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