Marketing Essentials: Aston Martin Marketing Plan for New Luxury Car

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
LO1..................................................................................................................................................1
Covered with in the PPT........................................................................................................1
PART 2............................................................................................................................................1
LO2..................................................................................................................................................1
P3) Examination between marketing mix of various organisation........................................1
M3) Evaluation of different tactics applied by organisations ...............................................4
LO3..................................................................................................................................................4
P4 & M4) Marketing plan......................................................................................................4
D2) Strategic marketing plan..................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES ...............................................................................................................................9

INTRODUCTION
Marketing is very biogenic and important function of a firm on which success or failure
of any company depends. Marketing is necessary for better customer engagement and allows an
organisation to maintain long lasting relationship with its consumer (Roos and Pike, 2018).
Promotion of the product is an important role of marketing but beside this many other crucial
role are also played by marketing like market research, strategy formation, effective distribution
of product, etc. For this assignment selected organisation is Aston Martin which is a British car
manufacturer providing luxury sports cars to its customers. This organisation was established in
1913 and its headquarter is in England, United Kingdom. This report includes a comparison
about how different organisation makes use of elements of marketing mix to achieve their
business goals. Beside this, it also consists a marketing plan for selected organisation.
PART 1
LO1
Covered with in the PPT
1

By the passage of time and because of its luxury styles and unique features its sports car
become a British culture ion and a symbol of royalty in society of UK.
2

The selected organization for this PPT is Aston martin which is a British luxury sports car
manufacturer and its headquarter is in England, UK.
3

Market research- Market research provide a direct reach and interaction with customers thus,
their taste and preference can be easily understood which helps in discovering target market and
also provide regular feedback for improvement of a product or service. In Aston martin, regular
market research are conducted by their marketing team to understand the desire and needs of its
customers so that a new product or better feature can be developed as per the latest trend and
demand of the market. Thus, this role of marketing function of Aston martin yield better
understanding about the prevailing demands and needs in the market that makes it more capable
to grab wider section of customers through fulfilling these needs in more effective way.
Strategy formation- Marketing also play an important role in cresting balance between
marketing strategy and overall business goals thus, desired level of performance and success can
be easily achieved. In Aston martin, marketing function provide all the information about
prevailing situation and makes management aware about existing opportunity and threat so that
most suitable strategy can be adopted or formulate to grab the opportunity and to reduce the
negative impact of threats.
4