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Global Marketing Case Study: Jaguar's Passage To India

812 Words4 Pages

Our group member had been reading the case study 9-2 from text book (Global Marketing, page 313) Jaguar’s Passage to India, so we have made few conclusions from this case study.
In paragraph one, the product of life cycle was in the stage of decline. When the sales fall off and profit drop, the period will be the stage of decline. Most of the sales product forms and brands ultimately plunge. Sales may quickly drop to zero, or they may drop to a low level where they continue for many years. This is the decline stage. There are many reasons can cause sales drop quickly, such as technological advances, shift in consumer tastes, and increased in competition. So management may decide to drop the product from its line. We know that Jaguar was facing the global recession and credit crunch causing a sharp decline in demand, from GM and Chrysler appealed to Washington for a bailout. As stated by Warren J. Keegan and Mark C. Green (2015)… p.(416)
In paragraph two, Jaguar concentre on their position strategic (high-end luxury model to be apart from Toyota, Honda, Nissan) Japanese competitor. Al Ries and Jack Trout is marketing gurus, who first introduced term of positioning in 1969 on an article that published in Industrial Marketing magazine. Positioning is locating a brand in consumers’ minds over and facing competitors in terms of attributes and benefits that the brand does and does not offer attributes or benefit, quality and price, use or user and competition. As stated by Warren

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