Stakeholder Engagement and Analysis in Aston Martin

This presentation discusses the importance of stakeholder engagement and analysis in Aston Martin, a global luxury sports car manufacturer. It explores the different types of stakeholders, their impact on the company, and how Aston Martin effectively engages them. The presentation concludes that stakeholder engagement is crucial for the success of the business.

Business Environment

TABLE OF CONTENT
• INTRODUCTION
• LITERATURE REVIEW
• ANALYSIS
• CONCLUSION

Introduction
Aston Martin is a global holding public limited company which operates in the
products of luxury sports cars and grand tourers. This company was founded in the
year of 1913 and has its headquarters in Gaydon, United Kingdom. The company
selected is a large scale car manufacture which has numerous external and internal
stakeholders.

LITERATURE REVIEW
Stakeholder engagement
From the perspective of Johnson, Redlbacher and Schaltegger, (2018), stakeholder is an
individual which is related with the operations of a company. The combinations of various
stakeholders are referred as a stakeholder group which has a significant impact on the
operations of a business organisation and are also impacted by the decisions of that
organisation. There are usually two types of stakeholders including external and internal. It is
important for a business association to satisfy their stakeholders and the process of this
procuring satisfaction is known as stakeholder engagement.
According to the views of Phillipson and et.al., (2012), stakeholder engagement is more like a
process than a concept in which an organisation makes efforts to identify and understand the
needs and demands of the stakeholders and then try to fulfil those needs so that stakeholders
can be engaged in the business organisation and the support of stakeholders can be acquired.

Continue..
Stakeholder analysis
According to the viewpoint of Henisz,
Dorobantu and Nartey, (2014),
stakeholder analysis is an academic
theory which helps in understanding the
power and interest of each stakeholder
group by analysing the type of
organisation. This theory is better
understood with the help of a stakeholder
matrix having four quadrants.

ANALYSIS
As Aston Martin is a large scale organisation, it has numerous stakeholder groups in both
external and internal stakeholders. The relationship and impact of these stakeholders on Aston
Martin is analysed as follows:
• Internal – This type of stakeholder includes employees and Board of directors which are
directly related with the operations and decisions of the company. These stakeholders are
engaged by Aston Martin by the high wages and a positive working environment.
• External – This type of stakeholders has both indirectly and directly influenced people with
the company. External stakeholders who are directly influenced by Aston Martin are creditors,
debtors, investors and shareholders. External stakeholders who are indirectly influenced by
Aston Martin are government, supplier and the customers. These stakeholders are engaged by
Aston Martin effectively by giving valid dividends, returns, suitable tax and effective services.

CONCLUSION
The above presentation concludes that it is significant for an association to
examine stakeholders so as to draw in them in the activities of the business with
the goal that the advantage of higher ventures and improving brand picture can
be obtained

REFERENCES
Books and Journals
• Denktaş-Şakar, G. and Sürücü, E., 2018. Stakeholder engagement via social media: an analysis of third-party
logistics companies. The Service Industries Journal, pp.1-24.
• Henisz, W.J., Dorobantu, S. and Nartey, L.J., 2014. Spinning gold: The financial returns to stakeholder
engagement. Strategic Management Journal. 35(12). pp.1727-1748.
• Johnson, M., Redlbacher, F. and Schaltegger, S., 2018. Stakeholder engagement for corporate sustainability: A
comparative analysis of B2C and B2B companies. Corporate Social Responsibility and Environmental
Management. 25(4). pp.659-673.
• Phillipson, J., and et.al., 2012. Stakeholder engagement and knowledge exchange in environmental research.
Journal of environmental management. 95(1). pp.56-65.
Online
• Overview of Aston Martin. 2020. [Online]. Available through: <https://www.astonmartin.com/welcome>

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