Global Marketing Local Report-

Range Rover Evoque in China

Executive Summary

After thorough brainstorming, the team has concluded that the highest appetite for everybody would
be in the automotive industry. This has informed the decision to evaluate the Range Rover Evoque as a
product. The decision to choose the brand has been arrived due to the urge to make a project of an auto
brand. Furthermore, the topic presents a good opportunity to evaluate qualitative and quantitative data
on the brand.

Land Rover has a rich history that goes back to decades before 1948. The prominence of the brand
has grown not only in the origin of Rockville center but throughout the world. Since its inception, the
manufacturers of land rovers have delivered incredibly luxurious motor vehicles that have stood the test
of time. The manufacturers have adhered to producing vehicles that have both a military background
while maintaining a trend of luxury in its production (Anderson, 2014).

The beginning of the Land Rover series was initiated when Maurice Wilks sketched a drawing of the
vehicle. The company was then called British Leyland Motor corporation in1978. The land rover became
the primary vehicle for the company. In 1988, the British Leyland motor corporation was not doing well
businesswise opting for the separation of the two business. BMW assimilated the land Rover product, it
was later sold to Ford and eventually acquired by Tata motors in 2008, which operates under the name
Jaguar Land Rover. In the process, Land Rover has produced versatile motors that have become a
trademark in making a statement both in the garden or the city roads. The models have changed and
evolved, giving birth to amongst the latest models, which is the Land Rover Evoque series (Jaguar Land
Rover, 2020).

The company produced the first generation of the Evoque from July 2011 to 2018. The first-
generation vehicles were split into three to five-door varieties and the two-wheel to four-wheel drive.
Production of the second generation started in 2018. Currently, on the market, the company is
producing the Range Rover Evoque 2020 model. Before venturing into the market, the range rover
Evoque had received overwhelming demand for 18,00 pre-orders. Within one year of brand, production

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had begun, the corporation managed to sell over 80,000 units of the Range Rover Evoque (Automotive
Council U.K., 2012)

The current report seeks to evaluate and understand the features of product and Brand prosperity,
including how to build up the brand through marketing tactics and strategy in a situation—the situation
where the brand is not the most demanded product on the market or the most well-known. From the
marketing mix, the report will evaluate the "Product" Range Rover Evoque to be the focus of the global
report while accurately evaluating the market on the Chinese market. While assessing the product
market, several direct competitors have been identified. These include; the BMW X1, Audi Q3, Volvo
XC40, and Mercedes-Benz GLA (Jaguar Land Rover, 2020)

The Range Rover has experienced stiff competition from the different motor vehicles in China. The
table below shows the sales number in details.

Table 1: Comparison of Range Rover Evoque competitors in Chinese market (Y2019).

Total cars Land Rover RR Evoque BMW X1 Audi Q3 Volvo XC40 Mercedes-
sold Benz GLA
25,754,483 33,839 7,466 97,349 62,561 N/A 39,273

From the above competitive comparisons of Range Rover and other cars, it is striking that the product
faces immense competitiveness from other brands of BMW, Audi and Mercedes. The data strikes a huge
resemblance when compared to Chinese markets. This report seeks to describe the Environmental scan,
which includes both macro issues such as social and technological trends and competitive and customer
insights that exist on the brand. Furthermore, the report will analyze the 4 Ps (product, distribution,
promotion, and pricing) of the brand in the Chinese market.

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Figure 1. FISCAL YEAR 2019/2020 AT A GLANCE (JRL annual report 2019/2020).

Environmental Scan

The process of scanning the business environment involves the collection, assessment, and
evaluation of the events that surround the business organization. This relates to the fundamental
relationship that the business organization exhibits in both the internal and external environments. The
elementary resolution of undertaking an environment scan is to enable the administration to control the
impending direction of the business organization.

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a) Vehicle market and China GDP per Capita
In recent years, China has experienced exponential growth in its fleet to almost double. Data form the
Chinese association of automobile manufacturers depicts that the rate of production and sale of motor
vehicles has surpassed 20 million items by the year 2013 in china. Furthermore, China has been graded
and positioned as the leader in the world for the manufacturing and selling of motor vehicles for the last
five years consecutively (China Association of Automobile Manufacturers, 2019).

Figure 2. Cars manufacturing and sales in China, 1992−2013 (China Association of Automobile
Manufacturers, 2019).

To gain in-depth insight of the Chinese motor vehicle production and its developments, it is necessary
to study and understand the association flanked by vehicle ownership and economic aspects of the
country, instead of using per capita income as an economic factor as eluded by previous studies done.
Studies exhibited china experiences an annual growth rate of its GDP from 6.0%, 4.7%, 4.0%, every
decade from 2011 to estimate of 3.0% in 2050. This clearly shows that China experiences growth in its
economic factors throughout the decade (Li & Zhang, 2014). Chinese economy has transitioned to turn
out to be more market focused on economy form as early as 1978. The economy was ranked as the
second largest in the universe by a nominal GDP (appendix 2). In 2017, the economy was considered the
largest internationally by procuring power parity. Its GDP was ranked and evaluated to be $ 14.3 trillion
(Gregory, 2019).

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b) Chinese Auto market
The cumulative volume of the auto industry sales in the Chinese market has surpassed 25million units
in 2019, among which a volume of 21 million motors were passenger cars. These passengers' motors
included a sedan, sports-utility cars, and the multi-purpose cars. The sedans ranked as the most bought
and popular passenger car in 2018. By the close of 2019, amongst the luxury cars purchased in China,
the passenger cars accounted for only ten percent of the purchased motors. The top vehicle producer in
China was SAIC Motors, accounting for 2.95 million units retailed in 2018. ChangAn Auto Co. and
Dongfeng Motorised Company hail from second and third place, with an average of 1.5 million and 1.2
million units retailed in 2018 (Wong, 2019). Figure 2 illustrates this information.

Figure 3: Number of passenger cars sold in China from 2008 to 2019, by the model (in 1,000 units) *

c) Dynamic of the local AUTO market

The Chinese auto market is highly protected by the government to ensure that the state-owned firms
are not disadvantaged. The local market has been opened to multinationals while the Chinese
government allows a healthy competitive space for start-ups to venture. China's protected marketplace
has been beneficial for several motor producers. Although the actual degree is indefinite, since proceeds
and yield streams emanating from portions sales and royalty fees may not be accurately reported by
nation, nevertheless, according to an estimation done on the markets, more than 40% of BMW's

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international incomes in the financial year 2017 are reported to come from Chinese market (Bradsher,
2018)..

In 2018, the Chinese government announced that, by 2022, it would phase out the prerequisite that
transnational auto corporations manufacturing vehicles in China were to do so via a joint venture, and
the condition was terminated instantly for all-electric automobile manufacture. The announcement was
not well received with Some of the most essential and largest automobile corporations. Nevertheless,
they indicated satisfaction with their common shared venture preparations (Bradsher, 2018).

In recent years, the SUVs and the crossovers have experienced a budding marketplace in the Chinese
market. This is characterized by an exponential growth in the volume sales in China. The SUVs have
accounted for around 34% of the country's light-duty motor car market, while low oil prices have
influenced customers' purchasing power. Furthermore, it is historical that low unemployment rates
haves parked the demand of these large and powerful cars with these trends set to continue even
further in recent times in China (Team, 2015). The Chinese market has experienced a surge in the Sales
of passenger cars form a 9.9% year-over-year in 2019 to a staggering 19.7 million SUV units sold.
Meanwhile, the sale represents a 36.4% upsurge in item sales for SUVs, with only a 3.1% rise in car sales
experienced at the period in the china market (Team, 2015).

The demand for SUVs has been heightened further in china while the same cant commented on the
purchase and sales of the car segments. More vehicle users are opting for the SUVs. These SUVs have a
combined look of the car, functionality, and power of the utility car over the famously sold sedans. The
luxurious SUVs have a better and more volume, and they present a better vantage point for their drivers
while they continue possessing a majority of the needed features that contribute to making a passenger
vehicle attractive. These features include; car connectivity features, comfortable seats, and attractive
styling of the SUVs (Team, 2015).

The perception of the SUVs in China is considered to be safer due to their larger size and increased
power as compared to the other vehicles. These vehicles are also more preferred for their off-road
capabilities. The SUVs, find more use in the smaller cities of China due to the bumpy roads experienced
in these cities. The SUVs form roughly 24% of China's light-duty automobile marketplace, conferring
estimations, this ranks lower as compared to the 34% market conformation for the same preference of
SUVs the U.S. This is a clear indication and suggests that there is more room for growth in China (Team,
2015).

When Jaguar Land Rover Limited (JLR) announced the introduction of the high-end Range Rover
Evoque luxurious sport-utility car in 2010, the automobile's pleasing and attention-grabbing design
received high and many reviews and design honors from the international locomotive media. The car's
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introduction in China in December of the same year was encountered with the same admiration from
both the China mass media and the Chinese people. However, after the announcement and introduction
of the brand into the Chinese market, a local producer, Jiangling Co., Ltd., started producing and selling
a cheaper but duplicate type of the Evoque car. The company named their replica, "Land Wind X7,". The
company went ahead to produce numerous of the typical design structures of JLR's widespread type of
SUV (Lederman & Ziegler, 2019).

The impasse was solved by the court of law when the JLR decided to make a complaint. This was done
under the china Act 2017 of Ant-unfair (2017 AUCL). The law has awarded JLR the right to proceed with
the manufacturing of the Evoque. Jiangling holdings were found culpable of imitating Evoque's five
designs. The court stopped the production of the Land wind X7. The two vehicles were considered
virtually identical. The features found to be replicated the roof, car roof, feature lines, the bonnet, and
the outline of the whole car (Lederman & Ziegler, 2019).

d) Competitors brands
The Evoque, which has just been into the market into the 2nd generation of production, has
positioned itself as a competitor with older versions of models produced earlier. The brand in China
faces competition from three major automobile models. i.e., customers are torn at the buying process
of making decisions about the choice of the brand. The Audi Q3 is well-thought-out of by a majority of
19.2% of probable customers. Furthermore, the Volvo XC40 contributes by 16.6% into the competition
and the BMW X1 by 10.2%. This is the customer's preference for the three brands. However, the
inclination of customers to purchase the Q3 and the X1 has fallen to 12.8% and 6.5% correspondingly.
Besides, the awareness of customers on the XC40 has continued to rise steadily to 17.8%. This has
surpassed the interest of Range Rover Evoque, whose interests continue to climb from 9.0% to 19.9%,
which shows the growth with more than double of the interest. Amongst other models, which may offer
competition but are at a lower level of interest. These include the Audi Q5, Jaguar E-pace, and others
(Appendix 3) (Adermly, 2019).

d. Customer Insights
Customer insight analysis allows the identification of the customer’s decision-making while thinking
about buying a new or second-hand car (compact SUV). By allocating a score to the attributes related
questions while the customers gave a score out of a total of 100. Most of the customers were highly
concern about the value for money, safety and design of a car. The outcome of the customer insights
and perceptions of the points they concerned when buying a car is shown in the figure below.

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 Customer Insights
20 18 16.9
16 12
12 9.9 9.3
8 7.2
8 6.26 6.4
3.7
4
0

Figure 4: Customer Insights of the importance of attributes when thinking about buying a car

Segmentation targeting, positioning in the Marketing strategy

When coming up with a marketing plan for a specific product like the Range Rover Evoque to a
specific Chinese market, STP (segmentation. Targeting and Positioning) is a considerate strategic method
in modern marketing (Hanlon, 2013). Segmentation aids the business in comprehending how varied
groups founded on comparable tastes and preferences collected from the customer targeted
population. This enables the formulation of a strategy that will allow the making of the strategy that will
help push for the Range Rover Evoque brand effectively in China. The Range Rover in China uses
psychographic, demographic, and geographical segmentation strategies. Through the market
segmentation, the Evoque can comprehend how the Chinese population works and creating a strong
brand, and a positive image is a success for a premium vehicle producer (MBA Skool, 2020).

Through the targeting strategy, the Range Rover company aims at the upper-class social strata,
authorities & Senior managers from wealthy backgrounds where these are the most likely person to
afford the Range Rover Evoque. This is a selective targeting strategy which the company encourages
while maintaining a strong brand and image.

The positioning strategy of the British first-class car producer places itself as an experienced vehicle
company by implementing the latest expertise that aims at producing the best quality and satisfaction
to its loyal customers in China. This aims to bring satisfaction to the customers while maintaining
competitiveness ahead of its competitors. Also, the company fronts a strong brand of its Evoque, which

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acts as a key to success while giving value-based positioning strategy for its brand Evoque at the Chinese
market (Bhasin, & Rath, 2019).

The customers positioning of the Evoque is profoundly affected by these customer's perceptions.
These consumer's perceptions of the Evoque product can vary with the company's perception of the
same product or service. Through the plot of these multidimensional perceptual maps, the positional
placement of the brand and product with relevance to the competitor can be displayed. For this
particular case, the Evoque brand has several competitors that include BMW X1 , Audi Q3 ,Volvo XC40
and Mercedes-Benz GLA. The outcomes of the perceptual map involving our targeted Brand of Evoque
and its competitors is shown below. Here the top 6 attributes that got higher score from the survey has
been selected to analysis .Total 4 perceptual maps each including 2 dimensions.

Table 2: Survey results of top 6 attributes (score range 1-5)

Figure 5: Perceptual map: Price& Brand image

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Figure 5: Perceptual map: Price& Maintenance cost

Figure 6: Perceptual map: Brand image& Design

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Figure 7: Perceptual map: Power& Safety

Through the perceptual map, permutations were done multidimensional while exploring the
customer's perception of the brand's Price, Brand image, Maintenance, Design, Power and Safety index.
The Evoque experienced a weak brand image relatively higher price perception from the market. Other
competitor brands that were evaluated showed higher prices for strong brand image on the MB-GLA,
BMW X1 and Audi Q3.

The brand competitor's Audi Q3, Volvo XC40 and BMW X1 showed that the consumers viewed the
brand as a low maintenance cost and high value for money. The MB-GLA was considered as a high
maintenance cost as well as highest value of money among these brand. The Evoque showed a neutral
placement of the product on both maintenance cost and value for money.

The Evoque was considered a relatively strong brand image with boring design same with Volvo XC40
while MB-GLA was considered an attractive design with relatively strong brand image. The BMW X1 was
rated by customers to be the most boring design product that was a relatively strong brand product. The
Audi Q3 showed a neutral placement of the product on both brand image and design.

The brand competitor’s MB-GLA and Volvo XC40 experienced a high powerful and high safety index
perception especially XC40 was considered the most safety brand. Audi Q3 is powerful but low safety
index while Evoque and BMW X1 were evaluated relatively neither powerful nor safety

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 This perception of the Evoque product in Chinese market shows how the brand has managed to
become a standard and visible. The competitors in the perception map that are close together indicate a
close comparison in terms of product pricing and other attributes that consumers care about . This
includes the case of the BMW X1, Audi Q3, Volvo XC40 and Mercedes-Benz GLA. Through perceptual
maps, company gets an idea of the current competitors and, this can allow the company to know its
position in the targeting market in order to make the detailed marketing strategy and tactics.

Analysis of the 4 Ps

The marketing mix of Range Rover Evoque puts emphasis and analysis on the marketing mix covering
the 4Ps (Product, Price, Place, Promotion). Recently, there are numerous marketing strategies like
product/service innovation that have assisted in growing the brand.

a) Product

The Evoque SUV brand has been strong across the world. With a long history and innovation form the
company dating back to 1969 when the first Range Rover was manufactured. The brand had evolved
from the 3-door brand to a 4-door brand in 1981. The Evoque brand has overseen development from
the first generation to the 2nd generation, which took the market by surprise in 2013. In 2015, the JRL
made significant steps, including the launch of the Evoque convertible. The development of this Evoque
brand has seen the company target customers of a higher economic class. The Evoque brand has been
made visible and available while becoming present to its customers due to the high-quality premium
products that it has produced instead of the low-cost brands (Appendix 4) (Musonera & Ndagijimana,
2013).

b) Pricing

The Land Rover luxurious SUVs pricing changes depending on the demographic characteristics,
different marketplaces, various products, and location of the brand. This allows the company to cover
a broader range of customers. The price fluctuations enable the company to cover variations in the
product while maintaining the client's satisfaction. These variations include engine sizes and usage.
The pricing strategy ensures further that the company can produce and provide a premium product for
all its customers in china. The different prices from the same make of Range Rover Evoque have
enabled the brand to stand out from the crowded Chinese market while battling competition from
rivals of BMW X1, MB-GLA, Audi Q3 and Volvo XC40. The prices range from 448.000 yuan and ends at
582.800 yuan. The variation of Evoque to the long wheelbase, the four-wheel drive, and the super

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 luxury model. The locally manufactured brand of Range rover Evoque form the Chery-JLR company
offers a wider range of options. With a 2.0 turbocharged four-cylinder engine with 237hp, mated to a
nine-speed automatic, the vehicle offers direct competition to the BMW X1, Audi Q3, VolvoXC40 and
MB GLA. However, for purposes of comparison; there’s a variation on the price of imported Range
Rover Evoque which starts at 528.000 yuan and ends at 668.000 yuan ($86.300 – 109.200). To edge
the competitors, the Rangie hybrid runs on an electrical system in conjunction with diesel (SDV6). The
option offers the customers of Ranger Rover the pleasure of riding a vehicle that can double on and
off-road for £98,415. These pricing options enable the vehicle to stamp its duty on the market as
amongst the most luxurious (JLR Annual Report, 2020).

Figure 8: Price range of RRE and competitors in Chinese market

c) Place and Distribution strategy

The Evoque has a universal presence that has been applied to cater for its secure place & distribution
strategy in the marketing mix. To avoid after purchase problems for its customers, which may include
maintenance and servicing, JLR has constructed a conduit that is made up of several transnational
networks with over 2000 franchise sales traders. To infiltrate the Chinese market, the JLR has partnered
with the local company cherry automobiles that assist with the spreading and delivery of Evoque
products (Yaprak, Attila & Solberg, 2001).

Due to the Evoque's' prestigious price tag, the envisioned marketplace has been restricted to the
higher social class consumers. These customers may not be concerned and sensitive to the price due to
the fact the locally manufactured Evoque is a weak brand that does not offer or return the value for the
cost. The value of the Evoque has affected its distribution and placement strategy in the market. Other
SUV brands and competitors of the Evoque like the BMW X1 and the MB GLA have proved to be
stronger brands with a higher value for money than the Evoque.

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 Promotion & Advertising Strategy

JLR does not require a giant advancement but still Evoque, but they have managed to keep up with
the brand image to its customers. Apart from the use of media, i.e., Newspaper, etc. the JLR has
managed to keep its image through various campaigns. The manufacturer has systematized numerous
live drives like cross-country tests showing the authority of their Evoque on the off-road etc.

The need for promotion and advertisement has been caused by the low perception that the Evoque
brand has on having a low value for money and higher maintenance costs. The brand competitors have
proved to have a Lower maintenance cost with a relatively higher value for money. For example, Volvo
XC40.

However, other brands like the MB GLA are perceived to be higher maintenance and higher value for
money. These gives an edge over the Evoque brand in the Chinese market. This has also informed the
JLR target of opening the market through formation of the local club LROC which aims to support its
operations. In addition, JLR has been using CSR to undertake the promotion of the Evoque brand. JLR
has also utilized social media while uploading innovative videos and online challenges that aim to
increase awareness of the Evoque brand. Henceforth, this concludes the marketing mix of RRE.

In conclusion, the marketplace of china where the brand is being promoted, pricing strategy has its
significant part of being undertaken following the customer's purchasing behavior and decision-making
process. Although the utmost vital factor of making money and regulates a business's existence amidst
all the competition.

SWOT Analysis of the Range Rover Evoque

The SWOT analysis is an internal business tool that is dominant in the development of the business
strategy. When evaluating the company's position in the market, strengths and weaknesses are
considered internal to the business, which can be controlled. These may include company talent,
intellectual property, team patents, busines location. Opportunities and Threats are external and
outside the business environment. Opportunities are there to be exploited by the business while
shielding the business and the brand against threats. However, these factors are out the company reach
and uncontrollable. These may include competition, availability, and cost of raw materials, and
consumer shopping inclinations.

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A SWOT analysis categorizes the business and products' top strengths, weaknesses, opportunities, and
threats into an ordered and systematized list and typically shown in a simple two-by-two grid. The
Evoque SWOT analysis is as shown below in Figure 9.

Figure 9： SWOT analysis of the Evoque

Strengths

The Evoque brand has experienced several strengths as it seeks to become amongst the top sold
luxurious SUVs in the Chinese market. These include; the ample spacious and luxurious interior make of
the car that brings comfort to the customers. The vehicle manufactured in Chinese proves to be cheaper
than the imported versions and the vehicle is termed as the beast of burden in off-roads battle,
including the ability to pass through floods since the car is 1metre high. With the ability to engage in
4WD technology, the vehicle is amongst the most developed vehicle in the automobile sector.

Weaknesses

The Evoque experiences several weaknesses, including the need for a promotion strategy in the Chinese
market. The need for promotion and distribution strategy is heightened by the intense competition
caused by the other SUV brands in the Chinese market. These brands include the Volvo XC 40, BMW X1
and the MB GLA. This makes the brand share the limited market limiting the growth. In addition,

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customers have expressed difficulty finding and get spare parts and services for the Evoque in the
Chinese market.

Opportunities

The company has identified several opportunities that exist in the market; these include expansion of
the Chinese automobile market and increase the space available for the competitors. Furthermore, the
company has ensured maintenance and servicing of the locally manufactured Evoque by constructing a
conduit that is made up of several transnational networks with over 2000 franchise sales traders. To
infiltrate the Chinese market, the JLR has partnered with the local company cherry automobiles that
assist with the spreading and delivery of Evoque products This will enable the company to increase
sales.

Threats

Amongst the threats faced by the Evoque brand include the potentiality of the increased cost of fuel,
which may threaten customers buying the brand. The partnership of the brand being a British company
with Chinese foreign may jeopardize the Evoque image. Furthermore, the Evoque faces stiff competition
from giant automobiles like the BMW X1, Audi Q3. This has threatened the sell and growth of the
Evoque.

Conclusion

Founded on inter-external involvements and bearing in mind the forthcoming resource limitations in
China, hypothesized that the market in China's vehicle may follow and fall below the current levels of
the vehicle purchase. These may drive the Chinese market eventually, creating a normal curve. The
development of Evoque purchase in China demonstrations a speedy, three-fold upsurge from 2012 to
2030, however, this may be followed with the successive steady twelve-monthly decrease in demand of
the brand. The modulation point of the snowballing curve is about the year 2025. By applying the same
automobile stock and per capita GDP important information despite the fact fluctuating the car
possession capacity level value may perhaps outcome in remarkable transformations in plans on
automobile possession per 1000 people.

When evaluating the 4Ps on the Evoque brand, there exist numerous pricing aims that contribute to
different approaches in deferential circumstances thus far productions essential to come up with the

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 most opportune and best marketing plan and apply them appropriately. These pricing options and
product differences are determined on the market’s feasibility of the Evoque brand against its
competitors. The price of the Evoque needs to reflect on the value of the product to the market. Coming
up with the price for exact produce in an exact marketplace, mainly when involved in a foreign,
competitive, and unknown market like china, may not be secure. The process of determining the price
and placement of the brand should be guided by gap which has been identified by the perceptual map.

Through the perceptual maps, it is possible to hypothesize and find the entire field for the placement of
the brand. The data shown shows that Evoque has been placed as a brand that doesn’t offer value for
money but with a weaker brand as compared to the competitor MB GLA which had the best value for
money and a stronger brand. Furthermore, Evoque had a higher maintenance cost and centrally-placed
on its value for money. These permutations have aided to evaluate the strengths, weaknesses,
opportunities and Threats that the brand has. Being a low-cost brand and of high quality, the band has
experienced competition form the other SUVs of BMW X1 and the Audi Q3 but having better
opportunities on the way. Comparable analysis has also carried out for the competitors of the business
fitting to the same group, segment, or business—glance promotion analysis of more competitive brands
and businesses similar to Evoque. The Product segment covers SWOT Analysis, Competitors,
Segmentation, Target Market, Positioning, which shows the brand has developed to become a
competitor on the global front.

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