* INDUSTRY ENVIROMENT
* FIRST PRODUCT
* ROLLS-ROYCE OVER THE YEARS
* ROLLS-ROYCE BRAND: THE IMPORTANCE
* ROLLS-ROYCE BRAND POSITIONING
* ROLLS-ROYCE BRAND STORY
* ROLLS-ROYCE BRAND VALUE
* ROLLS-ROYCE BRAND STRENGTH
* PRODUCT LINE
* STATE OF BUSINESS
* TARGET MARKRT
* ADVERTISING & MARKETING
* Competition and Managing Growth
* DEALER’S SURVEY
Rolls-Royce Limited was created over a famous lunch in May 1904. Henry Royce, a successful engineer, struck a deal with Charles Rolls, owner of one of the first car dealerships. The rest is history. The ensuing series of two, three, four and six cylinder cars broke the mould for engineering and craftsmanship. The Silver Ghost, launched in 1907, was a car of legendary smoothness that completed a 14,371 mile virtually non-stop run, creating 'the best car in the world' legend.
The chief competitors to Rolls-Royce are – Bentley, Aston Martin, Maybach, and Maserati. In order to understand the environment, we need to look at each of the competitors.
After acquiring the business, Volkswagen spent GBP500 million (about US$845 million) to modernise the Crewe factory and increase production capacity. As of early 2010, there are about 3,500 working at Crewe, compared with about 1,500 in 1998 before being taken over by Volkswagen. It was reported that Volkswagen invested a total of nearly USD2 billion in Bentley and its revival. Demand had been so great that the factory at Crewe was unable to meet orders despite an installed capacity of approximately 9,500 vehicles per year; there was a waiting list of over a year for new cars to be delivered. Consequently, part of the production of the new Flying Spur, a four-door version of the Continental GT, was assigned to the Transparent Factory (Germany), where the Volkswagen Phaeton luxury car is also assembled. This arrangement ceased at the end of 2006 after around 1,000 cars, with all car production reverting to the Crewe plant. Bentley sales continued to increase, and in 2005 8,627 were sold worldwide, 3,654 in the United States. In 2007, the 10,000 cars-per-year threshold was broken for the first time with sales of 10,014. For 2007, a record profit of €155 million was also announced. Bentley reported a sale of about 7,600 units in 2008. However, its global sales plunged 50 percent to 4,616 vehicles in 2009 (with the U.S. deliveries dropped 49% to 1,433 vehicles) and it suffered an operating loss of €194 million, compared with an operating profit of €10 million in 2008.As a result of the slump in sales, production at Crewe was shut down during March and April 2009.Though vehicle sales increased by 11% to 5,117 in 2010, operating loss grew by 26% to €245 million. In autumn 2010, workers at Crewe staged a series of protests over proposal of compulsory work on Fridays and mandatory overtime during the week.Vehicle sales in 2011 rose 37% to 7,003 vehicles, with the new Continental GT accounting for over one-third of total sales. The current workforce is about 4,000 people. Aston Martin
Aston Martin Lagonda Limited is a British manufacturer of luxury sports cars, based in Gaydon, Warwickshire, England. The company name is derived from the name of one of the company's founders, Lionel Martin, and from the Aston Clinton Hillclimb near Aston Clinton in Buckinghamshire. It also designs and engineers cars which are manufactured by Magna Steyr in Austria. From 1994 until 2007, Aston Martin was part of the Ford Motor Company, becoming part of the company's Premier Automotive Group in 2000. On 12 March 2007, it was purchased for £479 million by a joint venture company, headed by David Richards, John Singers, an American investment banker; and two Kuwaiti...
Bibliography: * www.rolls-roycemotorcars.com
Please join StudyMode to read the full document