Learners, I'm glad to be joined by Dr. Alex Jun, Regional Director Korea of Rolls Royce International. So nice to meet you. >> So nice to meet you. >> Dr. Jun, briefly can you tell us about the various products and services at Rolls-Royce? >> Well the Rolls-Royce and Rolls-Royce International are legally two separate entity. So let me first say about Rolls-Royce Products and Services. We are the power company. When we say power company, we mean we sell mainly the engines for the aircraft and land systems, and the marine systems. Where we generate thrust, electricity for the transportation or energy requirement. And we also do a lot of services for those products. So we have a business model that we sell the engine first as an OEM. And then for next 20 years or 30 years, we provide the services which is bulk of our revenues. Now Roses International is a subsidiary of Rolls-Royce to support the regional representation of Rolls-Royce as a form of representative office. So like an embassador to the region. >> You mentioned power, and I went to the homepage. [LAUGH] And it seemed to me that the vision and Rolls-Royce was better power for a changing world. >> That's right. >> Can you explain that vision? >> Yes, it's as it says. There are three of four keywords here. Better, power, and the changing world. When you say better, it means we are already one of the very top engineering company to provide these power solutions. But we have to be better all the time because there are a lot of innovations out there we have to capitalize to make a better products. So although we feel that we are pretty much at top notch company already, we feel that we are always have to strive to be better. And the power, we are a power company, we develop, design, develop and produce and services what do you call a mission critical components, where our customers use that for their own mission critical purposes for the being on aircraft or the generator for the power generation stations. And those are the powers so that we use the word power. And within the changing word and we have to adapt this new environment where economically, as well as the wellness of the environment. So there are different regulations, there are different emerging economic powers that redefine the economic balance of power around the world. For instance, China as an emerging important market. So we have to be very agile, adaptive to those market and all those different regulations in terms of environmental regulations, in terms of compliance regulations, rules, and laws. So these are all changing worlds, so we have to be better agile into the changing worlds. So that's our vision to be a better power for a changing world. >> Thank you. Rolls-Royce is famous for it's aeroengines in both it's civil and defense aircraft. This course is about B2B marketing. >> Okay. >> So from a B2B marketing standpoint, how much customization is needed among your clients? >> The customization comes where we are adapting to the requirements of the design of the platform. Because an engine is an embedded feature inside of a platform, whereas a platform, either a ship or an aircraft. So we have requirement of customization when the platformer which is like Boeing or Airbus or the power generation owner. They shut the first requirement of how their final product will be made. Then we might have an engine that's already existing to the fit to the purpose or we have to tweak or develop the brand new one. So the customization comes from that phase where we integrate our engines into the final platform. And then once it's installed, as an installed base item in the platform, then after that the tweaking is a bit more difficult. >> So the key is the design of the platform. >> That's right. >> Perfect. But at the same time, we have to design the engine in a way that it can be adaptive or adaptable to different requirements very easily. So one good example is what we call the common core engine. So you just design an engine with a core where it's a very good core. And then you can make that core as a main power drive for a turbo fan, or turbo prop, or turbo jet, depending on the requirement. So we apply those concepts of what do you call it? Once you design it and apply many, but applying that into a customization comes at a face where it is integrated into the platform. >> Okay, thank you. Well this course is also about international marketing. So for your various products and services, is the marketing conducted by Rolls-Royce similar cross circle regions or are there significant or even very subtle differences? >> Well we have two main stream of customers. One is what you called government, so being military customer or the government run airlines. So those are the government side of the customers. And then we have obviously the private sector customers. So just like any other marketing efforts, the marketing is toward the decision maker. And the decision maker in either case could be either a government people or or private people. And so the way that we conduct marketing activities to these various distill makers are slightly different and also from region to region it could be different. In certain countries where they have a very well established process and procedures, and you'll know there are a great transparency and visibility where the process in this matrix. >> These are countries in the West? >> Mostly West, and mostly private sector is also like that. But when it comes to country where those are not very straightforward or visible or transparent. Then you have a different what we call art of marketing takes place. >> [LAUGH] >> And you have to be adept to go through different serpentine road. It could go up in the high rock and then suddenly comes down again and goes back and forth. Countries where I really shouldn't name, but in certain regions of the countries around the world have those difficult path of reaching the decision makers or the decision by those decision makers. So you have to be adept. >> Right. >> Adaptive to those environments. But at the same time, we have to be very clear that we do that through the framework of compliance and strict ethics code. >> In my course, I talked about marketing as being [FOREIGN] matching, so that [FOREIGN] matching is obtained through experience? >> Yes, well that's absolutely right, that's critical because one of the very common mistakes of marketer or marketeers can make, is to go to the customer. >> I see. >> And she's so preoccupied telling how good your products are you forget why you are there. The reason why you're there is to sell what he want, not what you try to sell what you want to sell. So you have to be really in his eyes and in his shoes to understand what he's trying to get, and that's not only comes from the experience but that also requires a lot of training, education. >> Intuition. >> And also a lot of common sense.
