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

This report provides a detailed analysis of the marketing strategies employed by Rolls Royce, a leading British automotive and engineering firm. It begins by outlining the roles and responsibilities of the marketing function, including market research, strategy implementation, and information systems. The report then examines how these roles relate to the wider organizational context, emphasizing the importance of interdepartmental relationships, particularly with HR, R&D, and finance. A key component of the report is a comparative analysis of Rolls Royce's marketing mix against that of Bentley, focusing on product, price, promotion, and other elements. Finally, the report culminates in the creation of a detailed, evidence-based marketing plan for Rolls Royce, incorporating the insights gathered throughout the analysis. The report underscores the significance of marketing in driving business success and achieving organizational objectives within a competitive market environment.

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Roles and responsibilities of the marketing function.............................................................3
M1 Analysis of the roles and responsibilities of marketing in the context of market
environment.................................................................................................................................5
P2 How roles and responsibilities of marketing relate to the wider organisational context.......5
M2 Significance of interrelationship between marketing and other functional units.................6
TASK 2............................................................................................................................................7
P3 Compare ways in which different organisation prefers to apply marketing mix to its
planning process..........................................................................................................................7
TASK 3............................................................................................................................................9
P4 & M4 Produce a detailed, coherent evidence-based marketing plan....................................9
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing essential is one of the prominent concept, which says how business entity used
to controls their marketing operations which plays in success of the business. Marketing is the
full-fledged process which basically includes vision or mission, strategic objectives, analysis of
the business capabilities or control measures onto above. In the current era, role of marketing
essential plays its parallel roles in development of the strategies and action plan which is useful
to take necessary decision making (Tan and Sousa, 2015). This report will be carry on Rolls
Royce which is British leading auto-mobile and engineering firm incorporated in February 2011.
Firm is specialised in designing, manufacturing and also distributing power system such as
Aviation turbine engines and other tools. The aim of this report is to discuss the key roles and
responsibilities of the marketing level function, roles and responsibilities of marketing related to
the wider roles. Also, report will also put its emphasises on analysis of the marketing mix and
how it contributes to making of complete marketing plan. In last, critical review will also be put
to analysis of theory, if in case to be discuss along with finding results or results of the same.
Marketing function are universally comprises of the roles of the business firm, which assists in
identifying and source potentially successful products for market and promotion as well. These
marketing functions are common in nature and thus involves plan for product, doing detailed
marketing research, development process, doing sales, promotion and sales for the business at
the greater length. The universal marketing functions are as follows:
TASK 1
P1 Roles and responsibilities of the marketing function
Marketing is a concept which has statutory focus on making products directly reach to the
customer in given point of time. Using marketing as a tool, businesses are now focusing on using
current trends & era to establishes a kind of an effective decision making to accomplishes goals
or objectives of given business entity (Alford and Page, 2015). Customer behaviour is changing
on time to time basis and their needs or wants are determining on an optimised basis. If
marketing is the tool, its core base function are support to act into the defined manner. The focus
of these marketing function is to make firm works out with higher responsibilities as well as
advantages to get businesses such as Rolls-Royce to achieve their desired goals.

Sources: Elements of the marketing function, 2018
Rolls-Royce, which is one of the leading firm consists of all marketing given in an above
diagram. Buying, selling and transporting all are post-purchase elements of the marketing level
of function and as well as marketing information, risk taking and standardisation & grading all
are part of pre-purchase elements of the marketing function (Fan and et. al., 2015). Market
research is the key element of marketing function, which involves searching for the product idea,
using analytical tool to generate strategies or implements and evaluates the controls measures to
evaluate strategies taken accordingly. In context of the Rolls-Royce, roles & responsibilities of
these functions are as follows:
Implementing market strategies: An initial roles of the marketing function is depicts the
development of the strategies as well as planning for business future developments. Manager of
the Rolls-Royce are required to do market research on development of any new auto-mobile
products or bringing changes into existing aviation engines and suggests recommendation for
same. Role of strategies of the marketing function is to determine an organisational objectives
and links is to marketing functions to implements the same.
Illustration 1: Elements of the marketing function

Marketing information system: Responsibilities of the marketing function is to generates
information system (IS) structures and platforms of a software, which would help to identify the
marketing strengths of the businesses along with making strategies to records customer data &
base for future uses (Sajid, 2016). Role is positive, which would help to do designing of any new
products idea as well as gathering valuable information on bringing effective alteration in the
current marketing strategies at to the major side of businesses. The purpose behind this is to call
out poor strategy in the box and puts out new strategies for same.
Doing market research: This is one of the necessary roles of the marketing function
involves doing brief research on knowledge of the customer's, whether it’s B2C or B2B. Rolls-
Royce potential customer is the Airbus, which uses technology in form of the aviation engines.
Even, boing also uses its support equipment’s in their production of the aircraft. Marketing
research will assist this auto-mobile giant to makes certain changes in its business regulation or
either change in design of its new products.
M1 Analysis of the roles and responsibilities of marketing in the context of market environment
In its related assessment, there was the major discussion on how marketing functions and
its elements are inter-related to each other. Marketing environment of the Rolls Royce is high
diverse and also consists of proper structures and implementation of the strategic decisions. Rolls
Royce which is one of the leading auto-mobile and engineering firm has to put its focus on doing
market research on higher basis to find new engineering technology to produces and also sell it
new customer's.
Also, role of the information system plays its parallel roles in keeping customer
information, marketing strategy or blueprint of entire marketing module at one places, in case of
getting any new information on any regards (Baker 2016). In sum total, roles of the marketing
function has played its necessary role in market environment of this organisation.
P2 How roles and responsibilities of marketing relate to the wider organisational context
Marketing is one of the wider department, which includes different hierarchy such as role
of marketing manager, marketing executive or business and marketing analyst unit. Even, this
has its own departments or structures in which certain qualified person are engaged to do their
roles or responsibilities on production basis. The roles and responsibilities of this marketing unit
in context of the Rolls Royce has its own understanding and production results. The role of the
marketing the in detailed organisation are as follows:

Assisting top level management: The major role of the marketing to do work & operates
in collaboration with top management of the Rolls Royce to achieves its well-defined &
structured objectives. Its major task is to guides top level management to prepares or plan
policies as well as course of action for proper conduction of the marketing goals properly and
also with some kind of purposes.
Identify potential market: The major roles of a marketing sector is to generates and find-
out an actual demand for their own engineering products and services along with resources that
would results into an effective manufacturing of the products or services (Viswanathan and et.
al., 2012). Using marketing roles, this would assists Rolls-Royce to find new customer for its
business at the major roles. This will requires complete information or knowledge of the
business, its long term customer as well as resources. Hence, this is essentials for Rolls Royce to
gather certain information on potential market and also checking scope for the same.
M2 Significance of interrelationship between marketing and other functional units
Marketing Dept. is one of an essential department in every organisation, which used to
play its roles or responsibilities to shift product to the market and also finding potential customer
for the same. In firm, not only efforts or capabilities of one firm is centric, but also contribution
of departments such as marketing, finances, operations, research & development are essential,
which has its equal contribution in accomplishment of the business goals or targets at to potential
level. In context of the Rolls Royce, inter-relationship of marketing department to other units are
as follows:
Marketing with Human resource: The necessary task of the HR function is to recruit
skilled and accurate in informatics workforce to do their own respective tasks such as doing the
sales, marketing or R&D. HR department used to hire right employee at right time, as per the
demand of marketing structure and training to hires employee are given by the respective people.
In Rolls Royce, HR Dept. looks for calls from the marketing sector, in case of manpower
personnel requirements as well as apply their methodology to recruit that person. With support of
this department, Human resource would get scope for training at the longer side (Raymond,
2015).
Marketing with R&D: R&D stands for research & development. R&D Dept. job is to
find out new product idea to implement and pass it to marketing for cross checking of its legality
as well as know at what denomination, product will be applicable to market. In Rolls Royce, aim

of the R&D is to gather new engineering idea such as finding technology in an aviation engines
or launch a new car. R&D Dept. passes any new idea to marketing department to check whether
this idea is valid or not. Marketing department is tasked to go for cross checking of an idea and
takes final decision making.
Marketing with finance: Finance Dept. is used to perform its role of supplying funds to
other departments such as finances, R&D, human resources etc., in carrying out their own
respective activities or task onto the defined matter or roles (Muller, 2017). Marketing Dept. of
the Rolls-Royce are set to send their designed budget for marketing activities and funds for that,
will be approved by financial officer of that financial departments. The relationship of these two
Dept. are linked to its own objectives to makes functioning more related or convenient.
TASK 2
P3 Compare ways in which different organisation prefers to apply marketing mix to its planning
process
Marketing mix is a foundation tool as well as model for businesses. In defined manner,
marketing mix is a set of marketing tool that majorly firm uses to pursue its marketing motives
into the given target market. Marketing mix is mainly comprises of products, price, promotion,
places, people, process and physical evidences. To get better info on marketing mix of the Rolls
Royce, comparison will be done with Jaguar to get correct information of product, price, places
etc., strategy and also takes decision making in case of redefining it. The comparison between
Rolls Royce and Bentley using marketing mix are as follows:
Basis Rolls Royce Bentley
Price Rolls-Royce is an exclusive name
that has unparalleled brand values. It
uses to targets customer's with high
and premium class to sell their
vehicles. To sell its car product,
company has adopted high premium
pricing strategy, as they believes that
people who are able to afford it are
no longer need to shows them
Bentley is one of the luxuries brand,
whose focus is to serve premium
value to its customer's and charges
premium pricing. This auto-mobile
making firm never compromises
with their standard of service quality
as this is the reason, why Bentley
have reputed customer and there I
severe competition in both of them.

advertisement.
Product Rolls-Royce is the manufacturer of
luxuries cars and other supportive
parts such as Airbus engines etc. The
products of Rolls-Royce
synonymous with unmatched styles
and also have engineering perfection.
The trending product of the Rolls-
Royce is twin turbo V12 engine
which they used in Dubai's road
show last year.
Bentley is world's leading premium
car brand in the world, The products
categories of the Bentley is
comprises of continental, heritages
vehicles and also the premium car at
the longer stage of time. The
different models of the Bentley are:
Mulsanne, Flying spur and GT
continental.
Place Rolls Royce is one of the recognised
brand which is headquartered in the
London, UK and setup its plant and
manufacturing units in West Sussex.
Its presence has been spreads in all
over the world (Nagle, 2017). Its
existence is placed in different parts
of the world.
Bentley has built its franchising level
of network all over the world. They
have opened its new workshops in
different parts of the world. Bentley
is still using other workshops to
creates job opportunities for people.
Promotion Rolls-Royce has positioned itself as
a most premium brand with global
acceptance since its inception. From
its initiation, Rolls-Royce has
become successful to creates its own
appealing brand value in people
mindset.
Bentley has its believes in an ethical
marketing than the extravagant level
of marketing. They are in believes
that, if there is no real demand, there
is no point of selling cars to peoples.
People Rolls-Royce have 450 people, who
they itself known as maker of the
premium. They are skilled as well as
self empowered to takes their own
Bentley is well known for its people
management. People of the Bentley
are well qualified and also have well
structured technological skills and

decisions at a major side of business. competent people
Process Rolls-Royce has focused its focus on
making its work based process and
also manufacturing process more
easy using outsourcing inputs from
different dealers (Parvinen, 2015).
Rolls-Royce gives priority to
outsourcing inputs and also material
from other dealer to produces a
complete developed cars.
Manufacturing cultures of the
Bentley is comprises of free decision
making on an individual basis. As,
this was realised that, Bentley
produces cars on pre-order, because
their products are high costing and
also receives limited order for
purchasing it.
Physical evidence Rolls-Royce have made its workshop
into the west Sussex which is located
8 miles from the London. They have
premium production units and give
importance to using both labour and
capital intensive techniques into the
productions.
The physical evidence of Bentley is
comprises of premium workshop and
support services for those who
manufactures. They have workshops
in metro cities of some nation such
as USA, UK, India, France,
Germany and Australia.
TASK 3
P4 & M4 Produce a detailed, coherent evidence-based marketing plan
Marketing plan is a report which helps to outlines own the business marketing strategy
for any coming year, quarter or term plan. Typically, marketing plan is majorly consists of an
overview of the businesses, its own marketing as well as advertising goals at the potential side of
businesses (Möller, 2018). Also, it is helpful to know current marketing position of any business
entity. Using this, Rolls-Royce is looking to launch its new branded premium car in the UK
which will cost approx. 1.5 crores. They have done idea generation for same such as low
grounded car, five seat space as well as definition of premium. The complete marketing plan in
context of the Rolls-Royce are as follows:

Rolls-Royce
Marketing Plan
Overview of the company: Rolls-Royce is the world most using premium car holder,
which is well-knowns for its premium offerings and world class technology to travel. Also,
Rolls-Royce is also known for its quality services which means that, their customer has its eye
on how these buyers perceives about Rolls-Royce classy products.
Products or services: Rolls Royce is highly popular for its class products such as high
premium car, engines for Airbus Aircraft and premium technology for people to use and appeals
the positive response to gather continuation in the purchase for longer period of time.
SWOT analysis: This model comprises of the strength, weaknesses, opportunities and
threats, with use of this, internal capabilities of the firm will be measured. An explanation of this
model are as follows:
Strength Weaknesses
Rolls-Royce has a strong technological support
from its own parent company. Customer action
towards its premium car segments is an unique
points of this luxuries car brand (Ellis-
Chadwick, 2012). This premium car brand has
strong brand appealing in minds of their
customer's at the potential stage of working.
Defined core values are its major strengths at
the major side.
The design of the Rolls-Royce models looks
evolutionary in nature, thus their every vehicle
look similar in look. In that situation, people
are not to distinguishes. Not every person can
afford premium cars.
Opportunities Threats

There is a rising trends of an environmental
friendly care in the UK, hence, Rolls-Royce
can takes an initiatives to apply into their own
car context. Rise in richness will be major
opportunity for Rolls-Royce to sell its car
products.
Trade war among the EU nation, as because of
removal from Brexit. Consistently rise in
prices can also be threat for Rolls-Royce, as
people are now becoming aware for not to
spend high on vehicles.
Objectives: Rolls-Royce has decides SMART objectives, which can be specific, accurate
and time based in nature. For premium brands like Rolls-Royce, the objectives for this marketing
plan are as follows:
 Rolls-Royce wants to rise its market share by 3 percent using this new vehicle and aim of
the environmental friendly product into the market.
 With support of new premium car, Rolls-Royce wants to fix its own customer's, as there
is decline in sales of the premium as a reason of people awareness for not to spend more, To start new workshop in different cities of the UK with the purpose to creates job
opportunities for people and purposes to use it as like research centre to opt innovation, in
near future (Henriksen, 2012). Hence, expansion will be done in context of workstation
and workshops to build centre for services or repair.
Strategies:
 Target market: Rolls-Royce still have its priority to target rich people, who have taste of
experiencing premium level of using car. High end premium pricing will be price strategy
for the Rolls-Royce. Concern of the quality will be as it is, means that, quality of interior
and exterior will be premium and premium structures and also outlook.
 Rolls-Royce has decided to open their gates for those who wants to purchases premium
car under range of 1 crore. Also, they have decided to comes up with environmental
friendly initiatives with the help of which social and cultures developments can promotes
on higher level.
Action plan: This stage of the marketing plan involves preparation of a complete budget
with help of which cost would be allocated to the product, promotion, price and distribution.
Need cost budget is as given under:
(in pounds sterling)

PARTICULARS 1st Year 2nd Year
Initial investmemt 1200000 1500000
Borrowings(Bank loans, credits) 40000 50000
Reserves 70000 80000
TOTAL 1310000 1630000
MARKETING OUTLAY
Promotion activities 70000 80000
Sales publicity 60000 80000
Districbution and supply expenses 100000 123000
TOTAL 230000 283000
Control: Rolls Royce is required to implements its organisation in such a way that, new
product will show its outcomes into the defined or sources of time. For this, democratic
leadership is the best suitable option, which the help of which effective working can be bring
into this firm at the potential sources of time (Närvänen, 2014). Rolls Royce can uses
performances indicators such as benchmarks and feedback from top management of the firm to
evaluates this marketing plan with use of this, results or outcomes can be achieved in given point
of time.