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de la Pea, Aishwarya Isabel
Dollete, Kimberly
Estimar, Shacel Rose
Teves, Joahnnah Marie

Case Study
CHERY INTERNATIONAL: Linking up with Land Rover and Jaguar

1. Analyze the buyer decision process of a traditional Jaguar Land
Rover customer.
A customer must first recognize its needs. The traditional Jaguar Land Rover
customers value luxury brand and exemplary customer service. This is also sets
a target market for the brand, which are financially successful individuals. Luxury
saloons and sports cars also appealed to them, which Jaguar Land Rover is
famed for therefore creating a strong and satisfying feeling for those customers
who heard about the brand. Even though customers will evaluate some of their
alternatives, Jaguar Land Rover will still be at a priority for it meets the
customers needs, wants and archetype for an exemplary brand.
Purchase decision will also be easy for the brand since customers value
luxury, price is not a matter for the customers but the high quality and the
features of the cars, which Jaguar Land Rover also provide; satisfying them and
even surpassing their expectations.
2. Why might Cherry be an ideal partner for Jaguar Land Rover in China
Despite its buoyant sales in China, Jaguar Land Rover still needed a more
reliable platform to continue its astonishing sales growth in the country. Cherry,
being the top car exporter in China for seven years and achieved year-on year
increase on sales of vehicles, makes it a good partner for Jaguar Land Rover.
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Expanding its dealership network across China, this venture will pave way to
higher market penetration in the country. Jaguar Land Rover announced that
they will be selling cars that is specifically designed for China, Jaguar XJ Ultimate
being one of its product list. This venture will also involve the construction of a
new factory in Chan Shu in order to be more consistent with its goals of
competing with the big brands like Volkswagen, BMW and Mercedes. Cherry and
Jaguar Land Rover will continue to meet the demands of the Chinese Market
who values luxury brands and exemplary service.
3. To what extent could it be said that Jaguar Land Rover is the only
non-German premium vehicle brand that has a global credibility?
Jaguar Land Rover is owned by Tata Motors of India. The company has
been able to export Jaguars to 63 countries & 78% of Land Rovers to 16
countries. Jaguar Land Rover may be lined up with Mercedes Benz, Audi, BMW,
which are German car brands and Lexus which is a luxury vehicle division of
Japanese automaker Toyota Motor Corporation. Jaguar is in that league in
terms of prestige and awareness.

4. Explain how both positive and negative attitude towards a brand
develop. How can the brand change customer attitude towards it?
Since a certain product or brand is usually developed for customer
satisfaction, positive attitudes toward a brand may arise from the customer being
satisfied or even delighted with the product and his/her expectations been
completely met. Furthermore, delightful experience upon using a certain product
for the first time, through the word-of-mouth influence can create a 'domino effect'
not only for consumers perceiving the brand as 'new product' but also for those
who buy products randomly and impulse-driven. However, negative attitudes can
also result whenever consumers are not satisfied with the brand/service or
they've encountered unpleasant outcomes or experiences with the brand. This
experience will forever be on the consumers' minds and that they will always be
particular with the feature in w/c the previous brand failed to provide them with.
The brand perhaps can still change customer's attitudes towards it, if it can
alter with the factors that affect consumer behavior. Marketers can change how
consumers look at a certain brand if they can find ways to satisfy customers not
only by meeting needs, wants, and demands but also to assert the brand on
culture, socialization process, lifestyle, consumer's personality and beliefs. Also,
consumer's attitude can be changed if marketers can tap and fulfill customers'
needs in w/c they themselves don't know and can only be realized if triggered by
ads and promotional campaigns.
5. What role does the Jaguar Land Rover brand play in the self-concept
of its buyers?
As Jaguar Land Rover clearly set their target market, the designs of their
cars are personalized for their customers depending on their specifications. The
company does not only focus on vehicle sales in China but as well as being
involved in various activities such as education, humanitarian aid, and
environmental protection.
The brand plays a very important role which is the upper level image of
every Jaguar Land Rover customers self-concept. Acquiring this product creates
an image of being successful and high class plus being labeled as someone with
an elevated social stature.