Charles Hughes, president and CEO of Land Rover North America, Inc, discusses the options for the new product positioning Land Rover Discovery. Positioning solution must take into account the role of the Discovery Vis-`A-VIS other vehicles on the line LRNA, strong brands and weaknesses compared to the competition, and the positioning of the umbrella brand Land Rover in the UK distribution of marketing funds of all types and mix elements should also be identified and decision-making on innovative retail strategy and initiatives marketing experience did. The case contains a rich data of consumer behavior. Includes color exhibits.
To enhance their effectiveness, color cases should be printed in color. "Hide
by Susan Fournier Source: HBS Premier Case Collection 32 pages. Publication Date: September 1, 1995. Prod. #: 596036-PDF-ENG
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