logo

Marketing Strategy of Aston Martin

   

Added on  2020-01-07

19 Pages6035 Words939 Views
Marketing Strategy
Marketing Strategy of Aston Martin_1
TABLE OF CONTENTSEXECUTIVE SUMMARY.............................................................................................................3INTRODUCTION...........................................................................................................................3PART 1............................................................................................................................................3Overview of the company......................................................................................................3Situational Analysis................................................................................................................4Competitive Advantage..........................................................................................................5Evaluation of current marketing strategy...............................................................................7PART 2............................................................................................................................................7About particular brand............................................................................................................7Segmentation Targeting & Positioning..................................................................................7Recommended objectives and goals.......................................................................................9Recommend marketing strategies, based on the application of the marketing mix to yourchosen brand.........................................................................................................................10CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................13Appendices.....................................................................................................................................16
Marketing Strategy of Aston Martin_2
EXECUTIVE SUMMARYThe company members is using the proper marketing strategy which helps in attainingthe 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 bythat they can do the proper research within the entity which helps in attaining the goals andobjectives. Moreover, Aston Martin can use PESTEL analysis as it is a tool which can be usedby the employees so that they can check as well as control with the external factors so that theycan acknowledge. Aston Martin is the multinational company which is a British manufacturer ofthe luxury sports cars. The staff members have to do the proper work which assist in attaining thecompetitive advantage by using the segmentation, targeting and positioning process which helpsin attaining the goals and objectives. INTRODUCTION Marketing strategy of the organisation combines all the marketing goals into the onecomprehensive plan. A good marketing strategy can be formulated by carrying an appropriatemarket research by focussing upon the concept of product mix by which they can achievemaximum profits to sustain the business (Berthon and et.al., 2012). The marketing strategy isthe foundation of marketing plan. The present report focuses upon the marketing strategies ofAston Marting which is a British manufacturer of luxury sports cars. Along with this, it is anowned subsidiary of Ford Motor Company. They have to comply as a minimum with allrelevant environmental legislation as well as the other environmental requirements whilst striveto achieve beyond that whatever possible. The present assignment includes PESTEL and SWOTof the organisation Along with this they have to evaluate the segmenting, targeting andpositioning of the company that has to be discussed (5 Big Content Marketing Strategy Trends toKnow This Year, 2017). Objective of this assignment is that Aston Martin can find the strengthand weaknesses along with the opportunity and threat which helps in attaining the goals andobjectives.Austin Marting has to use effective marketing plan to beat their market challengersand as well as to grow their market share and revenues.
Marketing Strategy of Aston Martin_3
PART 1Overview of the companyAston Martin is an iconic marque of unrivalled heritage has entered into a secondcentury. Along with the fresh investment as a new chief executive officer and the strongestmodel line up in the history of the business entity which helps in attaining maximum profit infuture. Powerful, exhilarating and precise which have a elegant and sophisticated. Each car is theessence of power, beauty and soul. Situational AnalysisThe employees of Aston Martin have to carry out proper analysis of the differentsituation so that they can resolve the problem which will help in attaining the goals andobjectives of the firm. Along with this, company members can use the PESTEL and SWOTanalysis for evaluating the situation of the UK(Varadarajan, 2010). PESTEL Analysis:Political factors – The company members have to use the appropriate policies which isgiven by the ministry bodies which helps in attaining the goals and objectives. The governmenthave to put more efforts to increase car industry in the country by introducing the new policieswhich helps in developing the companies and by that they can attain maximum profit (TheMarketing Mix, 2017). Economic factors – Economic factor includes labour cost, interest rate, governmentpolicies, tax rate, inflation rates etc. which helps Aston Martin in growing the business in thecompetitive market. Company can attain high growth rate in the developing market. This factorindicates that they have to improve business efficiencies to maximize the opportunities in theforeign market (Ataman, Van Heerde and Mela, 2010). Social factors – Social factor include the cultural aspects along with this it includes theawareness, population growth rate, age distribution as well as career attitude. The company haveto provide the products according to the demand with the consumer services. Aston Martin hasthe opportunity to improve its services, especially after sale services so that they can attract moreconsumers and by that they can attain revenue. They have to make their cars according to thedemands and with the touch of social culture of the nation. Company can adopt the intensive
Marketing Strategy of Aston Martin_4

End of preview

Want to access all the pages? Upload your documents or become a member.

Related Documents
Marketing Strategy of Aston Martin: A Case Study
|15
|3677
|2

Business Strategy for Aston Martin: Impact of Macro Environment, Internal Environment Analysis, and Competitive Analysis
|18
|4736
|137

Assignment on Marketing Management - Aston Martin
|9
|2483
|380

Strategic Marketing for Aston Martin in Romania
|14
|4045
|42

Operations and Project Management in Aston Martin: A Critique and Regular Development Plan
|14
|4382
|134

Report on Business Strategy & Entrepreneurship - Aston Martin
|24
|8703
|34