case analysis – Rolls Royce


Rolls Royce is a successful international company that provides power systems for aircraft, ships and land applications. From being a company close to bankruptcy in the 1960s it has grown to have a global footprint and now provides aero engines for some of the most advanced passenger jets like the Airbus A380 and the Boeing 787.

The attached case provides a narrative on the fortunes of the company over the last 50 years or so.

The assignment asks you to:

1. Consider where you would situate the Rolls Royce operation on the Hayes and Wheelwright model of operations contribution (discussed on p. 44 of the textbook) in the 1960’s and now – discuss the differences?

2. Evaluate the main markets of Rolls Royce (new engines, ‘power by the hour’ and in-service remote engine monitoring); what are the order winners and order qualifiers in these markets? P. 54 of the textbook should provide some insights into this. An answer in table format – as shown on P. 55 is acceptable, provided there is some description to accompany it.

3. Make some recommendations for the operations strategy of Rolls Royce to consider in the future. What does the company need to do to ensure that the market requirements and organizational capabilities remain aligned?

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