Business Strategy for Aston Martin: Impact of Macro Environment, Internal Environment Analysis, and Competitive Analysis

Business Strategy

Table of Contents
Introduction......................................................................................................................................2
Task 1...............................................................................................................................................3
Analyse the impact and influence which the macro environment has on an organisation and its
business strategies.......................................................................................................................3
Task 2...............................................................................................................................................7
Assess an organisation’s internal environment and capabilities Organisational internal
environment.................................................................................................................................7
VRIO analysis of the Aston Martin............................................................................................8
TASK 3..........................................................................................................................................10
Balance scorecard to align organisation vision and strategy. .................................................10
Porter's five force model...........................................................................................................11
Ansoff Matrix............................................................................................................................12
Task 4.............................................................................................................................................14
Apply models, theories and concepts to assist with the understanding and interpretation of
strategic directions available to an organisation.......................................................................14
Conclusion.....................................................................................................................................16
REFERNCES:................................................................................................................................17
Books and Journals:..................................................................................................................17

Introduction
Strategies are made to achieve organisational objectives because it help to made those
plans which help to show a appropriate direction to workforce that what should be done and how
it should be done to achieve to complete their daily task (Farrukh and et. al., 2020). It is essential
for every company to prepare strategies for them self to gain competitive advantage, to build
good reputation in market, to gain more customers and many others. Aston Martin Lagonda
Global Holdings PLC is luxury sports car manufacturing company which was founded in 1913
by Lionel Martin and Robert Bamford. It is headquartered in England, UK. The following file
covers internal and external business environment analysis to examine the organisational
strategies to handle such factors. It also include competitive analysis of given organisation and
some models and theories to implement the plan.
Task 1
Analyse the impact and influence which the macro environment has on an organisation and its
business strategies
The strategic content-
Mission- Aston Martin's mission statement is 'to become British best car manufacturing
company which will gain the customer satisfaction by providing them most beautiful car in looks
and quality both.'
Vision- Aston Martin's vision is to generate higher profit and become world's best company by
leading the industry at global level.
Objectives- few objectives of Aston Martin are given below-
 To lead the high luxury sports car market at global level.
 To manufacture those cars which attract the attention of racers or sport's car lovers.
 To adopt innovations on regular basis in the products to satisfy customers.
Strategy is defines as the plan of action for workforce of a company which is set to
achieve a log tern as well as short term goals (Park and Mithas, 2020). Strategy plays an
important role to achieve business objectives, mission, vision and many others. In context of
Aston Martin, their strategies to check the quality of their products on regular basis will help
them to capture bigger market. Hence, this will help them to achieve their mission and vision.

Beside this, they also adopt new ideas for new car designs and development of the power of their
engines which help them to to cover their objective for innovation.
Analytical frameworks of the macro environment-
PESTEL analysis is used to analyse how external factors of business impacted upon
company and in what ways company respond to such factors. PESTEL analysis of Aston Martin
is given below-
Political factors- Government of UK help their companies to expand well by reducing
the restrictions on trading for UK based companies. This will help Aston Martin to manufacture
their cars and export them to other countries easily (Pan, Chen and Zhan, 2019).
Economical factors- Economical growth of UK is good which help companies to grow
well. On the other hand, raw material of UK is expensive as compared to many other countries.
This will impact negative upon Aston Martin by spending more expenses on purchasing raw
materials.
Social factors- Population of UK consist of having high purchasing habit and they focus
to purchase quality products whether they have to spend little more on it. This will help Aston
Martin to manufacture good quality of cars and attract their targeted customers.
Technological factor- Aston Martin is an auto mobile company where the quality of
product is mostly depend on their technological factor that which kind of technology they used.
It is essential for them to use highly advanced and modern machines and tools for booth
manufacturing as well as for testing the quality of their cars.