Case study marki Rolls-Royce z angielskiego Albumu Superbrands

1. SUPERBRANDS ANNUAL 2010
SuperbrandsDigital.com ROLLS-ROYCE
running. In particular, the Group’s commitment
to environmental management including
reductions in greenhouse emissions and the
promotion of behavioural change, has been
recognised by being awarded platinum status.
Recent Developments
Among its ongoing CSR activities is the
Rolls-Royce Science Prize, an annual awards
programme that helps teachers implement
science teaching ideas in their schools and
colleges. There is a total of £120,000 in prizes
to be won each year. The competition builds
Rolls-Royce is a global business, providing and supporting integrated power systems for use on the company’s commitment to Project
ENTHUSE, a £30 million partnership between
on land, at sea and in the air. The Rolls-Royce Group has a broad customer base including more industry, the Government and the Wellcome
Trust, which provides teachers with funding
than 600 airlines, 4,000 corporate and utility aircraft and helicopter operators, 160 armed forces, to cover the cost of attending courses at the
more than 2,000 marine customers, and energy customers in nearly 120 countries. With facilities National Science Learning Centre.
in 50 countries, it employs 39,000 people worldwide. At major Rolls-Royce sites the Group also
sponsors a range of education projects.
Employees get involved with local schools
Rolls-Royce is also the leading military aero to support young people and promote STEM
engine manufacturer in Europe and the number subjects – Science, Technology, Engineering
two military aero engine manufacturer in the and Maths. Over the past five years Rolls-Royce Similarly, it is committed to significant annual
world, powering approximately 25 per cent has invested £3.7 billion in research and investments in research and development
of the world’s military fleet. Promotion development and it invests approximately in order to provide leading-edge technologies
The strategy for the Rolls-Royce Group £30 million annually in training. that reduce fuel burn, emissions and noise
In the marine market, Rolls-Royce serves more centres on five key elements: addressing the across all its products. It is at the forefront
than 2,000 customers and has equipment four global markets; investing in technology, The Group is determined to give an effective of research into advanced technologies that
installed on 20,000 commercial and naval infrastructure and capability; developing response to the problem of climate change could provide entirely new approaches to the
vessels operating around the world. Its a competitive portfolio of products and and other environmental concerns and is problem of climate change.
products and services include established services; growing market share and installed committed to a programme of continuous
names such as Kamewa, Ulstein, Aquamaster product base; and adding value to customers improvement for its production and service Brand Values
and Brown Brothers, which together with a through product-related services. activities around the world. Rolls-Royce is one of the most well-known
strong focus on research and development, brands in the world. The Rolls-Royce brand
have made Rolls-Royce a pioneer of many means more than engineering excellence –
important technologies including aero- it is a standard of quality across all the
derivative marine gas turbines, controllable company’s activities. The brand is at the heart
pitch propellers and water jets. of everything Rolls-Royce does. Its brand
values are reliability, integrity and innovation
The Rolls-Royce energy business is a world- and its brand positioning statement is
leading supplier of power systems for onshore ‘Trusted to deliver excellence’.
and offshore oil and gas applications with
Market The size of these markets is generally related a growing presence in the electrical power rolls-royce.com
Annual sales for Rolls-Royce are more than to world Gross Domestic Product (GDP) growth generation sector. It supplies products to
£9 billion, half of which comes from services. or, in the case of the defence markets, global customers in more than 120 countries and
The Group’s order book by the middle of 2009 security and the scale of defence budgets. its main products include the industrial Trent Things you didn’t know
stood at £57.5 billion. and industrial RB211 gas turbines.
about Rolls-Royce
Product
The Group operates in four long Rolls-Royce is the world’s number two aero Achievements
term global markets – civil and defence engine manufacturer and its Trent family Rolls-Royce is ranked in a number of Rolls-Royce invests nearly £900 million
aerospace, marine and energy. These of engines is a leader in modern, widebody external indices which benchmark corporate annually in research and development.
markets create a total opportunity worth aircraft. Rolls-Royce is also a market leader responsibility performance. It has retained
some US$2 trillion over the next 20 years. for business jet engines. its position in the Dow Jones Sustainability The company celebrated its centenary
The markets have a number of similar (World and European) Indexes for the sixth in 2004.
characteristics: they have very high In civil aerospace, Rolls-Royce powers more consecutive year.
barriers to entry; offer the opportunity than 30 types of commercial aircraft from It was the first to power the Airbus A380
for organic growth and feature extraordinarily business jets to the largest widebody airliners. It has been awarded Gold Company status in into service with the Trent 900 engine.
long programme lives, usually measured A fleet of 12,000 engines is in service with 600 the 2008 Business in the Community Corporate
in decades. airline customers and 4,000 corporate operators. Responsibility Index for the second year The company has announced a new
business to address the expanding
1904 1914 1940 1944 1953 1966 1976 1987 1999 2009 market for civil nuclear power.
Henry Royce meets Charles At the start of World Royce’s Merlin powers Rolls-Royce begins Rolls-Royce enters the civil Bristol Siddeley Concorde, powered Rolls-Royce is privatised. Rolls-Royce acquires Rolls-Royce Trent Its UT-Design of offshore vessel is the
Rolls, whose company sells War I, Royce designs the Hawker Hurricane development of the aviation market with the Dart merges with by the Rolls-Royce Vickers for £576 million 1000 engines power
most successful in the world.
quality cars in London. his first aero engine, and Supermarine aero gas turbine. in the Vickers Viscount. It Rolls-Royce. Snecma Olympus 593, which transforms the new Boeing 787
the Eagle, providing Spitfire in the Battle becomes the cornerstone becomes the first and Rolls-Royce into the Dreamliner on its
Rolls-Royce reactor plant designs
half of the total of Britain. of the universal acceptance only supersonic airliner global leader in marine first flight.
power all of the nuclear submarines
horsepower used in of the gas turbine by the to enter service. power systems.
the air by the allies. airline industry.
for the Royal Navy.