劳斯莱斯营销分析

Environment Analysis (1)
世界最远的距离不是树与树的距离 而是同根生长的树枝 却无法在风中相依 世界上最远的距离不是树枝无法相依 而 是相互了望的星星却没有交汇的轨迹 世界上最远的距离不是 星星之间的轨迹 而是纵然轨迹交汇却在转瞬间无处寻觅 世 界上最远的距离不是瞬间无处寻觅 而是尚未相遇便注定无法 相聚 世界上最远的距离是鱼与飞鸟的距离 一个在天 一个 却深潜水底 @点击添加文本
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1.Political Tax policy Increase in prices within the luxury automobiles sector 2.Technological Sales Not possible to do any type of transaction online nevertheless it can be the first way to contact a dealer. Trade restrictions & barriers In some nations protectionist measures can drive to impose such measures making it hard to enter. Rate of technological change Even though Rolls Royce is a traditional brand of cars, new models need to comply with advanced technology that go in had with its well recognized engineering quality.
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Market needs
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Demand for business activities
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Demand for the enjoyment of the rich
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Economic development needs
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Economic Purchasing Power Outstanding when analyzing luxury brands. Legal Environmental regulations regarding Global climate change “ Competitor trade regulations Globalization New market entry Emerging economies Recessionary pressures As many other luxury brands can be deeply affected financial Exchange rate Weakening of the dollar Social Income Distribution “Rolls Royce only targets potential customers who have liquid assets in excess of $30 million”
Threat
SWOT and issue analysis
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price
1.Establish the brand stores and 4S shops 2.Regional agent mode 1.According to the profit margins 2.Compared with the competition
Marketing plan for Rolls-Royce
Objectives
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“Be the leader provider of
premium products and premium services for individual mobility”
Objectives
世界最远的距离不是树与树的距离 而是同根生长的树枝 却无法在风中相依 世界上最远的距离不是树枝无法相依 而 是相互了望的星星却没有交汇的轨迹 世界上最远的距离不是 星星之间的轨迹 而是纵然轨迹交汇却在转瞬间无处寻觅 世 界上最远的距离不是瞬间无处寻觅 而是尚未相遇便注定无法 相聚 世界上最远的距离是鱼与飞鸟的距离 一个在天 一个 却深潜水底 @点击添加文本
promotion
Enhance the quality of advertising
Product
•Core value:make customers feel like they are just an emperor •Basic product: Luxury cars
Additional product: provide after-sale service
Market needs
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Strength
1.Brand advantage 2.Technical advantages(exquisite craftsmanship) 3.Positioning advantage 4.Logistical advantages 1.Too expensive ,only a few people can afford
hank you
宣讲人（PPT制作）：邱永康 资料搜集：王飞 王昌淼 陶智恒 修改建议：马冬阳 梅俊辉 祁闻杰
Weakness
Opportunity
1.Market of Developing country is growing fastly 2.Free trade around the world is continuously developing
1.Oil prices is continuously improving 2.Changes in people's lifestyles 3.The increasingly fierce competition
target customers
wealthy and high income
Attaches great importance to the performance of cars
enjoy the honor which Luxury cars bring
Target customers
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Marketing mix
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1
Clear corporate mission and target
Reduce costs 2 expand sales channels 3
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Excellent after-sale service 4
Suggestions
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Presenter：Qiu yongkang
Environment Analysis(2)
世界上最远的距离不是生与死的距离 而是我站在你面前你不知道我爱你 世界上最远的距离不是我站在你面前你不知道我爱你 而是爱到痴迷却不能说我爱你 世界上最远的距离不是我不能说我爱你 而是想你痛彻心脾却只能深埋心底 @点击更换文本
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