Introduction
This paper aims to describe and analyze the operation of various manufacturing enterprises on the example of three worldwide known companies: Rolls Royce, Jaguar, and JCB. It will concentrate on the products and services offered by each company, markets on which they are operating, and core competencies that allow these companies to stay competent on the market. Additionally, a general overview and comparison of the manufacturing and organizational systems of the companies in question will be given at the end to provide a detailed analysis of their functioning.
Products and Services
Rolls Royce
Rolls Royce is one of the leaders in producing and servicing power systems.
In each market Royce Rolls offers a variety of products and services:
- Civil Aerospace: aircraft engines and their maintenance and support. This area comprises about 50% of total sales;
- Defense Aerospace: defense aircraft engines with manufacturing facilities in many countries of the world. Services are offered through the Mission Ready Management Solutions system that provides enhanced and reliable support. Rolls Royce is the 18th largest world defense, contractor. Defense sales comprise about 20% of total sales.
- Marine: the product range include ship design, automation and control systems, power electrical systems, diesels and gas turbines, propulsion systems, maneuvering and stabilizer systems, shiplift systems, submarine equipment, deck machinery. For every product produced by the Company, Rolls Royce provides extensive service and support to maximize their performance and efficiency. Marine products provide more than 15% of total sales.
- Energy: the Company provides oil and gas supplies to more than 120 countries. Energy sales amount to about 8% of group sales.
Product sales growth in 2006 – more than 15%, service sales growth – about 8%.
Jaguar
The main products of the Company are cars and automobile engines of the luxury group. Since 1989 the Company has been owned by Ford. The three main vehicles produced under the Jaguar brand are XJ series, the sports car, and the sports sedan. It is now offering a product range of luxury coupes, convertibles, and sedans, including the S-Type, XJ, XK, and the X-Type (Williams, 2002).
In the recent years, Jaguar has faced significant decrease in sales leading to growing rumors about Ford Company planning to sell Jaguar, although it came eighth in the United States automobile buyers survey.
JCB
JCB is a family owned construction and agricultural equipment manufacturing company that bears the initials of its founder – Joseph Cyril Bamford. JSB produces over 160 models of machinery with factories located in many countries of the world and is included into four leading construction equipment companies (Koblenz, 2000).
Among the products that the company offers are various types of loaders, handlers, steers, excavators, forklifts, truck loaders, and rollers.
The general range of products is represented by more than 250 machinery and equipment models.
Markets and the Main Competitors
Rolls Royce
Rolls Royce operates in four global markets: civil aerospace, defense aerospace, marine and energy. In each area Rolls Royce continuously grows its market share. Currently, 54,000 Rolls Royce gas turbines in the world, and consequently they create demand for quality service on the part of the Company.
53% of the annual revenue is gained through services (Sparrow, Brewster, Harris, 2004).
Rolls Royce is the second largest civil aerospace engine producer after General Electric Aviation.
Main competitors for Rolls Royce are General Electric (GE), Engine Alliance (a joint venture between GE and Pratt & Whitney), Honeywell Intl (please, see Appendix 1).
Jaguar
Jaguar operates on the automobile market supplying luxury cars. Since Jaguar is losing money for the Ford Company, Ford cut its production and transferred manufacturing site to the single location in the United Kingdom (Berger, 2001).
Its main competitors worldwide are Audi, BMW, Cadillac, Lexus, Maserati, Mercedes-Benz, and Porsche (Please, see Appendix 1).
JCB
JCB operates on the markets of construction, agriculture and compaction equipment, and industrial equipment. The market share of its various products is the following: tracked excavators – about 4%, skid steer loaders – about 20%, backhoes – more than 80%, wheeled loaders – about 20%
The main competitors include: Caterpillar, L&T, Tata-Hitachi, Volvo, CNH, Komatsu etc. (please see Appendix 1)
Core Competencies
Rolls Royce
The Company provides a variety of “aftermarket” services that increase the performance period and quality of its products. It also allows to build effective relationship with the customers in every market.
Additionally, the company has a strong product portfolio, and is involved in many future projects on its markets.
Rolls Royce provides valuable customer training that consequently leads to money saving on operation and maintenance.
Also, the value of the reputation that the Company (over 100 years of experience) has built throughout the years of its existence should not be underestimated.
Jaguar
The Company provides a wide range of luxury cars that attract its customers through their history and reputation promoted by the popular culture.
The Company also provides a wide range of customer support services unavailable elsewhere in the world for Jaguar models.
JCB
JCB is a family-owned business, and thus there are no share holders to answer to, so the business can concentrate fully on its customers. The Company can provide a personalized approach towards its customers, and conducts a variety of services ensure that their clients are satisfied (Berger, 2001).
Additionally, the stocks of the company are available 247 for the dealers to satisfy the needs of their clients and provide a quality customer support.
Manufacturing and Organizational Systems Comparison
Conclusions
In this paper, three world leaders in various areas were discussed: Rolls Royce, Jaguar and JCB. Rolls Royce is the biggest of all three and offers a wider range of products all of which are highly competitive on the corresponding markets. At the same time, JCB is a privately owned family business company with the focus on customer service and support that provides personal touch to its clients. Jaguar which is now a subsidiary of the Ford Company, is the leader in production of luxury cars, and yet its sales are considerable decreasing which resulted in the factory relocation and employment cuts at the subsidiary performed by the Ford Company in order to keep Jaguar on float.
Appendix 1. Main Competitors
Rolls Royce
General Electronics (GE) – one of the world’s largest manufacturers of engines for commercial and military planes. This division of General Electric’s Infrastructure segment makes jet, turboprop, and turboshaft engines that power aircraft from cargo, executive, and passenger jets to bombers and helicopters. GE Aviation also makes aircraft engine derivatives for marine propulsion and industrial power sources. For service after the sale, GE Aviation’s GE Engine Services unit offers maintenance, service, and spare parts.
Honeywell Intl Inc. – one of the leaders in producing jet engines and thermostats The company’s largest business segment, Honeywell Aerospace, makes products such as turbofan and turboprop engines and flight safety and landing systems. Close behind is Honeywell’s Automation and Control segment, which includes home and industrial heating, ventilation, and manufacturing process products. Honeywell, through its Specialty Materials segment, also makes performance materials used in semiconductors, polymers for electronics and fibers, and specialty friction materials. Lastly, the company turns out consumer car care products through its Transportation Systems segment.
Jaguar
BMW – one of Europe’s top automakers. BMW’s car offerings include sedans, coupes, convertibles, and sport. In addition to its BMW automobiles, the company’s operations include motorcycles, the MINI automotive brand, Rolls-Royce Motor Cars, and software (softlab GmbH). BMW’s motorcycle division also offers a line of motorcycling apparel such as leather suits, gloves, and boots.
Porsche – Porsche’s lineup includes four model lines: the Boxster, the 911 models, the Cayenne SUV, and the new Cayman S two-seater coupe. Porsche also offers watches, luggage, and tennis rackets bearing its name. In addition, Porsche offers consulting services to other companies involved in auto and furniture manufacturing, mechanical and electronic engineering, and construction. Descendants of the founding family control Porsche.
JCB
Caterpillar – the leading producer of earthmoving machinery and a leading supplier of agricultural equipment. The company makes construction, mining, and logging machinery; diesel and natural gas engines; industrial gas turbines; and electrical power-generation systems. Caterpillar has plants worldwide and sells its equipment globally via a network of 3,500 locations in 180 countries. Caterpillar offers rental services through more than 1,600 outlets worldwide, provides financing and insurance for its dealers and customers.
Komatsu – the second largest construction equipment maker in the world, after Caterpillar. Komatsu makes building and mining equipment ranging from bulldozers and wheel loaders to dump trucks and debris crushers. Komatsu also makes industrial machinery such as laser-cutting machines and sheet-metal presses. Its electronics division produces LCD manufacturing equipment and silicon wafers; a civil engineering and construction division makes prefabricated structures and offers contracting and real-estate sales and leasing services. Other products include generators, armored vehicles, diesel engines, and computer software.
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