Jaguar's Marketing Strategy in China

782 Words4 Pages
Jaguar XJL There are two news stories about Jaguar XJL that have attracted people’s attention recently. The first news is that the next generation Jaguar XJL will turn back into an old-school style, and it will possibly happen in China only. The marketing department at Jaguar thinks that Chinese consumers still prefer a more traditional design, a three-box design to their vehicles. At the same time, the Jaguar automaker will offer a modern fastback style Jaguar XJL to the rest of world. The overturning style of the new Jaguar XJL has always been controversial since the model was launched in 2009. Some people think that the car is modern, and others think that it goes against Jaguar’s tradition. Right now, Jaguar does not want to debate which style to go with, or develop a compromised style. They are deciding to make two designs in order to support all markets around the world. Another news item is that Jaguar is planning to launch an extra-long wheelbase XJL in China. This new XJL will not only lengthen the wheelbase which is based on the basic XJ model. It will be a stretched Jaguar XJL like Mercedes-Benz Pullman, a stretched Mercedes-Benz S. According to the news, the Chinese patent office already received the patent application of this stretched Jaguar XJL even though there is not any official information from Jaguar. The element I will focus on for the product Jaguar XJL is Jaguar’s marketing strategy. I will analyze its marketing strategy from Segmentation, Targeting, and Positioning. First, I want to analyze the segmentation of Jaguar’s marketing strategy. For demographic segmentation, affluent men who are forty to fifty years old can be Jaguar’s consumers. For geographic segmentation, China has become the biggest market for Jaguar. For psychographic segmentation, people with great taste in cars can be Jaguar’s consumers. As everyone knows, China is a
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