Principles of Marketing

1. Customers

Who are the current customers/users? Include information related to demographics, psychographics and buying behavior, price sensitivity, customer satisfaction and loyalty.

The brand is enjoying its loyal customers with a few of new customers. Mostly of its users are middle age of 24 years to the age of 64 years. Male have been seen with research saying to be the one who are using the model more than women. The white people are more being seen to have very much attachment to the vehicle and especially American and Europeans. The well elite and having reached the peak of their careers can comfortably afford the UCV and as the research data shows.

What do the customers buy/use?

The majority who buy the vehicles are the male who are more into travelling long distance from time to time. The lower percentage is purchasing them in need of the performance and as suggested by research the speed and the engine power that the vehicle offers. There is still the population that is purchasing the model for the purpose of fitting the large number of the family members.

What changes can the company/brand expect in the future? How can the company/brand better serve its customers? Include information about potential opportunities and threats.

With the ever increasing price of the model, it will soon run out of market. The brand is not that much attracting new customers and hence it will experience a decline in sales. Lastly, the car is prone to hacking which is scaring away even the existing clients to use it. It has received fewer cases of the hacking and being controlled by un-authorized members. During its launch, the model promised to counter this issue but many potential clients will lose the trust they have in the brand if at all it does not check the issue.

2. Company

Identify strengths and weaknesses of the company/brand as it exists today. What does the company/brand do well and not so well at this very moment?

The performance Jeep Cherokee offers is no match to any other USV in the market. The brand has got a lot of loyal customers that no matter what they cannot leave the brand. The only weakness is that promoting the product they are lagging behind compared to their competitors like Land Rover who are going globally. They have a very poor marketing strategy that needs to be improve. The company is trying incoming up with new technologies in regard to the type of fuel being used, however, they are slow at adopting this technologies for they should be more fighting to make the model be an electric car.

How can the company/brand improve its weaknesses and maintain or grow its strengths? Suggest how the company/brand can improve upon the things it does well and not so well.

The company should stop focusing only on a regional advertising of its products and start going massively to other regions with their product promotion. Even with loyal customers, there is the need of having new clients to maintain their sales. The USV type of vehicle, and for that matter the Jeep Cherokee model consumes more fuel, it would be wise if the company would consider the manufacturing of electric cars that have less cost in terms of energy required.

3. Context

Define the current business environment. Include information about political, legal, economic technological and societal factors that may influence sales.

The availability of good technology is helping the jeep company come up with the desired features in the brand. However, the economic is letting them down. The increased fuel prices are making many not have the desire of purchasing the product. Socially, only those that are interested in this type of Vehicle are those that travel long distances and have an extended family members. The vehicle model is receiving some political favors with major political personnel using the vehicles which is positive message to the public like Donald Trump who has been a loyal customer to the vehicle brand.

4. Collaborators

Define the business partnerships. Does the company/brand have any current partnerships? What other company/brand may be a good partner for them?

The company does not only have partners but also sponsors. Juventus football club, World Surf League and Jackson Hole are the main partners to the company. If they would partner up with land rover they would make good business partners

5. Competitors

Who are the main competitors?

The company is receiving great competition from Land Rover Company. Honda is also giving this company much of competition bearing in fact it is an international Company. Models like the Ford Escape, Toyota Rav4 and Chrysler Dodge are not any comparison to the Jeep Cherokee model but they offer a very stiff competition to the company.

6. Recommendations

Based upon the analysis you just completed in this worksheet, what are three (3) key recommendations that you could pass along to Management regarding the future direction of the company you selected?

1. The company is receiving great completion from Land Rover Company. Honda is also giving this

Company much of competition bearing in fact it is an international Company.

2. The Toyota Company is catching more clients with the coolant section of their vehicles. It would be a smart move for the company to emulate this technology which will also increase the use of the vehicle by the female gender.

3. There has been many complains about the vehicle tire being used off and on road. They should consider the desire of the client before purchase of the vehicle.

MKT 100 Assignment 2 Page 3 of 3