International Marketing Study Program 2000
Jaguar, Coventry
14 January 2000
After a very early start and a two hour bus journey to Coventry, we arrived at Jaguar at 9am for a chilly start to the day. The program began with a two hour factory tour where we witnessed the construction of the S Type Jaguar. Much to our amazement, Jaguars are still made by hand and there are virtually no robotics in the production. Jaguar had experienced quality problems until Ford took over in 1997 and focused on raising the quality standards which they have successfully achieved. We were as fascinated by the production line as the production line was of one particular student's fantastic legs!
After a typical English lunch, we began the marketing presentation section of the day. There were six presenters including the Marketing Director, Research Manager, Product Manager and Corporate Affairs Manager. They gave us very insightful presentations ranging from strategy to competitor analysis and research methodology. The afternoon provoked many questions and a great deal of discussion
We arrived back in London exhausted but not too exhausted to go out and have a fun night on the town. It would appear from the headaches the next morning that some had more fun than others!
Written by Ali McLagan and Sam McMannus
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