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A Case Study of Jaguar Land Rover

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A Case Study of Jaguar Land Rover Tibor Balko | International Business Economics | Master Thesis INTERNATIONALIZATION PATTERNS IN THE AUTOMOTIVE INDUSTRY: A CASE STUDY OF JAGUAR LAND ROVER MSc International Business Economics Master Thesis Name: Tibor Balko Study No.: 20161652 Supervisor: Arnim Decker Date of submission: 06.06.2018 Number of words: 20 942 Number of pages: 73 Aalborg University Tibor Balko | International Business Economics | Master Thesis Table of Contents EXECUTIVE SUMMARY ........................................................................................................................... 5 INTRODUCTION ...................................................................................................................................... 6 RESEARCH PROBLEM AND DESIGN ......................................................................................................... 7 Problem formulation .......................................................................................................................... 7 Structure of the thesis ........................................................................................................................ 8 LITERATURE REVIEW .............................................................................................................................. 9 Internationalization: definition and different aspects ...................................................................... 11 Internationalization theory .............................................................................................................. 12 Modes of market entry .................................................................................................................... 13 Transaction cost theory .................................................................................................................... 17 Uppsala model ................................................................................................................................. 20 Revisited Uppsala model .................................................................................................................. 22 Liability of outsidership .................................................................................................................... 23 Liability of foreignness ..................................................................................................................... 24 Pace of internationalization ............................................................................................................. 26 Motives for FDI ................................................................................................................................. 27 METHODOLOGY ................................................................................................................................... 29 Paradigms and Philosophy of science ............................................................................................... 29 Arbnor and Bjerke’s paradigms ........................................................................................................ 33 Selected methodological approach .................................................................................................. 35 Case study research method ............................................................................................................ 36 Sources of case study data ........................................................................................................... 37 Case study data analyses .............................................................................................................. 39 Types of case studies .................................................................................................................... 39 Quantitative and qualitative research .............................................................................................. 40 The chosen data collection and research methods .......................................................................... 41 ANALYSIS AND DISCUSSION ................................................................................................................. 42 Description of the case company ..................................................................................................... 42 Internationalization process ................................................................................................................. 46 Home-market of Jaguar Land Rover – The United Kingdom ............................................................. 47 Jaguar Land Rover - India ................................................................................................................. 50 Jaguar Land Rover – China................................................................................................................ 52 Jaguar Land Rover – Brazil ................................................................................................................ 55 Jaguar Land Rover – Slovak Republic ................................................................................................ 56 Tibor Balko | International Business Economics | Master Thesis Jaguar Land Rover – Austria ............................................................................................................. 62 Pace of internationalization ............................................................................................................. 62 LIMITATIONS ........................................................................................................................................ 64 CONCLUSION ........................................................................................................................................ 65 SOURCES .............................................................................................................................................. 67 Tibor Balko | International Business Economics | Master Thesis Table of Figures Figure 1 - International Strategies ............................................................................................ 10 Figure 2 - Market entry modes ................................................................................................. 14 Figure 3 - The Uppsala Internationalization Model ................................................................. 21 Figure 4 - The Uppsala Process Model .................................................................................... 22 Figure 5 - Revised Uppsala Model ........................................................................................... 23 Figure 6 - Subjective-objective nature of the social sciences .................................................. 30 Figure 7 - Four paradigms for the analysis of social theory ..................................................... 32 Figure 8 - Arbnor and Bjerke's perception of methodology and theory of science ................. 33 Figure 9 - Relevant situations for different research methods ................................................. 37 Figure 10 - Six sources of evidence - Strengths and weaknesses ............................................ 38 Figure 11 - JLR's sales by region ............................................................................................. 45 Figure 12 - Change in sales FY16 - FY17 ............................................................................... 45 Figure 13 - Global footprint of JLR ......................................................................................... 46 Figure 14 - JLR in the United Kingdom .................................................................................. 47 Figure 15 - JLR's market share in the UK since 2014 to 2018................................................. 48 Figure 16 - Luxury car sales in India between 2009-2013 ....................................................... 51 Figure 17 – Number of cars sold by JLR globally between 2013 and 2016 by regions .......... 52 Figure 18 - Number of vehicles in high luxury segment sold in China from 2011 to November 2017, by brand (in 1,000s) ....................................................................................................... 54 Figure 19 - Car production in Slovakia .................................................................................... 58 Figure 20 - Car production per 1000 inhabitants ..................................................................... 58 Figure 21 - Possible reasons for choosing Slovakia ................................................................. 61 Tibor Balko | International Business Economics | Master Thesis EXECUTIVE SUMMARY The following thesis aims to investigate Jaguar Land Rover’s (JLR) internationalization process. Before 2008, when the company belonged to Ford, JLR was experiencing financial difficulties and low sales. Export activities represented the only form of international ventures. Tata Motors’ acquisition of JLR has radically changed the company. In 2017 JLR was named the largest vehicle and engine manufacturer in the United Kingdom. Furthermore, in the recent years the company has undertaken several international ventures as well. This research intends to find out the factors, which influenced JLR’s decision to choose the specific markets for their international expansion, the market entry modes selected by the company to approach these foreign countries and the pace of JLR’s international expansion.
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