International Marketing- Aston Martin

This document discusses the international marketing strategies used by Aston Martin for business expansion. It covers the key success factors and entry to international markets. The document also explores the Uppsala model and the selection process for international market entry.

International
Marketing- Aston
Martin

Table of Content
INTRODUCTION...........................................................................................................................3
LO1: Demonstrate an understanding of how marketing contributes to business strategies in an
international context.........................................................................................................................3
LO2: Evaluate entry to a selection of international markets and define the key success factors....5
LO3: Investigate how elements of the marketing plan can be adapted or standardised across
international markets........................................................................................................................9
LO4: Demonstrate an understanding of how to organise and evaluate international marketing
efforts (multinational, global, transnational, meta-national, etc.)..................................................10
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
International marketing is expanding of the products or services that the company is
dealing in throughout the world. The process includes strategies that are designed for
establishing brand name worldwide. The discussion is extensively made on the ways to develop
the same; the ideologies can include direct investment, franchising, joint ventures and various
alliances. Aston Martin is a group who manufactures luxurious sports cars, it was founded in
1913 by Robert bamford and Lionel martin. The firm has to internationalize its working, with the
traditional royalty experience that it has been providing to the people of UK from years. The
report includes scope and concepts; rationale for internationalisation and various techniques
Aston Martin will be using for expansion.
LO1: Demonstrate an understanding of how marketing contributes to
business strategies in an international context.
Marketing is a function that is needed to be carried out by any organization with planning
and strategy that is specifically altered as per the product or the service. The aspects that have to
considered while planning for the same are product, people, place, promotion and price. Whether
to work internationally or domestically, the Aston Martin has to have a definite strong structure
to gain its name in the targeted market (Baek and et. al., 2017).
Scope of International Marketing: The marketing has to cover a lot of aspects when
done globally as the failure or indefinite planning can turn a whole campaign into a disaster. The
scope covers direct investment, joint ventures, licensing arrangements and professional
assistance. International marketing carries scope into worldwide destination where Aston martin
arise its products demand through various sources.
Broad market availability driven through this market.
Competition takes rise into domestic and international level.
The market in involved with high competence and risk factor due to impact of different market
forces.
It provide export, import facilities to the organisation in terms of production or sales.

Direct Investment: The firm needs to introduce people well to its name and the products
that are designed with its uniqueness but have a twist of their authenticity; Aston martin acquire
this existence with investment in the targeted country and building a franchise there.
Joint Ventures: Joint ventures are collaborations of organizations with the foreign
companies in order to carry out the business (Chabowski and Mena, 2017). In modern times,
ventures have been expanded intensively. This includes ventures with influencers of the country,
collaboration with companies that are entering the targeted market. Aston martin have taken
many collaboration for ventures into many countries where they regulate with different operation
al structures.
Licensing Arrangements: These arrangements are done absolutely to sell the trademarks
or the patents of the organization in the foreign market. Aston Martin mostly sell the uniqueness
in their cars they have been endeavour.
Professional assistance: This part is like trading the secret ingredients that have been
successful. The companies that wish to expand internationally without much of the investments,
provide their managerial or technical assistance to the companies in the targeted market to
establish a name (Geraghty and Conway, 2016).
key concept of international marketing
currency rate: while thinking into expansion into international level, Aston martin need to
evaluate about currency and its fluctuation because of profitability reasons.
Logistics: Aston martin need to ensure about product availability which includes transportation,
sea routes and other logistics. These facility needs to be check as per cost effectiveness that will
give sustainable growth into export and import.
Social factors: In order to make reliable expansion, the company need to find customer demands
and their culture, beliefs before entering into new market.
Rationale
The Aston Martin production of cars have a wide scope and urge throughout the world
because of the expanding population and luxuries people have been approaching in their
lifestyle. Aston Martin has an exquisite range of techniques and varieties available for people to
experience. Also, the services have been developed in a traditional British culture premise that
provides the royal experience people pay for. The production has a wide scope because of the

promising business growth rate in the international market, specially in the places looking to set
up the production plants. Aston Martin has high potential in the regions with rich establishments
because of the segment they are targetting. The sector also has an expected growth rate by in the
upcoming years along with a phenomenal enhancement in the employee rate.
Routes to International Market
The international business for any organization is diverse and different in every aspect as
compared to the domestic market. The domestic environment is the initial developer of the
business and thus carries individual that prefer the exact products or services the company has
been dealing which is not the case with the international market. The routes for Aston Martin to
enter international market have been discussed.
Strategic Ventures: The company should plan to enter the new market by introducing
them with the existing service providers and the people that have been engaged in the field for
years. The development that is carried way is altered and prepared as per the preferences of the
individual residing in the area (Gnizy, 2019). The composition should be maintained keeping in
mind the authenticity of both the traditional ways that production follows and production
services that are compatible with the people.
Introducing a chain: Aston Martin should trade its prospects with the developers of the
targeted countries. This will be provide insides of the market and the places that hold
opportunities. The firm after analysis should introduce a chain of its variety of services into the
place that is less equipped with the competitors.
Event hosting: Every place develops or under-develop is occupied with people or
organizations undertaking events. Aston Martin showcasing their luxurious cars in such events is
a profitable marketing. The firm can also introduce their product experience to the people at the
event and can entertain them with the same eventually.
Packages: After establishing in the targeted country or while joint ventures, the company
should introduce various exciting offers includes providing free accessories and providing
services. Customers are likely to give more attention to the firm providing them with the offers
and showing interest in its development in the country (Grębosz and Otto, 2017).
Opportunities and challenges:
International market provides with various opportunity to take advantage of different market
forces in terms of Brexit, currency rate and social factors but with proper analysation. There are

a lot of technological improvement have done in the field of national and international level that
Aston martin could make strategies by understanding its conceptual way.
Challenges are facing in the context of international level where various corporate
responsibilities undertake and legal obligation comes into consideration.
LO2: Evaluate entry to a selection of international markets and define the key
success factors
Uppsala Model
Uppsala model describes the internationalization process of the firm, according to this
method the firm should enter their nearby market in which there is low market commitment.
There are various firm which didn't follow this method at there initial days so they have the
consequences of it. Aston martin also during their initial days had various problems as they were
forced to stop the production due to World War 1. After that phase Aston Martin also used the
Uppsala model for their internationalization process. In Uppsala model Aston Martin initially
targeted nearby market with low market commitment. They did this because they didn't want to
expand in large market initially as entering the large market in the initial day of their
internationalization will result in having great losses. Earlier the Uppsala model didn't cover all
the aspects for the internationalization process so later three more aspects were added to the
original one. The three firm specific aspects are size of the firm,product and competitive
advantage. By using the Uppsala model Aston Martin during the process of internationalization
they entered the the nearby international market where the market commitment was low and they
conquered that market through various marketing techniques and after that they moved to the
other market . The main factor through which they conquered the market was through market
penetration. Market penetration means the company is able to successfully sell its product in the
market or how much is the product of the company used by the customers in comparison with its
competitors. There was a time when the major market share was taken by Aston Martin it was
all due to the use of Uppsala model during their process of internationalisation .
Key Criteria

Aston Martin has to go through a lot of planning related to the expansion of the firm in
the international market. Before the selection process of the steps and carrying them out, the
businesses have to perform certain researches about the criteria that have to be thought upon.
Demand and Education: The demand for the product plays an important role in the
profitability as there has to be a need of the product and services. For this demand to come upon,
the people of the area should be well familiar with the product that the organization is offering
and whether or not it is essential or approached by the people of the area. Since, Aston Martin is
a group of providing luxurious cars, the people would be well aware about its dealing and be
extensively interested because of the royal experience provided.
Market Analysis: This stands to be another important aspect that has to be considered
while penetrating a new market as there is already a well established market for automobile
services throughout the world. This also, includes research regarding the economy of the country
as the expansion can turn into a disaster in a failed economy.
Distance from domestic country: While expansion provides a lot of benefits in the
targeted country, it also provides recognition in the domestic place because of the success rates.
The company should invest in a near by opportunity as they provide the benefit of expansion to
home (Husain, Ghufran and Chaubey, 2016). This also will give the motivated first time
experience as the company will have employees that can adjust with the differences , barriers
that are not very distinguished and easy access.
Culture: Before expanding to a place especially in automobile, there has to be
understanding of the place as it is an proposed alliance to the people that are affected by it. There
have been a lot of cases where companies have misinterpreted the perception of the people they
have been exposed to leading to a false image (Indriastuti, Nugroho and Aryanto, 2017). Aston
Martin have to be very careful with this part as they include every luxury that people spend
demanded costs on.
Selection Process

Whilst, studying the key considerations, the company also has to follow certain steps to
choose wise. Aston Martin has to undertake the following procedures and needs to study the
detailed specifications for the expansion.
1. A proper market and expansion research has to be undertaken in order to lead a smooth
way towards the country or place that the company has to expand in.
2. The organization needs to look for the people that will demand or will be in need of their
products.
3. There are a lot of barriers while dividing the concentration between the countries, this
includes informing legal and political factors at most as they have variants from place to
place. The company needs to have an established system to look upon these factors or a
strong hold in its own countries politics to use it for the alliance.
4. The line has to also make its services and assistance enthusiastically available to the
people in the expanded country. The individuals that spend a lot want a lot, they will
require a complete presence of the company in front of their eyes and in market if
anything goes wrong or they are faced with an unsatisfactory experience (Landon and
et. al., 2017).
5. Marketing teams have to be hired to maintain the PR rates of the organization in the
corresponding country which will also bring unique ideologies to promote and bond with
the people their.
6. The company needs to invite and send prospects as per their choice of first establishment
in the place.
7. The taxations and economic conditions vary from place to place and the organization
needs to have a deep knowledge about these happening of the place in order avoid any
interruption in the matter.
8. The company after the research needs to establish a plan with help of its all departments
to check the resource availability and for proper introduction.
The market entry strategies differ from organization to organization as their interested market
and potential expansion size differs. The automobile organisation has a vast line of competitors
in the market worldwide and also has relatively flexible chances of success (Lies, 2019). The

market entry strategies of Aston Martin, are to be precise and accurate as per industry type. The
discussions has been made in the following segment.
Franchising- One of the most successful methods for expansion for Aston Martin is
providing the brand name to various owners interested in the matter and capable enough of
establishing it into a new opportunity. The basis of franchising stands at reliability on the people
to commute the brand name and not destroy it.
The idea carries some advantages and disadvantages, which are:
Advantages-
1. The amount of capital involved here is less.
2. There is no stress of relying on absolutely new people in the industry.
3. There can be a lot to gulp from the unique and distinctive ways used by the franchisee
to utilize in the domestic market.
4. It also enhances the equity of business.
Disadvantages-
4.1. The extra costs can be a lot to manage.
4.2. The employees may not be able to manage success with new methods and
rules.
4.3. The ways can be different which may cause a distress between people
because of use of varieties.
Direct Investment- Aston Martin being one of its kind spaces for people looking to have
an royal experience will have to plan on investing directly to the targeted market (Manoli and
Hodgkinson, 2017). This process will involve engaging with the developers of another country in
the same market to share the relative experience. The investments are taken out through mergers
or gaining control over a place and then allowing the flow of operations.
The plan though has a very established means, it still carries advantages and disadvantages.
Advantages-
4.3.1. Brand recognition in both the home and the invested country.
4.3.2. The strategy also results in an extensive increase in overall economy and
employment.
4.3.3. The pathways of exchange are also made smooth with such undertakings.
Disadvantages-

4.3.3.1. The costs involved in this type of investment are huge.
4.3.3.2. This involves a lot of risk in monetary terms because of the exotic
market and high investment
it has been evaluated that key concept of internal market strategy has positive influence of Aston
martin products an their services. All the discussed factor is significant while approaching to to
sustainable expansion of business to the firm. A business could not operate where ever it want
whether it require huge efforts to collaborate with various sources and strategies that also cost
investment and funding.
LO3: Investigate how elements of the marketing plan can be adapted or
standardised across international markets.
The total potential of both the markets the domestic and the international is comparative
in growth aspect. Domestic being within the periphery of the home country provides a relative
ease and accessibility to work whereas international provides diversity and differential
experience. The argues between the two constitute a lot and is the success rate. The domestic on
one hand is the traditional basis of working and international gives the opportunity to explore
more with the preferences part (Mavragani, Nikolaidou and Theodoraki, 2019). The capital and
exposure involved in international market is huge and thus can replicate the stimulation in terms
of return. Which is not the case with the domestic market as a whole. Domestic market being
accessible provides more opportunities to turn upcoming failures and loopholes into admirable
business plans whereas international requires a lot of research and lacks combating on the job
difficulties. The business one or the other day will require the expansion after the establishment
for positive growth effects in both the places. This can be well treated with the advantages
provided by expansion in the international market. The diversified market needs extensive
research in the matter along with the proper understanding of what is needed by the people, what
they prefer, what attracts them, is the product such that it can acquire a place and at what price
the people will be willing to accept it (Morgan and et. al., 2019).
The various factors have to be considered while internationalisation especially the 7 P’s of
marketing as they stand to be the basics of plan and strategy making. The performance of any
organization is based on the intellectual skills it has with the customers, Aston Martin groups a
string hold in this as it has established it’s relationship with the people through providing royal

experience that is important for the consumers. To take it further it has to provide experience in
the international market that is of the similar manner yet with a touch of the cultural essence.
Product: The basis of a company and its offering to the people is product. This offering
has to be such that it satisfies the needs of the people and is shaped as per their preferences in
terms of needs, wants and preferences. In comparison to the competitors the company has to
stand out in this perspective to be recognised as one of its kind (Nyuur, Brecic and Debrah,
2018). Therefore, the products have to be such that are personalised and as per the main serving.
The product that has been designed is differential and exploratory in nature for the people living
in the same country as they are known to the organization producing it whereas this will differ
when the place of trade changes because people will have more satisfactory options in their
home country to replace the product or service.
Pricing- The prices to be ascertained should be such that the people feel more
comfortable with and choose the services over competitors. The pricing of a product depends on
the availability in the market, the cost occurred in providing it, the currency, the transportation
cost, exchange rate and personal income of the people. Considering these factors the prices are to
be decided, this though differs a lot from pricing in the global market because of the same
currency of expenditure and earning and no transportation cost. The factors also differ because
the products are initially made as per the people’s income which may be higher and may be less
in the market, the company is planning to penetrate.
Promotion- The promotion is a mix of several factors that the firm needs to involve and
engage in for the company to establish a name and not let it go in vain. The promotions have to
be real by the company and not just a bubble of offers which are thrown with terms and
conditions for the public to confuse with as it will be the first exploration of the organization and
one mistake can turn the venture into a total failure (omaniuk, Dawes and Nenycz-Thiel, 2018).
The KFC can be taken as an example in the matter, as when it launched the products in China
with their tagline translated, it came to the phrase that meant “we will eat your fingers off”. The
tagline was not welcomed well and the whole campaign turned into a failure. Therefore,
promotions need to be done with the proper research and approach.
It has been critically evaluate that marketing p's cause much impor56ance in new
product development that require appropriate structure for planning the product, promoting and

optimisation of resources. Without taking marketing concept Aston martin will lack with market
trends and factor that must be considered while looking for international expansion. Abroad
market needs to provide relevant structure of customer demands, resources available and other
factors.
LO4: Demonstrate an understanding of how to organise and evaluate
international marketing efforts (multinational, global, transnational,
meta-national, etc.).
Network Approach- The customers have a tendency to get attracted to the faces and
people they are well aware about and have an existing relationship with. The brand plans to
establish a trust with networking from the already known faces in the industry throughout the
market. This is a fresh and reliable approach for the new entrants in the market. The promoters
can be gathered from the ones that have already been assisting to the industry in the targeted
market (Saenko and et. al., 2016). The Aston Martin needs to develop relationships with the
people to know the cultural and traditional diversity and also alter the ways of service as per the
indigenous customers needs. The network has to be established in a chain manner for more and
more people to attract towards it.
Digital Marketing- Aston Martin group, is carrying a traditional approach towards
ensuring expansion and profits within the domestic area as preferred. But for wider channelling,
there has to be marketing on the online platform. Today the world is all about how approaching
the offer is and how much it is on trend. Giving a royalty touch to the digital ways the company
has to approach people with its exotic experience of their products. Building websites accessible
and attractive to the people as per the people is the best approach, keeping in mind that each
section of products should have equal involvement not less nor more.
Loyalty cards and packages- One of the reasons for the customers to stick with the
brand’s is the loyalty programs or benefits as per the loyalty cards. The automobile field is filled
with opportunities to provide absolute luxuries to the customers at the time of booking of cars
and after points. The marketing has to be carried out with providing free loyalty cards and
accessories to the people that avail the first 100 registrations into the products and approach for
membership (Sayil and et. al., 2016).

Omni- channel Marketing- The market at every location is diverse and one of its kind
and thus needs to be analysed as per the varied on time situations. Carrying out various
marketing approaches after penetrating the market will be kept as a possible and accessible
technique. While ensuring the various marketing approaches, the company will choose it’s best
alternative after entering the market, analysing the culture and people, and providing at the time
situations.
Home market refers to the market where the organisation originated. It can also be termed
as the place where the organisation have their headquarters in. Home markets offer many
advantages like ok a well-established equity structure where the organisation can secure funds
and investments with ease. Sometimes organisation having mono poly in the home market fails
to deliver quality of services over international markets. International markets can be termed as
the global accumulation of all the sellers who operates and produce similar or same products.
The substitute in international markets have quality as well as comparatively low prices, in order
to switch from whom markets to international markets the organisation have to to adapt in
accordance to excessive competition (Scheinbaum and Wang, 2018). The approaches that can be
used by an organisation to establish their grip on international markets are as follows:
Digital Marketing - the organisation can use a mix of of different digital marketing
techniques to establish their grip over international markets. In order to survive the excruciating
competition in international markets the organisation have to analyse the digital landscape of of
the commodity international markets. The organisation have to distribute their target audience
and use 7Ps of marketing mix with creativity and innovation in order to survive the competition
in international market. The organisation can analyse price determination and use digital space as
a method of the promotion using price as their tool. The organisation can introduce offers over
price in selling the products. This will help the company not only in market expansion but
establishing a stationery and consistent target audience as well. In today's world everything is
done using smart phones, digital marketing have countless implications that can be utilised by an
organisation without investing excess funds unlike how they will require in traditional marketing
practices (Slimane and et. al., 2019).
Networking - it is a very complex approach and revolves around taking advantages of
well-established brands and their knowledge induce the data that they have collected over time in

order to understand the market and develop marketing approaches to conquer the competition
within the market effectively and efficiently. This approach revolves around recruiting the
experts that have knowledge about the market and has been operating within the market for a
very long time. This helps the organisation in establishing an equity which will secure
investments and funds. the experts operating in the market will have knowledge about how to set
target audience in waste to influence their stages of journey to making a purchase (Surdu,
Mellahi and Glaister, 2018).
Omni-channel Marketing - Omni channel Marketing approaches revolves around using
an accumulation of different digital as well as traditional marketing practices. This marketing
strategy first focuses on collecting data and use the mixture of several digital marketing as well
as traditional marketing practices in accordance to the trends in the international market to
establish an outline for personalized marketing strategies for their new target audience.
International markets have mini e small market in them, in order to survive the competition over
quality and price in international markets the organisation have to study the working of these
small markets and then strategically plan the use of marketing mix.
Loyalty cards and offers- this is a commonly used approach use by many organisations
while entering a new market with new opportunities as well as new threats. Is a approach that
focuses on establishing a a good target audience while entering any new market. It uses is a
mixture of different strategies based on the principle of 7Ps of marketing mix. The organisation
can use physical evidences to prove the quality of their products and attract customers using
price determination that help them overshadow their potential competitors. Promotion techniques
can be personalized in accordance to the market (Tasavori, Ghauri and Zaefarian, 2016). The
organisation can give discounts so that the new market customers accept the brand. This
technique mainly focuses on establishing brand loyalty in the new market.
Porter five forces model for Aston Martin
Porter five forces helps the organisation in scanning the external environment and on the
basis of the analysis organisation formulate and implements the strategy regarding use of
resources and to face the threats and grab the opportunities in the market. Porter five forces
model will help Aston martin in understanding the threats and opportunities in the external
environment.
Threat of new entrants

This force determines that the power of the company weakens if new company arrives in
the market. Aston martin faces fierce competition in the UK as there are high number of players
in the market such as Ferrari, Rolls Royce etc. Competition from these companies encourages
Aston Martin to strengthen their barriers by focusing on infrastructure and capital and by
imposing barriers of cost leadership (Tasavori, Ghauri and Zaefarian, 2016).
Bargaining power of the buyers
This force determines that by what extent consumers can put company under pressure to
make change in prices. In context to Aston Martin there are not many options for consumers
because Aston Martin provides luxurious cars and there is only few companies who deals in this
segment so it gives Aston Martin a upper hand in influencing the prices and setting up the prices.
Bargaining power of suppliers
This force determines that by what extent suppliers can influence the prices of quality raw
materials. Aston Martin doesn't have options of many suppliers so it gives upper hand to
suppliers in setting the price and increasing their profit levels. Suppliers can easily negotiate the
prices of raw materials as Aston Martin needs only need quality products for the production of
their luxurious cars and these raw materials are not available in the abundance (Tijjani, 2019).
Threat of Substitutes
This force determines the substitute goods and services which can be used in place of existing
company's products and services and possess a threat for the company. Aston martin provides
luxurious cars to their consumers but in order to stay at top they should focus on quality because
there are various companies which can be their substitutes are Mercedes, BMW, Cadillac etc.
Rivalry between existing companies
This force determines that higher the rivalry in the industry, the lesser will be profitability. Aston
Martin face strong competition against companies like Bentley, Rolls Royce, Jaguar etc. They
compete against each other by doing aggressive advertising and trying to provide better quality
product in comparison with each other. Aston Martin have to focus on the quality of products
they provide because the existing companies in the market also deals in the luxurious products
which puts pressure on the Aston Martin to provide quality products to their consumers.

The above model shows that the Aston Martin have to focus on every aspect of competition as
there are many factors which can affect their production and their brand image. In order to
maximise their profits Aston Martin is expanding their business globally which arises threats
and opportunities for them. Opportunities in international markets can be achieved by providing
quality products to the consumers and targetting right segment of consumers, it can help Aston
Martin in gaining the market share and helps in generating more profits (Wilson, 2018). Threats
are also there in the international markets because there are many companies which are well
established in the international markets and Aston Martin have to compete with them in order to
make their place in the international market. Formulation and implementation of strategies is also
very important for organisation as it will help Aston Martin in analysing the market trends and
setting their goals and objectives to achieve success in the international market.
CONCLUSION
The report is based on the international marketing strategy that needs to be adopted by
Aston Martin in order to build a perspective and range that is acceptable by the people, is in
accordance with their prices and is correctly promoted. The report in detail discussed the
techniques and approaches that will be used by the organization to sell its name in the
international market. The conclusion can be made that marketing is a mix of a lot of activities
and research that combine has to be done and which is completely based on the people to be
targeted, the market to be entered and the size of the market. The report also establishes a link
between the key criteria the correct process of entering the market. In precise, an outline has also
been presented on the approaches in comparison to the competitors of the group.

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