Rolls-Royce is a British luxury car and aerospace manufacturer established in 1904 in Manchester, UK. It employs different strategies like cost leadership, differentiation, and focus. It has 22,000 employees across aerospace, defense, marine and energy divisions. In 2019, Rolls-Royce reported an operating loss of $1.11 billion due to issues with its Trent 1000 aircraft engine that powers Boeing 787 Dreamliners. It has been working to resolve durability problems with the engine blades.

1. ROLLS-ROYCE (FOCUS-
DIFFERENTIATION
STRATEGY)
By Aditya Pukhrambam
ABABB0819061

2. Country of Case-Study
● Manchester, United Kingdom
● Cost Leadership
● Differentiation
● Focus Strategy

3. History of Rolls Royce Limited
Rolls-Royce was a British luxury car and later an
aero-engine manufacturing business established in
1904 in Manchester, United Kingdom by the
partnership of Charles Rolls and Henry Royce. As a
diversified company, Rolls-Royce operates in four
global markets namely civil aerospace, defense
aerospace, marine and energy.

4. Strategies implemented
● Cost Leadership
● Differentiation
● Focus Strategy

5. Human Resource
● Rolls-Royce employs around 22,000 staff in
aerospace, defence, marine and energy
divisions.
● Apprenticeship Programs
● Value Chain - ‘ Taking Pride while working
for the company’
● Sickness Absence Management Policies

6. Stakeholders
Key Organization Power (1-5) Intrests (1-5)
● Customer - P:-3 , I :- 5
● Governments - P:-3 , I:-5
● Defense Contractor - P :-3 , I :-5
● Labor Force - P :- 1 ,I:-4
● Suppliers - P :-1 , I :-3

7. Cost and Growth

8. Losses
● In 2019, Rolls Royce reported operating loss of
852 million pounds ($1.11 billion), after the
cost of tackling durability problems with its
Trent 1000 engine.
● The company has been working to resolve
durability issues with its Trent 1000 engine,
which powers Boeing's 787 Dreamliner, with
the blades in the TEN variant proving
particularly problematic.
● They said in November it would take a 1.4
billion-pound exceptional charge connected
with the issue.

9. SWOT Analysis

10. References
● https://www.essay48.com/12195-Rolls-Royce-Holdings-Plc-Porters-
Generic-Strategies
● https://www.otherpapers.com/essay/Rolls-Royce-Corporation-
Case/40272.html
● https://www.hse.gov.uk/business/casestudy/rollsroyce.htm
● https://www.thehrdigest.com/rolls-royce-hr-practices-made-british-car-
manufacturer/
● https://www.hl.co.uk/shares/shares-search-results/r/rolls-royce-
holdings-plc-ordinary-20p/financial-statements-and-reports
● https://www.livemint.com/companies/news/rolls-royce-reports-1-1-bn-
operating-loss-tackling-trent-1000-engine-issues-
11582878237259.html