Rolls Royce Marketing Strategy: STP and the Marketing Mix

This report examines the marketing strategies of Rolls Royce, focusing on STP (Segmentation, Targeting, and Positioning) analysis and the marketing mix. It details how Rolls Royce segments its market demographically, targets high-end consumers, and positions itself as a symbol of luxury and prestige. The report also explores the company's marketing mix, including its focus on luxury products, premium pricing, exclusive placement, and digital promotion. By analyzing these strategies, the report provides insights into how Rolls Royce maintains its competitive advantage and effectively reaches its target market. Desklib provides access to similar solved assignments and resources for students.

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Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Understand the process of segmentation, targeting and positioning...........................................3
STP analysis in relation of the company. ..................................................................................3
Explain the Marketing mix in relation to the company . ............................................................5
TASK...............................................................................................................................................7
CONCLUSION ...............................................................................................................................7
REFERENCES:...............................................................................................................................8
Books and Journals:....................................................................................................................8

INTRODUCTION
While establishing the company they needs a functional departments that helps in
making the workings more effective and smooth functioning. Every plays a significant role in
the company but some of departments plays crucial role in understanding the needs and wants
of the business and helps in increasing the sales scale of the company. It makes the
operations more progressive and effective functioning(Bachu, 2021). It gives a competing
advantage to the enterprise. In this report considering the auto mobile company Rolls Royce, It
was founded in 1904 by henry Royce, it's headquarter is in Westhampnett, United Kingdom. it
is UK based company deals in auto mobiles. It is luxurious brand that serves services in
worldwide. The consumer buys the brand products as luxury for them. The report will cover the
STP analysis and marketing mix in relation of the considered company.
MAIN BODY
Understand the process of segmentation, targeting and positioning.
Business needs a marketing department in order to spread the awareness of the product
in the marketplace where the company wants to expand the business. The company desires to
enhance the institution in progressive mode they required to operate their action ethically and
appropriately. They works with the motive of expanding business in global market.
STP analysis in relation of the company.
The process of analysing the opportunities for company in order to expand the business and
its product by understanding the consumers interest and their behaviour of buying. These
assist in dividing the consumer on the basis of their buying preferences and taste. In
institution like Rolls Royce the company utilise this three step model in regards of expanding
business by pointing the customers in market place (Corpuz-Galicia, 2017) . Segmenting the
consumers in various segments by positioning themselves as a brand as providing a
competing advantages listed below.
Segmentation -
It is first step of STP analysis in this part segmentation the departments by classifying the
users in various like as age, consumers preferences and many other sources. The institute
services or offers can not be all services for all the company. This is the only reason why

institution requires to use a market segment to divide the consumers into groups with basic
common interest and wants. This allows authority to make the proper approach to meet all
the desires. This efficiency and this provides the business in large advantage in comparison
of rivalry who use approaches which sets and many others. It consist a different type of
segments which listed in below.
Demographic segmentation – it aparts the users on the ground of age, marital status,
quality, gender, education and job these all are the factors on which company divides the
user . This makes the segmenting more easy for firm. In order to satisfy consumers.
Geographical segmentation - It separates the buyers accordant to the location, region, city
or neighbour. All these are the components on which the firm recognise or classifies .
Psychographic segmentation - it parts the purcahsers on the basis of personality, risk
aviation, values and lifestyle(Dewanti and et., al., 2018). It makes the business more
effective by separating users.
Behaviour segmentation - this is the last performing of abstracted buyers according to their
utilisation behaviour and buying attitudes of the users. It considers a taste and preferences
of the consumers.
The company Rolls Royce adapts a demographic segments in conducting the operation in the
industry according to the gender, age, income, ethnicity and many more. The purchaser are
differentiated as per their purchase ways such as utilise frequency and brand loyalty .
Targeting -
it is the next step of analysis that targets the market place and the users the factors to involve
a profitability components. It consist analyse the property and possible growth of other
consumers progress. It makes assurance that company wouldn't be reducing the revenue by
transforming the concentration to a niche market. In case of Rolls Royce a enterprise is well
recognised enterprise in global. The institution gives a luxurious products in the market
place. The company serves products to the high class who are premium for company. The
customer buys the goods which want to experience the standard and presents as rich class in
the place.
Positioning -
It is a last step that sets the goals and objectives is to determine how business want to
positioned their products to target the most precious users section firstly consider why

clients should acquisition the commodity whereas than those of the competitors. It
heighten the unique selling goods of the commodity in marketplace it powerfulness the devour
that why should they buy a commodity from the brand. In terms of Rolls Royce, the business
is symbol of royal extravagant and well known pride. The company gives the quality
products to their imperial devour(Islam, 2020). The new ware of the brand Rolls Royce ghost
provides a more luxurious and quick ride than the challenger. The finest woods, wools and
leathers build with the pride of English craftsmanship provides the car cabins a luxury
ambience.
Explain the Marketing mix in relation to the company .
Marketing mix is the process or set of activities or tactics which are used by the different
types of organisation in order to promote their goods and services in the market. With the help of
this strategy the company is able to operates their different business functions in a very effective
manner(Kabir, 2019). Marketing mix is basically a tool that organisation uses to attain all the
objectives in the target market which are set by the higher authorities of the business. In context
to the BMW, the marketing mix of the company has been discussed below:-
 Product :- product are basically refer those items in which the company is dealing. These
product are produce and served by the organisation in order to satisfy the need and
demand of the market as well as the consumer. In context to the Rolls Royce, company
only deals in the luxuries and branded cars. The company is well known car
manufacturing brand all across the globe which only serves to the world most affluent
customer. The well known brands of the respective company are Phantom, Dawn, Ghost
and Wraith. The most important element which makes their cars different form other is
their long front metallic bonnet finish from outside and custom made in inside.
 Price :- this element of the marketing mix totally focus on the cost of raw material, cost
of production, carriage charges and many more expenses which is related to price. The
cost and price of the product is set by the company according to the consumer so that
they can afford the product and along with this company also earn a suitable profit
margin(Kumar and Almoula, 2020) . In context to the Rolls Royce, as the company is a
well known brand and has a good reputation in the market all across the globe due to this
they usually set their car prices very high. They only target those customer who can
afford their product. In their pricing strategy method company only follow the premium

pricing strategy method for all their product in which they deal. This strategy may be
define as the process in which company set their product prices higher as compare to
their rivals product.
 Place :- This element is being considered as one of the most important element of the
marketing mix. This element is totally related to the place where company is going to
place their goods and services in the market. The main motive behind this element is that
the product are in the reach and easily available for the consumer. This action is
effectively performed by the organisation in order to stand in the market for a long period
of time(Tayal and Das, 2021). In context to the Rolls Royce, the company only target the
rich and premium class people and they place their product in front of those people who
are ready to pay high prices to their product.
 Promotion :- this is basically the technique in which different types of tools are used in
order to promote the company goods and services in the market all across the globe
(Tirto, 2020). The management or the administration of the company are responsible for
deciding that which promotional technique are used by the organisation in order to
promote their product in the market. In context to the Rolls Royce, as the company
present themselves in the international market as a luxury brand, they use the digital
media marketing method and social media marketing method in order to promote their
product in the market. Along with this marketing campaigns in the expensive hotels and
expensive vehicle showroom. With the help of these advertising techniques they are able
to construct a good and healthy image in the mindset of the customer.
 Process :- this element of the marketing mix is totally focus on the production process of
the company product. The production manager of the company focus only on producing
the quality product( Trinh and Nguyen, 2019). In context to the Rolls Royce, the
establishment paradigm on liberal are used by the company in a very proper manner
through which they are able to construct well union and along with the screening of the
employment. In addition to this the company use the latest technology in their production
process which helps them in minimizing the errors and produce the best quality cars.
 People :- this element of the marketing mix not only help the company in increasing the
sales but also help in providing assistance to their customer. With the help of this the
organisations is able to effectively attract the consumer towards their product. In context

to Rolls Royce, in the institution of the company they have effective recruiting process.
With the help of expert person they are able to increase their sales and perform their al
the functions of the company in a very effective manner(Urquiza, Rodríguez and Vega
Dahua, 2020) .
 Physical evidence - this component of the tool is totally focus on the physical evidence
of the company product(Xi, 2021). With the help of this element they are able to
established the existence of brand image along with their evidence of purchasing in the
marketing. This comprises the organisation logo, company structure and many more. In
context to the Rolls Royce, the organisation totally focus on the direction of the supply
physical evidence to their customer by offering good and secure quality of product.
Along with this in relation to the physical evidence they provide receipt after the
purchasing of product from the showroom.
TASK
CONCLUSION
From the above report it is concluded that the marketing is the essential for the
company to spread the awareness of the product and offers in the marketplace in order to be in
the sight of the users the company makes a effective strategy to grow the business in global
market. The company constantly improves their operations through analysing the business by
applying various methods. The basic methods are which is discussed above are STP analysis and
marketing mix to identifies the opportunity for the firm which impact the company in
productive way.

REFERENCES:
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