Management Case StudyExecutive summaryThis report offers a comprehensive analysis of the management strategies used within the Rolls-Royce marketing division. Rolls-Royce is an organization leading in the manufacture of engines that serve a wide range of industries. The organization has diversified its engine manufacturing to cater for industries such as marine, energy, and civil and defense aerospace industries. Effective marketing management strategies will enable the organization to enhance its position in the industries it operates. IntroductionThe organization has grown tremendously to have a work force of over 35,000 employees and service facilities in over 50 countries.
The Rolls-Royce group has had a successful manufacturing business for over a century since it was founded back in 1906. It has undergone various corporate restructuring and currently operates as different ventures each with a specialized objective. These ventures include the Allen gears, which specialize in the manufacture of high quality gearboxes. The Rolls-Royce power is another venture that provides solutions in the energy sector. The organization has categorized its operations into four large categories, which include the civil aerospace, marine, energy, and the defense aerospace. All these segments offer solutions in their own unique market niche and different sectors of the economy (Wilson, 2007).
Literature ReviewThis review offers a comprehensive overview of the organization management policies in its marketing division using the three-circle framework. In North America, the company has several ventures that specialize in the different segments of its operations. This research paper provides an insight in the strategic plans of Rolls-Royce for their competitive advantage. Moreover, the paper evaluates the strengths, weakness, and opportunities of the corporation in US and the world at large. Through an analysis of its marketing mix, an in-depth understanding of the company’s marketing strategy will be revealed. The three circle framework. The considerations made concerning the sustainability of the organization based on their advantages over others in different market niches Rolls-Royce have several value prepositions.
In area, “A”, which defines the points of difference of Rolls-Royce compared to other companies; the company has a worldwide service network for their engines. The company has developed an array of unique characteristics that govern its operations around the world. These unique characteristics set Rolls-Royce apart from the rest of the manufacturers (Kapferer, 2012).
The value preposition defines the reasons why customers would prefer to buy Rolls-Royce products other than from other manufacturers. The company offers excellent after sales services. In the civil aerospace segment, the company manufactures the engines and offers services for maintenance to ensure that customers who are the airline focus on their core business. Other benefits that customers enjoy from the manufacturer include the quality and reliability of their engines. With a comparatively large area in the section, due to the overlap of the customer’s needs and the company’s offering Rolls-Royce has built sustainable advantages over their competitors (Dewar, 1998).
In the area marked as “B” in the 3-circle framework, the manufacturer has several points of parity. The company has a range of advantages over their competitors. It is a straightforward solution supplier in the civil and defense aerospace engines with distinctive capabilities guaranteeing customer satisfaction. Through their effective production team, the company guarantees customer of the reliability of their engines in the different sectors they serve (Robson, 2006). In the energy sector, the company has a customer value preposition that offers core technologies that enhance the environmental performance of their products.
In the aerospace segment, the company offers a one-stop solution for aerospace engines especially in defense where ranges of technologies are required. From the MH-6 helicopter engines to the C-27J engines, the manufacturer offers appropriate manufacturing and after sale services for the military equipments (Lloyd, 2008).