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Essay Details:
Essay text:
(LRNA) allocate its marketing funds across LRNA brands?
What should the elements of the marketing mix be recognizing the positioning decision that is recommended?
What should be recommended for the company's proposed retailing strategy and experience marketing initiatives?
How can LRNA successfully and profitably introduce the Discovery into the U.S. and meet or exceed its objectives?
Situation Analysis
U.S. sales of cars and light trucks totaled 15298538 units in 1993 with SUVs comprising 8 percent of the total or 1,402,558 units. Cars comprised 56 percent of the market in 1993 or 8,517,859 units with light trucks at 36 percent of the total or 5,378,121 units...
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