Date of Publication

2013

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Milette Zamora

Defense Panel Chair

Jaime Ong

Defense Panel Member

Claro Gañac

Abstract/Summary

The luxury goods industry in the Philippines has been experiencing significant growth due to the strengthening of the country’s economy. Along with this development is the increase in the number of high net worth individuals and their purchasing power. Luxury brands from around the world are starting to take advantage of this by entering the Philippine market. One brand that has seen this potential and has recently been launched in the country is Rolls-Royce Motor Cars, with British Bespoke Automobiles of the Autohub Group as its official dealer.

Rolls-Royce Motor Cars is the pinnacle ultra-luxury car brand that brings about an aura of sophistication and prestige that is unmatched by any other vehicle.

Given the growing number of high net worth individuals in the Philippines, Rolls-Royce Motor Cars Manila is confident that the brand will do well in the country. In order to achieve this, the group’s plan of action will start by analyzing the images and classifying the different needs of these high net worth individuals; whether they have the need for affiliation, achievement or power. The group will then come up with different marketing communications programs to address these needs.

All marketing efforts aim to highlight the premium image the brand has acquired through the years and to prove to the market that Rolls-Royce is the ultimate brand that will be able to fulfill their needs. In addition to that, the group has also created computations for the costing, pricing, estimates of profitability and financing schemes needed for Rolls-Royce. Evaluation of results will be conducted each year to monitor whether the company has achieved their goals and objectives.

Abstract Format

html

Note

Presented to the AUTOHUB GROUP OF COMPANIES through the Marketing and Advertising Department of the RVR-College of Business De La Salle University

Language

English

Format

Electronic

Accession Number

CDTU022205

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Keywords

Marketing--Management

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Embargo Period

11-4-2021

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