Answer the following questions. It will help us to get a better understanding of the market situation. Note that the case is about Land Rover ting North America, so in your answers the focus should be on the US market.
1. Situathe decision: Why is LRNA launching Discovery?
2. Understanding Category Motivation: Why do people buy SUVs?
3. Market Segmentation: Who is the typical SUV consumer and how is this changing?
4. Product Differentiation: What are the differences among competitive SUV offerings?
The case talks about three decisions to be made. For this assignment, we are only interested in the first decision regarding the positioning of the products.
5. Positioning: Write a positioning statement for the umbrella brand, and a positioning statement for each model — the Range Rover 4.0 SE, the Discovery, and the Defender. Explain the tradeoffs and cons and pros of your positioning of Discovery (only Discovery).
Format You could answer these questions one by one. The length of your solution, for all questions combined, should not be more than 1200 words and your text response should fit into no more than two pages. You should use a minimum 11-point font size. You can have a third page with a maximum of three relevant exhibits. The exhibits can be spreadsheets, tables, flow diagrams, plots, charts, etc. and should be referenced from the text. They should be relevant and should contain brief narrative or description of what they illustrate.
Please write your name and your section on the top of the first page. Submission is online through Canvas.