Possible Strategic Directions for Aston Martin

Strategic Management

Table of Contents
INTRODUCTION...........................................................................................................................1
Possible strategic direction/s to meet the objectives of Aston Martin.............................................1
Company’s stated mission and values....................................................................................1
Micro environmental impacts and limitations........................................................................1
Macro environmental impacts and limitations.......................................................................3
Strategic Directions for the company.....................................................................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................1

INTRODUCTION
Strategic management can be defined as the course of action as well as decisions
undertaken by an organisation with a view to attain competitive edge at market place. This is key
to achievement of organisational goals and objectives within due course of time. Strategic
management is executed by a business entity with the help of a number of analytical models as
well as theories. The present project is based upon Aston Martin which is one of the most
renowned luxury automotive organisations based in United Kingdom. The report seeks to
provide possible strategic direction/s to the company with the assistance of which it can realise
its objectives. The paper consists of mission and vision of the firm forming the objectives for
which it is functioning in market place. Further, it includes the macro as well as micro
environmental analysis to identify the probable strategies which can be adopted to obtain
strategic edge over rivals within global automotive sector.
Possible strategic direction/s to meet the objectives of Aston Martin
Company’s stated mission and values
Aston Martin is a top notch luxury automotive organisation engaged in production of cars
with distinct and unique features that can largely appeal to public at large. This auto-maker has
an extensive base of loyal customers who are not willing to shift to other brands regardless of the
hike in prices which is sometimes done by the management of the organisation looking on the
market demand. People across the globe relate this brand with luxury, quality and best in class
service owing to its past records. In this regard, the objectives of Aston Martin in terms of its
mission and vision are identified as follows:-
Mission:
“To offer cars which are a true reflection of luxury, comfort, ease and superior quality to
gain maximum satisfaction from people”
Vision:
“To become the leading organisation in global automotive sector by being at the heart of
customers”
Micro environmental impacts and limitations
It is important for an organisation to constantly analyse the micro environment in order to
devise effective and strong strategies which can provide edge to the firm over competitors
1