Rolls-Royce Holdings plc - Company Strategy & Performance Analysis
Rolls-Royce is an engineering company focused on the development of power and propulsion systems. It is a global provider of integrated power solutions for customers in aerospace, marine, energy and off-highway applications. The company operates in five segments, namely: civil aerospace, power systems, defence aerospace, marine and nuclear.
The aerospace segment accounts for the development, manufacture, marketing and sales of military aero engines and aftermarket services. It provides engines to major sectors, including transport, combat, patrol, trainers, helicopters, and unmanned aerial vehicles (UAV’s). The defense aerospace segment has 16,000 engines in service, with 160 customers in over 100 countries.
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Rolls-Royce’s diversified business portfolio and wide geographic presence helps it to maintain its revenue stream:
Rolls Royce has a diversified business portfolio. The company operates in four different defense sectors, namely aerospace, power systems, marine, and nuclear, with aerospace being further divided into civil and defense. Accounting for 51% of the total revenue in 2016, the civil aerospace sector is the company’s main source of revenue, followed by power systems (19%). The company has customers in more than 120 countries. This diversified presence and fairly spread revenue base ensures that the company is not dependent on any particular market for the majority of its revenue, reducing its business risk in the highly volatile industry.
The company’s investments in research and development improve the company’s capabilities:
Rolls Royce is focusing on investments in research and development (R&D) to meet the growing demands from consumers. In 2016, the company spent over US$1,238.3 million on R&D for the development of technology. The company also aims to meet the environmental performance targets for 2050 set by the Advisory Council for Aviation Research and Innovation in Europe (ACARE). Rolls Royce has partnerships with 31 UTCs (University Technology Centers) and seven AMRCs (Advanced Manufacturing Research Centers) that are focused on the development of new manufacturing processes and technologies.
Increased sales of TP400 and Adour engines led to overall revenue growth:
The defense segment’s revenue increased marginally in 2016, compared to the previous year, in terms of local currency. OE revenue increase by 3.0% due to higher production volumes of its TP400 engines, and increased deliveries of its Adour engines. Service revenues remained stable, with higher revenue from its long-term Eurofighter Typhoon and C-130J service contracts, though it was partially offset due to decreased demand for spare parts. Deliveries of engines were marginally higher in 2016, driven by increased units for TP400 and Adour exports, which led to increased OE revenue.
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