land rover

Title: land rover

Essay Details

Subject:	Business
Author:	Anthony R
Date:	September 5, 2012
Level:	University
Grade:	A
Length:	2 / 403
No of views:	0
Essay rating:	good 0, average 0, bad 0 (total score: 0)

Essay text:

The company has relatively few dealerships and cannot afford the volume of advertising or promotion that its primary competitors can. The company must choose to depend upon positioning its product as a specialty brand, characterized by brand insistence on the part of its buyers. Charles Hughes, President and CEO of Land Rover North America, Inc...

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(LRNA) is debating three positioning options for the new $30,000 Land Rover Discovery. The positioning decision will help LRNA settle on advertising messages and other communications strategies. Case Objectives and Use The following case study is intended for Retail Management or Marketing Management courses at the undergraduate or graduate levels...

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