Marketing Management for Rolls Royce: Competitive Analysis, Market Segmentation, and Brand Positioning

Marketing
management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Competitive information.............................................................................................................1
Environmental scanning..............................................................................................................2
Demand Forecasted.....................................................................................................................4
Specific market segmentation, targeting and positioning...........................................................4
Product or service’s brand positioning........................................................................................5
Market leaders, niche for the products and services...................................................................5
Consumer adoption process........................................................................................................6
Pricing strategy decisions............................................................................................................6
Plan for location, hours of operations and the way in which demand and capacity issues will
be managed..................................................................................................................................6
The integrated marketing communication mix...........................................................................6
Communication media................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing management refers to the discipline of company that pays emphasis towards
applying marketing orientation, methods, practices and techniques to manage resources and
activities effectively. It majorly facilitates practices and functions that are related to distribution
of products and services (Bagozzi and et.al., 2018). For understanding marketing management,
Rolls Royce company is selected. It is luxury auto mobile maker whose headquarters are located
at England, UK. The company is planning to launch an electronic car with innovative feature of
weather forecasting, eye lock as well as digital scanner.
The present report highlights information about competitors, scanning of environment,
STP statements, brand positioning and other relevant details.
MAIN BODY
Competitive information
For all the businesses that are planning to meet all the long-term business objectives or
willing to launch a new product or service in the market then it will be very important for them
to make sure that they are analysing the competitive information (Chang, McAleer and Wong,
2018). As Rolls Royce will be launching a new car in the market with innovative feature of
forecasting the weather within the range of 10 KM and eye lock system so the business will be
required to analyse it. In order to analyse it porter's five forces could be applied to the company.
All the factors of this model are discussed below in context of the organisation:
Competitive rivalry: Level of competition within the industry demonstrates this factor.
If it will be high then it may affect the business of the entity. As Rolls Royce will be launching a
car with innovative features so it will be required to analyse the major players in the market. The
major competitors of Rolls Royce are Bentley, Bugatti, Toyota, Daimler, Bomberdier etc. All of
them can also launch cars with similar features in the market so that level of competitive rivalry
for the organisation is high.
Threat of new entrant: A new company which can affect the business of existing
players in the market are known as new entrants (Chernev, 2019). The automotive sector is very
big and there are various barriers to enter in this market one of the common barrier is huge
funding and high level of competition. The threat of new entrant for Rolls Royce will be very
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low if it will launch a new car with innovative features such as weather forecasting and eye lock
system.
Threat of substitute: All the products and services which are providing same benefits to
the customers. The idea of launching care with innovative features such as weather forecasting
and eye lock is very unique and there is no substitute for these types of qualities. It reflects that
the threat of substitute for Rolls Royce for its new car is low because of lack of substitute for it.
Bargaining power of customers: When clients are not satisfied with the price which is
decided by the organisation for the products or services then they bargain on the price and they
tend to switch to the low priced items (Decker and Stummer, 2017). The car which will be
launched by Rolls Royce in the market in upcoming year have unique and innovative features
and there is no another seller of such cars yet so the customers will not bargain for the same. It
demonstrates that the bargaining power of customers for the company will be low.
Bargaining power of suppliers: If the number of supplier is very high in the industry
then it may result in lower bargaining power of them. In the opposite situation the bargaining
power of them will be high. The suppliers of goods for innovative technologies for weather
forecasting and eye lock system in automotive industry is very low. Due to this, Rolls Royce
may have to face the issue of high bargaining power of suppliers while launching the new car
with innovative features.
Environmental scanning
In terms of analysing and identifying the overall situation and condition of market it is
pretty much effective to consider and analyse overall market area as it is useful in understanding
the dimensions and dynamics of market in terms of enhancing their business condition and also
more effective to improve the business on the continuous basis (Di Benedetto and Lindgreen,
2018). This factor is helpful in terms of identifying the risk factor and tends to develop effective
strategies and standards in order to overcome them. The below analysis is based on the new
product of Rolls Royce as company introduce new electric car with innovative feature including
weather forecasting and also tends to eliminate pollution and carbon emission which is beneficial
for the environment. Some factors are mentioned as under: Political: This factor tends to include various political components that has major impact
on the running and functioning of company. It depicts that driving electric vehicle is quite
prominent and beneficial for company as it does not harm environment and other factors
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