Business Environment Analysis Report: Aston Martin Group (BUS 101)

This report provides a comprehensive analysis of the business environment surrounding the Aston Martin Group. It begins with an introduction to the concept of the business environment, including internal and external factors. The main body delves into different types, sizes, and scopes of org...Read More

BUSINESS ENVIRONMENT

Table of Contents
INTRODUCTION:..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Explain different types, size and scope of organisation and the inter relationship of function of
organisation structure.............................................................................................................3
Illustrate the internal and external environment as organisation context...............................5
Analyse the influence of globalisation on organisational strategy and decision making,......9
Impact of Digital Revolution................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCS ................................................................................................................................11

INTRODUCTION:
A Business environment is also refers as Market Environment, that defines about overall
internal and external factors like supply and demands, transportation, manpower, customer need
and other activities which regulates by government in terms of policies that create an impact in
particular business growth as directly and indirectly way (Belas and et. al., 2018). The cultures
which create role in business such as technological, governmental and other outside aspect which
are part of environment. As per the individual customer perspective or facing enterprises of
internal management, competitors, media group etc.
In this report the company that determines from United Kingdom perspective as Aston
Martin Group venture is a British individual automotive manufacture of luxury and sports cars
and grand tourers (Cepel and et. al., 2019). It was founded at the year 1913 by Lionel Martin and
Robert Bamford and the revenue is optimised up to 997.3 millions in worldwide as well as 2,450
employees actively working in the company.
MAIN BODY
Explain different types, size and scope of organisation and the inter relationship of function of
organisation structure.
As there is major three types of organisation such as Public, Private and Voluntary which are
elaborated below:
Private Organisation: This form of organisation is reflect about the partnership, corporation or
other artificial body that having only motive to earn profit. It also involves the other business that
are profit making but not operated by government.
For Example: Aston Martin Group, It is a British manufacture automotive venture in
United Kingdom based where they have existence their product through worldwide.
Scope And Size: the scope of Aston Martin is having international along with the size of
is having more than 1500 employees are working in world wide existence of company
(Chukhray and Mrykhina, 2018).
Public Organisation: According to this organisation, it operated through government and
enhance to provide services to the peoples. The raising of funding entitled from different
government legislature that transfers the financial services through Central and State
Government.

For Example: National Health Services(NHS) is a public funded healthcare system in
the United Kingdom.
Size and Scope: The size of NHS is having 1.4 million people are serving with having
budget of 100 billion pounds to handle professionally as well as the scope of this organisation in
having United kingdom limited boundaries.
Voluntary Organisation: According to this organisation it is having a common goal to serving
to the environment and develop the society infrastructure. By making aware to the people aware
and influence for raise fund to improve the welfare of society.
For Example: The foundation name Oxfam which is charitable trusty firm in United
Kingdom.
Size and Scope: the size of Oxfam foundation is 50 above volunteers are working with
having their worldwide serving their services to improvise the poverty, education and healthcare
benefits.
Interrelationship with department:
The interrelationship of department function in Aston martin company is depicts very
important and plays an important role and responsibility which creates an influence in other
department in terms of communication skills, distribute the work as per the individual
capabilities. As the function of department have play an role in other working aspects (Draijer,
2020).
Marketing role in Production department: In Aston Martin company, the major work of
marketing department is to making awareness about the products in the competitive market to
creating a brand value of Aston Martin's existence towards people. The interrelationship between
marketing and production, where marketing support to them for facilitating the product demand
to manufacturing (Fabus, 2018). Similarly, production department enhance products sample to
the marketing team where they get promote and sell to the customers.
Organisation Structure:
The term organisational Structure is defines about how the activities such as task
allocation, better coordination along with proper guidance to accomplish the goals which
benefits to the organisation. The role of organisation structure is also focuses towards the flow of
information between company levels. There are some types of organisational structure with
context of Aston Martin company such as:

 Functional Structure: It is usually assort by the organisation in general way, as company
distribute their work as per the function based department such as to making awareness
the product and services handle by marketing and sales , optimisation of funds is
managed by financial and operation department (Faghih and et. al., 2018). As Aston
Martin company is also having significant type of organisational structure in department
wise such as production, research and development, Administrative department etc.
 Divisional Structure: According to this structure, it is generally assorted for forming a
better leadership team based on product and services and other subsidiaries to operate. In
the perspective of Aston Martin venture they have appointed effective leaders as they
instructed to the employees to train them towards the new project accomplish
successfully.
As above discussion of organisational structure in perspective of Aston Martin, they follows and
the suitable organisation structure would be Functional Structure as it is systematic organised
the work as per the capability of individual department where they equally coordinate with each
other and accomplish the goal in successfully manner (Gaganis, Pasiouras and Voulgari, 2019).
Illustrate the internal and external environment as organisation context.
The external environment is comprises about the overall outside influences which create
an impact on the business or reflects the flexibility of operation activities. There is method which
consists Pestle that helps to identify the overall pros and cons of company's external environment
impact in positive and negative manner.
Pestle Analysation: It is a framework or techniques that assort to measure the macro
environment which depicts impact on specific organisation performance in terms of profitability,
market image, policies regulations, new resources optimisation, legal aspects of business related
and economic related scenario etc. Political: In this factor it emphasis about the overall government influences to the
economy or specific industry in terms of corporate polices and other norms which
operated through government and its having affect the economy as well as business
venture. Some of factors are taxation, free trade Brexit impact etc. The political factor is
well stabilize where the Aston Martin venture have to be aware about all the rules and
regulations that governing the production of cars (Hamilton and Webster, 2018). The

company would gain better exposure of United Kingdom political Development which
could generates favourable outcomes for them. Economical: According to this factor, the economy's performance which directly impacts
on the company as well as its quality in terms of supply and demand of product, changing
of product trend, Foreign Direct investment, inflation rates or economic growth pattern
etc. In the perspective of Aston Martin enterprise the economic background is having
beginning in a good form of conditions, as the growth of GDP of United Kingdom is
successively raise to 1% to 2%. But there high risk of Brexit market, as they are not allow
other countries like European market in UK for trading and Credit and Market risk is
commence due to foreign exchange rates that could create the negative impact on the
Aston Martin company outcomes. Social: In these external component, it utilise to identify the social environment market
on the basis of culture trends and demographic factor such as people's taste and
preferences, choices or their age, gender, religion and buying capacity all matters for the
company's product nature and specification that can make suits or not convinced to the
product (Hansen and et. al., 2018). For the automotive company the negative factor create
for cars or vehicle through Co2 and chemical pollution and large cities that could increase
the diseases and reduces the health growth. The Aston Martin can change their customer
line up on the basis of preferences and other disposable incomes. to enhance and provide
the comfortable features they can target female customers as well as premium traits of
people's who are having desired to buy luxuries product. Technological: It defines about the new creation of inventions of resources factor that
utilised by the company and make the work process flexible. As Automotive company
like Aston Martin, they need to penance the effective research and development program
for scrutinize the United kingdom market for electronic vehicles, fuel cell, solar hybrid
(Ifinedo, Pyke and Anwar, 2018). There is opportunity that driven for Aston Martin for
advanced technologies availability in United Kingdom automotive market where it could
generates various concept of advanced resources that could increase the mobility of
company product branding in the competitive market. Environmental: In this particular factor of environment that focuses to the surrounding
environment that effect to the business such as weather, climatic, geographical locations

or farming etc. For the Aston Martin company, as they manufactured luxuries vehicles
and most challenging aspect for them would be pollution which threat to the environment
atmosphere (Khalatur and et. al., 2019). They can use low engine capacity with new
technology driven in their cars which would not create an impact to the environment
surroundings.
 Legal: By enhancing of this factor, the impact of laws that could generates the business
environment forming of compliances which maintain for themselves. To accommodate
the license from government of UK before assorting of raw material in any automotive
business in terms of guidelines or other principles that could raise the compatibility of
spares and manufactures. Similarly, Aston Martin company capital will raise by abiding
all the rules which governed by UK as well as introduced new laws which commenced
the working procedure on the basis of research costs.
Swot Analysis:
The framework of Swot analysation is derived about the strategic techniques which used
to help a person or organisation that identify strength, weakness, opportunity and threats that
highlight to assess the inner capability as well as internal environment. In following there is Swot
Analysation for Aston Martin company perspectives such as:
STRENGTH WEAKNESS
 The Aston Martin is very old and
reputed company as it started from
United Kingdom as well as they have
high market share (Kokodey and et. al.,
2018).
 They have recruited effective and high
efficiency of employees enhance to
deliver better designed team vehicles.
Many people have trust that Aston
Martin build their product with high
quality implement.
 By having strong makreting
 They having one drawback which
makes their productivity reduces as less
presence of market. It is because they
only manufactured and focuses luxuries
product and premium customers.
 By availability of few models at the
time of customer choices and
preferences where they only
manufacture sedan and sports cars. This
range of product reduces the customer
engagement with Aston Martin's

promotional team which supports to
promotes the product of Aston Martin
worldwide through different
promotional strategies.
 Aston Martin is having their existence
in over 50 countries on the basis of
global level. They have other types of
venture products as in clothing,
bicycles, submarine and real estate
business.
products.
OPPORTUNITY THREATS
 There is a high time which Aston
Martin commenced to incorporate enter
into wide market, as they have high
amount of public subscribers with
experienced to utilisation of
technologies .
 There is actively engagement of
customer for showing interest to
purchase the luxuries product but hard
to buy. Aston Martin expand their
business in local market for more
promotional of their product.
 As Aston Martin venture are enhance
their service centre in every countries
through which customer could easily
get repair their cars (Newman and et. al
., 2020).
 They have high cost of fuel which not
much affordable by the customer and
they denied to buy the product of Aston
Martin (Luiz, Ganson and Wennmann,
2019).
 Having the high competition available
in United Kingdom as well as other
market. Many other automotive
companies like Jaguar, BMW, Audi etc
are manufactured same design of
product that could be threat for them in
terms of price and quality.

Analyse the influence of globalisation on organisational strategy and decision making,
A globalisation is a procedure of interaction and integrating among people, different traits
of companies and spread along the government worldwide. As per the economic terminology, it
created new employments, over to the cross border as flow of goods, capital and labour (Nikitina
and Lapiņa., 2019). In context of Aston Martin company, the impact of globalisation would be
implies on their business strategy and decision making as well as it will generates new platform,
customers and opportunity for trading the business.
Some of the theory of globalisation which determines the driving factor in following terms: International Business: According to this factor it describes about the company
perspective, when they started their venture desire established in other international
countries like United Kingdom, USA, Europe etc. To adapt the market trend with
proper market research and established operation in across national borders (Popescu
and Popescu, 2019). Similarly, Aston Martin company is based on United Kingdom but
they have existed their business and products in other international countries that
increase their business mobility and branding value. It provide the benefits to the
decision making which increase formulation and implementation. Competitions: If a company operates the business as globalisation they have to face
huge competition between their rivalry which would having presence in the market. For
Aston Martin, many competitors are actively presented in the competitive market such
as Audi , Jaguar, Bentley as they have captured the market. Thus, Aston martin need to
specify their quality of their vehicle to the customer and also need to compromise with
their price.
 Cost and trade: Through the efforts of government and their policies have reduces the
barriers to trade in internationally (Kokodey and et. al., 2018). As in every organisation,
the manager study the market and analyse the capital and funding resource to trade in
other countries or foreign market. In perspective of Aston Martin, their marketing team
would measure the cost and expenses which would arises to trading the business in
outside country as well as to rectify the opportunity and challenges which would
considered and formulate the strategy to compete the business in better way.

Impact of Digital Revolution
The role of Digital revolution is mechanical and analogue electric technology to the
digital electronic which commence in later 20th century and it propounded the digital and
computer transformation to representation of information through artificial intelligence features.
As the impact of Digital Revolution in Aston Martin company, it increase the efficiency and
mobility of employees and work attribution, easily visible the positive and negative flaws
through digital presentation and also support to convince to present the design and other structure
to the organisation (Nikitina and Lapiņa, 2019). The major motive to adapt this features by Aston
martin is to fulfil and meet their customer expectation.
The another impact of Social media on business practises enhance many benefits such as direct
communicate with customer without investing the time, easily promote the product in different
social media platform. Through distributing system of Aston Martin company, the marketing
team contribute their efforts to making the company product advertise country to country and
people to people for awareness as well as creating effective branding value in the market.
CONCLUSION
From above report of Business Environment is come to as conclude by discussing the
different types of organisation public, private and voluntary along with their scope, size and
organisational structure where it considered Functional structure that support to divide the
responsibility in department wise. After that explains about the external and internal environment
through Pestle and Swot analysation which defines outside and inside forces that create an
impact to the organisation. To elaborates about the theory of globalisation along with driving
factor which describes about how organisation faces issues and opportunity at the time of
established the business in globalisation platform. At last the description is illustrate for the
impact of Digital Revolution in organisation context by highlight it benefits which support to
increase the mobility of individual working ability as well as impact of social media in business
practises and describes about how it helps to leads the business in successful manner.

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