Group 1: MarkeTeam A+

BM 230 (Marketing Management)-2

June 18, 2016

Chery International: Linking up with land Rover and Jaguar

(A Case Study)
Neil D. Ammen . Tina Liza Hautea . Blessie Luzarita
Introduction
An effective marketing strategy involves the organizations effort for the
acquisition, analysis, and utilization of various information to develop customer
insights and assess their marketing program. In addition, it is equally important for
an organization to consider the most vital element of the marketplacethe
costumers.
This means that to become an effective marketer, one must be able to
understand and influence how customers think and act, that is, a marketer needs to
understand why customers purchase a certain good or service. Consequently, this
knowledge on the customers reasons for buying a specific brand of product along
with their preferences are critical to understanding consumer buyer behavior, which
Kotler and Armstrong (2012) define as the buying behavior of final consumers or
those individuals and households that buy goods and services for personal
consumption. With edequate knowledge about consumer behavior, an organization
can easily analyze the decision process of their target consumers and predict their
buying decision.
This paper is an analysis on how Chery Automobile Co. Ltd. was able to
uphold its strong position in the automobile industry through its effective marketing
strategy in terms of understanding their consumers buying behavior and buying
decision process.

Case Questions and Answers

1. Analyze the buyer decision process of a traditional Jaguar Land Rover
customer.
Answer: The traditional Jaguar Land Rover customer values luxury brand
and exemplary customer service. Luxury saloons and sports cars also appealed to
them. As described by Kotler and Armstrong (2012) there are five stages of the
buyer decision process namely: Need recognition; information search; evaluation of
alternatives; purchase decision; and post purchase behavior.
Given the characteristics of traditional Jaguar Land Rover buyers, we can say
that they skip the stages pertaining to the information search and evaluation of
alternatives. Given the popularity and strong position of the Jaguar Land Rover in

Group 1: MarkeTeam A+
BM 230 (Marketing Management)-2

June 18, 2016

the industry, information is readily available, thus a traditional Jaguar Land Rover
customer needs not to search for further information. Moreover, they also skipped
the evaluation stage for the reason that the brand itself makes a customer to
identify him/herself as someone who belongs to the mainstreamin our case the
affluent class.

2. Describe Why might Chery be an ideal partner for Jaguar Land Rover in
China?
Answer: It is for the fact that Chery have been the top Chinese vehicle
exporter for seven years and had achieved year-on-year increase on sales of
vehicles. This strong position of Chery in the automobile industry affects the
customers behavior toward the organizations products. Hence, Chery linking up
with Jaguar Land Rover is indeed ideal.
3. To what extent could it be said that Jaguar Land Rover is the only nonGerman premium vehicle brand that has global credibility?
Answer: The Jaguar Land Rover is owned by Tata Motors of India that has a
buoyant sale of their saloons and other vehicles. The company has been able to
export some 70% of all Jaguars to 63 countries and 78% of Land Rovers to 16
countries.
4. Explain how both positive and negative attitudes towards a brand develop.
How can the brand change customer attitudes towards it?
Answer: Positive attitude towards a brand develop if the particular product
meets the expectation and standard of the customer. Negative attitude towards a
brand develop if the product lacks the quality/specifications required or the
expectations of customers are not met. A brand can change the customers attitude
towards it whether it improves in all aspects or subsides.
5. What role does the Jaguar Land Rover brand play in the self-concept of its
buyers?
Answer: The Jaguar Land Rover designed new cars that are tailor-made for
their customers depending upon their specific requirements. Also, the company is
not just focusing on vehicles sales in China; it has also embraced new technologies
and has become involved in education, humanitarian aid, and environmental
protection.