Relevance of Marketing Communication Mix to Rolls-Royce Motors

This report discusses the relevance of marketing communication mix to Rolls-Royce Motors and its impact on their business operations. It covers the different elements of the communication mix, including advertising, direct marketing, personal selling, public relations, and sales promotion. The report also highlights the importance of maintaining a positive brand image and building strong relationships with customers and stakeholders. Overall, the marketing communication mix plays a crucial role in enhancing the sales and profitability of Rolls-Royce Motors.

Management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Introduction to Rolls-Royce Motor Cars Limited......................................................................1
External Environment Impact on the Working of Rolls-Royce Motors....................................2
TASK 2 ...........................................................................................................................................4
Relevance of Marketing Communication Mix to Rolls-Royce Motors......................................4
Areas for Improvement for Marks & Spencer............................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Business is defined as an entity within which people perform their roles and
responsibilities towards a common goal in order to assure organisational success. Internal as well
as external factors are having great influence upon company growth. This makes organisations
necessary to evaluate all these factors as to deal effectively with changes and offer maximum
amount of satisfaction to customers (Liu, Kianto and Tsui, 2020). With the assistance of this,
entity can develop effective strategies, measures and policies that will further lead towards
increasing their brand existence in respective market segment. It will significantly lead business
organisations to enhance their overall productivity as well as profitability in a well defined and
effective manner. All the elements prevailing in business environment are required to be
effectively evaluated in order to devise strategies and policies accordingly. For this different
types of processes like planning, organizing, directing and controlling is being duly undertaken
by organisation in order to stay aligned with business environment changes. By undertaking all
these necessary measures into consideration entities aim towards maximising their profitability
in respective industrial sector along with ensuring long term sustainability.
Present report has been conducted on, Rolls-Royce Motor Cars Limited. Company is
operating their business role in distribution and manufacturing sector as was established in 1998.
With having great as well as effective strategies respective entity is providing high quality goods
and services of customers. In this report formative discussions has been conducted upon Rolls-
Royce introduction along with the external environmental factors that are having significant
impact upon entity business operations. In addition to this, report include marketing
communication mix relevance to company. Along with this, present report involve
recommendations to company by undertaking of which entity can undertake areas of
improvement.
MAIN BODY
Introduction to Rolls-Royce Motor Cars Limited
Roll-Royce is an aspiring luxury vehicle manufacturer which has its stores and supplies
of cars throughout the world. The company is well known for the quality, royalty as well as
luxury it is bringing in its products affectively to fulfil the various unrecognised needs of its
premium customers. They provide detailed and superb quality of handy workmanship in their
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vehicles for their customers. They are develop9ing luxury cars which are well known for the
utmost perfection they are providing for their loyal customers. They deal in manufacturing,
marketing as well as supplying these cars to different parts of the world and earning profits from
these functions. They also efficiently target potential customers who are willing to buy their cars
and communicate their products and services to them to fulfil and gain customer satisfaction
from them. The headquarter of Rolls Royce is situated in England in united Kingdom. They are
effectively reaching the worldwide customers with the intensive technologies they are bringing
in their products. The company is continuously thriving to bring in new innovations and latest
technologies to meet the different requirements of their customers effectively.
External Environment Impact on the Working of Rolls-Royce Motors
External business environment include various form of elements that are having direct as
well as indirect impact upon entity operations and functioning. This makes essential for a
company to posses required understanding of elements persist in political, economical,
environmental, legal, technological and social segment (Simões, 2020). This will assist entity to
devise effective plan and strategies through which they can gain significant opportunities from
these factors while overcoming threat. This has been evaluated that Rolls-Royce Motors is
operating in distribution and manufacturing industry and is offering luxuriant and high quality
products and services to consumers. There are different types of elements that can have adverse
or negative impact upon respective company functioning. For this, entity by taking advantage of
PESTEL analysis can gain formative insight of all these factors impact and can gain opportunity
for more growth and development. It has been determined that with the assistance of this
evaluation entity can develop effective strategies and policies that will further allow them to
conduct their business operations in a feasible manner. Mentioned below pestle evaluation of
Rolls-Royce Motors is being done:
Political Factors
This factor include policies and practices related to political regulations, taxation,
competition policies and more (Gray and et. al., 2020). It is essential for Rolls-Royce Motors to
have proper knowledge and understanding of all these factors in order to conduct their business
operations in a smooth and stable manner.
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Opportunities: By adhering all the requirements and guidelines that has been framed by
UK government, Rolls-Royce Motors can gain support from government that will further
enhance their futuristic growth opportunities in a significant manner.
Threats:Manufacturing industry has been adversely get affected by Brexit which is
creating threat upon respective company growth and profitability. Along with this with the
enforcement of various form of political obligations such as transparency towards customers,
stakeholders and suppliers are duly creating significant threat upon operations of entity.
Economical Factors
It include elements that are mainly associated to labour force, income level distribution,
wealth, growth and more (Capuder, Zoričić and Pandžić, 2020). It is essential for an
organisation to consider all the essential economic factors as to ensure continuous growth.
Opportunities: With positive economic growth Rolls-Royce Motors can take advantage
of attractive interest rates as to ensure their financial stability. This will lead company to
effectively perform their operations.
Threats: With having less disposable individuals within UK are less inclined towards
luxury. This affect manufacturing process of organisation as they are required to offer their
products at low rate.
Social Factors
This factor mainly include factors like households, demographics, transportation etc. It
has been identified that in UK majority of population are above 45. In addition to this, company
is required to understand consumer beliefs, feelings, preferences and taste as to offer products as
per in accordance of their demand (Grinvald and Tur-Sinai, 2020).
Opportunities: It has been evaluated that individuals within United Kingdom are inclined
towards luxury cards. This creates significant opportunity of growth and development for Rolls-
Royce Motors to enhance their overall profitability and growth.
Threats: Needs and demands of consumers are changing in a dynamic manner, that are
required to be effectively consider by organisation in order to ensure long term sustainability. In
this of company fails to fulfil needs and requirement as per customers demand them they can see
high level of reduction in their profit generation level.
Technological Factors
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United Kingdom is one of the leading technologically advanced geographical region
which is providing maximum amount of benefits and advantages to pertaining organisations
(Schick, 2020). Rolls-Royce can take advantage of UK innovative and advanced culture as to
offer more innovation in their products and services.
Opportunities: United Kingdom is offering opportunity for Rolls-Royce to undertake
significant advantage of innovative technology like C2 emission free and hydrogen propelled
cars in order to gain competitive advancements.
Threats: For continuous growth and development Rolls-Royce is required to implement
every change and up gradation in technology as to serve customers with best. For this entity to
required to make their employees compatible with technology that requires regular training.
Negligence of this can lower down overall profitability and productivity of company in adverse
manner.
Legal Factors
It involves elements that are being framed and passed out by legislative bodies for
respective industry and are mandatory for organisation to adhere (Galvin, 2020).
Opportunities: By abiding all the essential legal obligations and regulations Rolls-Royce
Motors can undertake significant advantage of tax relaxations and other flexibilities by UK
government authorities.
Threats:Negligence of legal obligations, for example policies for advertising can not only
affect company long term sustainability but can also make them face heavy penalties and legal
consequences by legislative authorities of United Kingdom.
Environmental Factors
It is essential for entity especially for organisations like Rolls-Royce Motors to
undertake their business operations while having positive concern towards environment (Coffey
and Thornley, 2020). In this company is required to use renewable and environment friendly raw
materials.
Opportunities: Rolls-Royce Motors by adhering with UK environment measures and
practices that are required to be undertaken by entities can enhance their goodwill in marketplace
and can also gain government support (Arya, 2020).
Threats: By neglecting environment friendly practices Rolls-Royce Motors can decrease
their consumer base, as most of the customers are now a days tend towards environment safety.
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TASK 2
Relevance of Marketing Communication Mix to Rolls-Royce Motors
Marketing is mainly termed as a process in which an organisation engaged in the activity
that involves promotion, pricing, process, communication etc. In context to communication mix
it is basically defined as a procedure in which entity undertake various form of methods with an
aim to promote organisations offerings among target set of audience (McGrath and Whitty,
2020). By this entity aim towards enhancing overall sales and profitability. Marketing
communication mix mainly include five factors that are direct marketing, personal selling, public
relations, sales promotion and advertising. All these factors are being defined below in context
with Rolls-Royce Motors functions.
Advertising:
It is promotional tool through which organisation can effectively promote their products
and services among audience with an aim to influence purchasing decision of customers. In this,
it is essential for an entity to select effective and appropriate advertising method (Abisuga, Wang
and Sunindijo, 2020). With the help of strong advertisement measure organisation can attract
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attention of large base of customers. According to the evaluation, this has been evaluated that
advertising is a crucial aspect of communication mix, thus it is essential for Rolls-Royce Motors
management to select well effective and efficient mode of communication in order to promote
their products and services among customer. Further, it is being identified that this factor is
having tendency to increase overall profitability as well as productivity of company at great
extent.
Direct Marketing:
Direct marketing is termed as a advertising strategy in which an individual engage in the
process of advertising and offering products and services of an organisation among customers.
Further it has been evaluated that in direct marketing there is elimination of middleman being
done for example adverting media. With the help of this method organisation can gain significant
advantage to know perception and view point of customers and further offer them accordingly.
In addition to this, as per in accordance to evaluation by taking advantage of direct marketing
business organisation can develop strong and effective relationship with their customers and can
retain them for long period of time (Lacerda and van den Bergh, 2020). Thus, according to the
above mentioned analysis it has been determined that direct marketing is a key aspect of
marketing communication mix that remove intermediary channel between organisation and
customers. In order to take advantage of this measure Rolls-Royce Motors salespeople can
undertake use of direct mail, telemarketing, coupons, television informercials, catalogs and
online marketing. This will benefit respective organisation to develop long lasting and valuable
relationship with their customers.
Personal Selling:
It is one of the most effective form of advertisement factor in marketing communication
mix that allows and entity to offer their products as well as services to target customers
personally. With the advantage of this method entity can duly strengthen their relationship with
customers that further allow them to retain them for long period of time (Nunes, Martins and
Lopes, 2020). Personal selling is defined as an effective as well as rewarded element of
marketing and are having direct and indirect impact upon Rolls-Royce Motors decision-making
and marketing. Thus, it becomes essential for respective organisation to effectively develop
strategies and measures and gather data and information to satisfy customers in more effective
manner. It will lead entity to increase their overall base of customers in a significant manner.
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Thus, according to the above mentioned discussion it has been identified that Rolls-Royce
Motors by taking advantage of this commercial tool can increase their customer base, selling
ratio and profitability in an effective way.
Public Relations:
This element is having significant importance in marketing communication mix, as in
order to ensure long term sustainability in respective industrial sector, it is essential for an
organisation to build positive brand image as this will lead them to maintain strong and effective
relationship with their stakeholders, customers etc. In terms with Rolls-Royce Motors it is
important for entity to maintain best effective relationship with public. This can be done by
entity while satisfying customer philosophy needs. Rolls-Royce is offering high quality and
luxurious services and products thus, it is important for entity to maintain effectively relationship
with press. Thus, according to the evaluation this has been determined that by maintaining
relationship with public Rolls-Royce can facilitate their business growth and can further see
positive impact on their policies as well as decision-making process.
Sales Promotion:
It is mainly defined a short term inducement to start purchase or trial that further involves
various form of communication activities that are being duly undertaken by organisation as to
effectively stimulate immediate sales. By taking advantage of this short-term tactic Rolls-Royce
can enhance their overall expectancy of sales margin. In this entity can undertake use of sales
promotion activities such as coupons, point purchase displays, prizes, rebated etc. With the
assistance of this method respective organisation can increase their overall sales as well as
profitability generation capabilities at great extent.
Thus, according to above mentioned discussion it has been identified that all the above
mentioned factors are having positive as well as negative impact on Rolls-Royce Motors
organisational operations. For this it is essential for entity to frame strategies, policies and
measures in order to enhance efficiency of their decision-making process. By undertaking proper
understand and knowledge of above mentioned elements of marketing communication mix
respective entity undertake their marketing activities and functions in a well defined and
effective manner. It will further lead company to increase their profitability as well as
productivity at great extent. In addition to this, it has been determined that as to execute all the
activities effectively it is essential for Rolls-Royce Motors to develop objectives of
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advertisement, set advertisement budget, frame strategies etc. With the help of this company can
increase opportunity to maximise their profitability while assuring long term sustainability in
respective industrial sector.
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Effectiveness of organisation's response
In order to overcome with negative impact of issues entity by taking advantage of various
form of measures as well as strategies can assure more effective economic growth (Kellner and
Bongards, Porsche, 2020). According to the evaluation this has been determined that Rolls-
Royce Motors is experiencing high level of competition, thus in order to overcome negative
impact of aggressive competition entity by taking advantage of effective strategies and measures
can assure continuous growth:
Training and Development:
Employees are determined that major source of revenue generation of entity, thus it is
essential for an organisation to regularly increase their skill, competence and potential according
to changes that are prevailing in external environment (Moritz, Golla and Werner, 2020). For this
periodical training and development courses proves to be an effective measure that will assure to
maximise effectiveness and talent level of their workforce. According to the evaluation this is
being duly determined that Rolls-Royce Motors always aim towards offering high quality
products and services to their customers. In order to fulfil this objective entity is required to
execute new technological updates regularly. Thus, as to make employees compatible with new
technology company by offering effective training and development sessions to their workforce
entity can conduct their organisational operations effectively. In addition to this, it is being
identified that Rolls-Royce Motors is aiming towards to gain attention of large base of
consumers towards their organisational offerings, for this it is important to company top
management to increase area of advertising and take advantage of competitive and innovative
way of advertisement to attract customers attention in attractive manner (Zin and Ibrahim, 2020).
For this, entity is required to make sure that employees within workplace structure those who
are associated with advertisement responsibilities are being provided by effective development
and training sessions as to undertake use of innovative way to advertisement. By undertaking all
these measures into due consideration Rolls-Royce Motors can accomplish their business
objectives.
Ethical Working:
It is an essential and most important element that direct an organisation to conduct their
business operations ethically and in required guidelines and standards. In terms with Rolls-Royce
Motors, this has been determined that by engaging in CSR activities and having concern towards
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society, community and environment company can maximise their goodwill in respective
industrial sector. This will lead company to maximise their overall profitability at great extent. In
addition to this company by encouraging ethical practices in workplace structure can offer
ethical working environment to employees that will further lead towards increasing their
performance level for company benefit. Negligence of ethical practices can lead company to face
many negative consequences upon their profitability and productivity. It is being evaluated that
marketing communication mix include various forms of advertisement measures, all the are
required to be effectively undertaken by Rolls-Royce Motors in ethical way. With the help of
this, entity can ensure strong relationship with their customers that will lead towards increasing
company long term sustainability (Bellucci, Bini and Giunta, 2020). Thus, according to the
above mentioned discussion it has been evaluated that it is essential for Rolls-Royce Motors to
adhere all the practices and measure of ethical working as to maximise their overall profitability
in a well defined and effective manner.
Employees involvement in the process of decision-making:
By engaging or involving employees in the process of decision-making organisation can
see significant increase in their level of performance. Along with this this, process is having
tendency to enhance sense of belongingness among employees towards entity (Yeganeh, 2020).
As employees are major source of Rolls-Royce revenue generation thus, it is important for entity
top management to engage them in decision-making process as to stimulate their performance
level. In addition to this, it is essential for company key managerial executives to make sure that
there is engagement of each and every employee in company decision-making process at equal
level. With the help of this entity can see eventual increase in overall productivity level.
Employee involvement increases creativity among employees that automatically enhances
company business operations effectiveness as well as efficiency. Further it has been identified
that by participating employees in organisation decision-making process lead entity to offer
opportunity to employee to share their view, experience and knowledge with other (Lagström
and Ek Österberg, 2020). One of the most important advantage of this measure is that it will
allow respective organisation to improve and strengthen relationship among employee and
manage in best effective manner. In addition to this, it also facilitate Rolls-Royce to effectively
encourage teamwork in workplace structure that maximises entity productivity at great extent.
Recruitment of Local Employees:
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Recruitment is one of the most essential and essential activity that allow entity to fill their
vacant position with right talent. In relation to this, it is essential for Rolls-Royce hiring
management to make sure that they hire local individual or candidates for different job role in
organisation. It will not only strength company workplace structure but also allows entity to have
individuals those who are having knowledge of local culture and business practices. In addition
to this, one of the most important advantage that can be seen by Rolls-Royce by hiring local
employees is that, local candidates are having fluency in language and they can effectively
manage workers by using local resources. In addition to this it will also facilitate respective
company to encourage diversity that enhances Rolls-Royce future growth and development
(Shaikh, 2020). Thus, as per according to the above mentioned discussion it has been evaluated
that it is utmost essential for entity recruitment executives to hire local employees in their
workplace structure for higher growth and development.
According to the above mentioned evaluation this has been duly evaluated that only
profitability generation should not be the only motive for company. They are also required to
equally emphasize upon developing positive image among community and public for long term
growth. As to fulfil this objective respective organisation Rolls-Royce Motors higher authority is
required to frame effective strategies as well as policies and make sure that they are undertaking
their business activities by adhering ethical practices. Along with this entity is also required to
ensure that they are coordinating performance of employees according to organisation
requirements and need for this regular training measures must be offered to each and every
employee (Butt, 2020). By concerning all these measures Rolls-Royce Motors can enhance their
overall profitability and growth in best effective manner.
Areas for Improvement for Rolls -Royce
Improvement in the Services:
It is necessary for the organisation to make sure that they are bringing required changes in the
service sector in their operations. There are a number of area which are performing low and
changes can be brought in these sectors in order to effectively serve the customers of the
company fulfilling all their needs and requirements by the service provided to them. Rolls-Royce
needs to work on its after sales service. It is necessary to take care of customers even after the
product is old to them. With the help of it the brand value and image of the organisation can also
be increased. It is necessary to effectively take care of all the customers complaint so that the
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loyal cust9omers for the organisation can be generated by Rolls Royce who might prove to be
beneficial for the organisation in long run of time. It is a great part to collect feedback and
continuously work on feedbacks in order to attain maximum customer satisfaction.
Use of Latest Technology:
The latest technology used in Rolls Royce includes the advanced engineering in the
vehicles. There is proper research and technology which is used for innovating the new products
and vehicles within market by Rolls Royce. This company is involved in constantly improving
the experience of engineering and experting appropriately. There are various high performance
solutions that are involved within the business and managing the performance solutions as well
as industry knowledge. There is global reach of this company to customers by providing better
and effective services to people. The new technology used within Rolls Royce includes Applied
technology Group (ATG) which is known as powerhouse of innovation. This is situated at
Seletar campus and this is developed for advanced technologies and this is supported for
managing core business which is associated with the driving research of materials support
technology and computational engineering.
CONCLUSION
As per the above mentioned report, this is being concluded that business organisation is
affected by numerous form of factors that are prevailing in external and internal business
environment. However it has been determined that external elements are uncontrollable and
require more consideration. In order to sustain for long term is marketplace it is essential for a
business organisation to develop efficient range of policies and strategies and execute them
effectively in organisational workplace structure as gain successful end outcomes. In order to
evaluate different type of external environmental factors organisation is required to effectively
undertake advantage of Pestle analysis. With the help of this company can identify elements that
are prevailing in political, economical, social, technological, legal and environmental sector. It
will lead entity to maximise their overall rate of productivity as well as profitability in best
effective manner. This analysis also help organisation to overcome threats or negative factors
effectively that further lead them to enhance their existence in respective industrial sector. In
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addition to this, this is being identified that by taking effective consideration of marketing
communication entity can execute their business functioning as well activities effectively
through which entity can maximise their brand sustainability.
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