Business Strategy: Analysis of External and Internal Factors for Aston Martin

This document provides an analysis of the external and internal factors for Aston Martin, a leading luxury car manufacturer. It covers the macro environment analysis using PESTLE, stakeholder analysis, SWOT analysis, VRIO analysis, and the McKinsey 7S Model. The analysis helps in understanding the strategic management decisions and developing effective business strategies.

BUSINESS
STRATEGY

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
P1 Apply appropriate framework to analyse macro environment .............................................1
M1 critically analyse macro environment to determine and inform strategic management
decision.......................................................................................................................................4
LO2 .................................................................................................................................................4
P2 Analyse internal environment and capabilities to given organisation...................................4
M2 Critically analyse internal environment to assess strengths and weaknesses of organisation
.....................................................................................................................................................7
LO3 .................................................................................................................................................8
P3 Apply porter's five forces model and evaluate competitive forces of given market sector
for organisation...........................................................................................................................8
M3 Devise appropriate strategies to improve competitive edge and market position based on
outcomes.....................................................................................................................................9
LO4 .................................................................................................................................................9
P4 Apply range of theories, concepts and models interpret and devise strategies planning for
given organisation.......................................................................................................................9
M4 Produce strategic management plan that can tangible and tactical strategic priorities and
objectives...................................................................................................................................11
D1 Critique and interpret information and data applying environmental and competitive
analysis to produce set of valid strategic directions objectives.................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Business strategy refers to a long term plan that helps the organisations to attain their
specified goal for enhancing the growth in future. It helps in gaining the competitive advantage
by serving the satisfactory quality products to the customers. this represents as an internal part of
the company and will helps in developing tactics and strategies for gaining the goals in an
appropriate manner. Aston martin is the leading company within UK that deals in all over the
world. This company is belongs to the manufacturing and designing of luxury car for high elite
customers. This project is study on analysis of external and internal factors including strategies
and capabilities of employees to perform particular task within organisation. It also explains the
porter’s five forces model that helps in gaining the competitive advantage within current
marketplace. This also includes several models, theories and concepts to effectively understand
the strategic directions so that firm will gain higher profits and revenues(Sia, Soh and Weill,
2016).
LO1
Apply appropriate framework to analyse macro environment
Aston martin is a leading British manufacturing luxury grand tourers and sports car
organisation. The company established their presence in automobile sector at 1913,
headquartered in England UK. This organisation can serve their goods and services in global
market and in these operations can be handled by numerous employees around 2450.
Vision- Aston Martin vision is based on adding the layers of fascinating for designing,
engineering and maintaining performance of manufacturing cars for the high elite
people(Soltanizadeh and et. al., 2016).
Mission- The company mission is to serving the best and luxury quality cars and tourers in
every area of the society by focusing on fulfilling the customer’s demands and experience. This
business enterprise also supports to the collaboration and cooperation within working culture so
that vision can be accomplished in effective and efficient manner.
Objectives- The main objective of Aston martin is to focus on long term survival in luxury
Car Company through responsible promotion and feasible economic growth.
Macro environment
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It refers to the condition that is related to whole economy rather than a specific region or
state. In this several determinants are included like GDP, inflation rate, fiscal policy,
technological aspects, monetary aspects etc. Manager of Aston Martin enhance their business
growth and profits for this they need to examine the external factors by using PESTLE
analysis(Amran and et. al., 2016). Due to this opportunities can be captured as per needs and
threats can be eliminated that was present as a blockage in earning market growth and longer
sustainability. For understand the factors manager of company can do pestle analysis that can
show below:
 Political factor- As this includes the government stability, trade policy etc. In context of
Aston Martin this factor affect the company operations and profits in positive and
negative manner. Due to free trade policy within UK firm can done their operations on
global level in effective manner that can positively affect the profit margin. but on the
other hand because of Brexit Aston martin can face the issue of selling the goods and
dealing with suppliers within other European countries that will negatively affect the
cost of manufacturing.
 Economical factor- This factor involves spending power, interest rate, inflation rate and
many aspects that will affect the economy of country like UK. Within country the growth
rate is high due to this people are capable to buy the products of Aston Martin. but
because of higher rate of inflation company operating cost is affected in negative way.
 Social factor- It involves the individual attitude, perception, beliefs. As people of UK are
active in encouraging the modern and innovative products. In this Aston martin offers the
high quality innovative design cars to their customers that attracts large base of customers
and company sales would be increase in positive manner(Anwar and Hasnu, 2016).
 Technological Factor- This factor includes the adoption of technology within country
for doing business. UK is the country who adopts the use of advanced technology where
people are active on internet and several digital medium on their routine life. This is one
of the positive aspects for Aston Martin in enhancing sales and growth within customer
market as they highly focus on adopting high technology in designing the cars.
 Legal Factor- This involves the laws and legal rights that was imposed by government
for welfare of customers and employees. in this manager of Aston martin highly focus on
offering fair wages and safety of employees due to this they work effectively with
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positively affect the company sustainability. in this firm emphasis on major legal
procedures due to this they cannot pay penalties related to disobedience of
law( Bıçakcıoğlu, Theoharakis and Tanyeri, 2019).
 Environmental factor- It involves the determinants related to safety of environment
from hazardous activities. Several environmental laws benefitted the company image and
its sustainability. Aston martin follows environmental policies in all their operations and
distributions of parts. This will help the company to attract customers and communicates
investors and clients that give sustainable results to the organisation (Environmental
policy, 2020).
Stakeholder analysis
It refers to the analysis that helps the businesses to examine who can impact and get
impacted by the operations or performance of organisation before starting of any project. It is
beneficial for Aston Martin to grouping the stakeholders as per their interest and power. it
includes core three steps that manager of company conduct to analyse stakeholder which
elaborated below:
Step 1- In this manager of Aston martin can examine the list of all stakeholders of company that
includes sales department, marketing departments, customers, employees, government, suppliers
etc( Leischnig, Woelfl, and Ivens, 2016).
Step 2- After examine all their stakeholders, organisation can rate them as per their interest,
influence power, participation level and many more.
 High power, High interest- They are prominent stakeholders for Aston Martin and
focusing them helps the organisation in smooth functioning of the operations. They are
shareholders, board of directors etc.
 High Power, Low interest- These stakeholders such as customers that can majorly
influence the organisation working but does not have high interest in activities of Aston
Martin( Habib and Hasan, 2017).
 Low power, High interest- As theses type of stakeholders required to be informed
accurately about the company so that Aston martin cannot face the issues in completing
project. These are leaders, employees etc.
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 Low power, Low interest- This type of stakeholder within firm cannot hold high power
indecision making nor have high interest in activities of Aston martin. It involves
Suppliers.
LEVEL OF INTEREST
LEVEL OF POWER HIGH LOW
High Shareholders Consumers
Low Employees Suppliers
Step 3- It is last step where manager of Aston martin can communicate with their stakeholders as
per their power and interest so that objectives can be attained on time and in proficiency manner(
Maniora, 2018).
critically analyse macro environment to determine and inform strategic management decision
By above explained external analysis it is critically analyse that Aston Martin adopts the
use of PESTLE for understanding the dynamic business environment. It is very essential for
smooth functioning of the business activities by identifying the opportunities and eliminating the
threats by finding the best solution using pestle six factors. In this Stakeholder analysis is also
very helpful to effectively acknowledge the macro environment according to the power and
interest level of the stakeholders. It helps in accomplishing the task in an effective and efficient
way by communicating the objectives according to stakeholders priority. This helps in
enhancing sales and profits of the organisation and also gaining the competitive advantage within
market.
LO2
Analyse internal environment and capabilities to given organisation
SWOT Analysis
It refers to a tool that helps the Aston Martin in effectively analysing their strength and
weaknesses in wide manner so that improvements can be done in appropriate way. Several
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aspects can be measured such as strength, weaknesses, opportunities and threats that will highly
impact the business. SWOT analysis of Aston Martin can shown below:
Strength Weaknesses
 The main strength of Aston Martin is
longevity that is also called quality due
to this public are crave for company
and this will gives high profits.
 High market presence as they deals in
around 50 countries on international
level.
 Aston Martin weakness is their limited
product offerings in emerging
competitive market.
 The company have limited suppliers
because of liquidity issues as they only
deals in luxury sports car.
Opportunities Threats
 Technology advancement and their
high quality design is the biggest
opportunity to gain high revenues and
market share.
 Another opportunity is their global
presence due to this high base of
customers get attracted and company
can covers wide market.
 The threat that Aston Martin face are
competitors like Bentley, Rolls Royce
etc. who also sales the luxury cars with
good market position( Suoniemi and et.
al., 2020).
 High fuel rates under the government
policies can affects the company overall
operating cost and profits.
VRIO Analysis
It refers to an analytical tool that helps the business enterprise to evaluate the resources of
organisations so that they will gain the competitive advantage. this analysis is based on four
factors that are valuable, rare, imitable and organised. in context of Aston Martin this VRIO
analysis can be shown below:
 Value- It is very essential for manager of Aston Martin to optimum utilisation of their
valuable resources so that they can give the high competition to their rival companies. If
the business enterprise have valuable resources than they attain the high profit margin.
For instance- Aston Martin valuable resources are their employees, supply chain and
logistics( Moktadir and et. al., 2020 ).
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 Rareness- It can relate to the understanding that the product of firm is produced by them
is rare or not. As rare products that are offered by Aston Martin helps in gaining higher
profits and also develops the loyal customer’s base. The rate goods that the Aston Martin
offers to their customers are their production and manufacturing machines and also their
features of car. It shows the firm will majorly focus on innovation, this helps in gaining
competitive advantage
 Imitable- These aspects reflects that Aston Martin offers those goods to their customers
which are imitable that means not to be copied by rival company. If organisation can
offers the copied products within market then company cannot get high profits and it also
affect the market growth. For instance- Aston Martin imitable resources are their
innovative techno and features and design of car that can helps in attracting large base of
customers(Chen and et. al., 2018).
 Organisation- It is very essential for Aston Martin to manage and organise the resources
of working place in an appropriate manner. If business enterprise may not use the
resources in optimum way than they increase the cost due to this revenues can be
reduced. Several resources in this aspects that are suppliers, employers and shareholders
of the company.
Mckinsey 7S Model
This dimension helps in examine the design of a firm by focusing on seven key internal
factors. These components can help in aligning effectively and appropriately so that Aston
Martin can able to gain their objectives. These components can be shown below:
 Strategy- It refers to that plan which is implemented by organisation to achieve their
goals so that competition can be gained in effective manner within rival market. In this if
Aston martin does not have the robust strategy than they cannot enhancing their customer
base(Bayo-Moriones, Galdon-Sanchez , and Martinez-de-Morentin, 2020).
 Structure- It represents the manner in which organisation divisions can be organised and
information can be share to every department in an effective and efficient way. In this if
the Aston Martin cannot follow the proper structure that its loose its effectiveness due to
these competitors can take the advantage of it.
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 System- This aspect reflects the activities of day to day and decisions making of
organisation. In this Aston Martin can focus on systematic work that helps the manager to
implement change for organisation success.
 Skills- It includes the capabilities and competencies of the workers at the time of
completing the task within Aston Martin. In this manager can emphasis on hiring capable
staff so that they can deal in complicated situation in an appropriate way so that high
profit can be attained( Peng, 2020).
 Style- It represents the style of the manager of Aston Martin that they use to interact and
communicate with their subordinates. In this democratic style can be adopted by manager
so that satisfied and innovations ideas can be gathered by the company.
 Staff- This factor depicts the type and number of employees working with Aston martin.
This considers the attitude and manner of manager for selecting, training, encouraging
and recognition the candidate so that task can be attained on time frame.
 Shared values- It is essential term in this model that reflects the norms and regulations
that helps in guiding the actions within working place. for instance- Aston Martin
manager can analyse the behaviour of employees and circulating all laws and regulations
in an appropriate way(Sanden, 2016).
Critically analyse internal environment to assess strengths and weaknesses of organisation
By above explanation it is critically analyse that for effectively examine the intrinsic
aspect Aston Martin can adopts the use of SWOT, VRIO and McKinsey models. all these models
are very helpful for gaining higher profits and revenues and also accomplishing the specified task
in set time frame. The main strength of adopting these models is that it helps in effectively
examine the abilities and capabilities of the company resources for gaining competitive
advantage. By using above explained models firm need to invest high cost and time due to which
operating expenses would be high due to which small organisations cannot afford it. The main
strength of using this models for internal analysis includes some strength and weaknesses by
using the SWOT analysis company can analyse the strength, weaknesses of the internal resources
and opportunities and threats that are present outside the organisation so that developing strategy
is to be effective but at the same time it is very time consuming. In this VRIO analysis helps in
providing the knowledge related to capabilities of the company so that profitable results can be
enjoyed. Adopting this analysis is very difficult within the changing business environment. In
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this McKinsey helps in attaining the corporate goals that helps in completing the task in
systematic manner. The major weakness of this is that it only focus on the internal resources
rather than external due to this it is sometimes complicated to focus on best strategy for gaining
competitive advantage.
LO3
Apply porter's five forces model and evaluate competitive forces of given market sector for
organisation
Porter’s five forces model defines as a strategic tool that helps the business organisation to take
the strategic decisions focusing on future aspects rather than gaining current competition in
marketplace. It can be involve five basic determinants that can be shown below in terms of Aston
Martin:
 Bargaining power of buyers- This is a prominent factor on the basis of which company
can sustain. Within auto-mobile industry few fluctuations in pricing cannot affect the
buying decision of Aston Martin customers because the quality of goods is premium. In
case of Aston Martin this aspect reflects the moderate impact because customers have
more choices to get the products on better price. Due to premium quality products
fluctuations in price and discounts cannot be avail much so that consumers are attracts
towards their technology and brand not with their price( Garcia-Swartz and Campbell-
Kelly, 2019).
 Bargaining power of suppliers- The suppliers of the company denoted as a blood
because all raw materials is taken from them by the organisation to develop the finished
products. In Automobile sector there are number of suppliers that supplies tyre, leather
and so on. In case of Aston Martin, they have large number of suppliers due to this the
power of suppliers are not so high and it helps in gaining several benefits to company
such as getting low cost raw materials etc.
 Threats of substitutes- As Auto-mobile industry is one of the largest business sector
within business industry that is also famous for using advanced technology. In case of
Astn Martin there are several competitors like Bentley, Tesla, Rolls Royce etc. who sells
their products with their own speciality. In this sector customers are mainly brand
conscious but they purchase the products as per their uniqueness and quality services.
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This aspect is high rate because of many other firms are also selling their products with
their unique features and pricing that attracts the customer attentions(Madhushree, Kumar
and Aithal, 2018).
 Threats of new entrant- In context of Aston Martin that is largest luxury sports car
manufacturing company in the worldwide. In automobile sector Aston Martin investing
high amount of capital, using advanced technology and resources to sustain in market.
This factor contains the low rate because for entry into this market new entrant needs
large number of capital and financial resources. For new arrivals it is very difficult to
sustain and captures the customer’s attentions.
 Rivalry of firm- This determinant is moderate within automobile industry. in case of
Aston Martin they can delivers the high quality technology cars to their customers which
reflects their uniqueness. This is enough to attracts customer attentions and maintaining
brand image. But there are many competitors who also sold the best quality cars to their
customers such as Bentley, Rolls Royce etc. that are also famous for their uniqueness and
specifications in product offerings( Kitsios and Kamariotou, 2019).
Devise appropriate strategies to improve competitive edge and market position based on
outcomes
From above explanation it is analyse that working on all these five factors shows the major
impact on sales and profits of the Aston Martin. To sustain for a longer period of time
organisation need to work on developing new strategies so that they can beat the
competition within marketplace and attracts the customer base for the longer period of time.
To prevent these threats of substitutes firm will focus on delivering the unique offerings that
fulfils the needs and status quo of the customers within society. To overcome the threat of
Rivalry Company can focus on delivering sustainable differentiations in their offerings that
also helps in raising profits and growth within current market.
LO4
Apply range of theories, concepts and models interpret and devise strategies planning for given
organisation
Porter’s generic model
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This model helps in examine the manner in which company can attain their business
objectives by gaining competitive advantage within marketplace. In context of Aston Martin,
manager can focus on evaluating these porters’ generic strategies that can show below:
 Cost leadership- This strategy reflects that company can easily target their customers.
According to this organisation can sell their offerings on low cost with more discounts
that can attract the large base of customers. This helps in enhancing the profits and rivalry
advantage( Sánchez-Herrera and Donate, 2019).
 Differentiation- In this aspect Aston Martin can delivers the differentiation products and
services to users that are not offered by competitors yet. For this firm needs to focus on
innovation and research & development related to products and requirements of
customers so that high profits can be gained.
 Focus- It includes both cost focus and differentiation and in this Aston Martin
organisation can do highly focus on their customers by fulfilling the demands and needs
in effective and appropriate manner. In this they offer the quality products on effective
and worthy price so that high market share can be gained.
Ansoff’s Matrix
It defines as an effective strategic tool that is used by the company for planning so that
accurate strategy can be adopted. In terms of Aston Martin this model can be explained below:
 Product development- In this organisation can develop the new offering in market so
that they can attract the existing and potential customers for purchasing. This will helps
in enhancing the sales of Aston Martin due to which maximum profits can be generated.
 Market development- In this company focus on developing their market by entry into
new area or city with their existing products so that high customer base can be enjoyed by
them. This is beneficial for Aston Martin for maximising the volume of sales and profit
margin( Bentley-Goode, Omer and Twedt, 2019).
 Diversification- In this strategy it is reflected that firm will take the high risk of entering
into new market with new products and services. If it fails organisation face major loss
but it success it will enhance the market share and position of the Aston Martin. This also
develops the new base of customers with high profits and sales.
 Market penetration- In this strategy company can focus on offering their existing
products and services within current market. In this they can low the prices of goods and
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services and for enhancing the high market share. If Aston Martin can adopts this strategy
t=it will negatively affect their brand image as it is the luxury premium quality sports car
company.
Bowman’s Strategic clock
In Context of Aston Martin manager can focus on analysing this model so that effective
strategic positioning can be select out for gaining competitive advantage that can be shown
below:
 Low price and low value added- In this firm will delivers the products and services at
low cost to their customers. in this business can gain low profits an delivers the several
goods on low cost that does not contain more value in eyes of customer.
 Low price- It reflects that in this aspect Aston Martin can offer the several services at
low cost by following the low cost strategy to become leader within market( Johnson,
2016).
 Hybrid- This involves both differentiation and low cost of goods that is adopted by
Aston Martin for enhancing sales.
 Differentiation- In this firm will focus on innovation in their goods and services that
helps Aston Martin to increase their sales.
 Risky High margins- In this organisation may face major loss and for controlling it
manager of Aston Martin can take high risk for managing revenues.
 Monopoly margins- Aston Martin has the capability of control their price as per their
own convenience that also not affects their customer base.
 Loss of market shares- In this Aston martin face the major loss and loss their market
share within rival market.
From above analysis it is reflected that Aston Martin adopts the differentiation strategy
where they can develops the product with innovations and uniqueness as per technology
advancements that will display within market place. It helps in enhancing profit margin sales
volume and customer base so that high sustainability can be shown within business industry.
Produce strategic management plan that can tangible and tactical strategic priorities and
objectives
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Vision- Aston Martin vision is to offers the luxurious cars to their customers that offers
them reflecting the luxury status within society.
Mission- The major mission of Aston Martin is to best in every field so that customer
experience best.
Strategies- The company can focus on product development strategies in which they
offers the innovative products to their customers that will shows the high luxury to the customer
status.
Objectives- This Company work for the objectives where they enhance the sales by 15%
in next 6 months and enhance their profits by 5%
Tactics- It reflects the efforts that are executed by company to attract the large base of
customers and to lead the market. For this manager of Aston Martin focus on using marketing
mix 4Ps so that profits would be developed(Marx, 2016).
Product The several products which are offered by Aston Martin to their customers are
luxury sports car, fuel sources and the new one that are electric vehicles by eye
sensor lock, using this they can enter into the market. They are recognised as luxury
brand that can effectively capture the customer attention.
Price Aston Martin has premium pricing strategy that helps in maintaining their brand
image within marketplace. This helps in their product development strategy to
attract the large base of customers related to electric vehicle with eye sensor lock.
Place The company can sales their products in all over the world and to expand their
business they introduce new product in the global market so that high profits can be
gained.
Promotion To promote their new offerings Aston Martin use the digital technology that are
social media, e-, mails so that large base of people get attracted in all over the
world.
Implementation- In this Aston Martin can execute the developed plan and for this they need to
manage and allocate funds by making the budget. In this they adopt the use of key performance
indicator so that corrective actions can be taken out by removing the mistakes and overusing the
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financial resources. This helps in gaining high profits and enhancing the sales of organisation in
future terms.
Evaluation- In this manager of Aston Martin can evaluate the several strategies and try to
manage and control the executing plan and changes as per the needs. In this they adopt the sales
analysation tool for analysing the sales by using above plan. in this firm will examine the target
and actual sales so that achievement can be shown and if there is need of any changes for
enhancing sales it can be done effectively and appropriately that gives high benefits in future
perspective and it also helps in longer sustainability.
Critique and interpret information and data applying environmental and competitive analysis to
produce set of valid strategic directions objectives
By analysing the above elaborated data examine internal and external environment and
competitive analysis helps the organisation to gain high profits and revenues that are
beneficial for the business enterprise. These determinants help the organisation to attain their
objectives on time frame and in an appropriate way. The company can also focus on
adopting the use of advanced technology for promoting and designing their offerings to their
consumers. In this they also adopt the several marketing elements so that products can be
delivering to users in effective pricing with proper supply chain management. In this staff
members play a vital role in manufacturing and controlling the products and activities so
that enterprise can gain high profits and revenues.
CONCLUSION
To be above explanation it is concluded that business strategy is one of the prominent term
within the organisation for enhancing profits and exploring operations of the company. To
complete this study this report take the Aston Martin company and analysing their internal
and external factors by using PESTLE, SWOT, VRIO so that their opportunities and threats
can be effectively analysed so that company can focus on making effective decisions related
to earning profits. in this Bowman’s strategy is also very beneficial for examine the current
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market position so that attracting customers would be easy. At last develops the strategic
plan for enhancing sales and revenues to longer sustainability within marketplace.
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