Marketing Strategies for Car manufacturers in UK – A Case Study of Rolls Royce
Name of the student: Jagpreet Singh
Student ID: 1020622
19/05/2023
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Table of Contents
Introduction...................................................................................................................4
Background Information..................................................................................................4
Background Information on UK Consumer and Automobile Manufacturer Marketing
Strategies………………………………………………………………………………………6
The Pre-War Production Boom………………………,,………………………………………6
Growth after World War II and the creation of brand identity..………………………………6
The direct marketing strategy………………………………………………………………….7
Rather than loyalty, use the penetration strategy………………………………………...……7
Methodology………………………………………………………………………………….7
Strategy……………………………………………………………………………………….8
Data Analysis Technique……………………………………………………………..………8
Sampling Technique……………………………………………………………………..……8
Sample Size………………………………………………...………………………………….9
Findings………………………………………………………………………………………..9
Discussion……………………………………………………………………………………..9
Conclusion…………………………………………………………………………………...13
Recommendation………………………………………………………………………….….13
References……………………………………………………………………………………14
Appendices…………………………………………………………………………………...15
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List of Tables and Figures
Figure 1: Research Approach………………………………………………………………….8
Graph 1: Age of the espondents……………………………………………………………….9
Graph 2: Years spent working for the company……………………………………….……..10
Graph 3: Marketing strategies which are used by the company…………………………......10
Graph 4: Problems the company's marketing staff is experiencing………………………….11
Graph 4: Problems the company's marketing staff is experiencing………………………….11
Graph 5: Company’s marketing staff………………………………………………………...12
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Introduction
The global situation has greatly improved as a result of the development of the
Internet. Business messages used to be shipped off all open enrolled addresses in the UK for
showcasing and limited time purposes, however that has changed. People are now receiving
promotional emails in addition to all of this paper junk mail. Rolls-Royce didn't require postal
publicizing, as per Brand's trickery. For the people who can bear to ride in a Rolls-Royce and
experience its solace and style, honorary pathway is here. However, marketing strategies
have undergone significant revisions over time. Therefore, luxury car manufacturers, such as
Rolls-Royce, must choose whether or not to continue employing conventional marketing
strategies. Additionally, it raises the question of whether luxury car manufacturers need to
alter their marketing strategy. Moreover, the last option inquiry creates another question. The
question that needs to be answered is whether Rolls-Royce has yet to enter a market that did
not previously exist.
Background Information
Rolls-Royce is a British manufacturer of high-end automobiles. Rolls Royce is more
than just a high-end automobile; it has always been designed with the owner in mind. Rolls-
Royce's traditional marketing strategy has always included newspaper articles and television
shows like "Lady Penelope" (Holt et al., 2016). There were no ads, business emails, or
headers used. Rolls-Royce typically targets professionals in both the United States and
England. Rolls-Royce's allure and status attracted these clients to the brand since it matched
their own way of life allure and status. Therefore, Rolls-Royce was never intended for mass
consumption. Rolls-Royce's customary promoting procedure has consistently included paper
articles and network shows like "Woman Penelope" (Holt et al., 2016). There were no
promotions, business messages, or headers utilized. Rolls-Royce commonly targets experts in
both the US and Britain. Because it matched their own way of life, Rolls-Royce's allure and
status attracted these customers to the brand. As a result, Rolls-Royce was never intended for
widespread use. In actuality, Roll-Royce's piece of the pie developed quickly and altogether
without the utilization of current promoting strategies. As a result, it is debatable whether or
not Rolls-Royce's marketing strategy needs to be updated at all (Jenkinsand Samiee, 2016).
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Since 2012, Rolls-Royce sales have been steadily rising. Rolls-Royce never satisfied the
more extensive car market. They, on the other hand, have always supplied specific markets.
The Rolls-Royce marketing strategists never set out to make a lot of money or increase sales
consistently. The Rolls-Royce marketing strategy has always targeted a particular
demographic. The ongoing review means to decide the working of Rolls-Royce's advertising
system (Weller et al., 2015). The rapid growth of this luxury car brand's market is reflected in
its sales curve's upward trend. Analysts in marketing strategy must determine whether the
growth of the Rolls-Royce market has been affected in any way by the development of
internet and social media marketing strategies (Haneltet al., 2015).
Background Information on UK Consumer and Automobile Manufacturer Marketing
Strategies
The UK's automobile industry is expanding quickly. Despite the fact that the UK
economy is one of the most powerful in the world, the country's auto industry will surpass all
others in the upcoming fiscal year, resulting in increased production and increased profits for
automakers. The possibility exists. Pinkerton (2016) emphasized that the UK now accounts
for a significant portion of the market's annual car production. In order to meet the
preferences and requirements of upper-class customers, a number of automakers are now
introducing premium versions of their vehicles to attract customers' attention. Stobart (2016)
says that many marketers in the UK are focusing on the younger generation because they
have more money to spend in order to get more customers. In addition to selling automobiles,
marketing strategies include providing more cost-effective and efficient after-sales support
than ever before.
The Pre-War Production Boom
The historical backdrop of the UK vehicle industry has been a prominent media issue
all along, as virtually all news sources concur that the vehicle is a real relaxation vehicle and
is bound for an extraordinary future in business. According to Hudson (2014), the Industrial
Revolution, when mass production produced goods at fair prices for the new working class,
coincided with increased demand for manufacturing.
Growth after World War II and the creation of brand identity
Lewis (2013) asserts that the post-war period in the United Kingdom's automobile
industry saw a significant and fortunate expansion of financial and social opportunities,
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highlighting extravagant spending on automobiles, homes, and other items. This data
indicates that developed car purchases were made by the majority of consumers as a result of
their revitalized consumption patterns, which enabled the phenomenal growth of the suburbs
at the time.
The direct marketing strategy
Lewis (2013) claims that the automobile sector in the United Kingdom had a
tremendous, fortunate expansion of financial and social opportunities during the post-war
period, celebrating exuberant spending on cars, homes, and other items. According to this
data, the majority of consumers' revitalised consumption patterns led to developed car
purchases, which enabled the suburbs' spectacular growth at the time.
Rather than loyalty, use the penetration strategy
As per Baptista et al. ( 2010), an entrance methodology is the cycle by which firms enter a
market and lower their costs to draw in additional clients. This tactic is employed by
businesses to increase their customer base and decrease the market share held by their
industry rivals. The concept of retaining customers is defeated by the adoption cost.
Methodology
Deductive research strategies, descriptive research objectives, and post-positivist
research philosophies are all examples of research method descriptions. Using primary
research methods, researchers also carried out a quantitative study on the purpose of data
collection. Additionally, data from relevant blogs, peer-reviewed journals, and previous
studies were gathered through the desk research procedure. The method section covers
everything in a short amount of time.
There are two types of research methodologies: deductive and inductive. Adopting the
deductive method entails analysing and assessing the theories and models already in use by
the industry in question (Bryman and Bell, 2011). Contrarily, the inductive technique focuses
on creating new theories and models for the current research by basing it on earlier or
ongoing studies that have been undertaken in the field.
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Figure 1: Research Approach
To gather data, researchers evaluated and analysed existing models and theories
connected to the subject using a logical approach. The study methodology selected made
effective use of previously available data.
Strategy
For this particular research project, the methodology of survey and case study was
chosen. The researcher has conducted a survey to gather information about the automaker's
marketing strategy and studied a number of case studies to learn more about rival businesses.
Data Analysis Technique
The two types of data analysis methodologies are quantitative and qualitative. For the
purpose of an overview, the quantitative information collection strategy has been used. To
gather key information on the organization's promoting system, a survey circulated among
Rolls Royce representatives.
Sampling Technique
There are two distinct approaches to sampling: non-probability as well as probability
For this study, the researcher has utilized probability-sampling methods in addition to the
primary research methodology (Cooper and Schindler, 2010).
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Sample Size
A researcher wanted to collect information from 100 employees. However, out of 100
registered delegates, only 50 of them gave valid answers to the questions. So the sample size
she was 50 workers.
Findings
The main research method tools, both quantitative and qualitative tools, were used by
researchers. The study was carried out using a quantitative method, and 50 Rolls-Royce
employees were given his 8-item questionnaire. In the meantime, his three functional
managers in the production, marketing, and R&D divisions of the business were questioned
using qualitative tools.
Discussion
Quantitative Discussion
1) What is your age?
Researchers learned about the company's staff retention rate by gathering information
on the ages of Rolls-Royce personnel. We may deduce from the data gathered that the
oldest employee in the organisation is 45 years old. As a result, we have the ideal
combination of youthful, innovative talent and seasoned workers.
2) How long have you worked for the business?
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Graph 2: Years spent working for the company
Learners were able to comprehend employee retention rates inside the organisation
thanks to data demonstrating employee tenure. The researchers came to the
conclusion that the organisation had a high staff retention rate based on the replies
received. Companies should, nevertheless, take action to raise employee satisfaction.
3) What, in your opinion, is the most effective marketing tactic that Rolls Royce has
used?
The organisation appears to use social media marketing to reach customers the most,
based on the responses. Social media is the finest approach to connect with
increasingly tech-savvy consumers as the new wave of digitization sweeps the
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industry. To help the auto industry's sales improve, the corporation should concentrate
more on direct marketing.
4) Choose the problem that the Rolls Royce marketing staff deals with the most
frequently from the following list.
Graph 4: Problems the company's marketing staff is experiencing
Employees are aware of all the problems and difficulties the business encounters
when executing its goals and undertaking its duties and activities since they carry
them out on a daily basis. Poor public relations, according to the majority of
employees, is one of the biggest problems the company has in the marketplace.
4) How regularly does the automaker assess customer feedback?
Graph 5: How frequently are customer reviews evaluated
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5) Choose one tip from the following list that you would offer the company's
marketing staff.
For the company's production and other functional units to measure and communicate
client demand, market research tactics must be improved. The redesign of PR tactics
to account for variations in market and customer preferences represents the second
most significant development.
Qualitative Discussion
1. How significant is the evaluation of the marketing plans of rivals in the
automotive strategies?
For the first question, each of the three functional managers (production,
marketing, and R&D) had the exact same response. Every manager has
emphasised the significance of researching rivals' marketing plans before
developing one's own. You will learn more about your rivals as a result of
redesigning the market research plan, which will also benefit your company's
evaluation process.
2. Has the business's marketing strategy assisted it in achieving the
anticipated profit level?
The company's managers concur that a minor change to its marketing plan
would likewise affect profitability. The organisation has been able to reach
more people who are spread across different landmasses thanks to the
application of modern innovation and advertising cycles, which has led to an
increase in income age.
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Conclusions
In light of Rolls-Royce's marketing strategy, questions about British car
manufacturers' marketing strategies were the focus of the study. When compared to the
previous three decades, Rolls-Royce's growth over the past five years is of great interest to
marketing strategists. There were a number of reasons why she was interested in Rolls-
Royce's marketing strategy. A clear understanding of how to incorporate social media and the
internet into Rolls-Royce's marketing strategy is one of these aspects. The study provided
data on how social media marketing improved Rolls-Royce's traditional marketing strategies.
Rolls-Royce has benefited greatly from the influence of social media, which spreads word of
mouth across borders, oceans, deserts, and time zones. The distinction in yearly deals
development rates for altered extravagance Rolls-Royce vehicles proposes that Rolls-Royce's
advertising technique might have been defective. In any case, Rolls-Royce's promoting
technique could have been fine, yet the producer's showcasing system would have been
imperfect in its execution. As a result, it was crucial for this study to identify areas for
improvement in order to address these issues.
Recommendations
The study evaluated all options for enhancing Rolls-Royce's current marketing
strategy with the AMP. Then again, the review looked to recognize snags in corporate
advertising approaches. Customarily, informal exchange was the method for advancing Rolls-
Royce among the opulent and affluent of English and North American culture. Through the
use of digital communication tools like the internet and mobile phones, the power of word-of-
mouth and peer referrals has increased exponentially in recent years due to increased use of
the internet and social media (Armstrong et al., 2015). Therefore, Rolls-Royce's market
strategy incorporates both word-of-mouth and social media marketing enhancements. In
order to at least cover a larger geographical area in terms of spending, this kind of marketing
ought to be developed further by targeting nations in marketing campaigns. Then again,
direct promoting focusing on well off and appealing individuals is probably not going to
circulate around the web. Rather, this sort of advertising is costly and tedious. Obtain
additional financial and human resources from the company. Additionally, it is less
successful than marketing on social media. Consequently, Rolls-Royce may be able to
significantly reduce its direct marketing budget.
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References
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Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2011. Marketing: an introduction
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Bakhshi, H., Davies, J., Freeman, A. and Higgs, P., 2015. The geography of the UK’s
creative and high–tech economies.
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Cooper, D. and Schindler, P. S. (2010) Business Research Methods, 11th ed. London:
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Appendices
Quantitative Data Collection
Q1. what age are you?
a) 18-25
b) 26-35
c) 36-45
Q2. How long have you been connected to the business?
a) 0-1 year
b) 2-4 years
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c) 4-6 years
Q3. Which marketing tactic has Rolls Royce employed most frequently, in your opinion?
a) Word of mouth
b) Social media
c) Direct marketing
d) Public Relations
Q4. Choose the problem that the Rolls Royce marketing staff deals with the most frequently
from the following list.
a) Poor public relations
b) Inconsistent communication
c) Inapplicability to customer preferences
d) Poor branding strategies
Q5. How regularly does the automaker examine customer comments?
a) Very frequently
b) Frequently
c) Neutral
d) Infrequently
e) Very infrequently
Q6. Choose one of the following recommendations that you would offer the company's
marketing team.
a) Cohesive market research
b) Innovative PR strategies
c) Effective branding strategies
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Qualitative Data Collection
Q1. How significant is the evaluation of marketing techniques used by competitors in the
automotive industry?
Q2. Has the business's marketing strategy assisted it in achieving the anticipated profit level?
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