Business Consulting Report: Analyzing Aston Martin's Business Issues

This report provides a business consulting analysis of Aston Martin, a luxury sports car manufacturer. It begins with an introduction to business consultancy and an overview of Aston Martin's operations and the challenges it faces, including competition, technological advancements, and decreasing sales forecasts. The report then classifies these issues into areas of importance such as competitors, target customers, market conditions, and external environmental factors. It analyzes the impact of competitors like BMW, Audi, and Mercedes-Benz, as well as the influence of target market expectations and market trends on Aston Martin's operations. The report identifies the top three critical issues, including technological advancements driven by competitors, decreasing sales forecasts, and safety and security measures. The conclusion summarizes the importance of analyzing these issues to formulate effective strategies for Aston Martin. The report includes references to support the analysis.

Business consulting

Contents
INTRODUCTION...........................................................................................................................3
1) Overview of the client company and the problem faced by them......................................3
2) Issues are classified under different are of importance such as competitors, target
customers, market and influencing factors from the external environment...........................4
3) Top three issues that the client is facing............................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Business consultancy is the professional services that are offered by the experts in some
specific area so that various issues that can be faced by the organisation can be resolved. The
consultant analyse the dynamic environment and identify the changes that are taking place along
with the impact of such change on their clients (Kassem and Succar, 2017). On the basis of this
they provide them advice with the help of which they can ensure efficient management. In this
report the consultancy is provided to Aston Martin which is a British sports car manufacturing
company founded in the year 1913. The report includes the issues which are faced by the
company which are classified under different area of importance for the company such as
competitors, target customers and external factors in the market. In addition to this the top three
issues are discussed along with the specific reason.
1) Overview of the client company and the problem faced by them
The client to whom the consultancy services are provided is Aston Martin Lagonda Global
Holding Plc. It is a British independent manufacturer of a better quality and luxury sports car.
The company was started their operations in the year 1913 by Lionel Martin and Robert
Bamford. Aston Martin has been operating through three sites out of which their main
production and headquarters are in Gaydon, Warwickshire, England. The company aims to offer
high speed better quality and luxury sports car to the customer and to become a company that
offer differentiated products. Due to the war better nations the performance of the company got
affected but was managed by restructuring and reconstituting its operations. Later on the
management of the company manages various challenges that are faced by them efficiently by
analysing the external environment but for managing various challenges that has major influence
on the operations consultancy is provided so that they can achieve their organisational goals and
objectives (Fleisher and Bensoussan, 2015).
As per the prevailing situation the organisation has to take into consideration various
factors for ensuring successful accomplishment of the business objectives. The management of
the Aston Martin has to consider various rules and regulation imposed on the industry in which
they are operating so that they can ensure compliance of all the requirements on national and
international basis. The major issues that the management of Aston Martin has been facing

includes safety measures in context of safety and reliability of the products, the technological
advancement which is crucial in this industry, reduction in the sales as per the forecasting etc.
The company has to bring changes in their products so often so that they can ensure
competitive advantage over others and due to this their operations as well as functions get
affected. The technological changes have major impact as the government has been focusing
towards the electrification of the cars so that the impact on the environment can be reduced. In
addition to this the change that has taken place in auto-mobile industry are in context of self
driving cars due to which the adoption of high technology is must as well as the requirement of
various safety programs increased (Phadermrod, Crowder and Wills, 2019). The demand of
sports car is decreasing due to which the Aston Martin has been facing the issue regarding the
reduction in sales.
2) Issues are classified under different are of importance such as competitors, target customers,
market and influencing factors from the external environment
The problem that has been faced by the Aston Martin has direct impact on their overall
business performance and due to this it crucial to critically analyse such problems. For better
analysis the issues are classified under different areas of importance such as competitors, target
market, market and factors from external environment so that impact can be analysed easily and
efficiently. To meet up with the changing needs of the customer and the level of competition it is
important that businesses formulate various strategies so that the impact of it can be reduced.
The competitors of the Aston Martin includes the BMW, Audi, Mercedes Benz and many
more which influences their business strategies and the technological which they are facing is
because of the adopting of various technology by their competitors. To take the competitive edge
Aston Martin has to adopt various technology with the help of which they can attract sports
persona and even the youth for their sports car. The related problems that they face include the
level of skills of the employees in context of consistently innovation and the changing
technology (Amelec, 2015). This increase the cost for the company in terms of trainings of the
employees and purchasing of new equipments, updated software, hiring of new and competent
engineers with better compensation which increases the requirement of funds for the company.
The market share of the company has already fallen in the past three quarters which will affect
their ability to procure funds on large scale.

Aston Martin must consider the need of the target market and their perception regarding
the changes taking place so that they can incorporate necessary changes in their business
strategies. The target market of Aston Martin includes the sports person and the youth who are
crazy for the sports car and the technology involved in them. With the increasing use of the
internet and social media platform they have significant knowledge of the advancement in the
technology due to which their expectations from Aston Martin for cars with better technology
(Farmer-Hanson, Gassman and Shields, 2019). As their sales are forecasted to decrease so for
managing this they have to adopt the various safety and security programs with better technology
in order to improve the level of satisfaction of the customers.
The market condition and the trends directly affect the operation of the company as the
availability of the funds is dependent upon the economic conditions prevailing in the economy.
The external environment includes various political implications levied on the company in
context of the safety and security features as well as operating regulations. The government is
pushing the electrification of the cars or the making fuel efficient cars due to which Aston Martin
faces pressure to incorporative innovation in the processes to manage the pressure. With all this
the company has to efficiently manage their financial requirement so that they can ensure
adoption of technology and can enhance their sales more than forecasted.
For analysing the impact of various other external factors it is crucial for Aston Martin to
undertake both external and industry analysis as this will enable them to understand the impact
of various factors and to identify the related issues such as promotional factors for making the
customers aware of their updated technology, differentiated features etc. This will facilitate them
in increasing their forecasted sales and thus the profitability of the company (Astle, Leberman
and Watson, 2018).
3) Top three issues that the client is facing
It is crucial to consider the issues by Aston Martin in such a manner that its adverse impact
can be minimised. For this the company must arrange the issues in a sequence of their impact so
that they are more emphasised. The major issues that have impact on Aston Martin are:
 The competitors influences the strategies of the Aston Martin as they incorporate various
technological advancement due to which the expectation of their customers increases
which pressurise them to update their technology thus the technological issue is the major

issue which is faced by the company. This also leads to the enhanced requirement of
funds for the company.
 Due to the changing taste and preferences as well as increasing demand of the customers
the forecasted sales of the Aston Martin is expected to decrease and to manage this they
have to bring innovation in their processes. This increases the requirement of the
trainings of the employees for making the team competent enough to understand the
changes in the technology. Also they have to procure better engineers who can facilitate
them with better designs and ideas for achieving differentiation than competitors for
increasing their sales (Suter II, 2016).
 The third issue is related with the safety and security measures, as they have already
adopted better safety and security programs for ensuring safety of the passengers but with
the changing technology and the increasing consciousness this issue must be taken into
consideration. Also the Aston Martin need to emphasis on the regulatory implication in
context of reduced impact of the operations on the environment as well as of the cars.
This will facilitate them to improve their image among the customers and this will have
direct influence on their sales.
CONCLUSION
It is concluded from the above report that the organisation must analyse various issues that
they have been facing so that they can formulate various strategies on time to overcome the
issues. Various factors must be analysed in context of the issues such as the technological issues
are related with the competitor etc. as this enables the company in managing their operations
efficiently. The consulting facilitate to rank the issues so that they can accordingly emphasis on
the issues for minimising its adverse impact.

REFERENCES
Books and Journal
Suter II, G.W., 2016. Ecological risk assessment. CRC press.
Astle, A., Leberman, S. and Watson, G., 2018. Sport Development in Action: Plan, Programme
and Practice. Routledge.
Farmer-Hanson, A., Gassman, J. and Shields, E., 2019. Strategic Action: Community
Engagement Professionals as Institutional Change Leaders. Journal of Higher
Education Outreach and Engagement (TEST), 23(1), pp.197-224.
Amelec, V., 2015. Increased efficiency in a company of development of technological solutions
in the areas commercial and of consultancy. Advanced Science Letters, 21(5), pp.1406-
1408.
Fleisher, C.S. and Bensoussan, B.E., 2015. Business and competitive analysis: effective
application of new and classic methods. FT Press.
Phadermrod, B., Crowder, R.M. and Wills, G.B., 2019. Importance-performance analysis based
SWOT analysis. International Journal of Information Management, 44, pp.194-203.
Kassem, M. and Succar, B., 2017. Macro BIM adoption: Comparative market
analysis. Automation in Construction, 81, pp.286-299.