 260 1,483 5,873
RR Evoque 1,031 1,600 7,466 148 323 1,159
Competitors
BMW X1 3,086 6,858 97,349 556 3,104 4,254
Audi Q3 551 5,714 62,561 338 22 1,702
Volvo XC40 1,898 5,768 n/a 250 978 2,429
Mercedes-Benz
GLA 3,129 1,943 39,273 625 1,685 2,762
Land Rover
Discovery Sport 1,325 898 26,373 23 148 2,358

From the above competitive comparisons of Range Rover and other cars, its striking that

the product faces immense competitiveness from other brands of BMW and Audi. The data

strikes huge resemblance when compared to Chinese markets. This report seeks to describe the

Environmental scan which includes both macro issues such as social and technological trends and

competitive and customer insights that exists on the brand. Furthermore, the report will analyze

the 4 Ps (product, distribution, promotion and pricing) of the of the brand in the Chinese market.
GLOBAL MARKETING 2

Environmental scan

China as a profitable marketplace for Range Rover Evoque

The process of scanning the business Environment involves collection, assessment and

evaluation of the events that surrounds the business organization. This relates to the basic

relationship that the business organization exhibits on both the internal and external

environments. The elementary resolution of undertaking an environment scan is to enable the

administration control the impending direction of the business organization.

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For a better analysis and evaluation of the macro factors of choosing china as a potential

market for promoting range rover. The study will apply PESTLE as a tool for analysis. The pestle

classifies surrounding factors of a business into political, social, economic, technological, legal

and environmental. These factors underline that for business to prosper, there are several factors

that play into effect which are not limited to economic factors but also include non-market

environment.

1. Political

2. Economic

3. Social

4. technological

5. Legal

6. environmental

Segmentation

Segmentation aids the business to comprehend how varied groups founded on comparable taste

and preferences collected from the customer targeted population. This enables the formulation of a

strategy which will allows the making of the strategy that will help push for the Range Rover Evoque

brand effectively in China. The range rover in china uses psychographics, demographic and geographical

segmentation strategy. To understand the demographics of the target population, we undertook the

Chinese target population data. The following was the outcome of the demographic data.
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 GLOBAL MARKETING 2

The range rover company aims at the upper-class social strata, authorities & Senior managers

from wealthy backgrounds where these are the most likely personnel to afford the Range rover Evoque.

This is a selective targeting strategy which the company encourages while maintaining a strong brand and

image. The British first-class car producer positions itself as an experienced vehicle company by

implementing the latest expertise that aims at producing the best quality and satisfaction to its loyal
 GLOBAL MARKETING 2

customers in china. This aims to bring satisfaction to the customers while maintaining competitiveness

ahead of its competitors.

Analysis of the 4 Ps

Range Rover Evoque pricing strategy

When coming up with a marketing plan for a specific product like the range Rover Evoque to a

specific Chinese market, STP (segmentation. Targeting and Positioning) is a considerate strategic method in

modern marketing (Hanlon, 2013).) The land rover luxurious SUVs pricing changes depending on the

demographical characteristics, different marketplaces, varied products and location of the brand. This allows

the company cover a wider range of customers.

Due to the Evoque’s’ prestigious price tag, the envisioned marketplace has been restricted to the

higher social class consumers. These customers may not be concerned and sensitive to the price but are driven
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but the high requirements. These customers always feel they are entitled to drive prestigious cars to maintain

their elite lifestyle. furthermore, the high quality and technological advancement that have been applied on the

Evoque SUV market, this has rendered the market absolute to the Range rover (JLR Annual Report, 2020).

The various prices from the same make of Rage rover Evoque has enabled the brand

stand out from the crowded Chinese market while battling competition from rivals of BMW X1

and Audi. The prices range from £89,650 and £90,000. The variation with the Evoque from the

long wheel base, the four-wheel drive and the super luxury may go for up to £142,400. However,

the hybrid model of the Range Rover Evoque becomes the most fetched and expensive vehicle.

To edge the competitors, the Rangie hybrid runs on an electrical system in conjunction with

diesel (SDV6). The option offers the customers of Ranger Rover a pleasure of riding a vehicle

that can double as an on and off road for £98,415. These pricing options enable the vehicle stamp

its duty on the market as amongst the most luxurious (JLR Annual Report, 2020).

Nevertheless, its marketplace of china where the brand is being promoted, pricing

strategy has its own significant part to be undertaken in accordance with the customers

purchasing behaviour and decision-making process. Although the utmost vital factor of

making money and regulates a business’s existence amidst all the competition. (Yaprak,

2001).

Nonetheless there exists numerous pricing aims that contribute to dissimilar

approaches in deferential circumstances thus far productions essential to come up with

the most opportune and best marketing plan and apply them appropriately. Coming up

with the price for an exact produce in a exact marketplace particularly when involved in a

foreign, competitive and unknown market like china may not be easy. The Jaguar Land
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Rover company has to consider various factors, these considered factors include: rate of

return, request and competitiveness guided price making, market steadiness, early monies

regaining, business and merchandise features, marketplace infiltration, deterrence of

inexpensive entry, and the environment factor ought to be well thought-out before

undertaking any decisions (Musonera & Ndagijimana, 2013).

Conclusion:
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References

Al-Kadi Automotive Center. (2009) "Land Rover to Begin Production of LRX". Archived from the

original on 13 July 2011.

Automotive Council UK (2012). "Land Rover celebrates one year of Range Rover Evoque

production”. Retrieved 4 August 2012.

Hanlon, A., (2013) Customer Segmentation/Targeting, Marketing models, [online] Available at:

<http://www.smartinsights.com/digital-marketing-strategy/customer-segmentation-

targeting/segmentation-targeting-positioning-model/> [Accessed 27 July 2020].

Yaprak, Attila, Solberg, C.A. (2001). Developing a Framework for International Price Setting from

a Contingency Perspective. EMAC Annual Conference: Marketing in a Changing World.

Roberts, G., (2014) Business Report: Range Rover 'rip-off' sells for just £14,000 in China - can you

tell the difference. [Online] Available at: http://www.mirror.co.uk/news/uk-news/range-rover-

rip-off-sells-just-4683397 [Accessed 27 July 2020].

Jaguar Land Rover, (2020) Financial Report FY 2013/14. [Pdf] Available at: <

http://www.jaguarlandrover.com/gl/en/# > [Accessed 27 July 2020].

Anderson, E., (2014) Business Report: Jaguar Land Rover opens milestone China plant. [Online]

Available at: <http://www.telegraph.co.uk/finance/newsbysector/industry/11176184/Jaguar-

Land-Rover-opens-milestone-China-plant.html > [Accessed 27 July 20205].

Musonera, E., Ndagijimana U. (2013). An Examination of Factors that Affect Pricing Decisions for

Export Markets, University Thesis, College of Business, Eastern New Mexico University, USA.
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 GLOBAL MARKETING 2

Appendices

Quarter to date Calendar year to date

Change Change
    Jun-20     Jun-19       Jun-20     Jun-19
(%) (%)
     

                                   

Defender >99% >99%

7,900 1 8,019 2

Freelander n/a n/a

* - - - 1

Discovery Sport (63%) (42%)

3,840 10,457 16,201 27,851

Discovery (55%) (37%)

3,605 7,952 11,872 18,954
Range Rover
(55%) (33%)
Sport 7,176 16,028 27,610 41,329
(52.1%
Range Rover (36%)
4,797 10,020 ) 17,331 27,228
Range Rover (56.6%
(43%)
Velar 4,777 10,996 ) 17,820 31,013
Range Rover
    (72%)       (11%)
Evoque 4,639 16,319 28,263 31,641

(48.8%
Land Rover 127,11 178,01 (29%)
36,734 71,773 )
6 9
                                   
(64.1%
UK (36%)
9,064 25,279 ) 41,558 65,087
(58.8%
North America (32%)
10,692 25,977 ) 43,818 63,992
(56.5%
Europe (32%)
11,041 25,357 ) 42,641 63,084
(12.3%
China (28%)
8,596 9,801 ) 14,362 19,971
(46.5%
Overseas (37%)
9,519 17,776 ) 27,224 43,530
                                   

Total JLR excl (53.1%

            104,19       169,60     255,66 (34%)
CJLR 48,912 )
0 3 4
                                   

*No longer
manufactured

Total JLR Inc (44.8%

            118,55       192,40     280,10 (31%)
CJLR 65,425 )
0 4 9

Memo: CJLR Vol 15% (7%)

16,513 14,360 22,801 24,445

Discovery Sport 28% (10%)

7,620 5,972 10,399 11,593
Range Rover
95% 61%
Evoque 3,100 1,590 3,978 2,465
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XF 32% 34%
1,819 1,374 2,539 1,896

XE (33%) (35%)
3,173 4,726 4,832 7,484

E-PACE 15% 5%
801 698 1,053 1,007