Jaguar Land Rover: Towards a Customer-centric Organisation - Leveraging Customer Intelligence and Data Analytics for Sustainable Growth

Niessing, Joerg Henry, Brian Peters, Kay

  • ケース
  • 新着ケース
INSEAD

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.

出版日
2018/03
領域
マーケティング
ボリューム
9ページ
コンテンツID
CCJB-INS-6354
オリジナルID
6354
ケースの種類
Published sources
言語
英語
翻訳
日本語
カラー
製本の場合、カラー印刷での納品となります。