Jaguar Cars Ltd. – Marketing Analysis
Nicolas Ohmstede
Krzysztof Rycyk
Patrick Prager
135704932
133522351
135733931
Seminar lecturer: Ms. Hussein
29 November 2011
JAGUAR
Index
 General information
 Marketing tools
 Macroenvironment Analysis
(PESTEL)
 Microenvironment Analysis
(Porter’s five forces)
 Positioning-Map
 Internal Analysis
(SWOT)
 Recommendation & Evaluations
2 | 10
Marketing | BBUS402 | Jaguar | Nicolas Ohmstede , Krzysztof Rycyk, Patrick Prager | 29.11.2011
JAGUAR
General information
History - 1922
Motorcycle
2
Blackpool
Business
Employees
Headquarters
Today - 2011
Cars
10.000
Coventry
25000
Units sold in the UK
20000
15000
Units Sold
10000
5000
0
2008
3 | 10
2009
Marketing | BBUS402 | Jaguar | Nicolas Ohmstede , Krzysztof Rycyk, Patrick Prager | 29.11.2011
2010
2011
JAGUAR
General information
Product mix
XK
 Premium luxury sport car
 XKR-S fastest car of the
portfolio
4 | 10
XF
 Large luxury saloon vehicle
 Best selling model by
volume
Marketing | BBUS402 | Jaguar | Nicolas Ohmstede , Krzysztof Rycyk, Patrick Prager | 29.11.2011
XJ
 Contemporary luxury car
JAGUAR
Macroenvironment Analysis
PESTEL
P
Political
 Vehicle safety
E
Economical
 Highly dependent on global economy
S
Social
 Corporate car
T
Technological
 Lightweight & flexible materials
E&L
5 | 10
 Fuel economy
 Upper middle class
 New media technology
Environmental & Legal
 EU-legislation  Production facilities
Environmental
Marketing | BBUS402 | Jaguar | Nicolas Ohmstede , Krzysztof Rycyk, Patrick Prager | 29.11.2011
JAGUAR
Microenvironment Analysis
Porter‘s five forces
New entrybarriers
High
Power of
supplier
Low
Competition
High
Power of
buyer
Low/High
Substitutes
Low
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Marketing | BBUS402 | Jaguar | Nicolas Ohmstede , Krzysztof Rycyk, Patrick Prager | 29.11.2011
JAGUAR
Positioning-Map
Price
Ferrari 458 Italia
Porsche 911 turbo
Mercedes S
Audi A8
BMW 7s
XK
Porsche Boxster Corvette Z06
XJ
Luxury
Mercedes E
BMW 5s
Corvette C6
Sportiness
XF
Audi A6
Price range
Infinity M37
Nissan 370z
Infinity G37
Mercedes C
BMW 3s
> £ 90,000
£ 30,000 – 90,000
< £ 30,000
7 | 10
Marketing | BBUS402 | Jaguar | Nicolas Ohmstede , Krzysztof Rycyk, Patrick Prager | 29.11.2011
JAGUAR
Internal Analysis
SWOT
Strength
Weaknesses
 Strong brand reputation
 Global reach – 101 Countries
 Modern product portfolio
 Plenty awards in early 2011
S
Opportunities
O
 Acquisition by Tata
 Planned assembling facilities
in low budget countries
 Environmental trends
 BRIC-Countries
8 | 10
 Diseconomies of scale
 Limited target market
 Low market share
W
Threats
T
 Volatile input prices
 Currency fluctuation
 Glutted markets in Europe+US
 Raising environmental
awareness
Marketing | BBUS402 | Jaguar | Nicolas Ohmstede , Krzysztof Rycyk, Patrick Prager | 29.11.2011
JAGUAR
Recommendation & Evaluations
 New products and market expansion
 Diversify product range
 Geographic expansion
 New production facilities
 Dealer network
 Synergy-effects with Tata
 Additional revenue
 Decreased cyclical effects
 Sustainability
 Investments in R&D
 Market assessments
 Internal and external analysis
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Marketing | BBUS402 | Jaguar | Nicolas Ohmstede , Krzysztof Rycyk, Patrick Prager | 29.11.2011
JAGUAR
References
 Odekerken-Schröder, G., Henning-Thurau T. and Knaevelsrud, A.B. (2010). Exploring the post-termination stage of consumer–brand relationships:
An empirical investigation of the premium car market. Journal of Retailing. 86(4), pp. 373-385
 Jaguar Land Rover PLC, (2011). Annual report 2010-2011. [online]
Available at: <www.jaguarlandrover.com/pdf/2010-2011_annual_report.pdf> [Accessed 10 November 2011]
 Baltas, G. and Saridakis, C. (2010). Measuring brand equity in the car market: a hedonic price analysis. Journal of the Operational Research
Society. 61, pp. 284-293
 Leitner-Garnell, A., (2011), General Information about Jaguar. [Phone call] (Personal communication, 14 November 2011)
 Jobber, D., (2009). Principles and Practices of Marketing (6th). McGraw-Hill Higher Education: Berkshire.
 Porter, M.E., (1998). Competitive Strategy: Techniques for Analysing Industries and Competitors, Free Press: New York.
 Gunnell, J., (2007). Standard catalog of JAGUAR 1946-2005. Krause publications: Lola
Jaguar, (2011). Power of Light [video online] Available at:
<http://www.youtube.com/user/JaguarCarsLimited?blend=21&ob=5#p/u/74/xYPMUzJaZfM> [Accessed 15 November 2011]
 Jaguar Mediacenter, (2011). [online] Available at: <www.Media.Jaguar.com> [Accessed 15 November 2011]
 Engelhard, P., (2009). Historic market cycles in the world automotive industry: Their explanation in the light of Hirschmann’s theory of industrial
development and Gort and Klepper’s industrial lifecycles. GRIN-Verlag: Norderstedt
 Multilux, (2009). Multilux Automobil Kompendium - Hersteller. [online] available at: <www.multilux.de/ADB/000000100.pdf> [Accessed 15
November 2011]
 BMW AG, (2011). BMW UK: Car Configurator. [online] available at: <http://www.bmw.co.uk/bmwuk/ecom4/frameset> [Accessed 16 November
2011]
 Mercedes Benz AG, (2011), Mercedes-Benz UK: Configure your car. [online] available at: <http://www2.mercedesbenz.co.uk/content/unitedkingdom/mpc/mpc_unitedkingdom_website/en/home_mpc/passengercars/home/new_cars/configurator_showroom.flash.
html> [Accessed 16 November 2011]
 Audi AG, (2011). Audi Car Configurator. [online] available at: <http://www.audi.co.uk/explore-models/audi-car-configurator.html.html> [Accessed 16
November 2011]
 Transport for London, (2011). Tube, DLR and London overground: Fares. [online] available at: <http://www.tfl.gov.uk/tickets/14416.aspx>
[Accessed 16 November 2011]
 Car & Driver, (2011). Car Prices. [online] available at: <www.car&driver.com> [Accessed 16 November 2011]
 Automotive Management; (2011), New Cars Sale Figures. [online] available at: <www.am-online.com/new-car-sales-figures/ >[Accessed 16
November 2011]
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Marketing | BBUS402 | Jaguar | Nicolas Ohmstede , Krzysztof Rycyk, Patrick Prager | 29.11.2011
JAGUAR