Rolls Royce Market Plan
Content
Objectives Environment Analysis Targeting Position 4 P’s Analysis Budgeting Monitoring
1. Objectives
“Be the leader provider of premium products and premium services for individual mobility”
Market Share**
Sales
• Units per year (worldwide): 2008: 1,212 cars 2009: 1,002 cars 2010: 2,711 cars 2011: +10% vs. 2010 +10%
2,711
**US DATA BMW group includes: Rolls Royce, Mini & BMW brands
• Mercedes: 1.6% • Audi: 0.8% • Porsche: 0.2% • Jaguar: 0.1% • BMW group: 1.7% Objective + 0.1% Market share BMW group in mature markets and gain presence in growth regions
Financial Objectives*
1,212 1,002
• EBIT margin: 8% - 10% • Pre tax return on sales: 7% • Gross margin: 15% • Net value added: +40%
2010 2011
*BMW group includes: Rolls Royce, Mini & BMW brands
2008
2009
Others include: Sustainable mobility, social responsibility, Global trend Emerging markets
2. Environment Analysis 2.1 PESTL
Political
Tax policy
Increase in prices within the luxury automobiles sector
Technological
Sales
Not possible to do any type of transaction online nevertheless it can be the first way to contact a dealer.
Trade restrictions & barriers
In some nations protectionist measures can drive to impose such measures making it hard to enter.
Rate of technological change
Even though Rolls Royce is a traditional brand of cars, new models need to comply with advanced technology that go in had with its well recognized engineering quality.
Economic
Purchasing Power
Outstanding when analyzing luxury brands.
Legal
Environmental regulations regulations regarding Global climate change “ Competitor trade regulations
Globalization
New market entry Emerging economies
Recessionary pressures
As many other luxury brands can be deeply affected by financial
Exchange rate
Weakening of the dollar
Social
Income Distribution
“Rolls Royce only targets potential customers who have liquid assets in excess of $30 million”
Living
Objectives Environment Analysis Targeting Position 4 P’s Analysis Budgeting Monitoring
1. Objectives
“Be the leader provider of premium products and premium services for individual mobility”
Market Share**
Sales
• Units per year (worldwide): 2008: 1,212 cars 2009: 1,002 cars 2010: 2,711 cars 2011: +10% vs. 2010 +10%
2,711
**US DATA BMW group includes: Rolls Royce, Mini & BMW brands
• Mercedes: 1.6% • Audi: 0.8% • Porsche: 0.2% • Jaguar: 0.1% • BMW group: 1.7% Objective + 0.1% Market share BMW group in mature markets and gain presence in growth regions
Financial Objectives*
1,212 1,002
• EBIT margin: 8% - 10% • Pre tax return on sales: 7% • Gross margin: 15% • Net value added: +40%
2010 2011
*BMW group includes: Rolls Royce, Mini & BMW brands
2008
2009
Others include: Sustainable mobility, social responsibility, Global trend Emerging markets
2. Environment Analysis 2.1 PESTL
Political
Tax policy
Increase in prices within the luxury automobiles sector
Technological
Sales
Not possible to do any type of transaction online nevertheless it can be the first way to contact a dealer.
Trade restrictions & barriers
In some nations protectionist measures can drive to impose such measures making it hard to enter.
Rate of technological change
Even though Rolls Royce is a traditional brand of cars, new models need to comply with advanced technology that go in had with its well recognized engineering quality.
Economic
Purchasing Power
Outstanding when analyzing luxury brands.
Legal
Environmental regulations regulations regarding Global climate change “ Competitor trade regulations
Globalization
New market entry Emerging economies
Recessionary pressures
As many other luxury brands can be deeply affected by financial
Exchange rate
Weakening of the dollar
Social
Income Distribution
“Rolls Royce only targets potential customers who have liquid assets in excess of $30 million”
Living
References: • http://www.gaadi.com/blog/blog-807-Rolls_Royce_bullish_about_Indian_market • http://www.jetro.go.jp/en/invest/reports/newsletter/pdf/ij_20.pdf • http://www.slideshare.net/thats4u83/b-m-w-assignment • http://www.brandchannel.com/features_effect.asp?Str_Pf_Date=2007 • http://www.slideshare.net/nermar1/rolls-royce-brand-analysis • http://www.rolls-roycemotorcars.com/ • http://www.wikinvest.com/stock/BMW_(FRA:BMW) • http://www.goodcarbadcar.net/2011/02/new-vehicle-market-share-by-brandin_02.htm • http://online.wsj.com/mdc/public/page/2_3022-autosales.html#autosalesE • BMW Group Annual Report 2010 • https://www.press.bmwgroup.com/pressclub/p/pcgl/pressDetail.html? outputChannelId=6&id=T0100153EN&left_menu_item=node__2201