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Essay / Research Paper Abstract
This 10 page report
discusses the Rolls-Royce company and its many challenges and
opportunities. The modern Rolls-Royce describes itself as: “a
global company providing power on land, sea and air. The company
has established leading positions in civil aerospace, defense,
marine and energy markets.” As a result, the organization also
must deal with the issues associated with maintaining a
leadership role in an industry while moving forward to take full
advantage of market potential. Bibliography lists 10 sources.
Page Count:
10 pages (~225 words per page)
File: D0_BWrolroy.rtf
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issues associated with maintaining a leadership role in an industry while moving forward to take full advantage of market potential. Bibliography lists 10 sources. BWrolroy.rtf
Strategic Analysis -- Rolls-Royce By: C.B. Rodgers - November 2001 -- for more information on using this paper properly!
Introduction The past decade has been one of turbulence for the legendary Rolls-Royce. In the early 1990s, the automotive division was having record sales. For example, Fuhrman and Abelson (1990)
reported that unit sales in 1989 hit their highest level in a decade, even as the average price nudged up above $160,000. By January of 1990, the company recorded a
by 26 increase in sales over the same period a year earlier. Quite an accomplishment, especially in light of the fact that between 1981 and 1983, sales of Rolls-Royce cars
dropped by 35 percent, and only ten years earlier, the company had actually declared bankruptcy. But then in 1998, Rolls-Royce became a division of the equally legendary if not as
prestigious Volkswagen. Shareholders voted to allow VW rather than another German company, BMW, to pay $780 million for the company. However, in a strange operational and financial twist, only
three months later, Volkswagen "had to submit to an agreement that after 2003, [Volkswagen] can only sell Bentleys, the slightly sportier stablemate of the venerable Rolls" (pp. 45). Even though
VW outbid BMW to buy Rolls-Royce, BMW "used some key leverage to snatch victory from the jaws of defeat. First, it produces the 5.4-liter, 12-cylinder engines for Rolls-Royces new Silver
Seraph model. The Bavarians threatened to withhold them, a power play that would have forced VW to undertake some expensive re-engineering" (pp. 45). Likewise, Rolls-Royce aircraft engines have experienced
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