Effective Entry Strategies for Aston Martin in International Market

Global Economies and International Markets
( Identifying the effective entry strategies to sustain competitive
advantage : A Case Study Of Aston Martin)

Table of Contents
Introduction .....................................................................................................................................3
Overview of the topic ............................................................................................................3
Literature review .............................................................................................................................5
The Effective Entry Strategy of Aston Martin in its International Market............................5
Benefits of Entry Strategy for Aston Martin in maintaining the competitive position in the
International Market...............................................................................................................6
The Challenges present at International Market for Aston Martin.........................................8
The Strategy to overcome the challenges at international market for Aston Martin..............8
Methodology..................................................................................................................................10
Budget............................................................................................................................................13
REFERENCES..............................................................................................................................14
Appendices.....................................................................................................................................16
Questionnaires......................................................................................................................16

Introduction
Overview of the topic
In Today's Global Environment, businesses are looking forward to expand their
organisations internationally. When the product based business starts doing well, it is natural to
look new markets to increase expansion and growth. There are various factors which should be
considered while entering into international market they are culture, laws and legal barriers,
foreign government considerations, etc (Jin and Cho, 2018). The firm should understand the
market personality, market trends, financial cost pattern and other factors before entering into
market. There are several entry strategies which helps the organisation to expand their businesses
into the International Market. The Strategies which helps in expansion are licensing, exporting,
Franchising, joint venture and many other. Entering into the new International Market increases
the growth and sales of the company. The organisation should analyse the market and its
competitors, it will be easy to get access into the market (Bernard and et. al., 2018).
Background of the organisation
Aston Martin is a British company of luxury sports cars and grand tourers. It was founded
by Lionel Martin and Robert Bamford in 1913. They both were automobile mechanics who used
to service the vehicles in Callow street in London. The firm was known for selling Singer
cars. Lionel designed the first car from a Singer car to participate in a hill climbing race. The hill
name was Aston hill, later the brand name was formed as Aston Martin (Fazendeiro, 2020).
Research aim
Main aim of this research is “To identify the effective entry strategies for maintaining and
sustaining competitive advantage for Aston Martin
Research Objectives
 To determine the effective entry strategy for Aston Martin in its international market.
 To examine the benefits of entry strategy for Aston Martin in maintaining and sustaining
of its competitive position at international market.
 To investigate the challenges present at international market for Aston Martin.
 To recommend suitable strategy for overcoming challenges associated at international
market for Aston Martin.
Research questions
 What is the effective entry strategy for Aston Martin in its international market?

 What are the benefits of entry strategy for Aston Martin in maintaining and sustaining
the competitive position in international market ?
 How Aston Martin Face the challenges at International Market ?
 What are the strategies to overcome the challenges associated at international market for
Aston Martin ?