Impact of SWOT Analysis on Aston Martin's Operations Report

This report provides a detailed SWOT analysis of Aston Martin, examining its internal strengths and weaknesses, as well as external opportunities and threats. The analysis identifies key drivers like technology and new product development that significantly impact the company's operations and marketing strategies. The report explores how Aston Martin's operational processes, including production, will need to adapt to changes in the automotive industry, particularly with the rise of electric vehicles. Furthermore, it discusses the implications for marketing, emphasizing the need for digital strategies and dealer network adaptations. The report concludes by summarizing the overall impact of these factors on Aston Martin's strategic planning and future growth, highlighting the importance of adapting to technological advancements and market changes.

Swot Analysis and
Operational Impact Analysis
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Table of Contents
INTRODUCTION...........................................................................................................................3
Portfolio paper 2 SWOT analysis................................................................................................3
Portfolio paper 3 Operational impact analysis.............................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................7
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INTRODUCTION
Business environment consist of certain internal and external factors which may impact on
overall business operations. These factors need to be identified so that strategies are developed.
There are several model and concept used by firms in analysing environment. This portfolio will
describe about SWOT analysis of Aston Martin and how driver impact on operations of
company.
Portfolio paper 2 SWOT analysis
By evaluating the external drivers, it can be analysed that there is negative impact on
Aston Martin operations (Abdel-Basset, Mohamed, and Smarandache, 2018). It has highly
impacted on its growth and development. Besides that, there are many drivers in it such as
economic, environmental, etc. However, SWOT analysis will help in finding out internal factors
of firm such as strength, weakness, opportunities and threats. It is done as below :
 Strengths
 The company is having a strong brand image and equity in global market.
 They manufacture world class design cars with top stellar execution.
 The products are highly innovative with latest technological advancement features
installed in it. also, comfort in luxurious cars is strength of firm.
 Aston Martin is having strong presence in sports and racing field.
 Strong marketing and branding through advertising is done by them.
 They are having strong strategic partnership with small firms and other companies.
Weakness
 The firm is dependent on limited number of suppliers to provide products to customers in
market.
 They are entirely dependent on dealers for doing sales and promotion.
 Risk associated with geographical growth strategy.
 Aston Martin is having limited product portfolio in emerging economies such as India,
Indonesia, Turkey, etc.
 The liquidity issues are plaguing luxury car company (Elavarasan, and et.al. 2020).
 Competitors are offering similar type of products at same price.
Opportunities
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 Aston Martin can expand in emerging economies such as India, turkey, etc. with more
product portfolio in order to attract more customers and generate huge revenue.
 They can also enter in electric car segment by developing new cars.
 Firm can attract more customers by using competitive pricing strategy.
 It can improve connectivity of warehouse and increase availability of spare parts and
services in various markets.
 Aston Martin can increase market penetration by extensive distribution and promoting
products on social sites, TV, ads, etc.
Threats
 There may rise in fuel prices due to increase in cost of crude oil and unstable situation in
OPEC countries (Niranjanamurthy, and et.al, 2019).
 The competition may increase in automobile sector and Aston Martin may be able to face
stiff competition from business such as tesla, Volkswagen, Ferrari, etc.
 The increase in frugal innovation and engineering by rivals can be a threat for Aston
Martin.
Thus, it can be identified from SWOT analysis that key drivers which exist in business
environment is technology and new product. These both may impact on Aston Martin growth as
new cars produced will reduce sales of company. Besides that, by using technology company can
make innovation and enter in electric car segment. It will be highly beneficial for them. with that
they can attract more customers and generate revenue.
Portfolio paper 3 Operational impact analysis
In an organisation there are different types of functions which are performed. They are
marketing, HR, finance, operations, etc. The functions are same in all organisation but its goals
and objectives differ. Along with that, the functions are interrelated to each other as any change
in one of them impact on another. In addition, any change in internal and external factors also
affect on these functions (Solangi, and et.al., 2019). This is because new goals and strategies are
formed and followed in it. Similarly, it is found that as Aston Martin operate at global level and
perform various functions so any change in above drivers will impact on area that is marketing
and operations. Thus, it is discussed as below :
Operations- this functional area will be highly impacted due to change in technology or new
product driver. Here, Aston Martin will have to make a lot of changes in their operational
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process. For example – if company enter in electric car segment then they will have to change
their entire production process. In that they will install new technology and equipment to
produce electric cars. Besides that, the organisation will have to redesign their entire operational
process in which is suitable for company to develop cars. Alongside, raw materials used in it will
change, testing of car, assembling process, etc. will be impacted. This may lead to decrease in
operational efficiency of firm as employees may require time to implement change. The
planning, quality control, designing of cars, etc will be affected (Vlados, 2019).
Marketing- This is also a function which will be impacted due to change in driver. As it is related
to promoting and advertising of products and services so it will be modified. here, with change in
technology Aston Martin will have to focus on marketing through use of social media. However,
as company depends on dealer for sales promotion. Thus, with technology they will have to use
various social sites platforms such as Facebook, Instagram, twitter, You tube etc. Moreover, new
strategy and plan will be developed for it. Along with that, selling and delivering of product will
be affected. However, Aston Martin overall process of interacting with customers will change. In
addition, their way of giving ads and promotion will be affected. The marketing will be done in
less cost and in more effective way.
Hence, it can be evaluated that these two functions of Aston Martin will be impacted due to
change in drivers. It will result in design of process or method (Vlados, 2019). Also, strategy
developed will be different. This may require in planning in depth and then implementing plan.
CONCLUSION
It can be concluded that driver which can impact on Aston Martin is technology and new
product. It will impact on operation as overall process will be redesigned. Also, marketing has to
be done in different way.
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REFERENCES
Books and journals
Abdel-Basset, M., Mohamed, M. and Smarandache, F., 2018. An extension of neutrosophic
AHP–SWOT analysis for strategic planning and decision-making. Symmetry, 10(4),
p.116.
Elavarasan, R.M., and et.al. 2020. SWOT analysis: A framework for comprehensive evaluation
of drivers and barriers for renewable energy development in significant
countries. Energy Reports, 6, pp.1838-1864.
Niranjanamurthy, M., and et.al, 2019. Analysis of Blockchain technology: pros, cons and
SWOT. Cluster Computing, 22(6), pp.14743-14757.
Solangi, Y.A., and et.al., 2019. Evaluating the strategies for sustainable energy planning in
Pakistan: An integrated SWOT-AHP and Fuzzy-TOPSIS approach. Journal of Cleaner
Production, 236, p.117655.
Vlados, C., 2019. On a correlative and evolutionary SWOT analysis. Journal of Strategy and
Management.
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