HOMEWORK NO.

3
Question1: How might Land Rover respond to the criticisms of environmentalists?

REDUCING OUR OPERATIONAL IMPACT

We're proud of how well our business is doing, but we also recognize that with that
success comes a greater responsibility to reduce our activities' environmental effect.
It's a difficulty we're still addressing as we expand production capacity throughout the
world to keep up with the increasing consumer demand.

 Building for the future

At Land Rover, we have high standards in everything we do, including the buildings
we work in. As we expand, we want to make sure that any new manufacturing
facilities we build, such as our new Manufacturing Plant in Wolverhampton, comply
with our forward thinking principles and practices.

 Sourcing more sustainably

Our operations have an environmental impact that extends beyond our facilities. In
truth, the effects on our supply chain are far-reaching. As a result, we urge our
suppliers to keep the same high standards of sustainability as we do. We also
collaborate with them to lessen the environmental effect of the things we purchase.

 Reducing transport impacts

Our cars are all designed in the United Kingdom, however they are shipped to a total
of 177 nations. The path we take to bring them there provides us with more
opportunity to think strategically and respond quickly. For example, pooling deliveries
with other manufacturers or minimizing delivery miles by shipping automobiles
directly to dealers rather than through a distribution center.

 Reduce. Reuse. Recycle

Minimising waste is a core concern for our employees and suppliers. As we grow it
becomes more important than ever which is why we remember these three Rs
everyday across our manufacturing operations.

 Recycled aluminium
We now have a closed loop waste recovery and recycling system at our Castle
Bromwich production centre, as well as a trial process at Solihull where our new all-
aluminium Range Rover and Range Rover Sport models are manufactured.

 Reducing emissions
Using low-carbon or renewable energy reduces our reliance on fossil fuels, and
enables us to improve energy security and cut CO2 emissions. Combined with energy-
efficient measures, this can help us to reduce absolute CO2 emissions even as our
production volumes continue to rise.

 Our achievements so far

We have already made some significant improvements in a number of areas, which
have considerably reduced our environmental impacts compared to our 2007 levels (as
of March 2013)*.
European tailpipe CO2 down by 21%
Operational carbon emissions per vehicle down by 21%
Waste to landfill per vehicle down by 75%
Water use per vehicle down by 17%
Carbon emissions from logistics down by 18% per vehicle

*Based on Jaguar Land Rover corporate figures.

2/ How might Land Rover establish a relationship with its end consumers?

With the development of society, people are increasingly concerned about the safety
of the environment. Land Rover has used green marketing to help customers
understand their marketing ethics as well as their social responsibility. The
automaker's green marketing campaign is a sustainable development method, towards
the socially responsible end consumer. Land Rover has introduced a variety of
policies and strategies to demonstrate to customers that their products are safe for the
environment by reducing emissions, conserving natural resources and optimizing
energy use.
Land Rover has focused on reducing the negative environmental impact of their
products and operations. At the same time, Land Rover has built an image for
customers that they are a "green" car group. Linking business growth with the safety
of the environment has helped Land Rover build trust with its customers. They are
protecting the environment, protecting customers, and protecting their own businesses.
To do this, Land Rover must make the process more efficient and reduce resource
consumption, waste and costs. They have developed an impressive sustainability plan
that clearly outlines how the manufacturer intends to achieve its goals. They reduced
carbon emissions at the Solihull plant by 30%, reduced water consumption by 13.9%
in 2001, reduced waste by 20% in 2002, reduced consumption per vehicle by 28% and
contribute to a climate care and protection organization. In addition, they help
customers offset the first 45,000 miles of each product used in the UK.

Realistic and measurable numbers are important to Land Rover as it will allow them
to demonstrate that they are really making a difference to their emissions in both
production and committed to go green to benefit consumers.

Land Rover is currently doing a great job driving "green" trains, while other car
manufacturers have yet to jump in. It will be difficult for a company to do business
solely for the sake of the environment, but it will be possible to reap the benefits of the
current green wave if they choose to care about the environment as a selling point.
Land Rover can capture and market its sustainability ideas and practices to reach
environmentally conscious consumers.
3/ What threats are apparent from globalisation for Land Rover?

The biggest challenge Land Rover faces as a worldwide brand is the global warming of the
engine industry. The 4x4 segment in the automotive industry is receiving an unusual
amount of focus, and Land Rover response to that sustainability is perhaps the biggest
challenge Land Rover faces.
Land Rover has the characteristic that the vehicle can run on many terrain conditions,
especially rough or muddy roads, can climb well and especially the ability to run on snow
or rough roads.
So Land Rover especially uses a 4x4 engine (also known as a 4WD engine), which helps
the car to run on many terrain conditions, especially rough or muddy roads because all 4
wheels of the car are Power transmission, traction and push with good grip.
However, this type of engine has made “the large weight makes the car heavier and
consumes more fuel”. The use of a lot of fuel has created a large amount of emissions, and
 the continuous increase of CO2 will promote the rapid warming of the Earth, causing
environmental pollution.
 Environmental pollution, specifically air pollution, is a clear threat from globalization for
Land Rover.