STP Analysis and Marketing Mix of Rolls Royce Motor Cars Limited

This report covers the STP analysis and marketing mix of Rolls Royce Motor Cars Limited, a British luxury automobile maker. It includes the segmentation, targeting, and positioning analysis of the company along with the seven principles of marketing mix. The report concludes that marketing plays a vital role in business enterprises and helps in making effective decisions.

Marketing
Fundamentals

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
STP analysis in extent of Rolls Royce. ....................................................................................1
Marketing mix of the considered company ................................................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing is the term which elaborates the effective strategy that spreads the awareness of
the product and services in the market properly. It gives the appropriate analysis of the market
condition in the sense of its the right time to expand or not in the global market. Every firm
wishes to expand the business with increasing the profitability in the market with including a
long run in the market (Siripipatthanakul, and et., al., 2021). The marketing department involves
a various operation in order to promote the company goods and offers. It major focus is to
increase the sales volume. In this report considering the Rolls Royce Motor Cars Limited, it is
a British luxury Auto-mobile maker. It was founded in 1904 by henry Royce, it's headquarter
is in Westhampnett, United Kingdom. It deals in luxury car. It provides services in worldwide.
The report will cover the STP analysis in relation of considered company and further it
will includes marketing mix of the company.
MAIN BODY
Marketing department of the business deals in promoting products in market, it is the
techniques which is used in company by making a product more effective and increases a sales
volume of the organisation. In case of marketing various mentors and theories were explained
in order to make the system more effective. In the market place the consumers have varied
choices and preferences so that the management invest amount on research and development
so that the company can get a idea of the market conditions all the business first get an idea of
market and consumers of the location, in all the market marketers first analyse the location and
different segments (Mu, 2021,Qing, , 2021).
STP analysis in extent of Rolls Royce.
It is a three step model procedure which permits for the improvement of a particular and
operative marketing techniques. In business this analysis assist in determining the right
consumers, serves them the right content and gives them the details they required for
successful targeting. In company like Rolls royce they used this technique to determine the
factors that helps in expanding the business by targeting the market, dividing the consumers in
different segments and by positioning themselves as a brand and having a competing
advantages. Further discussed below.

1

 Segmentation - In STP analysis the first step is dividing the departments by
classifying the consumers in various factors such as age, customer preferences
and many other sources. The company goods or brands cant be all things to all
people. This is why the company requires to utilise market segment to seperate
consumers into units of individuals into units with common characteitics and
wishes. This permits managers to tailor the appropriate approach to meet
each units wants cost effectively, and this provides the business huge benefits
over rivalry who utilise approaches like all fits and many other. It consist a
various types of segments such are listed below.
1. Demographic segmentation – it divides the consumers on the basis of age,
marital status, ethnicity, sexuality, education and occupation these all are the
factors on which company divides the user . This makes the segmenting more
easy for firm. In order to satisfy consumers.
2. Geographical segmentation - It divides the customers according to the
location, region, city or neighbour. All these are the components on which the
firm recognise or classifies .
3. Psychographic segmentation - it divides the users on the basis of personality,
risk aviation, values and lifestyle. It makes the business more effective by
separating users.
4. Behaviour segmentation - this is the last method of seperating users as per
their utilisation behaviour and buying attitudes of the users. It considers a taste
and preferences of the consumers.
The company rolls Royce segments their buyers on the basis of demography such as
gender, age, income and ethnicity. The buyers are differentiated as per their purchase
methods such as usage frequency, advantage sought, utilisation contexts and brand
loyalty (Kumar, and Almoula, 2020).
2

 Targeting - It is the next step of the STP analysis that target the market and
consumers all the factors to considers a profitability factors. It consist a analyse
the size and potential growth of each consumers growth. Is it large enough to
be worth addressing. It makes ensures that business wont be reducing income
by shifting your focus to a lower market that's too low. In order to Rolls
Royce a company is well known company in worldwide. The company
provides a luxurious goods in the market place. The company serves services
to the ultra rich who are royal, opulent and well known status and who want a
luxurious, fast, peaceful and quick ride as well as those who desire a
personalized car to experience the taste of exclusivity (Islam, 2020).
3

 Positioning - It is a last step that sets the goals and objectives is to determine
how business want to position their services to target the most valuable
consumers segments firstly consider why consumer should purchase the
goods whereas than those of the competitors. It enhances the USP of the
product in market it influences the consumers that why should they buy a goods
from the brand. Mostly every business wants to positioned themselves as a top
brand in the market. It increases their competing ability with their competitors.
In order to Rolls Royce, the business is symbol of royal extravagant and well
known pride. The business serves handcraft and finished by hand products.
The company gives the quality services to their royal consumers. The new
products of the brand Rolls Royce ghost provides a more luxurious and quick
ride than the rival. The finest woods, wools and leathers build with the
pride of English craftsmanship provides the car cabins a luxury ambience.
4

Marketing mix of the considered company
Marketing is the word which plays a vital role in business in order to makes the
business more effective and productive. It directly hit the sales scale of the company.
The area of marketing makes the function more smooth by convert the mindset of the
consumers and make them a loyal customer for business. It consist a various seven
principles that makes marketing mix strategy more progressive. These points are listed
below.
 Product - It is the words which explains what services and goods company is
selling in market place. It provides identification to the company that are
provided by the company in market in return of money. All the offers are created
in order to Rolls Royce, the brand is high and luxury car manufacturing that
serves to the world most affluent consumers. The company has different well
known brands like phantom, dawn, Ghost, and Wraith in its marketing mix.
Consumer can order tailored cars from brand which is miscreated to the
brand which is closely held by company with the similar name. The long
front bonnet metallic finish outside and custom-made inside difference
Rolls Royce cars (Hasibi, and SHOJAEI, 2020).
 Price - This is estimated on the basis of the measured cost of raw material and
carriage charges, production cost and many other expenses. The company sets a
cost on the basis of having margin in their cost and the cost should be affordable
5

by the consumers so that they buy easily. The company should focus on quality
and cost both. In relation to Rolls Royce, the company is well known brand with
matchless brand value. It targets the rich and premium class. The company has
introduced a high premium pricing strategy for all of its products due to
they are all in the high luxury marketplace. It approaches to loaded people who
care about their reputation name and status. Being connected with the Rolls
Royce brand is advantage and the industry capitalise on this by balancing its
costing.
 Process - This cause of marketing focuses on the entire act of helping institution
goods and offers to users in a arrangement ways in order to increase its affectivity
along with trust. The procedures must considers facts that are allots with the
company such as being surroundings sustainable. In context to Rolls Royce, the
establishment paradigm on liberal its ware and services in an proper manner
through their well union and effectual construction of service along with
screening employment that are most likely to be acquiring by user based on their
priority and desist. Moreover, to this, the company paradigm its goods through
property pattern in command to growing its brand image In the market which
provides support in delivering brand awareness as well.
6

 People - The component of client work show a prime role in not only
transforming sales but it also provides assistance to customers relative to referrals.
The organisation can effectively acquire these referrals through people who are
loyal towards their brand. I context to Rolls Royce, the institution has an effective
as well as establishment starter and recruiting process. This license the steadfast
to choice able on with expert person who will supply aid to the institution in
having institution content. The concern has extremely accomplished hands who
existing the trade name of their structure in a affirmative style in state to market
its action (. Hasibi, and Shojaei, 2020).
7

 Physical evidence - This component of selling mix focuses on incorporating
physics evidence in order to establish the existence of the brand along with the
evidence of purchase. It belong of facet such as organizational logo, description
along with promotion of products. The established stores of the organisation also
serve as physical evidence. In context to Rolls Royce, the organisation direction
upon supply physical evidence to its customers by offering secured and safety
products with in their cars when purchases are made and contain the tags of the
organisation. moreover to this, the organisation offers receipts after purchase that
consist of organisation logo as well as name in order to enhance their marking.
This enable the company to expand its marking reach relative to customers and
achieve indirect marketing which allows in enhancing brand awareness of the
business (Hasan, 2019).
 Promotion - it is the technique of promoting business in worldwide the
company administration makes decision that which kind of promotional
techniques they are utilising in business to promote their services. Basically
there are two types of promotion strategy that are traditional and digital
promotional strategy these includes digital media, social media and newspaper
and many more. In order to Rolls Royce, the company uses the company has
tag themselves as a luxury brand with international recognisable its inception. It
has successfully in constructing the mindsets of the devour a strong clean
brand value. Its marketing strategy involves displays at high profile events,
expensive hotels, expensive vehicle shows and many more. It serves to an
extremely exclusive and niche market, and company makes a videos of happy
customer and used them in advertising.
 Place - It justifies the place where business sales their goods and service in the
market place. Its main motive is to place the business in the crowded area.
That is a action f the enterprise that have to maintain a business for long term
basis. These all are operations and mandatory for company (Harini, and
Dhewanto, 2021).to locate the company in the areas where they can survive by
having a long term goal and objectives. In relation to Rolls Royce, the company
is required and wants to assure reach their consumers rapidly and without
8

getting late. The institution purchase the services of its parent company BMW
which has its own precocious and famous supply network and involving trader
employment.
CONCLUSION
From the above report it is concluded that marketing plays a vital role in business
enterprises. It helps in making effective decisions in the concern that could be progressive and
effective in the company. The stp analysis of Rolls Royce assist in understanding a market
conditions of business in regards of progressive nature. These all are complete as per the needs
and requirements of the consumers. The marketing mix helps in giving the business in
growing nature. It is done for making the company more productive.
9

REFERENCES
Books and Journals
Harini, D. and Dhewanto, W., 2021. Brand mapping strategy for increasing brand awareness of
Mentailovers. In Synergizing Management, Technology and Innovation in Generating
Sustainable and Competitive Business Growth (pp. 202-207). Routledge.
Hasan, M.D., 2019. Evaluation of the “People” Element of Service Marketing Mix: A Study on
Kazi Farms Group.
Hasibi, S. and Shojaei, V., 2020. Comprehensive Analysis of Sports Tourism Marketing Mix in
Guilan Province with 7P's Approach. Sport Management and Development, 9(2), pp.71-
80.
Hasibi, S. and SHOJAEI, V., 2020. Strategic Analysis of Sports Tourism Marketing Mix in
Mazandaran with 7P's Approach.
Islam, M.M., 2020. Segmenting, targeting and positioning in Islamic marketing. Journal of
Islamic Marketing.
Kumar, S. and Almoula, T.S., 2020. A comparative study of customer service level based on
service marketing mix (7Ps) in selected public and private sector banks in Bhopal, MP,
India, by using mystery shopping as a tool. International Journal of Financial Services
Management, 10(3), pp.239-267.
Mu, Z., 2021, February. Research on the Marketing Strategy of Social Enterprises in the United
States to Promote Development: The Case of TOMS in the American Market. In 2021
7th International Conference on E-Business and Applications (pp. 193-198).
Qing, L., 2021. Entrepreneurial Strategy Analysis of Nanjing Medicine-Speed Technology Co.,
Ltd. Frontiers in Economics and Management, 2(5), pp.347-355.
Siripipatthanakul, S., and et., al., 2021. Effect of the service marketing mix (7Ps) on patient
satisfaction for clinic services in Thailand. International Journal of Business, Marketing
and Communication, 1(2), pp.1-12.
Soroya, S.H. and Ameen, K., 2021. Exploring the Application of Extended 3Ps of Service
Marketing Mix in Academic Libraries. Pakistan Library & Information Science
Journal, 52(2).
Tayal, S. and Das, S., 2021. Economic viability of marketing bio-methane: a case study in India
to promote circular economy. Clean Technologies and Environmental Policy, pp.1-12.
Wang, B., 2018. Research on marketing strategy of transparent heat insulation paints in China.
Yuwei, Y., 2021. Development of the marketing strategy of the commercial company.
10