Environmental Analysis of Automobile Industry - Desklib
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This report covers challenges that are faced by organisation from internal and external business environment. Furthermore, Swot analysis, Pestle analysis, Porter's five forces and value chain analysis is explained in the context of Aston Martin organisation.
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Environmental Analysis of Auto mobile Industry
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INTRODUCTION Environmental analysis is defined as strategic tool that consist various activities such as identifying internal and external elements of environment that have power to affect business performance and functionality (Al-Shami and Rashid, 2021). Proper analysation of these factors enable business to take effective decisions and formulate strategies that helps business to attain determined goals and objectives on time with great efficiency. Auto mobile industry comprises various organisations that involve in designing, manufacturing, marketing as well as selling motor vehicles. In this report chosen organisation is Aston Martin which is British independent sports car manufacturing organisation established in 1913 by Lionel Martin and Robert Bamford. Headquarter of organisation situated in England, United Kingdom. This report covers challenges that are faced by organisation from internal and external business environment. Furthermore, Swot analysis, Pestle analysis, Porter's five forces and value chain analysis is explained in the context of Aston Martin organisation. TASK PESTEL analysis PESTEL analysis is an external analysis which helps business to identify factors which create impact on company and present outside business(Levner and Ptuskin, 2018). It consist different factors like interference of government on business, economic factors, factors related to society, technological up gradation, laws and regulation and many more. Explanation of these factors in context of Aston Martin are mentioned below: Political factors:Political factors create various impact over Aston Martin as due to Brexit, there is uncertainty occur in political environment of UK and government of UK has made various changes in their rules and regulation. These changes in rules create problems for company as they needs to consider these factors. Due to increasing inequality in UK, there is various changes occur in taxation policy which create impact over profit of company. Local government are also containing carbon footprint in taxation policy which create impact over company Economic Factors:Economic factors are those factors which are related to exchange rate, interest rate, labour rate and can be impacted on cost of company. Skilled labour in UK are available in high numbers which create opportunity for Aston Martin to provide quality products
to their customers. There is high risk due to change rate which can create impact on creative and investment of company. Social Factors:Social Factors are those factors which are connected culture, values of society. It create impact over business of Aston Martin as there is changes in preferences of customers (Mengtian and Luyang, 2017). There is also rise in disposable income of people living in UK which provide opportunity for business as they can sell their luxury cars to their customers. There is also growth in used car market which create threat for Aston Martin as it does not allow people to live in their market. TechnologicalFactors:Technologicalfactorsarethosefactorswhicharerelatedto technological advancement, up gradation and innovation which provide growth to business of Aston Martin. This organisation is focusing on enhancement of experience of customers with offering of increasing speed as well as access. There is used of advance technology in Aston Martin which provide them opportunity to expand their marketing share. Legal Factors:Legal factors are those which consist different rules, laws, regulation for business. It is an important factors which can create negative impact over survival of business. There are different types of laws are present in UK which is to be consider by mangers of Aston Martin as it allow them to conduct their operation without any problems. These laws are related to environment protection, data protection, employment laws. Environmental Factors:Environment factors are those factors which are related to pollution, climate condition and corporate social responsibility of business(Panigrahi,2021). There is increasing awareness in people of UK related to environment which can create impact over businessofAstonMartin.Thereisvariousregulationoverthisorganisationrelatedto environment and in order to overcome of this, company needs to invest more on their operation to reduce pollution and carbon footprints that results in increasing cost of company. SWOT analysis SWOT is an internal external analysis tool which helps an organisation in strategic planning and strategic management. It helps to identify various factors like opportunity, strength, threat and weakness. SWOT analysis of Aston Martin helps to identify various factors which are mentioned below: StrengthWeakness
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Aston Martin is an organisation which has its long history as company has been started in the year 1913. It is focusing on providing designing teamandheavydutymanufacturing which create opportunity for company (Ravi and Shankar, 2017). They ensure to build powerful, coveted and perfect car for every people and emphasis on increasingperformanceandgood quality of products and service. This organisation is producing luxury carsandtargetingtoaffluentclass which helps them to get profit as well asincreasepurchasevaluesfor customers. Aston martin has lover marketing share in compare to other companies as their main focus is on luxury market and not trying to expand to other target market. Aston martin has small selection range as they only have few model which are available at time. It limits choices of customersalthoughcompanyis providing best quality of products and service to customers. OpportunityThreat There is increasing demand of Budgeted auto mobiles and it is high time for company to expand their market share by providing their productsinmassmarket(Shalenderand Yadav, 2019). Companycanexpandtheiravailabilityin different place. Aston martin is providing their products in different country but to penetrate theirneeds,businessneedstoworkon expanding themselves. There is increase in prices of petroleum products which boost market of electric car and threat threat for Aston Martin. Increasingcompetitionisanother factors which create threat for company as it does not allow them to increase their marketing share. There are various competitors are present of Aston Martin including Jaguar, Bentley, Porsche and others.
Porters five forces model Porters five forces model is one of business analysis model which helps company to understand different levels of profitability of company. This model is introduced by Michael E. Porter in the year 1980. It consist five factors which in context of Aston Martin is mentioned below: Bargainingpowerofsupplier:AutomobileindustryofUKisdividingamong manufacturing segment and component segment(Teoh and Gaur, 2018). There are around 2600 component manufacturing which is of different range are present in UK. It reflect that there are high competition in supplier market which reduce bargaining power of supplier. Supplier power of customer:Customers are important for business and Aston Martin is providing services in luxury and high market where there are various of customers are available in market. In this situation, power of customers is high for Aston Martin as customers as there are various of options available to customers in market. Competition:Competition in Auto mobile industry is high as there are various producer of sports car. All these customers are providing high quality of products to their customers and also earning profit. But still, Aston is competing in market in effective manner and considered among top 10 car manufacturing companies. So, they has moderate threat from this factors and create impact over operation of company. Threat of substitute:Luxury car segment is one in which products are purchased by customers for their luxury not as necessity(Thakker and Rane, 2018). Basic needs of customers can be satisfied by any organisation and business can differentiate their products in terms of their services. There is moderate threat of substitute for company as different brands are offering same services. Threat of new entrants:Aston martin is providing their products in Luxury auto mobile segment where huge investment is required. So it is not easier for a company to enter in this industry as company has low threat from this factor. Values Chain Analysis Value chain analysis:Value chain analysis is considered as the process that involved various activities that are related to the changing input into output that have extreme value for customers(Yu and Zou,2017). Aston Martin conduct value chain analysis through examining each step of production process that is required to develop products as well as identifying the
ways that enable organisation to enhance overall efficiency of the chain. There are various primary and secondary activities are included in value chain analysis that are mentioned below: Primary activities:Inbound logistics:Inbound logistics is the primary activity of Aston Martin that is associated with receiving, storing as well as disseminating inputs of products. Respective organisation outsource various inbound logistics activities like warehousing, material handlingandreceivestorecostumerinformationfromdifferentdigitalmedia organisations.Operations:Operations include various activities that is related to transform raw material into finished products that have value for customers. Aston Martin manufactures cars according to needs and demands of customers.Marketing and sales:Aston Martin conducts various marketing and sales activities to attractbuyersandinfluencethemtopurchaseorganisationalproducts.Respective organisation conducts various advertisements, promotions and and pricing activities to gain higher customer base.Outbound logistics:It is related to the distributing finished products and services to customers through a channel of partners. Aston Martin creates distribution network and schedule to provide products to customers on time. Supportive activities:Firm infrastructure:It is the supportive activity of Aston Martin that is related to managing legal services, financing and accounting, quality management and planning. These activities enable business to run all operations in efficient manner(Zhang and Li, 2021).Human resource management:Human resource are the key of business success. Aston Martin conducts various activities to recruit skilled candidates, training and development and provide the appropriate compensation. Technologydevelopment:Incurrentcompetitiveenvironmentitisnecessaryfor organisation to develop technology in order to gain competitive advantages. Aston Martin use technologies such as field testing, component designing, process engineering and various other.
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Porters generic strategies Porters generic strategies are those which are emphasising on how a companies can get competitive advantage in market. There are mainly three strategies to be included in this model including cost leadership, differentiation as well as focus strategies. These strategies in context of Aston Martin are mentioned below: Cost leadership:Cost leadership is one of strategy in which a firm can get competitive advantage by reducing their prices and be a low cost produce in market. This factors requireadoptionofnewtechnologywhichallowfirmtoreducetheircostof manufacturing and increasing numbers of products to be sell by company in market. Differentiation:Differentiation is another strategies which allow firm to differentiate their products and service from those of competition. Aston Martin is developing its unique image in minds of their consumers and developing different products as per requirement of customers. Focus strategies:Focus strategies is one which depending on competitive scope within a industry. Aston Martin can follow this strategy by focusing on cost or by focusing on differentiation. CONCLUSION From above mentioned project report, it can be concluded that environmental analysis is important for any organisation as it helps them to identify different factors which can create impact over operation of company. These factors are present in internal as well as external environment. In order to identify these factors, company can conduct different analysis like PESTEL analysis, SWOT analysis, Value chain analysis, porters five forces model, porters generic strategies. PESTEL is an external environment analysis which helps business to identify factorslikegovernmentstability,lawsandregulation,economygrowthtechnological advancement and many more. SWOT is an internal external analysis which helps business to identify strength in order to get advantage to opportunity and identify weakness to identify threat. Managers of company also conduct porters five forces model which helps them to analyse industry and different components of industry.
REFERENCES Books and Journals Al-Shami, S. and Rashid, N., 2021. A holistic model of dynamic capabilities and environment management system towards eco-product innovation and sustainability in automobile firms.Journal of Business & Industrial Marketing. Levner,E.andPtuskin,A., 2018.Entropy-based modelfor therippleeffect:managing environmentalrisksinsupplychains.InternationalJournalofProduction Research,56(7), pp.2539-2551. Mengtian, C. and Luyang, L., 2017, April. The policy performance evaluation of new energy automobile industry based on DEA method. In2017 3rd International Conference on Information Management (ICIM)(pp. 1-5). IEEE. Panigrahi,R.,2021.EvaluatinglevelefficiencyversusgrowthefficiencyintheIndian automobileindustryinanon-parametricDEAapproach.GlobalBusiness Review,22(4), pp.963-976. Ravi, V. and Shankar, R., 2017. An ISM-based approach analyzing interactions among variables of reverse logistics in automobile industries.Journal of Modelling in Management. Shalender, K. and Yadav, R.K., 2019. Strategic flexibility, manager personality, and firm performance: The case of Indian Automobile Industry.Global Journal of Flexible Systems Management,20(1), pp.77-90. Teoh, C.W. and Gaur, S.S., 2018. Environmental concern: an issue for poor or rich.Management of Environmental Quality: An International Journal. Thakker, S.V. and Rane, S.B., 2018. Implementation of green supplier development process modelinIndianautomobileindustry.Managementof EnvironmentalQuality:An International Journal. Yu, N. and Zou, B.Q., 2017. Assessment and Application of Energy Saving and Emission ReductionofAutomobileParts’GreenDesign.InCivilEngineeringandUrban Planning: Proceedings of the 5th International Conference on Civil Engineering and Urban Planning (CEUP2016)(pp. 1089-1097). Zhang, X. and Li, W., 2021. Research on Innovation Promotion and Application of Guangzhou NewEnergyAutomobileIndustry.InE3SWebofConferences(Vol.292).EDP Sciences.
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