SWOT Analysis and Operational Impact of Aston Martin - BM461 Global Business Environment

Module: (BM461) Global Business Environment
CW2:Portfolio papers 2 & 3
Portfolio Paper 2:Swot Analysis
Portfolio Paper 3:Operational Impact
SWOT ANALYSIS AND KEY DRIVERS AT ASTON MARTIN

Table of Content
1. Introduction
2. SWOT Analysis
a. Strengths
b. Weaknesses
c. Opportunities
d. Threats
3. Drivers in external and internal environment
4. Conclusion
5. Reference List

Introduction
This assignment aims for showing the strengths, weaknesses, opportunities, and
threats for Aston Martin Brand, by using SWOT Analysis. Aston Martin is a British
manufacturer of sports luxury cars and tourers and was founded in 1913.
Swot Analysis is a technique used to assess and evaluates four aspects of a business
and to develop strategic planning. Does aspects are strengths, weaknesses,
opportunities, and threats ( Investopedia, 2020).
Main body
Strengths
Aston Martin started in 1913 and the reputation held by them is big . It is one of the
most established luxury brand cars that has been around for more than one hundred
years.
Their guiding principle is “the love of beautiful”, position and a talent for machines,
propulsion, engines, and racing (Aston Martin, 2020).
Aston Martin has developed a strong presence through its partnership with James
Bond. Since 1964, Aston Martin cars have been featured in James Bond films and has
established itself as a motoring movie star, an icon of style and speed.
Quality of good cars: Aston Martin has a manufacturing and designing team which
makes sure that the car roll out is perfect for their customers.
Sound customer base: Aston Martin has a fan following which is strong. People using
the car has an appreciation for the company (Djozin-Kemadjou, 2019).
Weaknesses
Aston Martin has a limited model range with the lowest price point starting at £160,000
(Aston Martin, 2020). With only five models, Aston Martin caters to a select market that
is not representative of today’s demographic changes.
Aston Martin depends on a limited number of suppliers in the UK, being forced to
redirect its supply chain towards international suppliers (Financial Times, 2018).

Dependency on dealers for sales and promotion. Liquidity issues plaguing the luxury
carmaker.
Not promoting the quality of the old and new vehicles of Aston Martin by featuring in,
more of the franchise movies can be considered another weakness of the Aston Martin
brand.
Market share is less than other companies: On comparing to the companies Aston
Martin has very less market. It is because the concentration is on luxury market and
they have not tried to reach other market.
Selection range being small: Very few models are available limiting customer choice. It
is understanding as the work is with the quality products and specialized technicians
(Löfdahl, 2018).
Opportunities
The transition from hardware to software-driven devices.
 Rise of the Electric Vehicle Market.
 Expanded and enhanced technology agreement signed with Mercedes-Benz AG,
access to advanced technologies to be provided in exchange for new shares.
 Extensive distribution and increases promotion.
 Increasing the availability of service and spare parts.
 Historical values and heritage could be leveraged to attract new customers.
 Create a new source of income by offering affordably priced tours for average
people around the world to have guided throughout the year.
 Improve factory warranty on new cars by working on realisability of the cars
which will result in lowering maintenance cost.
 Automobiles being budgeted: Aston Martin can start incorporating in mass
market. There are people who would like to have technology taste.
 Availability expansion: Availability is there in many nations however, they are
hard to get in local markets (Djozin-Kemadjou, 2019).