Rolls-Royce: A Manufacturer at Your Service

Case Studies | Case Study in Business, Management, Operations, Strategy, Case Study

ICMR HOME | Case Studies Collection

Case Details:

Case Code : MKTG208
Case Length : 21 Pages
Period : 1970-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Rolls-Royce plc.
Industry : Aerospace
Countries : UK, Global

To download Rolls-Royce: A Manufacturer at Your Service case study (Case Code: MKTG208) click on the button below, and select the case from the list of available cases:

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra

Marketing Case Studies
Marketing Management Short Case Studies
View Detailed Pricing Info
How To Order This Case
Business Case Studies
Case Studies by Area
Case Studies by Industry
Case Studies by Company

Custom Search

Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Chat with us

Strategic Management Formulation, Implementation, & Control, 12e

Please leave your feedback

Leave Your Feedback

ICMR India ICMR India ICMR India ICMR India RSS Feed

<< Previous

Introduction Contd...

By 1987, the company had become financially stable, and it was privatized by the British government. In 1996, John Rose (Rose), a member of the company's Board of Directors who became the CEO, provided a new direction to the company. Rolls-Royce made major inroads into business segments like defense aviation, marine propulsion, and energy, in addition to continuously bringing in innovations to its aero engines. Under Rose's leadership, after-sales service also became a significant source of revenue for the company. Rolls-Royce sold maintenance contracts for its aero engines under the concept of 'Power by the hour'. Under this concept, the customers paid a fixed maintenance fee for each aircraft flight hour (only for the time during which the aero engine was running).

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

The company also offered different service packages for different customers.

Through a joint venture with an IT company, Rolls-Royce provided its customers with several tools for engine health management (EHM). It also developed a new system to remotely monitor the working of the engines onboard its customers' aircraft, to detect and rectify engine anomalies In addition, it created a global repair and overhaul network.

The after-sales services provided by Roll-Royce helped its customers reduce maintenance costs and downtime. The service also enabled the company to improve its aero engine designs and build good relationships with customers. Moreover, the company gained a steady long-term revenue stream from the maintenance contracts.

Analysts felt that the service strategy adopted by the company strengthened its position considerably in the highly volatile aerospace industry.

 Excerpts >>

Custom Search

Case Studies Links:- Case Studies, Short Case Studies, , Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Textbooks, Work Books, Case Study Volumes.