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Case Study 2.1 – Rolls-Royce Corporation
Rolls-Royce is an example of a case based on new strategic opportunities and an organization’s desire to capitalize on market and technological developments. As one of the premier manufacturers of jet engines of the commercial and military markets, Rolls-Royce is facing an opportunity to “piggy back” off Airbus’s newest airframe design, the A-380, an enormous airplane capable of flying up to 750 people. The case also demonstrates the manner in which Rolls-Royce must identify and manage their key stakeholder group for maximum effectiveness.
Questions:
1) Who are Rolls’ principal project management stakeholders? How would you design stakeholder management strategies to address their concerns?
Among the company’s biggest stakeholders are its direct customer’s, the commercial airframe manufacturers (Boeing and Airbus), as well as those supplying aircraft for military uses. Rolls-Royce also must work closely with national governments who subsidize their airlines by resorting to creative financing, long-term contracts, or asset-based trading deals. Among Rolls-Royce’s other key stakeholders are its labor force, which must be highly trained, its competitors (technical advances by a competitors must be immediately matched by Rolls-Royce), suppliers of parts and equipment, and so forth. Students discussing this case can create a large and very diverse stakeholder list. It is useful to illustrate how the desires of some stakeholders may be in direct opposition to the needs or expectations of others, making the point that stakeholder management is often a creative juggling act.
2) Given the financial risks inherent in developing a jet engine, make an argument, either pro or con, for Rolls to develop strategic partnerships with other jet engine manufacturers in a manner similar to Airbus’s consortium arrangement. What are the benefits and drawbacks from such an arrangement?
In answering this question, it
Rolls-Royce is an example of a case based on new strategic opportunities and an organization’s desire to capitalize on market and technological developments. As one of the premier manufacturers of jet engines of the commercial and military markets, Rolls-Royce is facing an opportunity to “piggy back” off Airbus’s newest airframe design, the A-380, an enormous airplane capable of flying up to 750 people. The case also demonstrates the manner in which Rolls-Royce must identify and manage their key stakeholder group for maximum effectiveness.
Questions:
1) Who are Rolls’ principal project management stakeholders? How would you design stakeholder management strategies to address their concerns?
Among the company’s biggest stakeholders are its direct customer’s, the commercial airframe manufacturers (Boeing and Airbus), as well as those supplying aircraft for military uses. Rolls-Royce also must work closely with national governments who subsidize their airlines by resorting to creative financing, long-term contracts, or asset-based trading deals. Among Rolls-Royce’s other key stakeholders are its labor force, which must be highly trained, its competitors (technical advances by a competitors must be immediately matched by Rolls-Royce), suppliers of parts and equipment, and so forth. Students discussing this case can create a large and very diverse stakeholder list. It is useful to illustrate how the desires of some stakeholders may be in direct opposition to the needs or expectations of others, making the point that stakeholder management is often a creative juggling act.
2) Given the financial risks inherent in developing a jet engine, make an argument, either pro or con, for Rolls to develop strategic partnerships with other jet engine manufacturers in a manner similar to Airbus’s consortium arrangement. What are the benefits and drawbacks from such an arrangement?
In answering this question, it