Marketing Essentials: Roles, Mix, and Planning for Rolls-Royce Report

This report delves into the core concepts of marketing, analyzing the roles and responsibilities within a marketing function. It examines how these roles interrelate within a broader organizational context, using Rolls-Royce Holdings as a case study. The report explores the application of the marketing mix to achieve organizational objectives, including product design, branding, customer support, pricing, and promotion. A key element is the comparison of marketing strategies between Rolls-Royce and Ford Motor, focusing on their respective marketing mixes. The analysis covers marketing planning, market information gathering, and the importance of customer satisfaction and branding in achieving business goals. The report concludes with an evaluation of marketing strategies, highlighting the significance of inter-functional relationships, such as marketing with finance, HR, and production, for overall business success.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Explaining roles and responsibilities of the marketing function...........................................3
P2 Explaining relation of roles and responsibilities in wider organisation context....................5
TASK 2 ...........................................................................................................................................7
P3 Compare two different organisation in context of marketing mix.........................................7
P4 Producing Marketing plan to achieve organisation objective..............................................10
CONCLUSION..............................................................................................................................13
REFFRENCES...............................................................................................................................14

INTRODUCTION
Marketing is combination of group of activity performed by company to attract new
customers or retain old customers to make them buy the product for company. Marketing possess
following activities which are advertising, selling and delivering products to customers.
Marketing is not only concise in narrower concept, it is a wider concept as it involves
identification of customer needs and providing goods or services according to the need. The
report will be on Rolls-Royce Holdings which is a British multinational engineering company
established in February 2011(Achrol and Kotler 2012). The company is world's second largest
maker of aircraft engines. The founder of Rolls-Royce was Henry Royce. This report will cover
the key roles and responsibilities of the marketing function and how these roles inter relate to the
wider organisational context. It will also cover the ways in which marketing mix is applied to the
marketing plan of company to achieve the specified objective and evaluation of a marketing plan
for organisation.
TASK 1
P1 Explaining roles and responsibilities of the marketing function.
Marketing refers to that activity which is followed by the company to promote the
purchasing and selling a product or service. It includes various activities like advertising, selling,
and delivering the products to the customers. Moreover, it is that process which is followed by
the company's for getting interest of the customers in their product or service. It is possible when
a company do proper market research, analysis, and understanding that what their customers
want from them. In context of Rolls-Royce holding plc, which is a British multinational
engineering company and it is wholly owned subsidiary of German group BMW, established in
1998(Ahani and et. al., 2019). They are adopting various marketing strategies to know various
factors like technologies, changing trends in consumer behaviour, and environmental factors.
There are various marketing functions in which managers play a important role and
responsibilities which are described below:-
 Gathering and analysing market information – It is an important function in
marketing to gather and analyse the market information. In this function Rolls-Royce
needs to understand that what do customers want to purchase, with which features and at
what price they want to buy products from the company. Moreover, manager can also

find various opportunities and threats towards their business. This gathered information
helps them to make their strategies accordingly so they can sustain their position in the
market for long period of time.
 Marketing planning – In this function a company needs to make plan regarding that
how they can increase their sales, profit, and promotional activities etc. Moreover, a
company should make a solid marketing plan for knowing about their company’s value
proposition, information about their targeting markets and customers, comparative
positioning of their competitors, promotion strategies, distribution channels, and budget
decided for the plan. As Rolls-Royce is related to automotive company so they should
analysis all the factors which can impact customer's needs. In this company managers
should concentrate that which cars are preferred choice of customer, what the changes
they want in the technology and many others(Ahani and et. al., 2019).
 Product designing and development – This factors comes after analysing the market
and making the plan for faster selling of the products. In this factor a company is
concerned about their products designing and development. In reference to Rolls-Royce
is concern about their car designing, as auto mobile company has to invest in their
company so manager should try to produce that cars which can provide great satisfaction
and comfort to its customers. On the other hand, managers are responsible for the
marketing for their company, they should concentrate on product designing in order to
make the product attractive to the customer as well as better than the competitors. In this
case manager should adopt those marketing strategies which helps them to increase their
sales and brand value.
 Branding – Every company wants that, the products of their company have some special
identity in the market. If a company want to differentiate their products from their
competitors and want to build customer loyalty and interest in their products so they have
to give their products a brand name. In case of Rolls-Royce, they have their own brand
value in the market, so they can easily attract their customers to purchase their products.
On other hand, managers although do various activities like advertisement, promotions
activities to increase their products sell and to increase their brand value.
 Customer support service – If any of the company want to succeed in the market then
their first priority should be their customer's satisfaction. As Rolls-Royce is one of the

largest auto mobile company, they give first preference to its customers for succeeding in
the market. They considered that selling of the products is not sufficient rather than after
selling the products they give proper support to their customers if they are facing the
problems. The marketing manager doing various activities in this company to support
their customers like pre-sales services, consumer helpline, technical support, handling
customer's complaints, and maintenance services(Azadi and Rahimzadeh 2012).
 Pricing – It is most important function of marketing manager to fix price of a product.
Price is affected by various factors like its cost, profit, price of others competitor's
product, government policies, and many others. As Rolls-Royce is dealing in luxury cars
so their prices are always higher than competitors. The managers should concentrate on
the price penetration strategy; in this strategy they have to set the lower price of their
products than competitors. If the company wants to win market share then they have to
adopt those market strategies by which they can attract their customers. Moreover,
management should be aware of the potential retaliation from competitors in the form of
an undesired price ware.
 Promotion – It refers to that condition when a company wants to promote their products
and services in the market. In this factor a company by doing promotion they provide
information to the customers regarding the company's product, their features, uses, prices,
etc. and also inspire them to purchase their products. In context of Rolls-Royce, they use
online and social media advertising, exclusive merchandise, expensive gifts, newspapers,
articles, and also take part in various exhibitions and events. These all the strategies
followed by marketing managers of Rolls-Royce for maintaining the luxury image of this
company. For example, Rolls-Royce promotes their brand through newspaper but the
company can also promote their brand on social-media which include huge amount of
youth and new potential customer's for the company.
P2 Explaining relation of roles and responsibilities in wider organisation context.
This approach is based on customer demand which is the base to perform marketing
activities. It is important to analyse needs and demand of customer which is essential for the
growth of company. If firm want long term growth then company is required to producer those
goods which are demanded by customer which will make them to buy it. The information
obtained by the marketing function is helpful in operation of other function as it provides

required information to other function such as what goods are beneficial to produce. Rolls-Royce
is manufacturing British Luxury car and they manufacture luxurious cars which helps in
developing their brand reputation in the market very easily. Due to providing utmost quality to
the customers, the company has not performed much marketing activity to promote their
company. But the identification of need is performed by the company which helps them in
manufacturing cars and Air crafts which was demanded. The inter relation of marketing with
other function is essential to survive in long run and this interrelation is described as follows in
context of Rolls-Royce-
 Marketing with finance- The interrelation of marketing is essential with finance to
assure that marketing function possess required amount of budget to finance the
marketing activity such as research, promotion and distribution. The objective of
marketing function is to increase sales and obtain highest market share whereas finance is
concerned with the flow of cash and the sources of raising fund. The budget formulated
by finance is required to be followed by marketing and derived their activities according
to that budget. Rolls-Royce has announced that they are taking steps to reduce the units
of operating business which is related with finance function and spreading this news to
customer is a task of marketing function and the functions if performed together then
only this strategic decision will be effectively implemented.
 Marketing with HR – The inter-relation of marketing department and human resource is
necessary to attract potential customers by performing marketing activities. To perform
marketing activities effectively , there is a requirement of humans who can perform these
activities effectively. This is the responsibility of human resource to find right candidate
for right job by evaluation of the candidate experience, knowledge and skill. The
selection of right candidate is necessary if company want to survive in long run. The
selection of candidate is required to be based on the criteria formed by marketing
function as the selected person will perform the marketing activities which will directly
affect the organisational goal. Rolls-Royce provide environment where employee can
utilise its full potential by providing training and developing their skills so that they feel
confident and secure. The HR of Rolls-Royce ensure that they possess right candidate for
the specified job and if right candidate is selected and provided good working

environment to perform marketing activities then the activities will result in positive
manner(Balmer 2017).
 Marketing with Production- The inter-relation of marketing and production department
is essential to produce the product which satisfy the needs of consumer. The activities
related to production are channelized into making goods or services which are in demand.
This information regarding the choice of what to produce is provided by marketing
department through identification of need of customers and opportunities prevailing in
the market. The product manufactured by production function through deciding various
decisions such as conversion of raw material into finished goods is delivered by
marketing function to the potential or existing customers. Rolls-Royce continuously
invest in developing the manufacturing or production department which result in no
effect of changing environment on operations of business. They are focusing on
improvement of product in service which are contributing most in the market and impact
is analysed by marketing function and feedback is provided to production function.(Eagle
and et. al., 2014).
Significance of inter-relation of marketing with various functions-
The inter-relation of various functions of Rolls-Royce is essential as team work only
benefits to the organisation objective. This inter-relation is the reason which allow company to
work effectively and expand their business activities globally. This inter-relation results in
effective operation of various function as information which is required for smooth functioning
are provided by other functional area which saves time and effort of the particular functional
area. This result in efficient work which is performed by each functional area to achieve the
desired objective of Rolls-Royce which is providing best quality product and services to
customers.
TASK 2
P3 Compare two different organisation in context of marketing mix.
Marketing mix is a approach used by company to attract more customers by combining
the effort of various factor such as price, place, promotion,place etc. These factors are used by
the company to approach the potential customer in order to make them buy the product of
company. Rolls-Royce is using this approach to obtain highest market share as the company is

producing luxurious cars where the competition is low but to be best survival among competition
is necessary. To establish effectiveness, Rolls-Royce is comparing their marketing mix with Ford
motor company which are as follows-
Basis Rolls-Royce Ford motor company
Product The brand provides ultimate
superior product in respect of
technology, design etc. The
company has launched various
product such as saloon auto-
mobile, Rolls-Royce Ghost,
Wraith etc.
The Ford provides various type
of vehicles such as car, truck,
buses, tractors, automotive
parts and also provides
financial services in its product
mix. Ford is commonly known
for its auto-mobiles such as
sedans.
Place The company has a good brand
name and it operates from the
UK and its headquarters is
established in Goodwood
England. The company
operates with one hundred and
fifty products in fifty
countries. The highest sale of
company is generated from
middle-east countries and
Asia-pacific region. The
company operates with the
help of parent company for
distribution of product
manufactured by company.
The ford distributes its product
at typical places such as at
their own retail shops and
through online sources.
(Fishkin and Høgenhaven
2013).
Price The company has a good brand
image which cannot be
matched easily. Therefore,
The price strategy of Ford vary
with the market segment. Ford
can set premium prices for

company charges premium
prices from their customers as
company has targeted rich-
class people for its luxury
vehicles(Tyas and Wibowo
2013).
premium product and market
based pricing depending upon
the objective of Ford to
establish a specific product.
Ford is required to consider the
pricing of competitors if want
to survive in long run.
Promotion The company has treated itself
as one of the leading brand as
it provides high quality as has
accepted globally. The brand
has created great brand value
in the minds of consumer. The
company further promoted
through better tag-lines such as
the company is trusted deliver
providing excellence.
The Ford promotes the product
of the company through
various promotional
techniques such as advertising,
personal selling or direct
selling depends upon the
criteria set by the company.
People The company has provided a
good focus on its sales team as
the marketing efforts play an
important role in developing
brand image. The company has
a separate customer
relationship management
department where customers
register their complaints(Mihai
2013).
The Ford has specified people
for specified job and company
provides a good working
environment to them as the
efficiency of marketing team
and operation team will be
responsible for effective
operation of company.
Process The company has installed a
proper system to assure that
inventory level is always high
The Ford company is involved
in extensive research to grab
marketing opportunities to

in retail stores. The company
also deliver its product at
online platform where order
are received in a computer and
after receiving order, the
delivery is shipped to the
customer.
estimate the needs of
consumers.
Physical evidence The company uses distinct
packaging which makes
identification of product of the
brand become easy(Srinivasan,
Rutz and Pauwels 2016).
The company also provide
different packaging to make
product identifiable in
different shelves and they use
online website which allow
customer to take a view of
product and its high quality.
Different tactics applied by the organisation to achieve organisational objective-
Rolls-Royce has targets countries which are just developed and where rich-class of
people is more. The people having higher income are the target customers of this company. The
people who want to show off their lifestyle is potential customer of the company. Rolls-Royce
has chosen the target market who prefer lavish lifestyle. The company has obtained a higher
position through promoting the product and attaining competitive advantage as the company
offer personalize car supply which means producing car as per the wish of customer(Pendell and
Andilolo 2016).
P4 Producing Marketing plan to achieve organisation objective.
Marketing plan is a written document including strategies related to the development of a
product. This plan includes objectives that what company want to achieve, vision where
company want to grow and actions that what activities companies will perform. The marketing
plan of Rolls-Royce is formed to ensure better result which can be achieved by firm. The plan is
described as-
About Rolls-Royce-

This company includes manufacturing of British luxury car and afterwards aero0engine
manufacturing business which was in cooperated in 1904 by Charles Rolls and Henry Royce.
This company brand name and logo has obtained right to the spirit of Ecstasy and has shaped
trademark from Volkswagen. This company do not have any direct relationship with Rolls-
Royce branded vehicles which was manufactured prior to 2003. The Rolls-Royce has decided to
launch a new sports cars for the people who like fast driving and to inform and attract new
customer company has made following plan-
SWOT Analysis-
This a model used by the company to identify areas of weakness for identifying the
potential competitors in the market. The company can identify threats and can take steps to
remove it. SWOT of Rolls-Royce are as follows-
Strengths-
 The company has strong brand position as it is providing quality and luxurious product
which allowed the company to charge premium price for their cars.
 The company provide cars with perfect design of luxury cars and the workers of Rolls-
Royce are highly and skilled and good in interior also. This results in the cars of high
quality and the engine or chassis are also of superior quality(Pogorelova and et. al.,
2016).
Weaknesses-
 The company is known for its luxury products and the people who has high status and
dignity can only be associated with it and not everyone can afford this.
 The target of company are niche segment as the price of this brand is at highest spectrum
which can not be afforded by many customer so the growth of the brands depends upon
the customer loyalty and repeat sale of the company.
Opportunities-
 The company deals in cars can formulate technology savvy cars which means cars who
do not require operator that is self driven car. This is an opportunity for company who
manufacturer luxurious cars such as Rolls-Royce.
 The recent scenario conclude that customer segment who prefer luxury goods has
increased and they will pay any price for the cars if their needs are satisfied.
Threats-

 The current environmental state is not favouring current vehicle system which generate
threat from sustainable vehicles.
 Rolls-Royce is facing competition from many new competitor such as BMW, Mercedes
etc. This result in shifting of small amount of targeted customer which is threat form
company's growth(Sonstein and et. al., 2014).
Objectives-
 Specific- Rolls-Royce is launching a new car with the specific objective of earning profit
by 20% more than current profit.
 Measurable- The company will measure performance by comparing the profit of last
year with the current year profit.
 Achievable- The company is focusing on selection of more new employees who can
achieve the desired objective.
 Realistic- The company is channelising its all effort to fulfil the objective by achieving
more market share so that profitability increases.
 Time-bound- The company has decided a period of one year to achieve the desire
objective by implementing different strategies.
Strategies-
 Segmentation- The company is required to decide segment on the different basis such as
demographic basis which include that product is for male or female. The Rolls-Royce has
focused on male segment as it involves the manufacturing of sports car which is
commonly purchased by male segment(Shank and Lyberger 2014).
 Targetting- The company has to target people who has age group of 25-40 as these are
the peoples who are interested in fast driving and these customers are targeted by
customers.
 Positioning- The Rolls-Royce is one of the leading manufacturing engineering company
as it provides luxury product it has good brand position. As the position of brand is high
there are high chances of successful applications of sports car in the market.
Budget Allocation- The company has decided to spend initially 1000000 pounds in this project
to produce the required product. The total mount are required to allocated for different activities
such as purchase of machinery and hiring of employees to work on the machinery and many
more to develop the product so that company can achieve desire objectives.