Rolls-Royce
PREPARED BY:
Abhinav Agarwal
Objective overview * HERITAGE
* INDUSTRY ENVIROMENT
* FOUNDERS
* FIRST PRODUCT
* ROLLS-ROYCE OVER THE YEARS
* MILESTONES
* ROLLS-ROYCE BRAND: THE IMPORTANCE
* ROLLS-ROYCE BRAND POSITIONING
* ROLLS-ROYCE BRAND STORY
* ROLLS-ROYCE BRAND VALUE
* ROLLS-ROYCE BRAND STRENGTH
* PRODUCT LINE
* PRICING
* STATE OF BUSINESS
* TARGET MARKRT
* ADVERTISING & MARKETING
* Competition and Managing Growth
* DEALER’S SURVEY
* BIBLIOGRAPHY
HERITAGE
THE BEGINNING
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.
Industry Environment
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.
Bentley
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
Abhinav Agarwal
Objective overview * HERITAGE
* INDUSTRY ENVIROMENT
* FOUNDERS
* FIRST PRODUCT
* ROLLS-ROYCE OVER THE YEARS
* MILESTONES
* ROLLS-ROYCE BRAND: THE IMPORTANCE
* ROLLS-ROYCE BRAND POSITIONING
* ROLLS-ROYCE BRAND STORY
* ROLLS-ROYCE BRAND VALUE
* ROLLS-ROYCE BRAND STRENGTH
* PRODUCT LINE
* PRICING
* STATE OF BUSINESS
* TARGET MARKRT
* ADVERTISING & MARKETING
* Competition and Managing Growth
* DEALER’S SURVEY
* BIBLIOGRAPHY
HERITAGE
THE BEGINNING
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.
Industry Environment
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.
Bentley
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
Bibliography: * www.rolls-roycemotorcars.com * www.geekologie.com * www.autoempyrean.com * www.rroc.com * www.autoblock.com * www.rolls-royce.150m.com * www.wikipedia.org