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MODULE: PRINCIPLES OF MARKETING A COMPARISON OF MARKETING STRATEGY (FORD MOTOR COMPANY/ROVER GROUP) Rover Background The Rover Group Ltd is the UK's largest motor vehicles manufacturing company. In 1994 British ownership was transferred to BMW who purchased the company from British Aerospace for 800 million pounds. This strategy enabled BMW to enter the small car market and diversify without adversely affecting its reputation within the luxury car market. Rover's production cost would be reduced as a result of the take over improving its competitiveness. The entry of efficient Japanese and European firms to the car market has resulted in over capacity benefiting customers who seek value for money as car manufactures compete for sales. The take-over of Rover by BMW is relevant to the topic of this essay because of its contribution to Rover's marketing efforts. For example savings made by integrating services would help enable Rover to price its products more competitively. Market Rover's market is made...

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