What Are JLR Trying To Achieve With Their Current Global Strategies? Using the Module Content, Wider Reading and Your Own Research, Critically Evaluate the JLR Global Strategy Potential and Advise JLR on Improvements

Abstract

Over the past few decades there has been greater integration of the global markets as a result of declining trade barriers between nations, increased convergence of consumer preference, tastes and to some degree culture, and the increasing role the internet that has eased communication across boundaries (Cavusgil, Knight, & Riesenberger, 2008). Such changes provide firms, both large and small, with opportunities to expand within the global market and beyond their boundaries of the countries they operate in. Therefore, developing an effective global strategy to operate within the global environment is important for a firm that has expanded or intends to expand globally, as this determines how the firm would take advantage of opportunities and deal with threats within the global market environment. Hill (2014) argues that strategy is the actions that firms undertake in order to attain their set goals. This means that a global strategy is actions the firms taken in their efforts to operate profitable and efficiently within the global market, with the goal of attaining their set goals and objectives. Understanding the strategies a firm employs is important in examining the value it creates in the market. This report analyses Jaguar Land Rover (JLR) global strategy in order to analyse the potential for the firm’s strategy given the opportunities and threats that are available in the global market environment.