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Marketing Project Jeep Wrangler Executive summary and the history of jeep The jeep has first appeared as a World War II military vehicle The 4-wheel-drive jeep helped popularize a new era for sport utility vehicles It is well known with fun and adventure and is one of the most widely recognized brands in the world Although there is no definite knowledge of how the Jeep got its name however some theory claims that Jeep name came from GP for General Purpose vehicle which is designed for army vehicle4 and 6 There are three classifications for jeep Jeep Grand Cherokee which is the new level of technological innovation It has the new modification of Jeep Cherokee It is one of the best four-wheel-drive cars that is designed for the best handling and the finest refinement and style Jeep Cherokee is the original four-wheel sport-utility vehicle It has a top performance capability Jeep Wrangler is the conqueror of both battlefield and off-highway adventures The icon of the jeep brand Wrangler is still the original 4WD fun and freedom machine The new wranglers wide appeal has much to do with its three models The value leading SE the mid-level Sport and the well-equipped Sahara Wrangler is still the heart and soul of the jeep brand Wrangler continues its impressive sales history with 68619 units sold in the 1995 model year While its closest competitor held 29 percent Geo Tracker and 10 percent Suzuki Sidekick of the 1995 mini sport utility sales Wrangler dominated the category by attracting 48 percent With the functional and design improvements of the all-new model sales should continue to be strong 2 and 3 also Refer to appendix 1 and 2 Company profile and Macroenvironment aspects Daimler Chrysler ranking the worlds third automaker in sales Chrysler Corporation combined with the Germans Daimler-Benz in 1998 They agree to combine their businesses in a merger of equals The merger between the two companies
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