Marketing Management: Rolls Royce Marketing Analysis

Marketing Management

EXECUTIVE SUMMARY
Marketing management is related with managing all the marketing activities of a
company which help it in attracting customers so that the company sales can increase. Through
this the company can also analyse market conditions which can help it in growing and expanding
its market. In this report the marketing management of Rolls Royce which is a British luxurious
car manufacturer is discussed so that the opportunities that are present for the expansion of
company can be analysed. Also the marketing mix and STP of company is discussed which help
the company to reach to its customers and increase its sales are also discussed so that a broad
understanding of the concept can be developed.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
1) Industry background, market positioning and present unique selling proposition.................4
2) Marketing audit so that the potential for growth in market can be analysed..........................7
3) 4Ps model so that new product can be developed................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing management is related to managing the marketing activities of an organisation
by applying techniques, tools and orientation so that the company products and services can
successfully attract the attention of customers. Success of a company largely depends on
marketing management as it helps in analysing the current trends of market so that goods and
services can be manufactured in accordance with needs and wants of customers. It also helps the
company in new product development, advertising, promotion and selling its products by
determining market needs so that such products and services can be made which help in creating
high customer value and increasing their satisfaction (Phadermrod, 2019). In this report various
concepts of marketing management are discussed in relation to automotive industry located in
UK which will help in analysing the opportunities present in the market in this industry. Rolls
Royce is a British luxury auto-mobile manufacturer which was established in 1998 having its
headquarters in England, UK. In this report market positioning and unique selling proposition of
the company will be discussed along with the internal and external market analysis so that it can
grow in market. Further the marketing mix of company will be discussed so that opportunities
for new product development can be identified in market.
MAIN BODY
1) Industry background, market positioning and present unique selling proposition
Automotive industry comprises of companies which are involved in the design,
development, manufacture, marketing and selling of motor vehicles and helps in generating
revenue for country. The UK has highest productivity of major European car producers which
means that UK is at the cutting edge of automotive industry which makes it a global competitor
in the automotive market and also makes it a world exporter of most luxurious and expensive
cars. The industry produces over £82 billion turnover and about £18.6 billion value which
contribute towards the UK economy and also help in generation of employment opportunities
(Sarsby, 2016).
Rolls Royce Motor Cars Ltd. is a British car manufacturer which manufacture luxurious
cars that are premium priced and are generally targeted to high income class families. The cars
manufactured by the company are of unique designs and are manufactured by using modern
technologies which help in maximising customer experience and increasing value for customers.