EXECUTIVE SUMMARY Land Rover needs to decide on positioning its new offering, Discovery in the US market in order to achieve significant volume growth, without adversely affecting its existing product-line and design the optimum marketing mix to support this positioning. I recommend positioning Land Rover Discovery as an upscale, compact, versatile family vehicle and also as a sporty, luxurious, 4WD alternative to the multi-purpose vehicles (MPVs) and minivans. Discovery has the potential to carve a niche in the marketplace for an �All Purpose Vehicle� with the benefits of an SUV. The report elaborates on the most suitable marketing mix and retail strategy to augment this product positioning. ANALYSIS The SUV Market The SUV Market in US has its own heritage with the Jeep Cherokee making early inroads post World War II. The market has evolved subsequently and can be broadly classified into 3 segments 1) Mini SUVs that provide a car-like feel, 2) Compact SUVs that target the families and 3) the Full Size SUVs that represent the true-blood SUV features of luxury, performance, safe......

Word Count: 875
Page Count: 3.5 (250 words a page / double spaced)

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