Rolls-Royce Motor Cars Case Study

1. Introduction

1.1 Rolls-Royce Motor Cars

Rolls-Royce is one of the world's top luxury car manufacturers which was founded in 1906 in Britain by Charles Rolls and Sir Henry Royce. Rolls-Royce cars represents for top design, excellent quality and luxurious brand. Over the century of development, it has become one of the most successful and well-known automobile companies worldwide. "Strive for perfection in everything you do. Take the best that exists and make it better. When it does not exist, design it." (Sir Henry Royce) This well-known saying has been inspiring millions of employees inside Rolls-Royce and it still has great impact on Rolls-Royce's today as it is a motivation throughout its designing, manufacturing and servicing. It is also can be seen that Rolls-Royce's success today is deeply relied on Sir Henry Royce's guide. As a global outstanding automobile manufacture company, Rolls-Royce's two major products "Ghost" and "Phantom" series has been representing an extremely high-standard of quality and safety.

1.2 Problem Discovery

Due to the market demand of Rolls-Royce cars has been significantly increasing as well as its current continually stable sales worldwide, Rolls-Royce has made its decision to entry to South America market for the first time in its history in 2012. Although it has great demand in South America market, those giant auto companies who have been operating in South America market for decades can still be its major competitors. Whether it would success in South America market or it is still too early for Rolls-Royce to open a new market in South America even though the decision has made. How long its high demand would sustain and what kind of difficulties they might be facing while operating in local market in terms of cultural conflict between western and local, as autos represents a part of culture at some certain level. Different consumers' buying behavior; Rolls-Royce might make some changes regarding how they are going to sell the cars in local market in accordance with the differences of local consumers' buying behavior.

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