Murat Case

of 541 million Turkish Lira.

Arcelik Group vision to achieve profitable and sustainable growth; to increase market share; to reach more consumers in a fast changing world with innovative products and services. Company would like to position itself as one if the leading manufacturer of domestic appliances offering high quality products tailored to specific markets.

As part of the growth strategy Arcelik seeks to

According to 2011 annual financial report, international sales consisted 53% of the consolidated sales which shows the growth trend for the company in future.

Jaguar's vision to position itself as a leading manufacturer of premium vehicles offering high-quality products tailored to specific markets is being challenged by other major competitors such as Audi, BMW, and Mercedes-Benz. In 2011, these three companies held approximately 77% of the European luxury market.

In 2011, the overall European luxury car market grew by 8.5% however, Jaguar's market share reduced by 0.2% from 1.1% in 2010 to 0.9%, a declining trend which has been witnessed for the last 8 years. Market research has led us to conclude that the following attributes contributed to the loss of European market share: (i) limited range of product offering and variants; (ii) low brand awareness especially amongst younger consumers; (iii) poor customer appeal due to lack of unique craftsmanship and attention to detail; and (iv) UK market dependency with limited expansion outside the UK (over 50% sales in UK).

We analyzed Jaguar's challenge in Europe, assessed its brand perception against competition across a range of European consumers using a proprietary survey drafted by the team, and proposed a strategy that builds on the strong brand heritage with a compelling product proposition to reach new consumers in Europe. Having evaluated Jaguar's resources and capabilities (R&C) as well as the overall automotive industry, we are recommending a business level strategy that will differentiate Jaguar from its competitors in a highly saturated market.

The new strategy, which will be implemented starting from July 2012, is to introduce a new large family car to the market, which incorporates the latest green technology targeting young professionals, primarily women. This is a shift in Jaguar's current strategy as it currently does not manufacture large family cars (known as the D-Segment in Europe). The introduction of this new car will be accompanied by an aggressive marketing campaign.

2.0 SCOPE

The scope of the industry where the strategy applies is the European luxury car market with major reference to Jaguar's major competitors (Audi, BMW, and Mercedes-Benz). Success in the European market was considered by the team to be vital