Rolls Royce

Question 1

An analysis of the engine markets clearly illustrates that its main market is international airlines located abroad. This conclusion is based on the overall revenue that the collect from foreign countries which is estimated to be about 85% of the revenue collected each year. The company’s success has been significantly influenced by the diverse effort that has been invested in the company’s technological innovation department. It is based on this reason that it correct to state that it is only individuals who have an understanding in civil-aircraft engineering can understand what has made the company the biggest aircraft engine manufacturing business. Unlike other companies, the Rolls Royce selling point has been influenced by its capacity to develop surprisingly small engines that have proved to be efficient in powering the giant engines at a fuel efficient rate (Operational Strategy).

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 Despite the blades size which are small enough to fit in hand like a steak knife, the blades are incredibly strong and expensive whereby the go for an estimated $10,000 each. The company has also perfected the art of making engines whereby the have overcome all the challenges involved in the production of engines whereby most companies have failed in developing turbine blades that can overcome the high temperature, that they are constantly exposed to (Rolls Royce). This is evident through the studies that have been conducted which state that the engines have been known to reach temperatures of up to 1,600°C in some conditions. To guarantee that the turbines withstand this temperatures, since the temperatures are significantly higher than the melting of most metals which is 400 degrees. The turbines are coated with tough ceramics which can withstand such high temperatures.

Question 2

To guarantee that the company continues to meet its overall objective which is maintaining its position as the world’s leading aircraft engine manufacturer, it is essential that it implements some changes. Among the significant changes that should be considered is improving its aftersales services. This is through guaranteeing that there is close monitoring of the diverse engines that it supplies across the world (Porter, 1996). Through this, it can reassure its clients that it is dedicated to meeting their needs. Close follow-ups is significant in eliminating challenges that have been known to result in engine failure which results in the derailment of flights resulting in unhappy passengers.

Unsatisfied airline passengers evidently mount pressure on the airline companies which might, in turn, opt for other engine manufacturing companies which will obviously result in the crash of the business. Despite the significant effort that the company has invested in its technological departments, it is evident that more need to be done. This should be done with the aim of guaranteeing that the company is up to date with current technology which upcoming engine development companies might exploit (Porter, 1991). It is correct to state that most airline companies are driven to purchase engines from Rolls Royce due to the substantial revenue that the company has invested in the technological department resulting in the state of the art engines. Through adhering to these recommendations, it is evident that the company will be incapacity to adhere to the diverse market demands which are significant in guaranteeing sustainability. The company’s customer care department also needs to be well informed of how to handle the diverse challenges that they may encounter in times of crisis.


Chapter 2. Operational Strategy.

Porter, M. (1991). Towards a Dynamic Theory of Strategy. Strategic Management Journal.

Porter, M. (1996). What is strategy? Harvard Business Review. Harvard International Business School. 

Rolls Royce. HULT International Business School.

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