Marketing Essentials of Rolls-Royce

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
P1 Analysing the key roles and responsibilities of the marketing function.................................1
P2 Evaluating the inter relationship of the marketing function with other functions of the
Rolls-Royce Holdings plc............................................................................................................4
LO2..................................................................................................................................................5
P3 Critical Evaluation of the Marketing Mix element within the business.................................5
LO3..................................................................................................................................................8
P4 Produce and evaluate the basic marketing plan. ....................................................................8
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing can be considered as a key of creating a small business which consists of
various operations in order to engage consumers in buying the particular products. Marketing
essentials involves all such functions various operations from creating the product to taking it to
the targetted audience. So marketing essentials will help in directly connecting the consumer
with the organization as well as making the marketing experience more personal. This study will
be completely based on the marketing essentials of Rolls-Royce Holding Plc which is a British
multinational engineering company and this is pre-eminent engineering company which is
focused on world class power and propulsion system.
In addition, the report will help in creating a clear understanding about the role of
marketing within the organization. It will also explore the interrelation of marketing department
with various business functions in order to derive the sustainable growth of the firm. Along with
this, this document will also provide the marketing mix elements which helps the organization in
achieving the main objectives. Afterwords, A marketing plan will be explored in order to
understand the proper marketing strategies of the business.
LO1
P1 Analysing the key roles and responsibilities of the marketing function
Rolls-Royce is a public Limited company which deals with the variety of Aerospace and
defence products which may includes the Energy and Marine. This company was founded by
Charles Rolls and Sir Henry Royce in the year 1904 in Manchester, England. This company
designs, manufactures and distributes the power system for aviation and other businesses (Blythe
and Martin, 2019). As the company deals with the variety of operations therefore it consists of
various business units and functions. Marketing is also one of the important function among all
such units within the organization. This is one of the most common function within the
organization which may consists of the marketing research, project plan, development process,
promotion, sales, finance customer services etc. Therefore in order to increase the sales and
profits of the company, Manager of the marketing department have to perform various roles and
responsibilities in order to fulfil the desired objectives within the business. Marketing department
of the organization plays a very important role towards the success of the organization in many
different ways. Marketing managers are responsible for developing a strategy that contributes
towards the maximization of the profits and also considering the market share by understanding
1

the customer satisfactory needs. Along with this marketing manager also instruct the team to
identify new customers in order to support the sales which derives the lead generation efforts
(Pike, 2015). Marketing manager within Rolls-Royce Holdings plc also responsible for
developing the budgets and estimating all the expenditures, research and appropriation which
determines the ROI and profit-loss-Projections. Such roles and responsibilities are as follows:
Roles of the Marketing manager within Rolls-Royce
 The role of the manager is to manage and coordinating all the activities from the
production to the final consumption of the goods.
 Managing whole line of product and services.
 The role of the manager is to analyse the marketing requirements and coordinate with
sales and production function.
 On of the important role of the marketing manager is to make the marketing strategies for
the Rolls-Royce Holdings plc in order to balance the supply chain management of the
company.
 The marketing manager is also responsible for overseeing the marketing budget for the
company.
 Also, the duties of the manager is to coordinate the marketing campaign in order to
increase the sales of the firm.
Responsibilities of the Marketing function manager
 Deep Market research is one of the main responsibility which allow the manager to
understand the marketing requirements
 Setting the prices within Rolls-Royce Holdings plc is also one of the main responsibility
of the marketing manager.
 Marketing function within Rolls-Royce Holdings plc is also responsible for the Product
and Service chain management which allow them to balance the sales and demand of the
company.
 The manager is also responsible for Finding the optimum Promotional channel which
allows the organization to increase its approach to the customer and results in the
increased sales of the company (Lane, 2016).
2

 Matching the needs of the customers with the production department is also one of the
major responsibility which need to be considered while producing and manufacturing the
goods and services.
Marketing environment is the combination of the external as well as internal factors
which ultimately influence the company's ability to serve their customers. Therefore, marketing
function have to manage and coordinate the actions with all the other department of the
organization. Integration among all the units and business functions may allows the organization
to accomplish the main objectives of Rolls-Royce Holdings plc efficiently and effectively. There
are various internal and external factors which impacts on the business environment which
includes the following:
Customer
This is the internal business environment factor which directly impacts on the sales of the
organizations. Customers are the important entities within the business so marketing department
have to satisfy the needs of the customers by promoting the products to huge audience (Linh,
2018). It is the responsibility of the marketing manager to understand and analyse the needs and
requirements of the customers within the market. Also, identifying the targetted audience of the
Rolls-Royce Holdings plc allows the marketing manger to to increase the overall sales of the
company.
3
Illustration 1: Marketing essentials

Suppliers
This is also one of the internal factors within the business environment. So in context
with the supplier, the marketing manager is responsible for maintaining the quality of the goods
and services (Steenkamp, 2017). Maintaining the quality of the raw material supplied by the
supplier allows the marketing function to satisfy the needs of the customer.
Legal factors
It the external environment business environment factor During the changes within the
legislation of the government regarding the taxes and employment rate, marketing manager is
responsible for adjusting the prices and budget of the Rolls-Royce Holdings plc.
Technology factors
Technological factor is also the external business environment factor which impacts on
the efficiency of the products. This results in delayed marketing procedure and thus it minimises
the sales of the company. So the role of the marketing manager in this situation is to adopt
changes to increase efficiency within operations.
P2 Evaluating the inter relationship of the marketing function with other functions of the Rolls-
Royce Holdings plc
As Rolls-Royce Holdings plc is pioneering the development of remote controlled and
autonomous ships which requires the updated technology. Therefore in order to achieve such
technology skills and experience from its business to its development (Ngarava and Mushunje,
2019). There are different departments within the organization which are aimed at handling multiple
operations. Marketing function plays vital role in increasing the sales and profitability of the
company. Therefore the marketing manager is aimed at performing various different roles and
responsibilities in order to achieve the main goals of the Rolls-Royce Holdings plc. As the
organization is involved in various different types of functions and operations so it is very
important to collaborate the actions and operations within the Rolls-Royce Holdings plc. So
various different departments and units which are developed in the organization dependent on
the another in order to accomplish the main objective of the company.
Role of the marketing function within the business in to build the strong relationship with
the customers and organization in order to generate the huge revenue and increase the sales.
Marketing responsibility is to progress revenue, contribute to firm profitability and growth of
business. Various functions of the business which are interrelated with each other are:
4

Sales Department department have a strong inter dependability over the marketing
function of the business as marketing of the product determines the sales of the company. This
generates the revenue within the Rolls-Royce Holdings plc which is further used by the finance
department. This function of the business is inter connected with the marketing unit as it helps
in preparing the actual reports which represents the total sales and revenue of the firm. Both the
above departments are further interrelated with the Human Resource unit which manages the
human resource of the company (Castellacci And et.al., 2016). Thus marketing could not be
possible without the skilled workforce. This is how all the departments are interlinked with the
marketing department of Rolls-Royce Holdings plc. The Human resource team of the company
is responsible for handling the team members of the operation department. So Operation unit
within the organization consists of the workforce who apply their efforts by producing the final
products within the company. Therefore all the different functions of the Rolls-Royce Holdings
plc are interrelated with each other and thus all the function together are aimed at accomplishing
the main objectives of the firm (Marketing Essentials, 2018).
LO2
P3 Critical Evaluation of the Marketing Mix element within the business
Marketing mix can be considered as a combination of all those factors which can be
controlled by the company to influence the consumers to purchase its products. It can be
referred as a set of actions or tactics which are used by the Rolls-Royce Holdings plc to promote
its brand or services of the organization. Marketing Mix mainly explains 7 p's of the company
which allows the managers to create the strategies in order to improve the overall performance of
the business. These strategies are mainly used to enhance the image of brand which increases
the customer approach towards the particular products and services (Bauer, Schlund and Vocke,
2017). Rolls-Royce Holdings plc needs to develop the marketing mix strategies in order to
achieve its desired results within the market. These strategies will address various aspects of the
company and allow the organization to achieve its broad marketing strategy. There are various
ways in which the organization apply the marketing mix to the marketing plan process in order to
achieve the business objectives.
5

Basis Roll-Royce holding Plc Jaguar
Product Rolls-Royce Holdings Plc
mainly sells its product under
5 different categories which
covers the different product
lines. All the goods are
basically sold under the Brand
name of Rolls-Royce
Holdings plc. This company
offers the variety of products
It is premium luxury car brand
that is also the subsidiary of
the Tata motors. Being the car
manufactures from the past
decades this entity has
continually evolved with
changes. Henceforth, this is
the enterprise that mainly
focus over the research and
6
Illustration 2: A business plan
(Source: A business plan, 2017)

which provides multiple
options and substitutes to the
customers. The products of
this organization are highly
differentiated which facilitates
various unique options and
features to the consumers and
this unique features make the
brand different from all other
companies which allows the
customers to pay higher prices
consuming such products and
services. This company offers
the products that are designed
in a traditional way to provide
the convenience for the
customers.
development so that better
innovation within the entity
can be possible and this will
lead to gain competitive
advantage.
Place This organization mainly sales
the products and services via
two main marketing channels
that is Online services and
physical stores. This company
mainly sells its goods to he
wholesalers who then circulate
such goods to various retailers
located across the country
(Iqbal, Nadeem and Zaheer,
2015). Rolls-Royce Holdings
plc products are sold an over
500 retailer stores across the
country. In order to allow the
The quoted enterprise has
changed its supply chain
strategy with the value chain
approach. In this all the
suppliers and distributors
work in collaboration to
collect the goals rather than
putting consideration over
individuals end. This
enterprise mainly focus over
exclusivity.
7

easy accessibility of the
products Rolls-Royce
Holdings plc has also
introduced the omni channel
distribution system which have
integrated the offline as well as
online stores.
Price Rolls-Royce Holdings plc
company recently follows the
pricing strategy as per the
prices offered by the
competitive brands. As the
company develops some
products which offers unique
functionalities so the Rolls-
Royce Holdings plc have set
higher prices for such products
as the products are not
available by any company.
This company also uses the
product bundle pricing strategy
for certain products. Rolls-
Royce Holdings plc charges
higher prices as the services
are offered online.
This is the entity that has
adopted the premium pricing
strategy and its works as
backbone of the brand.
Henceforth, the prices are
supreme for the all range of
models.
Promotion In order to promote the goods
and services of Rolls-Royce
Holdings plc, multiple media
channels are generally used
(Mazak and Huemer, 2015).
Jaguar do not practice
intensive advertising on
television rather they have
selected the few advertisement
strategy that are smooth,
8

Such promotion methods also
includes advertisement,
television and radio etc. These
promotional channels attracts
large number of people at the
same time. Along with this,
Rolls-Royce Holdings plc uses
social media advertising and
online promotional activities
which are cheaper and cannot
cover huge costs. Also this
company undergoes the
personal selling which
enhances the sales method and
also determine the annual
promotion budget of the
company.
powerful and stylish. In
addition to this, the maximum
of the advertise budget goes
on the billboards across the
prime location in cities. It is
the enterprise that put main
focus over to enhance brand
recognition in growing
markets.
People This company consists of the
effective and efficient
members within the sales team
that plays a vital role in its
marketing efforts. So the
human resource of the
company has been trained
with a persuasive technique
which allows them to carry out
the business activities
effectively. Along with this,
the company also has people
who are working with
suppliers to obtain the raw
The quoted enterprise has
efficient number of marketing
and sales team. Therefore, this
entity also has good supply
chain management that leads
to obtain the raw material fast
and quick manner.
9

material. And thus these
people play a vital role in
obtaining the improved quality
of the final products. Rolls-
Royce Holdings plc has also
developed a customer care
team who help the customers
on site by answering any
questions by suggesting them
to consume the product which
best suits their needs.
Process This company has online
delivery process which allow
the Rolls-Royce Holdings plc
to receive the orders via
computer system (Mazak and
Huemer, 2015). Then further
the relevant product will be
shipped to the delivery service
provider. It also actively
participates in researching
market opportunities in order
to analyse the marketing
needs.
It is entity that have online
website and customer service
facilities. At online platform
customer can connect with
service executives.
Physical evidence Rolls-Royce Holdings plc
sells its products in a distinct
colour and packaging which
can be easily identifiable
among different brands. The
products of this organization
The interior of the Jaguar is
quite attracting and this attract
the customers. Therefore,
attractive layout aids to gather
the attraction of potential
customer within the market.
10

are generally placed on the
common retail shelves which
make it easier for the
customers to locate such
shelves in a busy retail stores.
LO3
P4 Produce and evaluate the basic marketing plan.
Executive summary- Rolls Royce brand is automobile manufacture that associated with luxury,
prestige, reliability and comfort (Biroscak and et.al., 2019). Henceforth, features invariably
characterize the vehicle produced over hundred years. This brand comes with only 20 models
during this entire history. This entity mainly focusses over the quality of the products not the
number of models they issue. Hence, few models produced by firm mainly aims to bring
perfection and each one is legend of their time.
Henceforth, this chosen enterprise is taking initiatives to apply vision 5 that is relates to
the technologies that are currently unused at Rolls-Royce plants and this will turn into the greater
innovation. Vision 5 will takes effective steps to convert current models of Rolls Royce so that
commodities can remain successful leaders in market towards each aspect of the performance
that associated with reliability and cost.
Vision-
To assist fellow members, preserve, restore, maintain their motor cars. To provide
outstanding programs and events focused on the use and enjoyment of motor cars. Being
pioneers, they continuously innovate commodities to provide best solution in the market.
Mission-
It is pre-eminent engineering company that focused on world class power and propulsion
system.
Marketing objective-
 To decrease the customer acquisition cost by 8% per year.
11

 To have increment in repeat customer or referrals by 3% per quarter.
 To maintain positive and steady growth every month.
 To promote and generate better brand equity within the automobile market.
SWOT analysis
This is defined as useful technique that aids to understand the strength and weakness in
terms to identifying opportunities. Additionally, it enables to frame solid strategic plan for
business growth. Thus, its defined in following manner as-
Strength
 Rolls Royce has strong technical
support from their parent company.
 This chosen enterprise has strong
brand image that globally existing
since inception.
 The quoted entity has superior brand
quality not only in interior but also in
exterior, chassis and engine.
 Thus, chose enterprise brand owed by
elite of world and this is the most
significant status symbol of the super-
rich.
Weakness
 Design and preparation of Rolls Royce
model is evolutionary in nature so that
look similar.
 Potential customer of the entity moves
to the other brands due to its profiling
requirements.
Opportunities
There are rising trends for the
environmentally friendly cars and this is one
of the opportunity for luxury brand as well
(Kadam, 2019).
 They must take initiatives in terms to
keep the price premium and relax the
customer profiling procedure.
 To have enhancement in powerful &
rich, so quoted enterprise has an
opportunity to have increment in
Threats
 The protectionist of trade policies of
various countries affects working
enterprise.
 Unwillingness of people buys the
vehicle of such high price.
12

business among the clients.
Pestle
This is a strategic tool to analyse the macro environment of the organisation and various
factors that determines the external business environment factors are described below:
 Political: As Rolls-Royce Holdings plc operates its business within various different
countries so it have diversified its products within multiple regions. So political factors
may vary according to the changed region or country and such factors consists of the
Risks of military invasion, level of corruption, trade regulations, pricing regulations and
taxation rates within the different countries of the world (Mazak and Huemer, 2015).
Thus it impacts on the actual cost of production within Rolls-Royce Holdings plc.
 Economical: This factor helps in determining the economical cycle of the company which
gets affected via various factors such as inflation rate, saving rate, foreign exchange rate
etc. All such factors leads to the great impact on the consumer spending power. Exchange
rates and stability of the host currency and efficiency of the financial market are the two
main reasons which derives the economical imbalance within Rolls-Royce Holdings plc.
 Social: This factor can determine the society's culture and things which people do and
such factor directly impacts on the culture of the company. These factors may gets
affected according to the perceptions, lifestyle and trend of the people which changes the
demand of the goods. Such factor includes Demographics and skill level of the
population, class culture, hierarchy and power structure in the society, leisure interests
and attitude of the people.
 Technological: This is the fast disrupting factors which is advancing the industries across
the board. So Rolls-Royce Holdings plc have to adopt the updated technology in order to
improve the efficiency of the operations (Mazak and Huemer, 2015). Thus technology
helps in sustaining the company for the long term.
 Environmental: As Rolls-Royce Holdings plc operates the business within different
countries so different markets adopts different norms and standards which directly
influence the sales of the firm. These factors includes weather, climate change, waste
management, air water pollution etc.
13

 Legal: These are concerned with legislation and governmental policies which introduces
the legal framework for the organizations. Such factors includes Anti trust Law within the
industrial goods and service industry, discrimination law, copyright, patent, health and
safety law and data protection act of different regions across the world.
STP-
Market segmentation defined as to divide the market into the distinct the market into the
distinct groups to find out what which segment will be served in terms to grab the opportunities
within the market.
Segmentation- The quoted enterprise will segment the people who are having the high income
and can affords the costly cars. It is the firm that only targets the potential customers.
However, Roll Royce motors cars check the occupation of the customers. Thus, they
target the segments that have a reputation and fame with his occupation.
Targetting- Rolls Royce mainly targets the extreme rich people who possess a royal, lavish,
famous status car. They mainly targets the people who have luxurious, calm, swift and wants the
personalised car to feel the taste of uniqueness.
Positioning- It is the enterprise that delivers the position itself with help of creating and
promoting the competitive advantage. However, it can be gained in the following manner as are-
 It provides the symbol of royal, lavish and famous pride.
 This is entity that offer luxury swift drive than other.
Marketing budget
Particulars Budget
Production cost $14560
Labour cost $ 568
Distribution cost $ 1326
Promotional charges $ 2368
Total cost $18822
 Four P’S
14

Product- Rolls Royce is globally recognized and luxury car brand based in England. It si
extremely high-end luxury car maker (Trotter and et.al., 2019). Henceforth, commodities and
cars basically define ultimate criteria for the luxury automobile segment.
Place- Rolls-Royce Holdings plc offers the goods and services within the online as well as
offline stores in order to make the easy accessibility of the products to the consumers.
Price- Generally Rolls-Royce Holdings plc provides the goods and services at high prices in
some cases if the goods consists of unique functionalities which cannot be offered by other
competitive brands. Prices of the products are mainly depends on the products offered by
competitive firms.
Promotion- Rolls-Royce Holdings plc uses multiple promotional channels to attract the large
number of people such as social networking sites, newspaper, television etc. all such promotional
channels develops the image and reputation of the brand and make it popular among the people
within the community.
Monitoring and evaluation : All the above marketing strategies helps the company in
enhancing the overall performance of the firm which leads towards the increased sales and
profits of the company (Mazak and Huemer, 2015). So in order to identify the gaps between the
actual marketing plan and current plan, Monitoring and evaluation allows the company to
improve the overall performance of the business.
In addition, the actual business plan to update the technology and bring the 5 G
infrastructure within the company. It will help in enhancing the efficiency of operations
within Rolls-Royce Holdings plc, Monitoring and evaluation helps in taking the
corrective actions towards such strategies.
CONCLUSION
From the above study it can be concluded that marketing essentials are the important
things which enhances the customer approach and also increases the brand loyalty of the firm.
This report has created a clear understanding about the roles and responsibilities which the
marketing department play in order to accomplish the main objectives of the business. Along
with this, the report has also provided a understanding about the interrelationship of various
functions within the business as to achieve the organizational goal.
In addition to this, the report has also explored various marketing mix elements which
helps the Rolls-Royce to create the strategies which helps in sustainable development of the
15

organization. This study has also presented a Marketing plan which has helped the business in
creating the effective tactics and strategies which helps the company in identifying the elements
which leads to the long term development and growth of the business.
16

REFERENCES
Books and Journals
Trotter, B and et.al., 2019. SuperSelfie Marketing Plan.
Kadam, U.R., 2019. Library Services: Need of Marketing and Promotion. Journal of
Advancements in Library Sciences. 6(1). pp.312-314.
Biroscak, B.J and et.al., 2019. Using system dynamics modeling to evaluate a community-based
social marketing framework: A computer simulation study. Journal of Social
Marketing. 9(1). pp.53-76
Pike, S., 2015. Destination marketing: essentials. Routledge.
Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
Lane, P., 2016. Human resources marketing and recruiting: essentials of employer
branding. Handbook of Human Resources Management, pp.23-52.
Linh, T.H., 2018. MARKETING MIX STRATEGY FOR SALES IMPROVEMENT CASE–
TÒHE IN VIETNAM.
Steenkamp, J.B., 2017. Global Marketing Mix Decisions: Global Integration, Not
Standardization. In Global Brand Strategy (pp. 75-109). Palgrave Macmillan, London.
Ngarava, S. and Mushunje, A., 2019. Marketing mix strategy determinants in pork-based agri-
businesses: Experiences from Zimbabwe. Acta Commercii, 19(2), pp.1-9.
Castellacci, F. And et.al., 2016. How Does Innovation Differ across Business Functions?
Employee-level Analysis of a Multinational Company (No. 20160321). Centre for
Technology, Innovation and Culture, University of Oslo.
Bauer, W., Schlund, S. and Vocke, C., 2017, July. Working life within a hybrid world–how
digital transformation and agile structures affect human functions and increase quality of
work and business performance. In International Conference on Applied Human Factors
and Ergonomics (pp. 3-10). Springer, Cham.
Iqbal, N., Nadeem, W. and Zaheer, A., 2015. Impact of BPR critical success factors on inter-
organizational functions: an empirical study. The Business & Management Review, 6(1),
p.152.
Mazak, A. and Huemer, C., 2015, July. From business functions to control functions:
Transforming REA to ISA-95. In 2015 IEEE 17th Conference on Business
Informatics (Vol. 1, pp. 33-42). IEEE.
17

Online
Marketing Essentials. 2018. [Online]. Available through : <http://fernfortuniversity.com/term-
papers/pestel/nyse4/7986-rolls-royce-holdings-plc.php>.
A business plan. 2017. [Online]. Available through:<https://www.google.com/imgres?
imgurl=http%3A%2F%2Fcdn.yourarticlelibrary.com%2Fwp-content%2Fuploads
%2F2013%2F12%2Fb35.jpg&imgrefurl=http%3A%2F%2Fwww.yourarticlelibrary.com
%2Fplanning%2F7-steps-involved-in-writing-a-business-plan
%2F13657&docid=WdE0Tt864M5TaM&tbnid=TytBXbXCaarTHM
%3A&vet=10ahUKEwjks6jP0ITjAhXUdysKHegyC6IQMwhtKAUwBQ..i&w=1200&h=
1241&bih=605&biw=1301&q=A%20business
%20plan&ved=0ahUKEwjks6jP0ITjAhXUdysKHegyC6IQMwhtKAUwBQ&iact=mrc&
uact=8#h=1241&imgdii=TytBXbXCaarTHM:&vet=10ahUKEwjks6jP0ITjAhXUdysKHe
gyC6IQMwhtKAUwBQ..i&w=1200>
18

19

20

21

22