Marketing Plan for Aston Martin: Analysis, Recommendations and Strategies

MARKETING PLAN

EXECUTIVE SUMMARY
The report has been discussed about the current product and business operations of the
Aston Martin company which is one of the leading automobile sector of UK. In the same
context, the report has been analyzed the environmental factors impact over the company in the
present time. For this, the report has been uses two tools of environmental analysis such as
PESTLE and Posters Five Forces Model. Further, the report has been discussed the current
marketing mix of the Aston Martin company using the 4Ps. Next, the report has been
recommended some techniques with the help of which the company can improve its marketing
mix. Lastly, the report has tried to provide some measures and ways through which the company
can renovate its product called Vantage sports car. The report has also gave recommendation to
company to launch electric and auto driven vehicle in order to move as per the demand and
trends.
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Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................3
Description of Aston Martin and its product...............................................................................3
Exploring competitive organization environment by applying Environmental Analysis Tools..3
Marketing Mix of Aston Martin..................................................................................................7
Recommendation.........................................................................................................................9
Evaluation of ways or measures that can improve the branding and reputation of Vantage
sports car of the Aston Martin...................................................................................................10
Analysis of ways and measures impact over the brand positioning of Aston Martin................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
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INTRODUCTION
A marketing plan is basically a part of an overall business plan where various solid
marketing tactics and strategies are used by company in order to achieve the business goals and
objectives. The report will cover the PESTLE and Porter five forces analysis of Aston Martin
company. Further, the report will examine the marketing mix i.e., 4Ps of the company and its
product Luxury Sports Cars. Further, the report will also provide the recommendation to
company for their marketing mix improvement. Lastly, the report will discuss the ways and
strategies with the implementation the Aston Martin company can able to improve reputation and
brand image of its Valkyrie car. In the same context, the report will also analyse the impact of
such strategies over the positioning of brand.
Description of Aston Martin and its product
Aston Martin is one of the leading and British top most company operates in automobile
sector which deals in manufacturing of grand tourers and luxury sports vehicles. It was founded
in 1913 and currently having operations in more than 140 locations globally (Collins, 2020). The
company is currently hired 3000 employees in their headquarters located in Gaydon, UK. The
company has launched one of its new sports car name Aston Martin Vantage which is not able to
generate much sales revenue to the company (Collins, 2020). Thus, the company wants to
revamp and renovate its marketing strategy of the Aston Martin Vantage. The vantage sport car
of the company is one of the fastest and luxurious cars which is an evolution of the 2018 model.
The product of the company is too expensive which is only affordable to rich and wealthy
people. Aston Martin have 108 years of experience in automobile industry and is a type of public
limited company.
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