Rolls Royce Marketing Plan: A Comprehensive Analysis

Desklib provides solved assignments and past papers to help students succeed.

MARKETING PLAN FOR ROLLS
ROYCE

TABLE OF CONTENT
• INTRODUCTION
• EXECUTIVE SUMMARY
• BACKGROUND
• MARKETING OBJECTIVES
• Situational Analysis
• Marketing strategies
• Conclusion
• References

Introduction
• A marketing plan will be made for Rolls Royce
in this section with all the necessary details
mentioned in it. Marketing plan is a very
important tool which used in today’s modern
business world. This act as a blue print for the
company to act in a proper manner so that the
company can fulfil its goals in effective an
efficient manner.

Executive summary
• The marketing plan is made for the company
Rolls Royce which has included the
background of the company with its vision,
mission and objectives. The SWOT analysis is
also dome for the company to understand the
exact situation of the company and the
internal and factors that is affecting the
company. The STP action plan and a control
plan is discussed in this business plan.

Background
• Rolls Royce is a car manufacturing distribution company
which is a subsidiary company of BMW which is
headquartered in West Sussex, UK . The company is
serving worldwide by offering various products to the elite
class, the CEO of the company is Torsten Muller-Otvos,
Chariman is Peter Schwarzenbauer and the charirman is
Giles Tyalor. The main products of the company is
Phantom which is a full size ultra luxury car , Cullinan,
Ghost which is a full size luxury size car, Wraith is a grand
tourer car which is having 2 door in it and Dawn it is also
funky but vintage grand tourer car with suicide doors.

• Vision: “The vision of the company is to strive
for perfection in everything you do. Take the
best from that exists and design when it does
not exist”
• Mission: “ The mission of the company is to
provide mobility with comfort, luxury, speed
and style. To give unmatched experience to the
customer with excellent after sales services”.

Marketing Objectives
• To set the objectives of Rolls Royce it has used
a SMART approach

Situational Analysis
SWOT ANALYSIS
STRENGHTS
 Rolls Royce has a strong brand value in the whole world.
 Rolls Royce is the only one who manufactures handmade cars.
 It has a strong technological support from its parent company
 It has supreme interior and exterior , engine and chassis
 The customers of Rolls Royce is the elite class and super rich
people.
 Rolls Royce is the status symbol for the affluent class society.
WEAKNESS
 The designs of Rolls Royce are evolutionary nature which
makes them look quite similar.
 There is a shift of the customer on the other brands
because of the profiling requirements.
 The company takes a pretty long time in the
manufacturing of the car.
 The dealership is very limited.
OPPORTUNITIES
 There is a demand of Eco-friendly cars.
 They can relax the customer profiling procedure.
 The company can increase its business focusing on elite
class.
THREAT
 Jaguar is using high-tech for its manufacturing
 Jaguar and other company have low prices.
 The customer profiling and long-time of manufacturing
can threat the business.

Marketing Strategies
• Segmentation
• Targeting
• Positioning

ACTION PLAN

FORECAST
• COST: To make a eco-friendly car with the same
interior and exterior must be cost around 20
million pounds.
• SALES: The sales should be increased around 5-
8%.
• PROFITS: Rolls Royce should notice a profit
generation of about 550 million pounds.
• MARKET SHARE: There will be an increase in the
market share by 2-3%.

CONTROL
• Market share: There will be hike in the market share by 2-
3% of Rolls Royce with the launch of the eco-friendly car.
• Over all sales: There will be rise in the over-all sales by 5-
7%of the company as it will attract the customer with its
new car.
• Brand image: The brand image will be enhanced with the
launch of this car.
• Innovation: The development of the eco-friendly car with
high-tech technological support from the parent company
will promote and innovation in the car.