路虎极光市场企划课稿.doc

Marketing Plan The Range Rover Evoque Group work 2012-11-12 p EXECUTIVE SUMMARY The Range Rover Evoque is a luxury compact SUV and was released in 2011. The car is a smaller and lighter alternative to the other products in the Land Rover product portfolio which is more fuel efficient (JaguarLandRover, 2011). Land Rover’s market share currently sits under 20% however with the release of the Evoque it is expected to increase (Telegraph, 2011). With the proposed marketing plan, the price of the car is very flexible, ranging from ￡25 000 to ￡45 000, attracting a wide variety of