1) Context Analysis: Overall Market Assessment: In the 1990s, the SUV was looking to become a highly controversial market, with a new emphasis on the SUV for the free time. This is where LRNA will be able to maximize its market share and perhaps gain a foothold in the market. Competition and Behavior: The SUV industry in North America was becoming increasingly competitive, with “over 30 SUV models, ranging in price from $10,000 to The market leaders were Jeep and Ford, with a strong legacy in the U.S. , much like Land Rover in the UK. Jeep itself had three lines, just as Land Rover was trying to bring forward various lines for different segments of the market. The international impact on SUV sales in North America was modest and the luxury segment of the SUV class was about to become more competitive with new products from the likes of Mercedes and Lexus. Land Rover started in the UK and was able to market itself on its legacy North America had banked on this British heritage. Land Rover North America (LRNA) had initially started out in respectable terms as a rather boutique company, with a staff of 15 and 60 dealers. They recently decided to go from a niche player with 5,000 units sold to a larger player in the US SUV market. One of the key areas they are focusing on is the introduction of the Land Rover Discovery. Current: Currently, LRNA has moved from a corporate identity based solely on Range Rover, to the overall umbrella brand of Land Rover, which itself has multiple sub-brands (or vehicles), one of which is Discovery. With the branding decision and introduction of Discovery......center of paper......(TV and print mix) Corporate Identity 4.5 millionDiscovery Identity 4.5 millionLand Rover Defender 3 millionRange Rover 3 million15 millionCorp . SponsorshipsTread Lightly 25,000Camel Trophy 240,000General Commissions 115,000Mt Washington 20,000400.00Experienced Marketing ProgramsWebsite 150,000Dealer Driving Experience 20,000*300,000 *PromotionsScavenger Hunt 5000 - 6000060,000Attachment 3: Timeline January '94 Second quarter Fourth quarter Corporate rebranding Advertising e television marketing Tie for entire product line with Around Discovery marketing campaign showcasing the Land Rover family________________________________________February '94 Introduction Third Quarter Discovery Land Rover Centers introduced and new product announcements