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ROLLS ROYCE CASE STUDY ANALYSIS

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About Rolls Royce

Rolls Royce was established by Henrey in 1884 in mechanical and electrical segments (Rolls-royce.com 2021). Rolls Royce has gained market popularity with its standard quality of power systems for shops, aircrafts. In the year 1960 the company has saved itself from being bankruptcy and now it has become a grown global entity. The organization has produced advanced solutions in aircraft industry with Boeing 787 and A380 (Rolls-royce.com 2021). Currently, Rolls Royce works in aerospace business, where manufacturing military and commercial gas turbine engines for the corporate, civil and military aircraft, the company has gained attention from global customers. Currently the company is providing powers to more than 35 types if commercial aircraft engines across the world. Considering growth statistics of Rolls Royce, it has been found that the company revenue has reached 11.7 billion British pound in 2020 (Rolls-royce.com 2021).

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Internal environment analysis of Rolls Royce using SWOT framework

Strengths

Strong brand image is the biggest strength of Rolls Royce. The company has established its strong position in the market with standard performance and good quality of products (Yeger and Shenhar 2019). Premium pricing strategy along with premium brand image has made Rolls Royce popular in the market.

Skilled professionals have been recruited by the company for maintaining its proficiency in the professional field.

Skilled and qualified workforce in the organization helps in maintaining its leading position in respective domain.

Innovative designing approach followed by the organization, significantly concentrates on designing standard quality of luxury cars. The company has expertise in interior and exterior designing process which has helped the organization to build classic shaped cards along with highly efficient engines.

Luxury variants of Rolls-Royce brand such as Phantom Drophead Coupe, Phantom, Phantom Coupe have help the organization to maintain its premium image in automobile industry.

Proficient technological support makes the products of Rolls-Royce popular in the market where the organization is maintaining continuous effort towards researching on new technologies.

 

Weakness

Due to high status symbol, the products of Rolls Royce are limited to the premium customers which makes the market segment white narrow. In the limited market segment it becomes really difficult for the organization to grab attention of larger customer segment (Yeger and Shenhar 2019.

Rolls-Royce is continuously making effort for bringing evolutionary design in the market. As its impact sometime the cars of the company looks like clone of a single model. The customers who prefer the brand mainly purchase the products due to its standard styling as well as designing process. Therefore due to evolutionary design making approach sometimes it become really challenging for the organization to please its customers.

Over dependence on customer loyalty is the major weakness of the company because the company mainly targets the luxury card purchasing groups, which sometimes create revenue challenges for the company.

 

Opportunities

Analyzing the current automotive industry it has been found that Technology has become an important element in this particular industry and due to changing Innovation and technological trends in this particular industry the influence of self driven cars have become quite high among the customers (Visnjic et al. 2017). The current technological trend in the market has brought several opportunities for luxury car manufacturing organizations like Rolls Royce. By utilizing this opportunity in the market the companies are making continuous effort in terms of integrating new-age of technologies in the markets such as machine learning data connectivity and Information and Communication Technologies. Brands are incorporating several technological tools in the products for making it most suitable for current technological trend.

Analyzing the situation in current automation industry it has been found that various research frameworks have been proposed by several researchers on self driving cars. The growing focus towards automation is bring in several opportunities for the manufacturers like Rolls-Royce to build luxury cars.

Economic growth all over the world has significantly brought impact on the automation industry. Due to increasing customer spending across the world luxury cars are in high demand. This particular trend can and helps in increasing sales revenue of the brand (Teece and Linden 2017).

Strong customization has become an important opportunity in current business environment their customers are showing their interest to pay more for the car they want. This thing has influenced the growing need of personalized vehicles that can bring opportunity for Rolls-Royce.

 

Threats

Considering the modern business environment, sustainability has been found as an important concern in the market (Teece 2018). Large group of customers have shown their high concern towards sustainable vehicles. Are you versus member vehicles are quite costly and sometimes it becomes really challenging for the organizations to meet the demand of specific segment.

Analyzing the luxury automation industry it has been found that BMW, Audi, Mercedes Benz and Lamborghini are creating major threat on Rolls-Royce (Teece and Linden 2017). Due to high competition in the market is regularly becomes challenging for the organization to sustain by maintaining its standard strategic approach.

Day by day the cost of raw materials is rising and along with high fuel cost, researching on the future vehicle options has become quite challenging.

In order to Analyze the external environment, Pestle analysis has been done on Rolls Royce

Pestle analysis has been formed for examining various external factors such as political, social, economic, technological, legal and environmental factors.

 

Political factors

Rolls-Royce is a popular British auto mobile manufacturing brand that operates across the globe. As the organization operates in several countries there for several political decisions make impact on the business approach followed by the company (Yeger and Shenhar 2019). Especially considering the Asian countries it has been found that due to instability in these countries it really become challenging for the organization to deal with the political environment. Considering the situation in European countries it has been found that after the brexit vote decision certain issues have been offered in terms of maintaining its operation in European countries. The cost of operation has got changed and lower sales as well as reduce operational approach have impacted on the business. Rolls-Royce operates in army and aircraft segment. Therefore various lobbying pressures from European and us countries, the company had to change various strategic decisions according to the power of the country.

 

Economic factors

Rolls-Royce operates in different countries across the world where different types of economic situations have been faced by the company. In case of Rolls-Royce it has been found that the company mainly operates in the premium segment where customer purchasing capacity is quite high (Krok et al. 2019). The change in exchange rate also impact on company's pricing policy and it may impact on sales ratio. Inventory cost in different countries also impact on production amount of the company. Labor cost and other cost associated with business operation in different countries along with purchasing ability of the customers, impacts on business profitability of Rolls-Royce.

 

Social factors

Rolls-Royce has made several initiatives for improving social relationship the company has get into aerospace segment (Yeger and Shenhar 2019). The organization has involved itself in manufacturing civil aircraft which has helped the organization to influence the society in better manner. How we use competition in aerospace segment will be the major challenge for the company it need to restructure its financial management approach. Especially in the developing countries the company is earning huge benefit, which is reflecting its positive approach towards initiating diversified culture. After the improvement in income level, customer search showing cute focus towards luxury brands like Rolls-Royce.

 

Technological factors

Rolls-Royce is working in several automation segments and making continuous effort towards research and development projects upgrading its Technology (Krok et al. 2019). The company has an almost 700 patents and strengthened its intellectual property. Along with innovative models in automobile sector the organization has utilized the opportunity to produce electronic hybrid vehicles in terms of addressing the sustainability concern.

 

Legal factors

Being a global organization several regulatory frameworks followed in different countries bring major impact on this particular organization (Carr and Nicholson 201). Especially in case of automobile production industry environmental law changes has become common practice. Due to several regulatory changes, depending on the country needs, the company needs to make several decisions.

 

Environmental factors

Rolls-Royce significantly believes in maintaining its competitive advantage in the market by addressing market needs. It has been found that after the introduction of environmental concerns in several countries, the situation become highly challenging for the brand. Mainly in automobile industry the fossil fuel is being used as major source of power however in current scenario the need of electrical vehicles has got increased (Visnjic et al. 2017). The company is making its effort towards attaining renewable resources developing largest sustainable supply chain system in the market. The engines those are being introduced by the company is highly energy efficient and following hybrid technology and low emission technique, the company is trying to address environmental sustainability concern across the globe.

As you can see, when you avail our Rolls Royce case study assignment help service, you get all-round assistance. Thus, if you want to stand out from the rest of the class, you can contact us.

Reference:

Carr, C. and Nicholson, R., 2018, September. Cross-cultural leadership adjustment:: A strategic analysis of expatriate leadership at Rolls-Royce. In British Academy of Management Conference.

Johnson, S., Robertson, I., Cooper, C.L. and Roomes, D., 2018. Wellbeing and Resilience at Rolls-Royce. In WELL-BEING (pp. 139-147). Palgrave Macmillan, Cham.

Krok, J.D., Jefferies, M.J., Teague, L. and Barnard, K., 2019. Rolls-Royce University Collaboration. In AIAA Propulsion and Energy 2019 Forum (p. 3890).

Rolls-royce.com 2021. Retrieved from: https://www.rolls-royce.com/about/our-history.aspx [Accessed on 2nd July, 2021]

Teece, D.J. and Linden, G., 2017. Business models, value capture, and the digital enterprise. Journal of organization design6(1), pp.1-14.

Teece, D.J., 2018. Business models and dynamic capabilities. Long range planning51(1), pp.40-49.

Visnjic, I., Jovanovic, M., Neely, A. and Engwall, M., 2017. What brings the value to outcome-based contract providers? Value drivers in outcome business models. International Journal of Production Economics192, pp.169-181.

Yeger, D. and Shenhar, A., 2019. A Unified Framework for Business Model Transformation of Established Firms: A submission for the 3rd Business Model Conference June 3-4, 2019. Journal of Business Models7(4), pp.73-78.

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