International Marketing- Aston Martin

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