Charles Hughes, leader and CEO of Land Rover North America, Inc., is talking about product positioning options for that completely new Land Rover Discovery. The job decision must consider the function in the Discovery vis-`a-vis other automobiles inside the LRNA line, the brand's talents and flaws versus competition, as well as the positioning in the Land Rover umbrella brand inside the U.K. An allocation of marketing funds across brands and blend elements ought to be determined and options round the company's innovative selling strategy and experience marketing initiatives made. The case includes wealthy consumer behavior data. Includes color exhibits. To improve their effectiveness, color cases needs to be printed colored.
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