Charles Hughes, leader and CEO of Land Rover North America, Inc., is discussing product positioning choices for the brand new Land Rover Discovery. The career decision must think about the role from the Discovery vis-`a-vis other automobiles within the LRNA line, the brand's talents and weak points versus competition, and also the positioning from the Land Rover umbrella brand within the U.K. An allocation of promoting funds across brands and blend elements should also be determined and choices around the company's innovative selling strategy and experience marketing initiatives made. The case consists of wealthy consumer behavior data. Includes color exhibits. To increase their effectiveness, color cases ought to be printed colored.
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