Implementation of Export Marketing Strategy: An Analysis

The provided content consists of various research papers and articles discussing different aspects of marketing strategy, including export marketing, social network marketing, relationship quality, strategic political postures, product-country images, packaging, marketing strategy creativity, social media marketing, and sustainable export marketing. Additionally, there are two online sources highlighting big content marketing strategy trends and leading digital marketing strategies. Overall, the content provides a comprehensive overview of various marketing strategies and their implications.

Marketing Strategy

TABLE OF CONTENTS
EXECUTIVE SUMMARY.............................................................................................................3
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Overview of the company......................................................................................................3
Situational Analysis................................................................................................................4
Competitive Advantage..........................................................................................................5
Evaluation of current marketing strategy...............................................................................7
PART 2............................................................................................................................................7
About particular brand............................................................................................................7
Segmentation Targeting & Positioning..................................................................................7
Recommended objectives and goals.......................................................................................9
Recommend marketing strategies, based on the application of the marketing mix to your
chosen brand.........................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13
Appendices.....................................................................................................................................16

EXECUTIVE SUMMARY
The company members is using the proper marketing strategy which helps in attaining
the goals for the long term plans which are decided by the higher authority of the business entity.
Aston Martin has to use SWOT analysis so that they can do the appropriate evaluation and by
that they can do the proper research within the entity which helps in attaining the goals and
objectives. Moreover, Aston Martin can use PESTEL analysis as it is a tool which can be used
by the employees so that they can check as well as control with the external factors so that they
can acknowledge. Aston Martin is the multinational company which is a British manufacturer of
the luxury sports cars. The staff members have to do the proper work which assist in attaining the
competitive advantage by using the segmentation, targeting and positioning process which helps
in attaining the goals and objectives.
INTRODUCTION
Marketing strategy of the organisation combines all the marketing goals into the one
comprehensive plan. A good marketing strategy can be formulated by carrying an appropriate
market research by focussing upon the concept of product mix by which they can achieve
maximum profits to sustain the business (Berthon and et.al., 2012). The marketing strategy is
the foundation of marketing plan. The present report focuses upon the marketing strategies of
Aston Marting which is a British manufacturer of luxury sports cars. Along with this, it is an
owned subsidiary of Ford Motor Company. They have to comply as a minimum with all
relevant environmental legislation as well as the other environmental requirements whilst strive
to achieve beyond that whatever possible. The present assignment includes PESTEL and SWOT
of the organisation Along with this they have to evaluate the segmenting, targeting and
positioning of the company that has to be discussed (5 Big Content Marketing Strategy Trends to
Know This Year, 2017). Objective of this assignment is that Aston Martin can find the strength
and weaknesses along with the opportunity and threat which helps in attaining the goals and
objectives. Austin Marting has to use effective marketing plan to beat their market challengers
and as well as to grow their market share and revenues.

PART 1
Overview of the company
Aston Martin is an iconic marque of unrivalled heritage has entered into a second
century. Along with the fresh investment as a new chief executive officer and the strongest
model line up in the history of the business entity which helps in attaining maximum profit in
future. Powerful, exhilarating and precise which have a elegant and sophisticated. Each car is the
essence of power, beauty and soul.
Situational Analysis
The employees of Aston Martin have to carry out proper analysis of the different
situation so that they can resolve the problem which will help in attaining the goals and
objectives of the firm. Along with this, company members can use the PESTEL and SWOT
analysis for evaluating the situation of the UK(Varadarajan, 2010).
PESTEL Analysis:
Political factors – The company members have to use the appropriate policies which is
given by the ministry bodies which helps in attaining the goals and objectives. The government
have to put more efforts to increase car industry in the country by introducing the new policies
which helps in developing the companies and by that they can attain maximum profit (The
Marketing Mix, 2017).
Economic factors – Economic factor includes labour cost, interest rate, government
policies, tax rate, inflation rates etc. which helps Aston Martin in growing the business in the
competitive market. Company can attain high growth rate in the developing market. This factor
indicates that they have to improve business efficiencies to maximize the opportunities in the
foreign market (Ataman, Van Heerde and Mela, 2010).
Social factors – Social factor include the cultural aspects along with this it includes the
awareness, population growth rate, age distribution as well as career attitude. The company have
to provide the products according to the demand with the consumer services. Aston Martin has
the opportunity to improve its services, especially after sale services so that they can attract more
consumers and by that they can attain revenue. They have to make their cars according to the
demands and with the touch of social culture of the nation. Company can adopt the intensive

growth strategies and have to do the proper innovation so that they can satisfy the consumer
preference (Berthon and et.al., 2012).
Technological factors – Technological factor includes the ecological and environmental
aspects which includes research and development activity, automation, technology incentives
and the rate of technological change. Technological shift can affect the costs, quality and lead to
innovation. The company members have to use the appropriate new and innovative technology
so that they can provide the luxury cars to the consumers with the innovative technology. They
have to provide the proper services to the consumers which helps in attaining the success (Wu,
2011).
SWOT Analysis: Company have the strong brand portfolio which helps in attaining advantage at
the time of high competition (Morgan, Katsikeas and Vorhies, 2012).
Strength: - Aston Martin has high brand equity and a strong legacy that assist in attain
their business goals and objectives. The business entity having appropriate values for the
merchandise so that they can lead to strong consumer connect. The company has strong
designing as well as engineering team. The employees of Aston Martin having the ultimate
luxury and comfort. The cars which are provided by the Aston Martin to the consumers they
have a strong presence in the racing along with the events of motor sports. The company having
the strong marketing and the branding through advertising (Miller, Besser and Sattler Weber,
2010).
Weaknesses:- The weakness of the organization is that they have less market penetration
and limited product portfolio in the emerging economy. Aston martin having a limited model
range with the lowest price. Along with this they are having a narrow defined market.
Opportunities:- Aston Martin have to capture the opportunities which are generating in
the market so that they can attain the maximum revenue. Opportunities include that the company
having the expanded auto-mobile market along with the values so that they can increase the
number of the new consumers (Zeriti and et.al., 2014). The staff members have to increase the
market penetration by doing the appropriate and extensive distribution. And they have to make
the proper promotion of the product which will help business entity in attaining the targets. . By
using the competitive pricing they have to attract the more consumers which will help in
improving the sales. Along with this they have to increase the availability of the services as well
as the resources.

Threats:- The company having the increasing fuel costs along with the competition from
the other big auto-mobile giants. Due to decrease in sales in the past years, the company has
relied on the private investors to step and reduce their debt.
Competitive Advantage
To attain the advantage at the time of high competition, Aston Martin can use the Porter's
Five Force Model which is classified into different steps:-
 Competitive rivalry – It assist in examining the competition in the market. In this
rivalry, competition is high when there are few businesses sells the product along with
this when the industry is growing (Laroche, 2010). The competitors of Aston Martin are
Mercedes Benz, Porsche, Bentley etc.
 Bargaining power of supplier – It helps in analysing the supplier power which having a
potential in raising the price along with this it increases the profitability of the business.
Sources of supplier power includes switching cost of the firm along with the presence of
available substitutes. Aston Martin having a diverse supplier base which are having
limited bargaining power (Leading Digital Marketing Strategy, 2017).
 Bargaining power of buyer – This step looks at the power of consumer which affect the
price as well as quality. When buyer power is low then the consumer purchase the
product in the less amount (Nobre and Silva, 2014). The company having the strong
brand recognition which helps in attaining the goals and objectives as well as targets.
 Threat of new entrants – This step helps in examining that it is easy or difficulty for the
competitors to join the marketplace in industry. It helps in attaining the cost advantage,
access to inputs, economies of scale and the brands which is well recognized. Aston
Martin having the large capital costs which are required for branding, advertising. Along
with this the employees of the business entity can create the demand of product. Further,
they can decide the limits for the entry of new players in the market and by that they can
improve the performance (Wu, 2011).
 Threat of substitute products – It helps in determining the ability of the company which
helps in selling the product at the low cost. The threat of substitute are informed by
switching cost at the both immediate and long term as well as the buyer's inclination to
change. The demand of the product of Aston martin increases when they are providing

best products to the consumers and by that company can obtain the targets along with
success. Along with this they can expand the growth for the future and on the basis of
that they can reap the maximum revenue.
Aston Martin have to sell the product by using the appropriate strategies so that they can
sell the product at the actual price and by which they can attain the maximum profit. First
company have to target the segment and then target the consumers so that customers purchase
the product at the reasonable price and by which Aston Martin can increase the sales. To attain
the advantage at the time of high competition the employees of the business entity have to
provide the luxury products so that company can maintain powerful performance and it is
beneficial for the future also (Leonidou and et.al., 2013).
Evaluation of current marketing strategy
Marketing strategy helps in identifying the best consumers and can understand their
needs and then implement the most effective marketing method which helps in attaining the
goals and objectives. When Aston Martin using marketing strategy then they have to focus on
increasing the sales by selling the products to consumers (Fugate, Mentzer and Stank, 2010).
Aston Martin using the differentiation strategy helps in attaining the maximum benefits. This
strategy helps in identifying and understanding the strategic consumer as well as they can
identify the key competitors. Further, this strategy helps in competitor analysis which helps in
attaining the success. The success of Aston Martin depend on the imitation by the competitors. It
also depends on the price based competition. The company members have to target the
consumers and they are more sensitive than the others. Company members have to sell the
products at the low prices which helps in attaining the goals and objectives. They can attain the
maximum revenue by increasing the sales and obtain the advantage in the high competition
market (White, 2010). Aston Martin can use cost leadership strategy which helps in improving
the sales of the company and attain the maximum profit. They have to make the appropriate
design by doing the planning which assist in obtaining the success in the competitive market.
The company is using marketing principles in which they are focusing on the product and
service development according to the need of the customers;
Product: They are making better performance cars which is having some extra pick up and torche
to maximise their speed in the starting gear.

Price: They are using premium pricing for their cars because now they are focusing on trhe
quality.
Promotions: They are using internet and social media to promote their cars, they are using
YouTube to put their impressive advertisement to motivate peoples to buy their cars.
Place: Now these days, they are using internet to book a car.
PART 2
About particular brand
Aston Martin is synonymous with high end sports cars. The car industry is in a state of
flux at a moment. The car company is struggling to get back on track after the economic crush,
companies like Google, Tesla along with Uber which are looking to disrupt the industry with
autonomous driving technology and model of new ownership. The uncertainty surrounding
Brexit and for European car companies. Along with the UK based company in the future is less
of a motorway and more bumpy country road.
Segmentation Targeting & Positioning
STP is relevant to the digital marketing where they have to apply the proper marketing
process so that they can develop the digital communication. Along with this it focus on the
commercial effectiveness and have to select the most valuable segments for the business so that
they can develop the marketing mix along with the product positioning strategy for each and
every segment (Rundh, 2013).
Segmentation is the process which helps in dividing a broad consumer or business
market. Along with this it helps in consisting of the existing and the potential consumers into the
sub groups of consumers which is based on the some type of shared characteristics.
Segmentation should be done properly by the members of Aston Martin so that they can
establish the overall strategy as well as objectives. Along with this segmentation can be derive
from the mission and current state. Segmentation can be classified into the different parts which
includes Geographic (continent, region urban, suburban, rural and climate), Demographic (age,
gender, income, education, occupation, family size), psycho graphic (lifestyle, personality/self
concept, social class), behavioural (Benefits sought, usage, loyalty) (White, 2010). Aston Martin
planned seven new models for created and launched in the market with a view to beyond the
traditional market segments. 80% of peoples are using cars in the UK and in which 35% peoples

are using luxury cars so the company have to make their segmentation accordingly. Along with
this they have to focused in the new age consumer clusters that the brand believes so that they
can improve the sales. The company members divided the work in the different segments which
include A-segment, B-segment and C-segment so that they can attain the target. Segments are
luxury car, sports car (Heiens and Pleshko, 2011).
Targeting is to make a thing or group of the things so that they can target and to select it
or them to be acted upon. Aston Martin plans to broaden its range of cars to attract more female
buyers as well as younger drivers. Company underlined its new strategy by unveiling its DBC
concept car. The company members have to target the consumers so that they can create the
brand awareness to expand the target audience mostly by the release of Cygnet. The current
target audience reached and impacted by the brand. Aston Martin desires to impact during the
IMC and evolve to meek these new group prospects to the brand for the future. The company
members have to recruit the new members so that they can target the market easily. The business
entity have to targeted towards the elite class of the affluent consumers (Cheng and Lee, 2011).
Positioning refers to the marketing strategy which aims to make the brand occupy a
distinct position which is relative to competitive brands in the minds of the consumer. Aston
Martin have to apply the strategy which is either by emphasizing the distinguishing features of
their brand or they may try to create a suitable image by doing the advertising. The brand of the
company have to maintain the position, it is very difficult to reposition it without destroying its
credibility. The positioning of Aston Martin in respect to the other market players which are
Mercedes, Porsche and Ferrari was the optimal location for the future success. They can increase
their market in the South Asian countries like India and China. They have to make the proper
representation of the car market along with this they have to use the product positioning map so
that they can analyse the own businesses the current position in the market and identify the
opportunities. Aston Martin have to identify and capture the opportunity in the competitive
market for the low prices family cars (Oly Ndubisi, 2012). The company have to attain the high
position so that they can deliver the value to the consumers for many years through the
unmatchable performance and the exclusive luxury so that they can attain the maximum profit or
revenue.

Recommended objectives and goals
Aston Martin can use the SMART approach in setting the goals and objectives and after
that they have to to provide the qualitative services to the consumers which helps in attaining the
maximum revenue. SMART goals brings the structure and traceability into the goals and
objectives. It helps in creating the transparency throughout the company (Griffith and Hoppner,
2013). Along with this they clarify the ways which helps in attaining the goals.
 Specific – In this the goals which are decided by Aston Martin should be specific so that
they can easily attained by doing the appropriate work. In this the employees of the
company have to decided everything related to work that how they have to work in
achieving the goals and objectives. Aston Martin have to increase the market share from
6% to 10% in 6 months (Crane, Kawashima and Kawasaki, 2016).
 Measurable – The goals and objectives of Aston Martin should be measurable. It can go
for a long time in refining that what exactly they want. The company members have to
define the physical manifestations so that they can attain the goals and targets (RENKO,
SUSTIC and BUTIGAN, 2011). The working should be measured time to time so that
they can attain the goals easily in proper time.
 Attainable – For attain the goals which are decided by the company members, they have
to do the proper investigation (Cronin-Gilmore, 2012). The employees of Aston Martin
have to put more efforts in less time which helps in improving the sales and on the basis
of that they can attain the targets. The company have to attain 10% market share.
 Relevant – The planning and plotting which is doing by the employees of the company
in attaining the goals that should be relevant and all the things should be done in the
appropriate manner so that in attaining the targets, staff members of Aston Martin can not
face any problem (Ormrod and Henneberg, 2010). For attaining goals the company
members have to use the relevant information to attain the 10% market share.
 Time bound – The goals of the business entity which is decided by the higher authorities
they should be attain in the proper time which is decided by the company members and
for attaining those goals they have to provide the best services to the consumers. The
goals and objectives which is decided by the higher authorities of Aston Martin that
should be attain in 6 months which will helps in improving the performance in the market
(Vinerean and et.al., 2013).

Recommend marketing strategies, based on the application of the marketing mix to your chosen
brand
The company member have to attain the opportunities and the challenges of the
technology to the need for the greater effectiveness, from the challenge of the measurement so
that they can build the appropriate marketing team which is fit for the future and it helps in
attaining the goals and objectives. Along with this they have to use the proper information and
have to take the advice from the experts from the marketing world and help in developing as a
marketer and leader. The company members have to use the proper marketing strategy which
helps in attaining the goals and objectives (Wright and Watkins, 2010).
The company members have to use the proper data so that they can targets the
consumers which helps in attaining the success. Big data can be used to predict purchasing trends
by using the appropriate information, the employees of Aston Martin can get in touch with
consumers before the consumers search for the products or services. By identifying specific
customer needs a business can adjust the features, appearance, price and distribution method for
a target market segment (Cronin-Gilmore, 2012). They have to use the new and innovative
technology and have to make the changes according to the needs and wants of the consumer. The
marketing mix is adjusted according to the needs in each and every stage. For example, the life
of a product can be extended by changing packaging to freshen a tired brand and so boost sales.
The combination of product, price promotion and place chosen by a business will depend on its
size, competition, the nature of the product and its objectives. The overall marketing mix of the
business marketing strategy helps in doing the judgement on the basis of success and also helps
in attaining the goals and objectives (Hollensen, 2015).
They have to use 4 P's effectively;
Products; The employees of the company have to put more efforts in less time so that they can
do the qualitative work and helps in obtaining the targets and expanding the growth in the
competitive market. The employees of Aston martin have to make the marketing partnerships so
that they can attain many benefits to push the marketing campaign. Another marketing strategy
is that they have to gain the new audience or the consumers and have to extend the brand
awareness by collaborating with the top influencers in the industry (Kapferer and Bastien, 2012).
They have to more improvements in the products so that they can attain the targets. The
employees of the business entity helps the consumers in resolving the problems. They have to

resolve the problem by creating how to content, offering exclusives that make their live better
along with the listening and responding to them or creating the apps or the tools. Another
marketing strategy which can be used by Aston Martin is consumers interaction that the entity
have to provide the best product to the consumers so that they can attain the maximum profit and
have to use the appropriate resources (Papadopoulos and Heslop, 2014). Consumers have to
interact with the employees of the company so if they are facing any problem they can tell to
them and by that the employees can resolve that problem or issue.
Price; They have to use effective pricing strategies to increase their productivity according to the
prices.
Promotions; Another strategy is that in doing the qualitative work all the employees should
involved and on the basis of that they have to make the correct decisions so that they can do the
proper improvements. The videos tapped into the loyalty of the brand, which motivated them to
share the videos with friends as well as family. Storytelling is one of the most effective methods
in marketing (Dibb and Simkin, 2013). The company have to provide the best material at the
high price along with this they have to create the brand image by doing the proper promotion of
the products and services. The employees of Aston Martin have to do the proper market research
which are important so that they can develop the overall marketing mix for the luxury cars.
Place; The staff members of Aston Martin have to do experiments with the new channels and
platforms. They have to use the new channels and platforms to promote the brand in the
competitive market. In the industry, the employees of Aston Martin have to do the first campaign
that allowed guests to co-curate a customer travel route through a Pinterest board.
CONCLUSION
From the above analysis of the report it has been carried out that Aston Martin have to do
the proper research and analysis of the market by using the PESTEL and SWOT so that company
members can not face any problems or issues which helps the company in attaining the goals and
objectives in the competitive market. Further, company can use the SMART approach for
making the proper marketing strategy and by that they can do best work and provide the best
services to their consumers which helps in obtaining the success and expanding the growth in the
competitive market. Aston Martin is using differentiation marketing strategy which assist in
improving the sales of the company and on the basis of that they can attain the maximum

revenue. The business entity have to provide the luxury product to the consumers at the
reasonable prices which helps in improving the performance in the competitive market.

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Appendices

Competitors

Target Audience