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Rolls Royce case study

Case Study

Charles Rolls and Henry Royce started the Rolls-Royce Business 114 years ago in 1904. The Rolls Royce Holdings corporation, which controls the Rolls-Royce business, was founded in February 2011. It now develops, produces, and sells power systems for aeroplanes, ships, and ground vehicles. Under the headings of Civil Aerospace, Power Systems, and Defence, the company's five major operational businesses will be reorganised into three new core business groups. Buckingham Gate, London, United Kingdom, is the company's headquarters. As of early 2019, it employed approximately 54,000 people across all divisions. It has five businesses that produce goods and services, and it just established R2 data laboratories to speed up data innovation. As of 2019, it serves more than 150 customers in more than 100 countries. “Pursuing cooperation, seeking simplicity, embracing agility, and being bold,” states Rolls Royce's vision statement. The USP or unique selling proposition of this British luxury vehicle manufacturer, which is now a completely owned part of German company BMW, is pioneering cutting-edge technologies that provide clean, safe, and competitive solutions to satisfy our planet's essential power demands.

Rolls-Royce is a luxury car manufacturer based in Greenwood, England. The firm is a completely owned subsidiary of BMW, a German conglomerate that has leased the use of the Rolls Royce brand name. Rolls-Royce Plc provided the company's emblem, and Volkswagen AG provided the grill-shaped trademarks. The firm has been manufacturing branded luxury motor cars from its production and purpose-built administrative facilities, which were created in 2003 in Greenwood, West Sussex. The Rolls-Royce Phantom was one of the company's first vehicles, released in 2003, and since then, it has expanded its product line to include convertibles and two-door coupes cars.

SWOT Analysis

Strength

Rolls Royce has long been known for its performance and craftsmanship, as well as its premium automobiles. This has allowed them to charge premium prices for their products. According to Rolls Royce's case study, they received help from their parent business, which has been effective in incorporating modern technology into their operations. Their greatest asset has been their ability to work together. The firm has a long history of producing premium vehicles with cutting-edge design and interior skills. Their automobiles' engines and chassis are built to a higher standard. Since 2003, Rolls Royce's product portfolio has been expanded to include luxury brands such as the Phantom Coupe, Phantom Drophead Coupe, and Ghost.

According to Rolls Royce's case study, highly qualified and competent personnel are selected with great care. Furthermore, the firm has consumers from over 180 countries and is present in over 50 nations across the world.

Weakness

 Rolls Royce has long been known for producing high-end automobiles, and its target market is affluent. As a result, its goods are seen as a vehicle for the wealthy that is out of reach for others with lesser incomes. The company's price approach has always been on the upper end, which may be out of reach for the bulk of clients. As a result, the business will be able to serve a limited number of consumers. According to the Rolls Royce case study, the firm has improved the design of its vehicles throughout time, and as a consequence, most of their automobiles appear to be clones of previous models. As a result, its customers favour the brand because of its cutting-edge design and aesthetic standards.

Opportunity

The company would be able to combine new technology into a smooth production process thanks to the integration of sophisticated technologies in the automotive sector. In the automobile industry, there have been a slew of continuing studies towards the production of self-driving cars. As a result, premium automobile businesses such as Rolls Royce will be able to automate their vehicles more readily than normal car companies.

Threat

Customers' growing desire for ecologically friendly transportation has raised concerns inside the firm, since the present production method is not environmentally friendly. According to the Rolls Royce case study, the firm has been competing with brands such as Audi, Mercedes Benz, BMW, and Lamborghini.

PESTLE Analysis

Political

Rolls-Royce offers a wide range of items to high-end clients all around the world. The United Kingdom's decision to exit the European Union (BREXIT) has been a key source of concern for the firm since it might bring price uncertainty and future supplies that could be exploited by competitors. There are concerns regarding the safety which rises due to the incidents right at the workplace.

Economical

Considering the economical perspective, it can be said that fluctuations can be observed in the rates of Rolls Royce’s Foreign Exchange.

Social
From the socio- cultural point of view it is evident that globalisation and emerging economies are two important factors which have contributed in this aspect. However, it is also fact that Rolls Royce's business activities change with the seasons.

Technological

In the context of technological aspect, it can be observed that innovations by this organization are mostly environmentally friendly and cost-effective. Another important data which needs to be mentioned in this regard includes that in the year 2018, Rolls Royce had invested more than £1.3 billion in research and development. This is one of the major steps for technological development of the organization. In contrast, In 2018, revenues decreased by about £300 million.

Legal

Chemical standards are evaluated, registered, restricted, and authorised and these are the most important criteria to keep compliance with the legal perspectives. Losses in a Bribery Allegation Settlement can also be mentioned in this regard. Due to acknowledgement of illegal activities, the company paid £670 million which is suddenly concerning for the organization.

Environment

Current approaches taken by this particular organization aims for zero waste in coming 5 years. Another major target that has been set by the company is to reduce CO2 emissions and energy consumption. Adopting renewable energy sources such as Project Sunshine for improved management and growth of the company.

 

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