Strategies and Initiatives for Equality and Diversity at Aston Martin

This report presents a comprehensive analysis of equality and diversity strategies within Aston Martin Lagonda. It begins with an executive summary highlighting the importance of equality and diversity in retaining employees, increasing productivity, and enhancing company profits. The report then delves into the concept of equality and diversity, exploring various strategies and initiatives employed by companies to foster inclusive workplaces. A case study on Aston Martin Lagonda is provided, examining research aims, objectives, and questions. The main body includes a literature review, project management plan (including Gantt chart and WBS), and a discussion of quantitative and qualitative research methods used. Data interpretation, recommendations, and conclusions are also presented, offering insights into the benefits of equality and diversity practices and their impact on Aston Martin Lagonda's performance. The report concludes with references to support the findings.

Managing a successful
business project

EXECUTIVE SUMMARY
Equality and Diversity plays an important role in every organisation as it assist in retaining
employees for longer time period and help companies to earn higher profits. In addition to this, it
motivate employees due to which productivity and performance of staff members is increase
which has a positive effect on overall revenue and profit level of company. The companies use
various strategies for implementing equality and diversity such as increase participation of
employees, building effective leadership strategies and many more.

Contents
EXECUTIVE SUMMARY.............................................................................................................2
TOPIC: - “To identify strategies and initiatives companies adopt in order to build diverse and
inclusive employees”. A case study on Aston Martin Lagonda.......................................................5
INTRODUCTION...........................................................................................................................5
MAIN BODY...................................................................................................................................5
Literature Review.............................................................................................................................6
Concept of equality and diversity...........................................................................................6
Different strategies and initiatives adopt by companies for implementing equality and
diversity in an organisation....................................................................................................6
Various strategies that supports in implementing equality & diversity at workplace............6
Advantages of equality and diversity in context to Aston Martin Lagonda...........................7
Project management plan.......................................................................................................7
Gantt chart & WBS................................................................................................................8
Quantitative and Qualitative research............................................................................................11
Data Interpretation:...............................................................................................................13
Recommendations................................................................................................................17
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18

TOPIC: - “To identify strategies and initiatives companies adopt in order to
build diverse and inclusive employees”. A case study on Aston Martin
Lagonda.
INTRODUCTION
Equality & Diversity is mainly defined as giving equal rights to people working within
the organisation. This assist companies to offer opportunities to people prevailing at workplace
that has a positive impact on productivity and performance of an organisation (Hossain, 2019). In
order to attain success and to maintain positive environment at workplace, it is important for
evert organisation to give equal rights to all the employees. For the present research, Aston
Martin is taken into consideration. It is a British car manufacturing company which was
established in year 1913. The report discuss aims & objectives along with Work break down
structure and Gantt chart. In addition to this, the initiative taken by companies to build equality
and diversity at workplace is going to discuss in report. Moreover, Different methods of
collecting data used in conducting research is describe in the report.
MAIN BODY
Research Aim: “To identify strategies and initiatives companies adopt in order to build diverse
and inclusive employees”. A case study on Aston Martin Lagonda.
Research Objectives:
 To know the concept of equality and diversity within a company.
 To determine strategies and initiative which is adopt by companies for implementing
equality and diversity at workplace.
 To analyse various benefits of equality and diversity practices gain by Aston Martin
Lagonda.
Research Questions:
 How to know the concept of equality and diversity in a company?
 What are the different strategies and initiatives adopt by organisations for implement
equality and diversity at workplace?
 What are the various benefits of equality & diversity practices gain by Aston Martin
Lagonda?

Literature Review
Concept of equality and diversity
According to the view pint of Boehm & Dwertmann. 2015, it has been analysed that
equality and diversity are two various concepts that is essential to manage by companies in an
effective manner. It is essential for managers of company to treat each and every employees
equally and fairly as it not only build reputation but also raise productivity of the organisation. In
addition to this, inequality at workplace leads to conflicts and impact negatively on mind set of
employees due to which the overall performance and productivity level declines. The managers
should focus on that there is no discrimination between upper level and low level management
within the organisation. Equality rights is followed by entities that assist them to maintain
positive environment within the premises and also build positive image of company at
marketplace.
Different strategies and initiatives adopt by companies for implementing equality and diversity in
an organisation
As per the point of view of Ewoh, 2013, there are different strategies used by companies to
implement as well as manger equality & diversity at workplace. Nowadays, companies increase
involvement level of employees in order to make them feel equal within the organisation.
Another strategy that is adopt by companies is cross cultural communication. Satisfying
requirement of employees assist in engaging them for longer time period and helps in implement
equality as well as diversity at workplace. One of the main strategy is developing a workplace
where perspective of employees are valued as well embraced as it foster productivity as well as
performance of an organisation.
Various strategies that supports in implementing equality & diversity at workplace.
According to the thoughts of (Ewoh, 2013), there are various strategies used for
managing the implementation of equality and diversity within the company. The level of
involvement and engagement of employees within the company can be increased by maximising
the equal treatment among employees. It is concluded that cross cultural communication is very
important for a company. When the management team of an organisation analyses culture,
background and thoughts of people, then it is helpful for satisfying the needs and demands of

employees. It has also concluded that employees are provided positive environment at workplace
by providing equal rights and opportunities.
Advantages of equality and diversity in context to Aston Martin Lagonda
According to the thoughts of Erickson and et. al., 2014, there are many advantages of
equality and diversity within the organisation which assist in implement as well as carrying out
activities in a proper and smooth manner. It is determined that employees get encouraged and
motivated due to equality and diversity which has a positive impact on productivity as well as
performance of company. With reference to Aston Marti, it assist them to retain staff members
for longer time period and cut down their cost of hiring innovative candidate, in addition to this,
it also help them to provide positive environment to employees which in turn increases efficiency
of staff members and assist company to attain their desired goals within stipulated time frame.
Moreover, this determines that there is no discrimination between staff members on the basis of
gender, age, racism, disability and so on.
Project management plan
It is defined as a blueprint which is used by investigators or researchers in order to perform
activities in a proper manner. This plan involves all the activities as well as task which is
associate with project work along with the time (Gottardello, 2019). It also consist of plans &
strategies that is going to implement within stipulated time frame, Project management plan has
some factors such as size, scope, time , cost, risk , quality & communication as well. The plan for
present research are as follows:
 Cost: It is define as an amount which is needed to implement and run out activities of
research. The amount is required for products as well as service associated with the
research. The amount that is estimate by investigator to complete tasks and activity is
£30,000. It is essential for researcher to ensure proper availability of funds as it assist in
gaining objectives within the time period.
 Scope: The scope of the research is wide as it help mangers of Aston Martin Lagonda an
opportunity to enhance its productivity as well as performance level. It has been analysed
that scope is one of the major factor within the research and as business perspective.
 Time: It is basically the time required to perform activities as well as task in a proper
manner. Setting of time assist in attaining objectives in an effective and timely manner.

For the present research, it has been analysed that researcher required around 4 months
for performing activities and work efficiently.
 Communication: In order to implement activities and perform in a best manner, it is
essential to have effective communication skills. For the present investigation, Equality
& diversity, there are different methods is used for communication that is email, mobile
phones, conferences and many more which will assist in developing strategies and plans
for the present research.
 Quality: It is defined as marinating quality within the project. In the current research,
investigator use secondary sources in order to collect as well as gather information in an
appropriate and effective manner.
 Risk: One of the major resources that is associated with the present research is over
utilization of data that has effect on confidentiality. In addition to this, it will also have
effect in future as respondents might claim to researcher for the data collected by them.
Another risk that is identify is time management as delay in activities affect negatively on
the overall time frame of completion of research and also spread negative word of mouth
of researcher at marketplace.
 Resources: The resources that is needed for present investigation is staff members, time,
money and many more. This will help researcher to attain objectives within given time
frame efficiently as well as effectively.
Gantt chart & WBS
Work breakdown structure: This process is adopt by researcher as well as investigators in
order to divide the whole work into small activities and easier tasks. By the assistance of WBS,
researchers implement and execute operations as well as functions effectively. In addition to this,
breakdown of activities in simpler tasks assist investigator in managing the whole research in a
best and appropriate manner. The work breakdown structure of the current research is mentioned
below:
-

Gantt chart:
It is defined as graphical representation of tasks and activities which is involves in the
project. The activities is divide according to the time that will help in completing investigation
with time frame (Kamenou-Aigbekaen, 2019). Gantt chart represent on two axis that is
horizontal and vertical axis which represent activity along with the time. It is important for
researcher to update activities of present research in a proper and effective manner.

Quantitative and Qualitative research
There are mainly two types of research that is used to analyse data by the researcher are as
follows:
Primary Research: The data which is collected through primary resources are original in
nature and first-hand information (Georgiadou, 2019). There are various methods to collect
primary data such as observations, questionnaire, and surveys and so on. It is analysed that data
collected through this research is more accurate and occur high cost as well.

Secondary research: By this method, investigator collect past data by various sources
such as online sites, journals, newspaper, magazines and so on. This method arise less cost as
compare to primary research.
In the present research, both primary as well as secondary research is conducted by
investigator, Questionnaire is prepared by investigator in order to gain first-hand information
which is taken from the 30 respondents who are the stakeholders of Aston Martin. Books,
Journal articles, newspaper is also considered by researcher.
Qualitative research: Herein, open ended question is developed by investigator in semi
structured manner. It is non numerical data and is based on the observation of researcher in a
proper manner (Kato and Kodama, 2018).
Quantitative research: It is a type of market research wherein numerical data is gathered
by researcher in order to gain positive outcomes effectively. In the present research, sampling
method is adopted by investigator in order to gain knowledge about equality and diversity.
Questionnaire
Q1) Do you have known the concept of Equality and Diversity? Frequency
a) Yes 20
b) No 10
Q 2) According to you, determination of strategies of equality and
diversity assist in achieving objectives in effective and quicker manner?
Frequency
a) Yes 24
b) No 6
Q 3) Do you think, execution of equality & diversity strategies influence
on growth of Aston Martin Lagonda?
Frequency
a) Agree 22
b) Disagree 8
Q4). According to you, which strategy is adopted by mangers of Aston Frequency

Martin to build equality and diversity at workplace?
a) Increase participation of employees 20
b) Develop leadership strategies 10
Q5). As per your point of view, is equality and diversity help in
retaining staff members for longer time frame in organisation?
Frequency
a) Yes 23
b) No 7
Data Interpretation:
Theme 1: Concept of equality and diversity within organisation
Q1) Do you have known the concept of Equality and Diversity? Frequency
a) Yes 20
b) No 10
20
10
a) Yes b) No