Marketing Strategy of Aston Martin: A Case Study

Marketing
Management

EXECUTIVE SUMMARY
Marketing is a key driver in growth of the company and helps the company gain
competitive advantage in their industry along with long term survival with stable profitability.
Aston Martin which is luxury British car manufacturer utilises effective marketing strategy to
gain high profitability and construct a brand image which contributes to the growth of the
company. Marketing efforts undertaken by Aston Martin are present in this report with
suggestions about ways in which relationship marketing strategy and promotional efforts of the
firm can be improved. STP analysis of Aston Martin along with 4P's of marketing are also given
in this report which help in understanding marketing strategy of the company. Relationship
marketing strategy is used by various organisations which helps create effective bonds with the
consumers. The relationship marketing strategy of Aston Martin is also provided in this report
along with various recommendation for improving the report.

Table of Contents
EXECUTIVE SUMMARY ............................................................................................................2
INTRODUCTION ..........................................................................................................................4
MAIN BODY .................................................................................................................................4
STP analysis of Aston Martin ....................................................................................................4
Marketing Mix of Aston Martin ................................................................................................6
Assessment of relationship marketing strategy utilised by Aston Martin..................................9
Recommendation of improvement of marketing strategy ......................................................10
CONCLUSION ............................................................................................................................11
REFRENCES ................................................................................................................................12
Books an Journals ....................................................................................................................12

INTRODUCTION
Marketing refers to efforts and actions undertaken by a business firm to attract consumers
to the products or services offered by delivering stand alone value for potential consumers
through content. The long term objective of marketing is to demonstrate product value,
strengthen brand loyalty and enhance sales of the company. The present report is based on
British car auto-mobile manufacturing organisation Aston Martin which manufactures luxury
cars and sports cars and was founded in the year 1913. Aston Martin operates in 160 countries
and has constructed a brand image of high quality and premium status symbol which has
contributed to the sales of the firm (Aston Martin Logonada, 2021). The respective organisation
is part of FTSE 250 Index and has 2450 employees worldwide. The present report includes STP
analysis of the respective company along application of marketing mix in context of Aston
Martin. Assessment of relationship marketing utilised by Aston Martin is given in this report
with description about their current tactics and suggestions to enhance their marketing strategy.
MAIN BODY
STP analysis of Aston Martin
STP marketing model is framework which simplifies the process of market segmentation
and helps the company effectively target their potential consumers to gain high profitability. STP
analysis of British luxury car manufacturer Aston Martin is provided below:
Segmentation
The first part of this analysis includes dividing the market into individual segments with
similar characteristics and developing products which are suitable for consumers of each
segment (Baker and Hart 2016). The organisation gains effective knowledge about their potential
consumers which helps the company secure beneficial position in the target market. Market
segmentation is completed on various basis such as demographic, psycho-graphic, geographic
and behavioural basis. Aston Martin segments their consumers through psycho-graphic
segmentation basis which includes characteristics such as belonging to high society, affluent
lifestyle along with demographical segmentation which divides consumers on the basis of their
age and gender.
Targeting