Analysis Of Range Rover: The SUV Brand Of Land Rover

Competitors Analysis

Write an analysis Of Range Rover-The Suv Brand Of Land Rover?

 A famous brand of British Car Manufacturer Company “Jaguar Land Rover” is LAND ROVER. This company has specialized mainly in the production of four wheeler car. This company is mainly popular for the production of sports utility vehicle .The sports utility vehicle (SUV) brand of this company is known as the RANGE ROVER. This is the flagship model of the Land Rover. Initially the name of this company was Rover Company. This company then produced only one type vehicle. After 2008, An Indian Company Tata Motors acquired this company. The Land rover as a company started its journey from the year 1978.Before that, it was the product of Rover Company which was subsequently merged into the division of Rover-Triumph of the British Leyland Motor Corporation following the company Leyland Motor corporation which took over the Rover Company in 1967.At present , the company produces a wide range (small, medium & luxury) of SUV’s(Sports Utility Vehicles)and sells it worldwide (DAS RANGE ROVER-DESIGN: MODERN, KLAR UND ELEGANT, 2012).

The Land Rover has been operating in the U.A.E car market since 1948. The country U.A.E   is popular for its harsh, sandy environment. In this type environment SUV is the ideal car type to use. Therefore within a short span of time, the models of the brand “Range Rover “became very popular in the Arabian Country & the middle east countries after launching. Initially, the land Rover cars were the only medium of transport. Eventually, because of the off road features of the RANGE OVER models , Dubai & Arabia becomes the centre of the most sophisticated consumers of the SUV models produced by the Land Rover Company. At present, many popular automobile companies like Lexus, Infinity, Mercedes -Benz, Porsche, and BMW has launched their own SUV brand and sold these in the U.A.E market. Since all the companies are very strong company, therefore the SUV car market in Dubai becomes very competitive.

A primary research has been conducted on a large no. of people in Dubai who are SUV model user, to get an idea about their views regarding different SUV models sold in the Dubai market. At the time of sample survey, the SUV consumers are asked about the features, price affordability, type of engines, fuel consumption, seating capacity, safety features, Interior feature and comfort features (Indexuae.com, 2015). The consumers are asked to answer in terms of Excellent, Satisfactory, Very Good, Good, and Bad. The results of conducted sample survey are illustrated in the following tabl

Cars Save Time On Research and Writing Hire a Pro to Write You a 100% Plagiarism-Free Paper. Get My Paper	Range rovar(suv brand of land rover)	Gla class(suv brand of mercedes-benz)	Bmw suv(suv brand of bmw)
Exterior features	Moderate exterior features	Highly attarctive   exterior features	Attarctive exterior features
Price	Very high price.elite class can only buy this car	Relatively moderate price  but beyond the availability of middle income class	High price.affordability limited to the elite class & high income class
Engines	Satisfactory  engine power	Satisfactory engine   power	Good engine power
Fuel consumption	Fuel consumption is good	Fuel consumption is good	High fuel consumption
Seating capacity	High seating capacity	Moderate high seating   capacity	Low seating capacity
Safety features	Satisfactory safety features	Satisfactory  safety features (yallamotor.com, 2015)	Excellent satisfactory features
Interior features	Very good interior features	Moderate interior features	Excellent interior features
Comfort features	High comfort features	High comfort features	Excellent comfort feature

Market Analysis

From the above sample survey result, It can be seen that range rover consumers are very much satisfied with their car. On the other hand the people who have SUVs produced by Mercedes –Benz, BMW are relatively less satisfied with their product. Also according to the SUV customers the outer-look of the Range Rover is very elegant. Also the models of range rover are available in a variety of colours such as back, grey, brown, red etc (Yallamotor.com, 2015). On the other hand the colour availability of other SUV models produced by the Mercedes-Benz, BMW, Lexus, and Infinity is very low (Fogelson, 2015). Thus, It can be seen that Land Rover Company gives more wider choice option to its SUV customers than other companies (Edmunds, 2015).

   The above figure is a strategic map. This map illustrates the indirect & direct competitors of the brand “RANGE ROVER” (the SUV brand of the Land Rover) in the Dubai Automobile market. This map shows that Mercedes-Benz, BMW & Porsche has been producing their SUV model only for the status oriented elite class customers. Range Rover & AUDI target those customers who are belonging to both elite class & high income class & also more utility & style oriented. This segment of consumers wants to buy such SUV which are more elegant in look and also serve their utility. Other SUV producing automobile companies like Lexus, Infinity. Chrysler, Nissan targets those customers who concerned only for their utility fulfilment. These brands can be marked as a low end brands because of the targeting customer section of these automobile companies are less status oriented & more utility oriented and also generally comes from high middle class income group.

Political & Legal   The economies of the seven emirates of the U.A.E are of the crown type. Each economy is controlled by its own king. There does not exist any political instability. Hence, it can be said that the trade activity in the U.A.E market will not be affected by any political disturbance. It can be said that economic activities of Land Rover will not be hampered by any political issues. Also the economy of U.A.E is a tax free economy. Therefore Land Rover can utilise this opportunity to its business development by adopting different effective strategy.

Economic The price of various goods such as property, house rent, fuel cost, food, electricity has increased during the financial year 2013-2014. This led to the increase in the inflation of 4.65%.The price of the auto mobile product especially the luxury car model has shifted upward. Because of this increment, the sale of the SUV model is expected to decrease in the next financial year. Dubai is one of the richest emirates in the World. The customers of the SUV model of Land Rover Company in Dubai are more utility oriented .This means they do not treat this car model as luxurious goods. Hence it can be expected that the sale of Rand rover model will not be affected in the Long run due to volatility in fuel & car price.

Social   The geographical environment of the Dubai & U.A.E is very sandy & harsh. The residents of the Dubai have to use cars that can run smoothly through desert and lands full with sand. Keeping this fact in the mind, it can be said that SUV’s are ideal car for the Dubai people. Also people who likes to travel in the desert with an elegant looking car, range Rover is the best car for them. Dubai is a famous tourist spot. For travellers’ safety, it is mandatory to use SUV model in the tourism industry. This encourages Land Rover to lunch more outlet in the Dubai market due to high demand for SUV in this industry (Dubai.com, 2015).

Technological    Technological features of the SUV models of the Land Rover are very unique and modern than other auto mobile company’s SUV model. The safety features, engine capacity, other technical features of the Range Rover models are very advanced if they are compared to the SUV models of other automobile company.

   i) Who are the customers?  People belong to the high Income class & elite class of Dubai Emirates. The adventurous travellers who want to travel in the desert area & the person involved in the tourism industry of Dubai emirates and other U.A.E emirates.

  ii) What do they buy? Different models of the Sports Utility Vehicle of Land Rover Company

  iii) Where do they buy? Different outlets of the Land Rover Company in Dubai

  iv) How do they use? The Customers of the Range Rover mainly used their car as a daily utility purpose and sometimes they used as a style & status statement.

  v) Why do they use? The SUV MODELS of the Land Rover Company is ideal for commuting in the sandy environments. The physical environment of Dubai is same as the desert environment. The SUV model can run smoothly in this type of roads. Also travellers can make safe journey using this type of car models when they are travelling in the desert area.

Strategic Analysis

 vi) When do they buy? Since most of the users of the SUV models are coming from the high income & elite class, they have no time preference to buy Car. Since some consumers have used this car as a style & status statement, therefore they will become more interested to buy SUV at the time of launching new SUV model. Also during the festive season, when the company announces any attractive offer then also the customers will be encouraged to buy car or exchange their old model with the new SUV model.

Demographics: The targeted customer of the SUV model produced by the Land Rover Company is the residents aged between 30-60 years. Mainly working people in a high income job and the people who have to commute to their office with their own vehicle are the targeted customer group of the Land rover Company to sell their SUV model.

Strength Aluminium made body structure Eco friendly Two Engine option(Petrol & Disel) Can run smoothly in the flooded area Attractive Exterior & Interior looks Advanced safety features	Weakness High Price High fuel consumption Difficulty to find service centre & original spare parts
Opportunity Very popular brand in Dubai Car market SUV models of other companies are highly expensive Elegant look Highly Preferred by the status concerned customers	Threats Many strong competitors Low availability Continuous improvement of technology by the rival companies Small no. Of showrooms in the Dubai mark

Firm Infrastructure	The Infrastructural situation of Land Rover is excellent. The Factory of Range Rover is fully equipped with the up-to-date technology. The technology used in the manufacturing units is eco friendly. Therefore the production process emits low pollution as much as it is possible to the environment.
Human Resource Management	The workers in the manufacturing unit and also in the sales unit are well trained. The entire employee especially who engage in the manufacturing unit have to undergo a training process following an examination process .This has been done to ensure the quality of the production.
Technological  development	All the technology used in the production are modern & innovative technology. After final production .All the Cars have been checked by the expert personnel to ensure the safety conditions.
Procrement	Land Rover Company provides a wide variety of SUV with attractive exterior, interior& safety features, two types of engines (to operate both in petrol & diesel) & in different colour. The price of a particular model depends on its colour & features. The overall price level of the SUV models of the Land Rover Company is high.
Inbound Logistics	The parts of the Range Rover iare assembled & the final model is made only in five different locations in Britain (Jaguarlandrover.com, 2015).
Operation	Land Rover offers an excellent quality SUV after taking into account the environmental fact of Dubai and also the customers’ preference.
Outbound logistics	Land Rover sells its SUV model in the Dubai market through different outlets (Newsroom.jaguarlandrover.com, 2015).
Marketing sales	Land Rover uses different types advertising strategy to increase its sale. It hires popular actors as an ambassador of this brand. Also this company uses social media such as facebook, instragram, and twitter for attracting modern customers.
Service	The company offers wide range of SUV models available in different colours (Slideshare.net, 201

Conclusions: 

The Land Rover is popular in the Dubai Market for its “Range Rover “series. This SUV brand has been facing high demand mainly for its attractive outlook and safety features. But this company has to face some strong rival company, which produce almost the same type model using modern technology. These companies have continuously tried to improve their technology through intensive Research & Development. This creates a very serious threat to the Land Rover Company. Therefore, it can be concluded that Land Rover company should take an effective strategy to remove its weakness and also increase its sale amount & popularity for retaining its position in Dubai Car market.

References

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