Rolls-Royce Holdings Plc Marketing Analysis: Unit 2
VerifiedAdded on  2025/05/08
|25
|4649
|427
AI Summary
Desklib provides solved assignments and past papers to help students succeed.

Unit 2: Marketing Essentials
Rolls-Royce Holdings Plc
1
Rolls-Royce Holdings Plc
1
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser

Table of Contents
INTRODUCTION........................................................................................................................3
LO1........................................................................................................................................... 4
P1 KEY ROLES AND RESPONSIBILITIES OF MARKETING FUNCTION ROLLS-ROYCE HOLDINGS
PLC 4
M1 ROLES AND RESPONSIBILITIES OF MARKETING WITH CONTEXT TO MARKETING
ENVIRONMENT.....................................................................................................................6
P2 RELATION OF ROLES AND RESPONSIBILITIES OF MARKETING WITH WIDER
ORGANISATIONAL CONTEXT................................................................................................8
M2 SIGNIFICANCE OF INTERRELATIONSHIPS BETWEEN MARKETING AND FUNCTIONAL
UNITS OF ROLLS-ROYCE HOLDINGS PLC.............................................................................10
LO2......................................................................................................................................... 11
P3 APPLICATION OF MARKETING MIX TO MARKETING PLANNING PROCESS TO ATTAIN
BUSINESS OBJECTIVES........................................................................................................11
M3 DIFFERENT TACTICS TO ACHIEVE THE BUSINESS OBJECTIVES......................................15
LO3......................................................................................................................................... 16
P4 & M4 DETAILED MARKETING PLAN FOR ROLLS-ROYCE HOLDINGS PLC.........................16
CONCLUSION.......................................................................................................................... 22
REFERENCES........................................................................................................................... 23
2
INTRODUCTION........................................................................................................................3
LO1........................................................................................................................................... 4
P1 KEY ROLES AND RESPONSIBILITIES OF MARKETING FUNCTION ROLLS-ROYCE HOLDINGS
PLC 4
M1 ROLES AND RESPONSIBILITIES OF MARKETING WITH CONTEXT TO MARKETING
ENVIRONMENT.....................................................................................................................6
P2 RELATION OF ROLES AND RESPONSIBILITIES OF MARKETING WITH WIDER
ORGANISATIONAL CONTEXT................................................................................................8
M2 SIGNIFICANCE OF INTERRELATIONSHIPS BETWEEN MARKETING AND FUNCTIONAL
UNITS OF ROLLS-ROYCE HOLDINGS PLC.............................................................................10
LO2......................................................................................................................................... 11
P3 APPLICATION OF MARKETING MIX TO MARKETING PLANNING PROCESS TO ATTAIN
BUSINESS OBJECTIVES........................................................................................................11
M3 DIFFERENT TACTICS TO ACHIEVE THE BUSINESS OBJECTIVES......................................15
LO3......................................................................................................................................... 16
P4 & M4 DETAILED MARKETING PLAN FOR ROLLS-ROYCE HOLDINGS PLC.........................16
CONCLUSION.......................................................................................................................... 22
REFERENCES........................................................................................................................... 23
2

INTRODUCTION
Marketing is considered to be one of the most prevalent yet vital tools to create, investigate
and distribute the goods and services from the production unit until the consumption unit.
It is essential for every business plan that aims to coordinate with other departments of the
organisations to satisfy the customers by rendering quality products (Chernev, 2015). In this
assignment, the emphasis will be laid on the role of the marketing function at Rolls Royce
holding and its interrelationship that it shares with the functional units. A comparison will
also be provided of how Rolls Royce holding applies marketing mix elements with that of
other organisation and at last a marketing plan will be laid out for Rolls Royce holding by
following the six steps.
Rolls Royce holding is considered to be a British Multinational Engineering company that is
into aerospace, energy and defence industry. It was founded by Charles Rolls and Henry
Royce in the year 1904. The products that it carters to the customers include the civil and
military aero engines, power generation equipment, marine propulsion systems and so on.
It has emerged to generate revenue of £15,729 million till the end of the year 2018.
Figure 1: Logo of Rolls Royce Holdings Plc
(Source: Logok.org, 2019)
3
Marketing is considered to be one of the most prevalent yet vital tools to create, investigate
and distribute the goods and services from the production unit until the consumption unit.
It is essential for every business plan that aims to coordinate with other departments of the
organisations to satisfy the customers by rendering quality products (Chernev, 2015). In this
assignment, the emphasis will be laid on the role of the marketing function at Rolls Royce
holding and its interrelationship that it shares with the functional units. A comparison will
also be provided of how Rolls Royce holding applies marketing mix elements with that of
other organisation and at last a marketing plan will be laid out for Rolls Royce holding by
following the six steps.
Rolls Royce holding is considered to be a British Multinational Engineering company that is
into aerospace, energy and defence industry. It was founded by Charles Rolls and Henry
Royce in the year 1904. The products that it carters to the customers include the civil and
military aero engines, power generation equipment, marine propulsion systems and so on.
It has emerged to generate revenue of £15,729 million till the end of the year 2018.
Figure 1: Logo of Rolls Royce Holdings Plc
(Source: Logok.org, 2019)
3
⊘ This is a preview!⊘
Do you want full access?
Subscribe today to unlock all pages.

Trusted by 1+ million students worldwide

LO1
P1 KEY ROLES AND RESPONSIBILITIES OF MARKETING FUNCTION ROLLS-
ROYCE HOLDINGS PLC
The marketing department at Rolls Royce holding plays a vital role in promoting the mission
and the business of the organisation. It helps the business in reaching out to the customers,
investors and the community by creating an overarching image of Rolls Royce holding in a
positive direction (Chernev, 2015).
KEY ROLES OF THE MARKETING FUNCTION AT ROLLS ROYCE HOLDING
There are certain roles of the marketing function at Rolls Royce holding which includes the
following:
Managing the brand
One of the vital roles of the marketing function at Rolls Royce holding is to manage the
brand by effectively interacting with the customers and partners of the Rolls Royce holding
Plc and defining the experience (Blythe and Martin, 2019).
Market research
Another role of the marketing function of Rolls Royce holding is to proactively define and
identifying the products and services that are the needs of the customers by effectively
conducting the market research (Linton, 2019).
Content creation
Another role of the marketing department is to create and describe the content which can
be effectively utilised for promoting the core products and services of Rolls Royce holding
(Chernev, 2015).
Overseeing outside agencies and vendors
4
P1 KEY ROLES AND RESPONSIBILITIES OF MARKETING FUNCTION ROLLS-
ROYCE HOLDINGS PLC
The marketing department at Rolls Royce holding plays a vital role in promoting the mission
and the business of the organisation. It helps the business in reaching out to the customers,
investors and the community by creating an overarching image of Rolls Royce holding in a
positive direction (Chernev, 2015).
KEY ROLES OF THE MARKETING FUNCTION AT ROLLS ROYCE HOLDING
There are certain roles of the marketing function at Rolls Royce holding which includes the
following:
Managing the brand
One of the vital roles of the marketing function at Rolls Royce holding is to manage the
brand by effectively interacting with the customers and partners of the Rolls Royce holding
Plc and defining the experience (Blythe and Martin, 2019).
Market research
Another role of the marketing function of Rolls Royce holding is to proactively define and
identifying the products and services that are the needs of the customers by effectively
conducting the market research (Linton, 2019).
Content creation
Another role of the marketing department is to create and describe the content which can
be effectively utilised for promoting the core products and services of Rolls Royce holding
(Chernev, 2015).
Overseeing outside agencies and vendors
4
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser

It becomes another role at Rolls Royce holding of the marketing function to produce the
marketing materials so as to render the support and manage the agencies and vendors
effectively (Blythe and Martin, 2019).
KEY RESPONSIBILITIES OF MARKETING FUNCTION AT ROLLS ROYCE HOLDING
The marketing department has an overall responsibility at Rolls Royce holding to enhance
the market share of the firm by leading the sales revenues and ensuring the profitability and
growth at the same time (Fill and Turnbull, 2016).
Few responsibilities of the marketing function at Rolls Royce holding are discussed as
under:
Marketing strategy formulation
Rolls Royce holding’s marketing department is responsible for formulating the marketing
strategy such that the objectives and the mission of the firm are duly met within the desired
timescale. The marketing function is responsible to reach the wider geographic areas and
huge customer base by effective planning (Fill and Turnbull, 2016).
Internal and external research
The responsibility of the marketing function at Rolls Royce holding is to work internally as
well as externally to analyse the gaps between the products and the market situations. This
thus helps to gain information from the internal environment as well as the external
environment and then aligning the strategies to fill the same gap (Chernev, 2015).
Communicating and promoting
The marketing function at Rolls Royce holding is also responsible for planning the
advertising campaign and producing the leaflets of the products and services offered by the
company. This thus helps Rolls Royce holding to develop communication material and
conduct effective promotions (Blythe and Martin, 2019).
Thus, through above roles and responsibilities shared by the marketing function at Rolls
Royce holding it is evident that the marketing department plays a vital role which ensures
5
marketing materials so as to render the support and manage the agencies and vendors
effectively (Blythe and Martin, 2019).
KEY RESPONSIBILITIES OF MARKETING FUNCTION AT ROLLS ROYCE HOLDING
The marketing department has an overall responsibility at Rolls Royce holding to enhance
the market share of the firm by leading the sales revenues and ensuring the profitability and
growth at the same time (Fill and Turnbull, 2016).
Few responsibilities of the marketing function at Rolls Royce holding are discussed as
under:
Marketing strategy formulation
Rolls Royce holding’s marketing department is responsible for formulating the marketing
strategy such that the objectives and the mission of the firm are duly met within the desired
timescale. The marketing function is responsible to reach the wider geographic areas and
huge customer base by effective planning (Fill and Turnbull, 2016).
Internal and external research
The responsibility of the marketing function at Rolls Royce holding is to work internally as
well as externally to analyse the gaps between the products and the market situations. This
thus helps to gain information from the internal environment as well as the external
environment and then aligning the strategies to fill the same gap (Chernev, 2015).
Communicating and promoting
The marketing function at Rolls Royce holding is also responsible for planning the
advertising campaign and producing the leaflets of the products and services offered by the
company. This thus helps Rolls Royce holding to develop communication material and
conduct effective promotions (Blythe and Martin, 2019).
Thus, through above roles and responsibilities shared by the marketing function at Rolls
Royce holding it is evident that the marketing department plays a vital role which ensures
5

the success of the organisation and thus aid to the marketing objectives of Rolls Royce
holding (Linton, 2019).
M1 ROLES AND RESPONSIBILITIES OF MARKETING WITH CONTEXT TO
MARKETING ENVIRONMENT
In order to analyse the roles and responsibilities of marketing with reference to the
marketing environment, a PESTLE analysis will be conducted that will help to delineate the
roles and responsibilities in the same direction.
Political factors
Due to the operations of Rolls Royce holding in the industrial goods and service industry the
firm is exposed to a different system and environmental risks (Holt et al., 2016). Thus in
order to ensure the success in such dynamic environment Rolls Royce holding’s marketing
department is responsible for analysing the factors such as level of corruption, risk of
military invasion, favoured trading partners and so on before entering of investing (Chernev,
2015).
Economic factors
The economic factors like savings rate, interest rates and inflation rates are to be analysed
and determined by the marketing function at Rolls Royce holding so as to estimate the
aggregate demand ad investment in an economy. This thus leads to responsibility of
effectively raising the economic factors to forecast the growth of the goods and service
industry and thus take marketing decisions (Fill and Turnbull, 2016).
Social factors
In context to the social factors affecting the business of Rolls Royce holding the marketing,
the function is responsible to monitor the beliefs and attitudes of the population so as to
devise the marketing strategies accordingly and attract wide customer base (Baines et al.,
6
holding (Linton, 2019).
M1 ROLES AND RESPONSIBILITIES OF MARKETING WITH CONTEXT TO
MARKETING ENVIRONMENT
In order to analyse the roles and responsibilities of marketing with reference to the
marketing environment, a PESTLE analysis will be conducted that will help to delineate the
roles and responsibilities in the same direction.
Political factors
Due to the operations of Rolls Royce holding in the industrial goods and service industry the
firm is exposed to a different system and environmental risks (Holt et al., 2016). Thus in
order to ensure the success in such dynamic environment Rolls Royce holding’s marketing
department is responsible for analysing the factors such as level of corruption, risk of
military invasion, favoured trading partners and so on before entering of investing (Chernev,
2015).
Economic factors
The economic factors like savings rate, interest rates and inflation rates are to be analysed
and determined by the marketing function at Rolls Royce holding so as to estimate the
aggregate demand ad investment in an economy. This thus leads to responsibility of
effectively raising the economic factors to forecast the growth of the goods and service
industry and thus take marketing decisions (Fill and Turnbull, 2016).
Social factors
In context to the social factors affecting the business of Rolls Royce holding the marketing,
the function is responsible to monitor the beliefs and attitudes of the population so as to
devise the marketing strategies accordingly and attract wide customer base (Baines et al.,
6
⊘ This is a preview!⊘
Do you want full access?
Subscribe today to unlock all pages.

Trusted by 1+ million students worldwide

2017). The role of the marketing function thus varies according to the change in the
attitudes, interest and culture of the people (Blythe and Martin, 2019).
Technological factors
Rolls Royce holding is impacted to a great extent by the technological factors such as the
transformation in the industry of automobiles led by technology (Baker, 2016). Thus the
marketing department should be well aware and are responsible for the technological
disruption so as to cope with the profitability issues on time.
Environmental factors
According to the changes in the environmental standards, Rolls Royce holding should ensure
its marketing strategies such that the operation in such markets ensures effectively by
considering the laws and regulations of the pollution and the industrial goods and service
industry (Baines et al., 2017).
Legal factors
In accordance with the legal factors impacting Rolls Royce holding the marketing function
has the roes and responsibilities aligned towards protecting the property rights and the
intellectual property so as to gain the competitive edge. Thus the responsibility of marketing
function emerges to comply with the health and safety laws and the consumer protection
act before entering a new market (Holt et al., 2016).
7
attitudes, interest and culture of the people (Blythe and Martin, 2019).
Technological factors
Rolls Royce holding is impacted to a great extent by the technological factors such as the
transformation in the industry of automobiles led by technology (Baker, 2016). Thus the
marketing department should be well aware and are responsible for the technological
disruption so as to cope with the profitability issues on time.
Environmental factors
According to the changes in the environmental standards, Rolls Royce holding should ensure
its marketing strategies such that the operation in such markets ensures effectively by
considering the laws and regulations of the pollution and the industrial goods and service
industry (Baines et al., 2017).
Legal factors
In accordance with the legal factors impacting Rolls Royce holding the marketing function
has the roes and responsibilities aligned towards protecting the property rights and the
intellectual property so as to gain the competitive edge. Thus the responsibility of marketing
function emerges to comply with the health and safety laws and the consumer protection
act before entering a new market (Holt et al., 2016).
7
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser

P2 RELATION OF ROLES AND RESPONSIBILITIES OF MARKETING WITH
WIDER ORGANISATIONAL CONTEXT
The marketing function of Rolls Royce holding shares a set of responsibility that
interconnects with other functional units of the organisation as well. The marketing
function, therefore, is interrelated with the human resource, operations, finance, R&D and
other functional units of Rolls Royce holding which combinable attains the business
objectives (Fill and Turnbull, 2016).
The interrelation of the marketing function roles and responsibilities with wider
organisational context is discussed as under:
Marketing department with the human resource department
At Rolls Royce holding suppose a new product is to be launched in the coming year then the
marketing department shares an interrelationship with the human resource department as
it becomes dependent on the HR department to attain competent sales force to conduct the
sales and reach the desired customer base. The HR department will thus conduct its hiring in
alignment with the need of the marketing department (Baker, 2016).
Marketing department with the finance department
For the effective launching of the product of Rolls Royce holding the marketing department
will also be dependent on the finance department so as to access to the proper sources of
funds to carry on its marketing activities (Baines et al., 2017). The finance department of
Rolls Royce holding will thus formulate the budgets and render the sources of finance to the
marketing team of Rolls Royce holding (Fill and Turnbull, 2016).
Marketing department with operations department
The marketing department of Rolls Royce holding also shares interrelationship with the
operation department as the production will be conducted and the smooth flow of the
products and services will be ensured by effective communication is ensured within these
two departments. Thus the operation department can plan its strategies to meet the needs
of the marketing department (Linton, 2019).
8
WIDER ORGANISATIONAL CONTEXT
The marketing function of Rolls Royce holding shares a set of responsibility that
interconnects with other functional units of the organisation as well. The marketing
function, therefore, is interrelated with the human resource, operations, finance, R&D and
other functional units of Rolls Royce holding which combinable attains the business
objectives (Fill and Turnbull, 2016).
The interrelation of the marketing function roles and responsibilities with wider
organisational context is discussed as under:
Marketing department with the human resource department
At Rolls Royce holding suppose a new product is to be launched in the coming year then the
marketing department shares an interrelationship with the human resource department as
it becomes dependent on the HR department to attain competent sales force to conduct the
sales and reach the desired customer base. The HR department will thus conduct its hiring in
alignment with the need of the marketing department (Baker, 2016).
Marketing department with the finance department
For the effective launching of the product of Rolls Royce holding the marketing department
will also be dependent on the finance department so as to access to the proper sources of
funds to carry on its marketing activities (Baines et al., 2017). The finance department of
Rolls Royce holding will thus formulate the budgets and render the sources of finance to the
marketing team of Rolls Royce holding (Fill and Turnbull, 2016).
Marketing department with operations department
The marketing department of Rolls Royce holding also shares interrelationship with the
operation department as the production will be conducted and the smooth flow of the
products and services will be ensured by effective communication is ensured within these
two departments. Thus the operation department can plan its strategies to meet the needs
of the marketing department (Linton, 2019).
8

9
⊘ This is a preview!⊘
Do you want full access?
Subscribe today to unlock all pages.

Trusted by 1+ million students worldwide

Marketing department with Research and development department
The research and development function of Rolls Royce holding is responsible for conducting
the market research and the customer preference analysis in accordance with the same
(Baker, 2016). The market research data and information are thus utilised by the marketing
function of Rolls Royce holding to conduct the promotion and marketing activities
accordingly (Baines et al., 2017).
10
The research and development function of Rolls Royce holding is responsible for conducting
the market research and the customer preference analysis in accordance with the same
(Baker, 2016). The market research data and information are thus utilised by the marketing
function of Rolls Royce holding to conduct the promotion and marketing activities
accordingly (Baines et al., 2017).
10
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser

M2 SIGNIFICANCE OF INTERRELATIONSHIPS BETWEEN MARKETING AND
FUNCTIONAL UNITS OF ROLLS-ROYCE HOLDINGS PLC
The above interrelationships analysed between the marketing and the other functional units
of Rolls Royce holding holds a vital significance for the success of the business. Through the
sharing of the effective relationships and coordination between the inter-departments Rolls
Royce holding ensures the coordination which helps in attaining the business objectives (De
Mooij, 2018).
Significance of interrelationships between the departments of Rolls Royce holding is
discussed as under:
Through the interrelationships shared by marketing and human resource department at
Rolls Royce holding the effective workforce planning is ensured through which the
marketing department get access to competent and skilled marketing experts. This thus
helps in meeting the workforce needs of the marketing department.
The interrelationships between the marketing and the operations department also hold
significance in terms of the production and operations efficiency. As through the
interrelationships and coordination smooth flow the products and services are ensured
which helps in avoiding dissatisfaction among the customer base (Linton, 2019).
The interrelationships within the marketing department of Rolls Royce holding with that of
the finance department will help in meeting the budgetary standards and will help to
accomplish the tasks in the provided finance.
11
FUNCTIONAL UNITS OF ROLLS-ROYCE HOLDINGS PLC
The above interrelationships analysed between the marketing and the other functional units
of Rolls Royce holding holds a vital significance for the success of the business. Through the
sharing of the effective relationships and coordination between the inter-departments Rolls
Royce holding ensures the coordination which helps in attaining the business objectives (De
Mooij, 2018).
Significance of interrelationships between the departments of Rolls Royce holding is
discussed as under:
Through the interrelationships shared by marketing and human resource department at
Rolls Royce holding the effective workforce planning is ensured through which the
marketing department get access to competent and skilled marketing experts. This thus
helps in meeting the workforce needs of the marketing department.
The interrelationships between the marketing and the operations department also hold
significance in terms of the production and operations efficiency. As through the
interrelationships and coordination smooth flow the products and services are ensured
which helps in avoiding dissatisfaction among the customer base (Linton, 2019).
The interrelationships within the marketing department of Rolls Royce holding with that of
the finance department will help in meeting the budgetary standards and will help to
accomplish the tasks in the provided finance.
11

LO2
P3 APPLICATION OF MARKETING MIX TO MARKETING PLANNING PROCESS
TO ATTAIN BUSINESS OBJECTIVES
In order to discuss the marketing planning process, a marketing mix is a tool that will be
applied at Rolls Royce holding so as to attain the business objectives effectively. The
elements of the marketing mix also are applied on General Electric that will be then
compared with that of Rolls Royce holding so as to gain und3ertsanding of the application of
marketing mix (West et al., 2015).
The marketing mix is a combination of the elements that helps in influencing the customers
towards a particular product or service (Kotler and Armstrong, 2018). Similarly, the 7
elements of the marketing mix will be discussed with context to how these are applied on
Rolls Royce holding and GE (Stead and Hastings, 2018).
Product
Rolls Royce has a wide product portfolio and includes some products such as Rolls Royce
Phantom, Roll Royce Ghost, Rolls Royce Dawn and many more. It has recently announced in
2015 Rolls-Royce SUV which has able to effectively meet the new standards of luxury (Kotler
and Armstrong, 2018).
The product mix on the other hand at GE is applied such that it renders bets customer value.
It renders products in different business segments like Capital finance, energy infrastructure,
technology division, industrial and consumer division and so on (Bhasin, 2019).
12
P3 APPLICATION OF MARKETING MIX TO MARKETING PLANNING PROCESS
TO ATTAIN BUSINESS OBJECTIVES
In order to discuss the marketing planning process, a marketing mix is a tool that will be
applied at Rolls Royce holding so as to attain the business objectives effectively. The
elements of the marketing mix also are applied on General Electric that will be then
compared with that of Rolls Royce holding so as to gain und3ertsanding of the application of
marketing mix (West et al., 2015).
The marketing mix is a combination of the elements that helps in influencing the customers
towards a particular product or service (Kotler and Armstrong, 2018). Similarly, the 7
elements of the marketing mix will be discussed with context to how these are applied on
Rolls Royce holding and GE (Stead and Hastings, 2018).
Product
Rolls Royce has a wide product portfolio and includes some products such as Rolls Royce
Phantom, Roll Royce Ghost, Rolls Royce Dawn and many more. It has recently announced in
2015 Rolls-Royce SUV which has able to effectively meet the new standards of luxury (Kotler
and Armstrong, 2018).
The product mix on the other hand at GE is applied such that it renders bets customer value.
It renders products in different business segments like Capital finance, energy infrastructure,
technology division, industrial and consumer division and so on (Bhasin, 2019).
12
⊘ This is a preview!⊘
Do you want full access?
Subscribe today to unlock all pages.

Trusted by 1+ million students worldwide
1 out of 25
Related Documents

Your All-in-One AI-Powered Toolkit for Academic Success.
 +13062052269
info@desklib.com
Available 24*7 on WhatsApp / Email
Unlock your academic potential
Copyright © 2020–2025 A2Z Services. All Rights Reserved. Developed and managed by ZUCOL.