Analyzing Macro and Internal Environment of Aston Martin

This report analyzes the macro and internal environment of Aston Martin, including the impact of external factors on decision making and the company's internal strengths and weaknesses. It also discusses strategic capabilities and components such as the resource-based view strategy and McKinsey's 7S model.

Business strategy

Table of Contents
INTRODUCTION......................................................................................................................3
TASK 1......................................................................................................................................3
P1 Analyse the macro environment in a organisation............................................................3
M1 Critically analyse the macro environment to determine and inform strategic
management decision.............................................................................................................5
TASK 2......................................................................................................................................5
P2 Analyze the internal environment and capabilities of a given task..................................5
TASK 3......................................................................................................................................8
P3 Implement porter's five forces to evaluate competitive forces of a market sector for a
firm.........................................................................................................................................8
TASK 4....................................................................................................................................10
P4 Apply different models, theories and concepts to interpret strategic planning for a
company...............................................................................................................................10
CONCLUSION........................................................................................................................13
REFERENCES.........................................................................................................................14

INTRODUCTION
Business strategy refers to a set of competitive strategy that is used by the
organization to compete with the rival firms, attract more and more strategy, and strengthen
the performance and accomplishing the goals within the business enterprise. It set the outline
for the firm to reach out the desired task. It is the backbone of every enterprise and provides a
roadmap that helps in leads the achieving task. Aston martin is one of the British sports car
manufacturing companies, headquartered in London, United Kingdom. This project report
includes the impact of internal and external factors that effects the organization in decision
making process. By using this company can examine the employees’ skills, capabilities,
opportunities and strength that help the business enterprise to earn more and more profits and
assists in longer survival of firm. For competitive advantage it uses porters, five forces model
which helps in attracting more and more customers. At last it focuses on the concepts and
philosophies that help in making the proper strategy related to enhance revenue.
TASK 1
P1 Analyse the macro environment in a organisation
Aston martin is one of the British independent manufacturing of a luxury sport cars and
grand tourers company in the UK headquartered in Gaydon, England, that deals in
worldwide. It was founded in the 1913 and has a net income of £ 104.4 million.
Vision
The mission of Aston Martin is to provide the luxurious car to the customers so that
they can enjoy the luxury life in the society and maintain their status in the society.
Mission
The mission of Aston Martin is to provide the best products and services so that
customers experiences in a great way in every field in which company deals. it can also
supports team work so that task can be done in an appropriate way.
Macro environment
It refers to the condition that was present in the economy of a country as a whole. It is
related to the whole region rather than particular sector. It includes inflation rate, GDP,

monetary policy, fiscal policy etc that affects the overall enterprise sales and its profit
margins. In context of Aston Martin, manager of a company use PESTLE analysis and
Stakeholder matrix that helps in identifying the opportunities and threats and then make a
strategy according to the demand of the business environment.
PESTLE ANALYSIS
 Political factor – This factor analysing the extent of involvement of the government
that may influence the economy or a whole certain. It includes tax policy, trade
traffics, fiscal policy etc. In context of Aston Martin that id one of the leading cars
manufacturing company based on UK. in country UK, there is Brexit occur and
because of this there is uncertainty present in the surroundings like many European
country are separated from the EU union this will negatively affect the sales of the
firm(Rastogi and Trivedi, 2016).
 Economical factor – Due to the Brexit occur in the UK, it affects the income of a
person and its affects the economic stability of the nation. In context of Aston Martin,
there is increasing number of credit and market risk due to fluctuating foreign
exchange rates affect the cost of production of car in the company. But it also impact
positively as they provide employment to people who contributes in the enhancing the
economy.
 Social factor – This factor relates to the society and its people. In this Aston Martin,
identify the customer needs and preferences regarding the price and design of the car
and on the basis of this they provides them to the products. It uses the resources that
are cost effective on the basis of this they provide the car according to the consumer
preferences.
 Technology factor – In today’s environment using technology is the best way of
earning more revenues as well as helps in attracting more and more customers. In
context of Aston Martin, they use the digital tools to promote their products and this
will helps in attracting more and more users. therefore they also used advanced
technology in their cars like self-driving automatic cars this will influence the people
to purchase this and it will enhancing the profits and sales of the company (Aithal,
2016).
 Legal factor – This factor related to the government legal laws and regulation that
was generate for the employees and customer welfare and also for the company
welfare. In context of the Aston Martin, manager can use customer legislation laws so

that every consumer are loyal towards the industry and use employment laws for their
workers so that they will be equally pay for their works. It will improve the quality
and quantity of the work and helps in generating more revenues.
 Environmental factor– This factor involves the environment in which an
organization operates its business and grows their business. In context of Aston
Martin, company use the trend that is related to the low engine capacity and this helps
in driving new technologies. In this they also use those resources that curbing
greenhouse gas emission for their new green cars. This will attracts more and more
customers and increases the sales and profit of the firm. it is basically influences and
targeted the high-elite people(Higgins, Omer and Phillips, 2015).
Stakeholder’s Matrix
LEVEL OF INTEREST
LEVEL OF POWER HIGH LOW
High Shareholders Government
Low Consumers Suppliers
Based on the above analysis all the stakeholders are required to properly be satisfied with the
strategy to ensure its acceptability. In the context of the Aston Martin prominent stakeholders
are are mentioned above and its analysis are explained below.
 Shareholders – A very prominent stakeholder of the Aston martin is there
shareholders who invest money in the company and after this they get high returns
from this. Without these shareholders firm cannot achieves its target and earns a high
profits and brand image from them (Van Niekerk,2016).
 Government – in context of Aston Martin, government have low level of interest in
the company but contains high power because of their strict rules and regulations
regarding income, economy and the foreign transaction.
 Suppliers – This person play an important role in the business of Aston Martin,
because it is a car manufacturing company for this they need to raw materials and in
this suppliers are their providers of the resources without it organization cannot
produce a goods as per the demand of the market. In this they covers the low interest

but have the high power in such a way that suppliers are the seller of raw material if
they charge high cost than its increases the cost of production. This will affect the
sales of the firm and many customer switch to the other industry (Ilinova,
Cherepovitsyn and Evseeva, 2018).
 Customers – A very significant term of this stakeholder matrix which contains high
levels of interest and low level of powers because they are the buyers of the cars.
Without this person a company cannot face success in the current market place. To
attract more and more customers firm innovates in their products offerings which is
differ from the competitors goods.
By analysing the stakeholder matrix manager of Aston Martin can examine the various
stakeholders as per their interest and power so that they can properly do their task as per the
requirements of the business. In these shareholders contains high interest and high power due
to this manager need to maintain the transparency with them to gain the more profits. And in
these customers, suppliers and government also be the major part of the firm due to this
manager can focus and do their task as per their interest and power so that they can sustain in
the market for longer time period.
M1 Critically analyse the macro environment to determine and inform strategic management
decision.
From the above summarized external environment in this Aston Martin use PESTLE
and Stakeholder matrix to identify the facts, opportunities and threats on the basis of which
manager can make the strategies for achieving the goals and revenues. By using this model
business enterprise easily generate more sales and profits and longer sustainability in the
market place. It is a prominent term for analysing the macro environment decides the
business activities to achieve the goals on time. It also helps in satisfying the customers’
demands so that they feel great with buying the goods from the enterprise. This helps in
generating the more and more revenues and earns a high amount of profits with maximum
sales. This analysis affects in a positive way because it gives the effective results to the
business firm to survival of the company.
TASK 2
P2 Analyze the internal environment and capabilities of a given task
SWOT analysis

 Internal factor refers to the identification of internal strength and weaknesses that
helps in enhancing the sales and market growth of the organization. In this manager of
Aston Martin use SWOT analysis that helps the manager to their abilities and
capabilities to achieve the targets(Ilinova, Cherepovitsyn and Evseeva, 2018).
Strength Weaknesses
 The main strength of Aston Martin is
that it covers the high brand equity
and strong legacy. It provides an
ultimate comfort and a luxury by its
cars and their innovative services.
 It uses latest promotional tools that
covers large market and helps in
earning maximum revenues.
 The major strength of Aston martin is
that it has a reputed company in a
world that is working on the basis of
innovation and they do a business
around 50 countries.
 There well established infrastructure
helps in operational activity of the
business to enhance the market
trends.
 The major weakness of the company
is that it has limited number of
offerings or product portfolio in the
emerging competitive market
environment.
 It depends on the less number of
suppliers and there is a problem
relating the liquidating because of
luxury car manufacturing company.
 The major weakness of Aston Martin
is that there liquidity issue create a
major problem for a luxury car maker
and due to this it contains more risk
when they deals on geographical
nature for enhance their growth
strategy.
Opportunities Threats
 The biggest opportunity for Aston
Martin is that it attracts and convinces
many customers by its design and its
competitive pricing strategy.
 Another main opportunity is that it
expanding the automobile sector
industry and the most of the market
covers and tapped by the Aston
Martin.
 The major threat that was faced by
the Aston Martin company is that the
rise in the price of fuel cost and some
restrictions that was imposed by the
government regarding some policies
and taxes that affects the sales of the
company and reduce the profit
margin.
 The another threat that was faced by
the organization is that there are many

competitors present in the current
competitive market which also affect
the sales and profits of the firm.
Strategic capabilities and their key components
Strategic capabilities are defined as the process under which numerous strategies are
taken and implemented so as to provide benefits to the organisation so as to compete with the
prevailing rivals and to attain business goals and objectives. This strategy is having six major
components such as strategic objective, major goals, action plans, analytical tools, value and
vision. All these components are advantageous for the business in order to implement any
strategy and taking out their benefits. (Anitha, 2016). In the context of Aston martin their
strategic planning is executed in order to carry out immense benefits over their market edge
and market share.
Resource based view strategy
Resource base view strategy is defined as that aspect which is used by business
enterprise so as to recognise strategic resources of the business which can be utilised by them
so as to gain business sustainability and market competitive edge.in every business two
categories of resources are hold by them which is tangible and intangible. As in context of the
company are having their physical resources such as machinery, building, capital, other
equipment and their furniture and fixtures. On the other hand they are having intangible
assets in the form of intellectual property, goodwill and their market share.
McKinsey's 7S model
McKinsey's model is a strategically applied tool which is used to recognise
organisational design which can be find by using seven aspects. These components are
required to align in the business in an effective manner so as to achieve business goals in an
effective manner. In the context of Aston Martin this analysis is required so as to achieve
business goals and to get high market coverage; these components are explained as under:
 Strategy: This is considered as the action plan by the organisation with the purpose to
attain competitive edge in the marketplace and to compete with existing rivals in an
appropriate manner. As Aston Martin is a luxurious car manufacturer so they are

having high ranged price strategy which is making them a market leader in their
segment and they are able to achieve high customer base. (Bhanot, Rao and
Deshmukh, 2016)
 Structure: This portrays the manner in which the business has arranged their
functional units and areas for the purpose of sharing information with each other
department. Aston Martin is having appropriate structure in which they are having
CEO as their top authority and afterwards duties are delegated as per their positions.
This structure enable Aston Martin in competing with their rivals.
 Systems: This is the process under which the series of basic activities are followed by
business entity and process of decision making takes place. With the help of
maintaining proper internal system Aston Martin is able to exhibit changes in an
effective manner.
 Skills: This aspect includes the capacities and competence of workforce of a
company. As in context of Aston Martin, they are having high skilled employees
within their organisation due to complex problems are solved in a very effective
manner.
 Style: This is an aspect which includes the manner in which business is managed by
the management over top and lower level. As in context of Aston Martin, they are
having participating leadership style which makes them to enhance level of their
employee satisfaction.
 Staff: This element is associated with the quality hold by staff members and their
number within the organisation. As in context of Aston Martin, the company is having
highly trained employee and they have a very appropriate policy of recruitment and
selection.
 Shared values: This aspect is associated with values, ethics and standard which is
hold by the business. In Aston Martin the business is having high standards and
workplace ethics which guide the employee during their operations. (Hakala and
Kepsu, 2017)
VRIO FrAston Martinework:
VRIO FrAston Martinework is sum of four elements which is value, rareness,
imitability and organisation. This tool is used by businesses so as to recognise their internal
capabilities and available resources. This frAston Martinework is helpful as in the process of

getting market competitive edge and to compete with their rivals. In the context of Aston
Martin, this framework is explained as under:
Valuable: This is very essential for the manager of Aston Martin that they utilise all
the procured resources in an appropriate manner so as to give tough competition to their
rivals and to take maximum output form their resources.as in context of Aston Martin, they
are having valuable resources such as their car’s design, their employee and their supply
management. Due to these valuable resources the company is able to earn high profits. Their
supply chain management is highly capable in nature due to which they do not face any
difficulties in delivering their product to customer. This is providing immense opportunities
for Aston martin to grow within marketplace.
Rareness: This aspect is all about recognising the rare resources of the organisation.
If rare resources are hold by their business then they will have separate market coverage and
this will enhance their goodwill. As in background of Aston Martin, they are having rare
resources such as their customer, their products and intellectual property rights (Hartz-Karp
and Marinova, 2017). These resources are helping the company in maintaining their
distinctiveness within marketplace and upkeep their brand image as well.
Imitable: Under this aspect, Aston Martin is required to offer those products to their
customers that are not imitable by other competitor. As Aston Martin is a luxurious brand
which is giving them special appearance in the market, so their products are not imitable by
their rivals which make the company high in market position. Due to this aspect high
competition is faced by the company and for overcoming this situation they are making their
product highly innovative and laced with latest technology.
Organisation: This is the most essential element as this ensure that organisational
structure is made in such a manner that all the resources of the business is utilised in an
effective manner. In the background of Aston Martin, they are having well designed structure
where policies regarding their customer and suppliers are made in an appropriate manner.
(Kumar and Rahman, 2016). Aston martin is highly dedicated in making their organisational
structure robust so as to provide support of this structure in gaining high market share and
sustainability as well.

TASK 3
P3 Implement porter's five forces to evaluate competitive forces of a market sector for a firm
Porter’s five force model is an analytical tool through which strategic decision are
taken by the business for their future. These five forces are helpful in industry analysis of the
business due to which the market position can be identified by the business. As in context of
Aston Martin these five forces are explained as under:
Competitive rivalry: The competition held by the businesses is the factor through
which lucrativeness within the business can be identifies. The competition within the industry
is helpful for the business so as to get their separate identity in the marketplace and to uphold
power in their industry. As in the background of Aston Martin, the company is having
diversified field of production which makes them the market leader of their segment. On the
other hand they have very limited targeted customers so all the products are made as per their
requirements. This force is moderate in this industry, as the Aston Martin is having their
strength that they are having a unique brand image which is their eminent feature. So they do
not possess high competition with their rivals. On the contrary the fan base of Aston Martin is
having a different level; their cars were specially designed for bond movie series. This has
given them unique identity over the market so they are able to lower this force so as of now
they have a limited competition with the rivals because each brand is having their separate
distinctiveness and uniqueness. (Perey and et. al.,2018)
Threat of new entrants: This force means the barriers which are imposed by the
government so as to get entry in a particular industry. This threat can be faced by any
company by two main sources, the first one is a new company is willing to diversify their
market by entering into some another industry and the second one is a new business entity is
willing to start their business in a specific industry. As in background of Aston Martin, the
company is manufacture of luxurious and sports car and they are having heavy capital
investment. Being a luxury car company they are having high profit margin and they have
high risk of failure. The company is coming up with new technology and they are trying to
upgrade their cars with advanced technological advancements.so this force is having low
impact within this industry. This industry requires huge money to be invested and they
required to follow so many guidelines which are related to technical assistance and other
aspects. So Aston Martin is not having much impact of new entries in their business.

Threat of substitute: This threat depicts the number of rivals present in the market,
as every business is having number of rivals within their industry due to which the business
person are required to introduce some new technologies and tactics so as to stay in the
competition and to attract and retain their future customer and customers. Aston Martin is
operating their business in automobile industry, this industry is the fastest growing industry
which undertakes all the technological advancements in the first instance. Aston Martin is
having so many competitor in within their industry such as Bentley, Rolls Royce etc. All the
companies are having their own speciality and their own characteristics. In automobile sector
customer are not brand specific, they prone to buy those product and services which are
providing best services and superior quality. Aston Martin is manufacturing luxurious cars to
the market positioning of this brand is quite large. So overall it can be concluded that this
force is high in context of Aston Martin, as they are having their rivals who is having high
brand image in the market and a very separate customer base.
Bargaining power of suppliers: This force states the level of control hold by
suppliers of the business and their power in the industry. Suppliers’ works as blood of the
business as all the raw material are taken from them in order to produce finished goods.
Automobile industry does have so many suppliers in various industries. For instance they
have suppliers in bearing business, tyre business, and leather business and so on. On the other
side when supplier is supplying those item which is rare and their switching cost is high then
company is required to stay dependent on that supplier only. In context of Aston Martin, the
company is having large supplier so they do not give them high power. So this force is low in
their case which gives the additional benefits to the company over the market. (Raghavendra
and Nijaguna, 2016)
Bargaining power of customer: This force is the main aspect due to which a
business is running. Further this force portrays that how much power is hold by the customer
and how sensitive the customer is for any price changes in company’s offerings. In
automobile industry nominal price change does not hAston Martinper the buying decision of
customer as the value of product is high. In context of Aston Martin, this force is moderate as
customer have so many choices in the market may be with better prices and better offerings.
As they deals in luxury cars so are not supposed to provide high discount so customer are
adhered to technology and brand not with the prices they are offering.

From the above discussion it can be concluded that Aston Martin is having high
market of their product and their customers. For minimising their market threat they are
required to reinvent their cars so as to retain their market share and meet level of customer
satisfaction. In order to get high competitive edge they are keeping their cars with distinct
identity so due to which large customer get attracted. For attaining distinct competitive edge
and market share Aston martin is required to focus on continual improving their product by
which huge customer can be captured by them and they can enhance their customer base. It
can be said that customer are the heart of the company so they are required to focus in
prominent manner.
TASK 4
P4 Apply different models, theories and concepts to interpret strategic planning for a
company
Porter's generic strategies
It is the strategy that is used by the company in order to identify the different ways by
which they could accomplish their goals and objectives within the timely manner. There are
different kind of strategy that are applied by the Aston Martin that are as defined below as
Cost leadership: It is the strategy through which company could target the customers in an
easiest manner. As per this strategy Aston Martin offers different products and services of the
customers with the affordable and the reasonable prices. With respect to this strategy
company prevent the discounts and the offers to their liable customers in order to gain the
interest and attraction of large number of customers. With the help of this strategy company
could enhance their sales and profit by gaining the higher advantage of the competition.
(Echchakoui, 2018)
 Differentiation: It is the strategy in which Aston Martin will provide the new
products and services to their customers and try to differentiate their products as
compared to tier rivals and the competitors. Thus in this Aston Martin will induces the
continuous innovation and development within their products by which the interest of
the customers will get increases.
 Focus: It is the strategy that includes both focus and the differentiation and thus in
this Aston Martin maintain the full focus on their customers by which they could

always try to fulfil the need and demand of the customers. As per that they induce the
relevant changes within their services. Thus they provide the best product will the
adequate price in order to gain the higher share on the market
Bowman's strategic clock
Bowman strategic clock is the model that helps the business to apply the appropriate
strategies within the business in order to give the tough competition to their competitors.
There are different factors that includes in this framework and it is as explained below as:
Low price and low value added: It is the strategy that is applied by the company in order to
offer the different services at minimum prices. While company also gain the less profit and
provides the different products with less prices. (Cavaleri and Shabana, 2018)
 Low price: In this the Aston Martin will provide the different services at low prices
and uses the cost minimisation technique and become the leader in the market.
 Hybrid: It includes both differentiation and low price of products and it is the
effective strategy that might be used by the Aston Martin.
 Differentiation: In this the company will induce the innovation in their products that
helps to develop more sales. (Firoz Suleman, Rashidirad and Firoz Suleman, 2019)
 Focused differentiation: In this the price of the products will be high with that
quality will also get maintained. It is used by the Aston Martin while operating their
business at global level.
 Risky high margins: In this company get the loss and to control that they could take
the high risk in order to manage the profit margin.
 Monopoly pricing: In this one of the companies will control the price rate in the
market and change as per their own convenience.
 Loss of market shares: It is the condition in which company face the loss in the
competitive market that has reduces its market share and market value too.
Thus Aston Martin uses the new and innovatory strategy by which they could induce the
changes and the innovation as per the technological advnace4ment that has been generated in
the market. And by this provide the most unique and better products and services to the
customers that help to maintain the market share.\
M4 Strategic management plan that includes strategic priorities and objective

Strategic planning includes the different activities that are implied within the company
in order to gain the high share of profit and more advantage from the competition. The
strategic management plan of Aston Martin is as defined below as:
Vision: To provide the most emission luxurious cars to their customers that brings
more luxury in their lives. (Desai, 2019)
Mission: The mission of the Aston Martin to be the best in every field of their business
by providing the best experience to the customers.
Strategies: Aston Martin follows the market development strategy in which they
induces the better change within their cars and provide more luxury to their customers.
Objectives: Aston Martin work with the objective to develop the sales with the 10% in
the upcoming 6 months and with that increases the revenue by 7%.
Tactics: It is the efforts that are implied by the company to attract the large number of
public and the leaders in the market. With that they use the marketing mix to develop the
profit even moiré.
Product The different products that provide by Aston Martin are as luxury automobiles,
fuel sources that induces the electric luxury vehicles and with this they entre in
the new market. They are more known for the luxury vehicle that grabs the
attention of the customers as from their intensified features.
Price Aston Martin has the strong brand value that helps to imparts the best
advancement within the vehicles and customers will easily get attract towards
their vehicles. They use the market oriented strategy for pricing by which they
could develop the electric vehicle for their customers.
Place Aston Martin distributes their product as from the minimum number of stores and
try to expand their business while opening the new stores in the Asia as well.
Promotion They uses the digital marketing to perform the promotion and also uses the search
Engines to develop more awareness in the market.
Implementation: In this Aston Martin implement the formulated plan within the company
and manage the funds by performing the adequate budget. They also uses the key

performance indicator to improvise the performance if the company as from the future sales.
(Ansoff and et. al., 2018)
Evaluation: In this Aston martin will evaluate the different strategies and try
managing the plan and implementing the changes as per the requirement.
CONCLUSION
It has been concluded from the above report that by adopting the different strategies
company could try to enhance their sales and profit. In that company must perform as
PESTLE, stakeholder’s analysis, SWOT, Ansoff's matrix to know about the market even
more. In addition to this VRIO analysis will also be conducted that shows the resources and
the capabilities of the business. At last Bowman strategy, porter's generic strategy will be
used to implement the strategic planning within the business.

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