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Global Marketing Plan - Admission/Application Essay Example

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Global Marketing Plan NAME: AFFILIATION: UNIVERSITY: Executive Summary Rolls-Royce is an international provider of incorporated power systems and services to the national aerospace, protection aerospace, maritime and energy marketplaces…
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Global Marketing Plan
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"Global Marketing Plan"

Download file to see previous pages Rolls-Royce global strategic marketing plan is a commitment of company in order to update its strategic planning for the next several years. The strategic planning for the next several years will fulfil the commitment of an organisation with its vision and strategy. Table of Contents Executive Summary ii Table of Contents iii Introduction 1 Discussion 2 SWOT Analysis of Rolls-Royce 2 Strengths 3 Weaknesses 4 Opportunities 5 Threats 5 Analysing the External Environment 6 Competitive Rivalry 6 Power of Buyers 7 Power of Suppliers 7 Threat of Entry 8 Threat of Substitutes 8 Business Portfolios 8 Civil Aerospace 9 Defence Aerospace 9 Marine 9 Energy 9 Success Factors of Rolls-Royce: A High Value Business 12 Principal Risks 14 Market Summary of Rolls-Royce 14 Marketing Needs, Wants and Demands 15 Market Trends and Growth 16 Rolls-Royce Brand 17 Customer Focused Business 17 Marketing Objectives: Future Opportunity 18 Financial Objective 19 Rolls-Royce Approach 19 Rolls-Royce Business Model 19 Economic impact 20 Conclusion 20 References 23 Appendices 26 Global Marketing Plan Introduction Rolls-Royce Group plc is a British multinational power systems manufacturing organisation, having headquarters in the City of Westminster, London, United Kingdom. It is known as the world second largest maker of aircraft engines (behind General Electric), and also has major businesses in the marine propulsion and energy sectors. Through its defence related activities, it is the world's 18th largest defence contractor measured by 2010 defence revenues. It had an announced order book of ?62.2 billion at the end of the year 2011. Rolls-Royce is listed on the London Stock Exchange and is a constituent of the FTSE 100 Index (Rolls-Royce plc, 2013). As of December 2011, it had a market capitalisation of ?13.58 billion, the 28th-largest of any company with a primary listing on the London Stock Exchange. Rolls-Royce has a status of being second largest company in the plane’s engine manufacturing sector. Company has achieved a landmark for providing 18,000 airplane engine products and services to 160 valuable customers across 103 countries with respect to the defence operations (Rolls-Royce plc, 2013). The objective of this global strategic marketing planning is to bring together the thinking of business involved in four global market sectors. Similarly, the developments and implementations of unique actions according to the long term planning will be monitored and controlled through the usual processes. For this reason, all the four major business sectors are responsible for performing their actions mutually according to the strategies in order to meet the objectives of the five year strategic planning (Rolls-Royce plc, 2013). Discussion In order to understand the importance of strategic planning for Rolls-Royce, there is a need to understand the business environment of a company and the best way for analysing it is the SWOT Analysis. The SWOT Analysis is useful tool for exploring new opportunities and it is also helpful in managing and minimising the threats. The SWOT Analysis is helpful in order to analyse the strengths, weaknesses, opportunities and threats that a particular business is facing. The SWOT analysis depicts and evaluates the current positiona nd situation of the organisation and accordingly with further evaluation, the organisationcan plan their future decisions. Also, a proper SWOT Analysis provides ...Download file to see next pagesRead More
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