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Selected Case

published: 26 Mar 2018

  • Topic: Marketing
  • Industry: Motor vehicles and passenger car bodies
  • Region: Global

Abstract:
The case looks at the enormous disruption affecting the entire automotive industry through the eyes of a recently hired CRM expert at the British premium car maker Jaguar Land Rover who keeps the marketing team grounded by taking a customer-centric approach. The case provides a clear sense of purpose about the typical customer journey and the touchpoints where the car maker can reach out to the customer with relevant and timely information. The case reveals the way in which JLR collects data and customer intelligence during the product lifecycle in clear and easy-to-understand terms. One of the highlights of the case is the use of ethnographic research to strengthen the relationship between the target customer and the brand. The case also examines the creative use of smart-data analytics for decision making and the innovative deployment of conjoint analysis for simulating output volumes against price points.

Pedagogical Objectives:
The case is designed for marketing professors especially those who teach courses in market research. Written in plain English, the case can be understood by students who are interested in learning how one of the most innovative car makers in Europe leverages market research along every step of the customer journey. Using the case, instructors can expect a lively discussion in the classroom since the British car company in question, Jaguar Land Rover, which is owned by Tata Motors, an Indian family-owned conglomerate, appeals to a wide range of students. Instructors can also demonstrate the role of CRM solutions in being able to leverage data through smart-data analytics in the fast-changing automotive sector.

Keywords:
Jaguar, Land Rover, Porsche, Tata Motors, Ford, Crm, Jlr, Cloudcar, Data Analytics, F-Pace, I-Pace, Range Rover, Defender, Formula E


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