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Assignment on Marketing Management - Aston Martin

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Added on  2020-10-23

Assignment on Marketing Management - Aston Martin

   Added on 2020-10-23

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MARKETINGMANAGEMENT
Assignment on Marketing Management - Aston Martin_1
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1MAIN BODY ..................................................................................................................................11. Kind of business, Aston Martin, its target consumer and its competitors ..............................12. Main competitive advantage and unique value proposition differentiates .............................23. Is target consumer of Aston Martin same from Lagonda target customer .............................34. Aston Martin build Lagonda SUV and make use of extensive analysis ................................35. Marketing startegy and channels to run a marketing campaign for the Lagonda SUV..........4CONCLUSION ...............................................................................................................................5REFERENCES................................................................................................................................6
Assignment on Marketing Management - Aston Martin_2
INTRODUCTIONMarketing management is the procedure of evolving strategies and planning for goodsand services, advertising, promoting and selling to reach desired consumer segment. It utilizestools from competitive strategy to examine the industry in which company operates. It isexploring, making and delivering value to satisfy wants of target market at profit (Bagozzi andet.al., 2018). This case study is based on Aston Martin. It is British independent manufacture ofluxury sport cars and grand tourer. This report will explain kind of business, Aston Martin, targetconsumer of firm and its competitors. It will state competitive advantage has over its competitorsand value proposition. MAIN BODY 1. Kind of business, Aston Martin, its target consumer and its competitors Aston Martin is the brand of manufacturer of luxury sports cars and grand tourers ofLagonda Global Holding Plc in the UK. This is combined the last name of Robert Bamford andLionel Martin with the first name of his favourite automobile race that Aston Hill Climb. AstonMartin's roots tracked back to 1913. Firm's sport cars are regraded as British cultural icon. Theentity has just debuted novel car concept at the Geneva Motor Show. It is first SUV crossovermodel under its often utilised Lagonda Brand. But press evaluating design and concept of carswas troubling and unexpected (Baker, 2016). Aston wanted an outlet to expand beyond sportscars. Aston Martin introduced DB5 which went on to become the most famed car ion history ofcompany in 1963. It is linked with high-priced grand travelling cars in the 1950s and 1960s. Competitors:There are mainly 10 competitors of Aston Martin such as BMW, Audi, Ferrari, Jaguar,Mercedes Benz, Porsche, Bentley, Lexus, Lamborghini and Maserati. Aston Martin's competitorsaround the world thirstily awaiting the next move of firm. Segmentation, target and positioning: Segmentationis the process of promotion of goods. It means to the procedure of makingof small group within large market. There are some groups involved geographic, demographics,behavioural and physiographic (Foxall, 2014). In order to that, Aston martin is manufacturingand selling luxury and sports car. In addition to that, targeting is the procedure of selecting theany kind of segment and planning the advertising media utilise for promoting goods andservices. Company is targeted towards the upper class of affluent consumers. After that,1
Assignment on Marketing Management - Aston Martin_3

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