SWOT Analysis of Aston Martin

Graduate Challenge

LO3
SWOT Analysis of Aston Martin
In order to analyse the capability of business and potential to get success, it is essential for
every company to frame the SWOT analysis (Baporikar, 2019). This analysis generally helps in
identifying the strengths and weaknesses, with presence of threats and opportunities in a certain
marketplace. Failure in considering such a framework, lead to take ineffective and poor business
decisions. In context with Aston Martin, it is one of the manufacturer company of UK that deals
in automotive sector. It produces and distributes a range of luxury sport vehicles worldwide,
nearly about in six continents and over 50 countries. For expanding business in more emerging
countries, this firm needs to analyse its potential capabilities in following way, so that effective
strategies can be made –
SWOT Analysis –
Strengths:
Aston Martin has been founded in 1913, at London, in UK, which shows its long history
in automotive industry and establishment of its brand among loyal customers. Well-owned brand
in this regard, helps this firm in easily influencing the new customers towards its business. Along
with this, strong engineering as well as designing team of respective firm aids in creating the
stylish, innovative and powerful range of sports cars.
Weaknesses:
Limited product portfolio and weak manufacturing process, show the major weaknesses
of Aston Martin, which suggests that before expanding business in other market, it is needed to
make changes in the same (Sinha, Shankar, Vrat and Mathur, 2019). Similarly, as compared to
other competitors like Ferrari, Lamborghini and more, lesser market penetration arise barriers for
this company, in achieving its business objectives.
Opportunities:
Keeping the business updated with latest technologies and enhance talent at workplace,
give opportunity to Aston Martin in expanding its automobile market. Through competitive
pricing strategies, it can easily influence new customers and retain the loyal ones towards its
business (Vlados and Chatzinikolaou, 2019). Moreover, via extensive distribution and enhance
promotional activities, it can increase its market penetration.
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