The Day of Reckoning
Despite the strength of its consumer franchise and the clarity of the trademark'simage, the mid-1980s proved tough for TheRover Group.
The company's hold on key Third World markets loosened as lil crises, constrained parts supplies, and scant repair services took their toll.
In what came to be known internally as "The Japanese Invasino," a run of reliable, high quality sport-utility vehicles(SUVs) took control in Land Rover's core markets.
The company lost one-third of base model sales from 1983 to 1985, a drop for which steady Range Rover Sales did not compensate.
Company profits plummeted as the firm sought new markets to offset Third World sales declines.
Ironically, Rover Group market research had identified the Japanese development strategy as early
as 1983 but considered it "just a hulahoop trend."
The crisis triggered a worldwide market review. Research confirmed that the Japanese had indeed identified an opportunity in the emerging 4*4leisure sector.
The data suggested that the 4*4 leisure sector was actually comprised of two distinct user segments.
The first, a group of young, affluent, childless adults, sought products that made visible
statements about their owners' images and accomplishments.
These consumers wanted vehicles that were unique and different, and that set them apart from the masses.
They viewed 4WD as a rather exciting product option, even if they never actually got off the road to use it.
The second segment was comprised of conservative buyers who were more interested in vehicles that were smart and functional than those that made image statements.
Family buyers who needed versatile and prectical transportation solutions were included in this segment; also included were older traditionalists who turned to SUVs as stylish alternafives to Traditional luxury cars.
Family buyers valued the 4WD feature for the safety benefits it afforded; older conservatives linked the feature to desired benefits of increased road holding and handling.
The recommendation emerging from the worldwide market review was to introduce a new vehicle that could regain both segments of the leisure sector from the Japanese.
The savior was to be named Discovery.
- 1 0 年前最佳解答