The paper "Jaguar Land Rover Automotive Plc - Business Strategy" is a perfect example of a business case study. This business strategy report presents and appraises Jaguar Land Rover Automotive Plc. ’ s financial and business potential. The examination of the company’ s profile and objectives reveals that Jaguar Land Rover (JLR) positions itself as a car manufacturing establishment that intends to be a global leader in designing and selling luxury sports and utility cars. Its range of products includes Range Rover, Land Rover and Jaguar models. On analyzing JLR’ s financial records covering the financial years 2012, 2013 and 2014, it emerges that the Company has been registering steady revenue, profit margin and asset base growth.
JLR’ s current and quick ratios are also indicative of strong liquidity. However, the Company’ s returns on capital employed (ROCE) significantly dropped in the current financial year (FY14). The automotive industry’ s external and internal environment as analysed by SWOT, PESTLE and Porter’ s five forces are largely in JLR’ s disfavor. In view of this, a strong business strategy has been proposed by JLR management. Formulation, implementation and evaluation of these strategies are scrutinized by among other tools the VRIN criteria proposed by Barney (1991).
While most of JLR’ s strategies are tenable, it is recommended that prudent investment of its capital should lead to product returns. This report makes a strong case for channeling huge investments in China, Asia Pacific and North American markets. It also lauds JLR’ s commitment to CO2 emission reduction through fuel efficiency and other means. JAGUAR LAND ROVER AUTOMOTIVE PLC. Company profile The Company that is currently known as Jaguar Land Rover (JLR) is a British automotive firm that began in 1922 as Swallow Sidecar Company with William Lyons as its co-founder.
Since then, the company changed name and ownership. The Jaguar Company was bought by Ford in 1989 while Land Rover Company was bought by BMW in 1994. Ford bought the two companies in 2000. Tata Motors of India then bought Jaguar and Land Rover companies in 2008 and merged them as Jaguar Land Rover in 2013.
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