Business Innovation and Strategy Analysis: Aston Martin Report

This report provides a comprehensive analysis of Aston Martin's innovation strategy, focusing on its market position and future capabilities within the automotive industry. The report examines the company's approach to stakeholder management, resource allocation, and cost reduction strategies, highlighting the importance of innovation for maintaining a competitive edge in the global market. It explores Aston Martin's adaptation to market trends, including the rise of green environment-friendly cars and the impact of the Coronavirus pandemic on business operations. Furthermore, it delves into the company's strategies for building future innovation capabilities through effective communication, knowledge management, and strategic adaptation to market changes, offering insights into the company's roadmap for sustained growth and market leadership. The report also considers the future of the industry and how Aston Martin is positioning itself to meet the changing needs of its customer base, particularly in key markets such as the UK, Europe, and the USA.

Executive Summary
The main purpose of the organisation is creating good business in the global and domestic
market. It wants to build good market value. As a result, the company has chosen a different
strategy for containing the market position. Aston Martin company is one of the most
multinational companies in the world which is producing a luxury sports car. It is the automotive
industry. The company has launched a green environment service car. This car is not hampering
the environment. People feel comfortable to use and it has less sound. This type of car helps to
innovate the organisation in the market. Other issues of the organisation are reducing product
cost. The company buys materials from low cost and produce a car which sells at a high price.
As a result, it brings to profit for the company. If the organisation is maintained successive
business environment in the market then it gains its goal. For this, it has operated business in that
of potential customer who wants to use the company product. They have also used to
stakeholders for connecting customers in the company. As a result, it has maintained good
communication with stakeholders both domestic and international market. New innovative home
delivery service has provided in the market which brings to repute for Aston Martin company.

Table of Contents
Executive Summary.......................................................................................................................1
Introduction:..................................................................................................................................3
The Future of the Industry 2020 and Beyond:............................................................................3
The Organisations Innovation Requirements 2020 and Beyond:.............................................4
Building the Future Innovation Capabilities for the Aston Martin:........................................5
Conclusion:.....................................................................................................................................9
References.....................................................................................................................................10

Introduction:
Innovation is necessary for any organisation while operating business in the global market. Aston
Martin is one of the sports and cars companies which are operating the business in several
countries. It is the biggest multinational companies as a result it has more competitors in the
market (Bock, Coussement and Neslin, 2016). They have created a road map for operating the
international market. Most of the buyers are the UK and Europe, Middle-east. There is a huge
competitor in the market as a result it has needed to provide the best service to customers or
buyers. The main purpose of the report is implementing the innovation process in the
organisation (Aston Martin Lagonda Corporate Website, 2020). Aston Martin Lagonda Global
Holdings plc is a luxury sports and cars company which has wanted to develop in future of the
companies (Frankiewicz and Churchill, 2011). They also want to increase their business in a
broad area. The main spread target of the companies in Asia, the USA and others some
developing countries. To justify the competitors, the organisation has taken various action plan
such as resource allocation, right planning, innovative strategy, internal and external factor
analysis and so on (Ginebra, 2013). The objectives of the organisation have been fulfilled by
ensuring business performance in several countries.
The Future of the Industry 2020 and Beyond:
Aston Martin is a successive multinational company in the global market. It has operated luxury
sports and cars for the customers. The company has gained revenue from the domestic and
international market. The organisation has provided some special model cars in tourist sports.
Most visitors can use these cars for entertaining themselves. The future of the industry is high in
the current situation because of individual uses of cars (Innovative discipline, 2010). For
example, the world is affected by the Coronavirus. For this, people have not crowed in the place.
They want to use individual cars for visiting any place. As a result, the organisation has created
the best opportunities in some specific places (Aston Martin Lagonda Corporate Website, 2020).
But the virus has also bad affected by the companies because the company has been restricted to
some countries for the pandemic.
The company has created innovative cars which maintain green business. It does not affect the
environment, as a result, most of the countries are affordable to use cars. Green business is a way

of better future of the organisation (Jantz, 2016). New technology has used to invent new cars
which are good for users and also comfortable as a sustainable environment. In the current
industry shows that more people want a luxury product with comfortable. Aston martin company
has designed cars and travel luxury service based on the customers' mind (Aston Martin Lagonda
Corporate Website, 2020).
The industry future depends on the performance of any company. If the organisations are not
performed perfectly then it will fail operating business and gaining profit (Nankervis, 2015).
Aston Martin is a multinational company which has more than 160 countries to operate the
business. They have also established an outlet for sharing cars values. As a result, customers
attract to buy the product of the organisation.
Considering the current situation of the world, the organisation has taken online service order
with free home delivery. It has mostly attracted to new buyers because individual journey or
family or safe journey is essential in the market (Pavlich, 2010). These services ensure the safety
of the buyers without any complicated issues.
Mainly, the world is increasing on technology day by day because people approach on
innovation items. Car is a technology base innovative service. It ensures the best service for the
customers. While using the technological product such as Aston Martin DBS Superleggera,
Aston Martin Vantage, Aston Martin DB11 and so on, the organisation makes itself the best
position in the global market. USA and UK people are chosen to a luxury product. The company
also mainly target those countries as a customer. So, it must be a better future in the market
(Shimasaki, 2011).
The Organisations Innovation Requirements 2020 and Beyond:
Strategy:
The strategy is a plan of action that applies in the market. Good strategy requires in the market
because of competing with competitors. Aston Martin has developed a roadmap of their
innovation. It has taken an innovative strategy for supplying service to customers (Webb, 2013).
For example, Aston Martin has maintained good business stakeholders to ensure proving better
service. The company wants to entrant new area in which it needs to consider the whole external

and internal issues of the companies. The strategy must be from internal and external factors so
that they can solve the problem easily.
Aston Martin is a multinational company as a result it needs to best communicate with the
customer. For this, the company should train employee based on the company requirement
(Aston Martin Lagonda Corporate Website, 2020). Cost reduction is another strategy of the
company. It helps to earn revenue.
The organisation has developed new systems such as online order and free home delivery
systems. customer can easily see cars feature and they also can live chat with an employee. In the
current situation, the organisation must be helped to create a better future. This is a good strategy
for connecting customer for buying the product (Lengnick-Hall and Moritz, 2013).
Resource:
The resource is a fact of developing organisation because without resource employee cannot
make any cars. Aston martin company has selected car material service providers so that they
can produce cars without any hesitation. Chinses car materials service provider is ensuring these
materials of the company (Affairs and Board on Science, 2011). The organisation has maintained
good communication with the material service provider. Aston martin can get cheap cost
materials in the company as a result, it brings to huge revenue for the car company (Bock,
Coussement and Neslin, 2016).
Employees are also a good resource for the organisation. Aston Martin has recruited employees
from internal and external factors. The company can select new employees through advertising,
university students and others. Appropriate employees are recruited from external and internal
factors. The company needs to communicate with customers properly (Bruijn and Norberg-
Bohm, 2015). For this, the right employees are chosen by the company. For example, innovative
cars are invented by skilled employees. Employees need to motivation for developing employees
mind. As a luxury travel car company, the organisation needs to travel-related service. For
example, Aston Martin is providing cars in the tourist area. They have made small size cars for
tourist people (Deamer and Bernstein, 2012).

Building the Future Innovation Capabilities for the Aston Martin:
Aston martin can build future innovation capabilities in the market that is given below-
Interaction with Stakeholders:
Aston Martin Lagonda Global Holdings plc is one of the most multinational companies in the
global market. They have operated business more than 160 countries in the global market. As a
result, the organisation has needed to good communication with operated countries so that they
can get much profit in the market (Eden, 2015). Stakeholders maintain good communication with
those countries by supplying product information and product feature. For example, the
stakeholders have targeted new area for proving service from the organisation. if the stakeholders
fail to provide product those targeted customers then the company loses potential customers. As
a result, the stakeholder base customer market is so much important for any organisation (Aston
Martin Lagonda Corporate Website, 2020). It does not need any outlet and it reduces the cost of
the company.
Stakeholders can attract customers to use the product in the local area. For example, Aston
Martin company has offered promotional service such as one car buys get ten litres petrol free.
This offer is delivered by the stakeholders to customers (Edmondson and Reynolds, 2010). As a
result, the company must contact with stakeholders for attracting the customers.
Motivational service can be given to stakeholders so that they can collect potential customers to
the company. For example, Aston Martin company can provide stakeholders service such as
medical facilities, better wages, performance-based awards and so on (Frankiewicz and
Churchill, 2011). If the stakeholders get a reward from the company then they will try to gain
new customers for the company. As a result, the organisation will gain revenue.
Transmission of Knowledge and its Management:
Knowledge is indispensable to a company because it helps to develop a new idea. Aston Martin
has developed management systems based on knowledge. For this, they must be considering
internal and external factors in the market. Building the future innovation capabilities of the
organisation, it must be deemed to competitors in the specific area (Garas, Armer and Clarke,
2014). For example, middle-east is the highest market for any organisation. Aston Martin has

developed new cars for those customers. The company has to justify the customer's behaviour in
the place. For this, the organisation can recruit employees in the area for collecting information
about the market. Most of the people of middle-east are liking to luxury service (Ginebra, 2013).
They visit a new place in Europe or Sweden, Nepal, Bhutan and so on historical places. Aston
Martin has targeted those people in the historical place. It has developed new small size cars for
using individual in the tourist place (Aston Martin Lagonda Corporate Website, 2020). As a
result, the company can build an innovative future in the market and able to contain good
business.
Management systems of the organisation need to change based on the current situation of the
global market. There are more than 600000 employees in the organisation. The employees are
distributed into several outlets (Hamel and Prahalad, 2010). They have to need training based on
area and the company mission and goal. For example, the goals of the organisation are spreading
business all over the world. Another goal is to reach customer positioning the organisation in the
global market. For these goals, the organisation must manage properly in the working time.
While managing the employees based on the goal then the organisation must develop training
systems (Innovative discipline, 2010). They have to select new training systems such as
organisational culture-based, goals-based, and others. The company can innovate its
management systems based on the company goals so that it gains its objective easily. Another
management system is choosing an institution for serving them such as offices, universities,
colleges and big company and so on (Jantz, 2016).
Changing Management Issues and Implication of Strategies:
Management systems of Aston martin company have already described where it has managed
organisational employees, training systems, choosing specific companies or institution and
others. Those management systems implement in the global market for building innovative
organisation so that it can continue a better future (Nankervis, 2015). One by one management
strategy applies in the market because of building company capabilities in the global market. For
example, Aston Martin car company has invented innovative cars for customers. It provides B11,
DBS and other model cars of the company in the market. They have managed their business by
targeting customers, choosing the market area and so on (Aston Martin Lagonda Corporate
Website, 2020).

The organisation can change management systems from selecting a university to students. For
example, they only provide free of cost specific universities students and they do not allow other
students for their respective work. In the current situation of the world, Aston martin can give
student cost-free service in the market (Pavlich, 2010). They can choose all level of students of
their target customers. It brings to respect and value of the company. Then people will be
interested to use the company cars and service.
The organisation can change management systems in the market place such as store to home
delivery. It is a new management strategy for the Aston Martin company. It helps to identify the
organisational service and positioning to customers (Aston Martin Lagonda Corporate Website,
2020). For example, the home delivery service is rare in the market. If it takes in the company,
the potential customer will increase the company (Shimasaki, 2011). In the recent statistics
shows that most of 50 per cent people want to home delivery service because it helps to do other
works. People can give their time to the office, or others when the person gets home delivery
service.
Organization and its Culture, Environment and Leadership Techniques:
Each organisation has its own culture that is followed by the company. Organisational culture is
its behaviours, arts, process, beliefs, and so on. Aston Martin has followed its own culture in the
market. For example, the organisation is operating the business in the global market in where it
has a unique goal. They have managed to business though own cultural people because it
contains the reputation of the company. They have trained the employee based on the
organisational culture (Webb, 2013). In the Asian market, they have established an outlet for
providing service to the customer. The organisation has recruited employees from the local area
but the employee has given training to the domestic area. Every outlet has a domestic employee
so that it can control its own reputed culture.
Another cultural system can build future innovation capabilities in the market such as choosing
local area employees in the store because they can interact with the customer easily. Language
and culture are a big fact for choosing the product of the company because customers are not
communicating with the company then they are not interested to visit the store (Aston Martin
Lagonda Corporate Website, 2020). As a result, local and domestic people must be chosen for
building innovation capabilities for the organisation.

Competitors and customers demand must be justified in the local or international market in the
time of operating business. Aston martin has increased business in 160 countries because of their
successive business. It can use marketing tools for knowing the environment of the business
(Garvin, 2013). For example, the organisation can choose porters five forces in the area for
justifying the customer demand and what’s about the competitors. If they do it frequently in a
specific time, then it will continue business successively.
Leadership style of the luxury car company is employee-oriented. For example, Aston Martin is
a luxury car company which has also a subsidiary company in the global market. They have
needed innovative product so that people can interest to use the product. Top-level to low-level
manager is in the company (Aston Martin Lagonda Corporate Website, 2020). Most of the
employees are operated by the manager but the manager has also given to liberality to innovate
new cars or service. An employee can use to freedom for innovating product. The manager has
given to reward for each successive employee. When the employee gets the freedom to invent
the new car and a new style of the car then the company wish to get good things from the
employee. Tourist related cars, sports-related cars, and local service cars are created by the
employees. As a result, it helps to connect the big market of the world easily.
Conclusion:
The main purpose of the report is innovating business service in the global market. Aston Martin
is a multinational company which is operating the business in the global market. The target
market of the company is in the United Kingdom as the first choice. The second choice of the
company is the international market but it has helped to gain much revenue from the company.
Aston Martin is developing innovative cars for the global and domestic market. The market place
of the car is covered by Aston martin. Car is a technological based company which is operating
the business in the local and domestic market. In the recent situation of the world has chosen
technological base product because it is necessary for travelling anyplace. As a result, Aston
Martin car company get benefited in the global market. The innovation of the organisation is
necessary for building a position in the market. Aston Marin company has developed some
strategies for building innovation. New management strategies, environment, culture is used to
innovation capabilities for the organisation. The company can also choose a new business market
in the global. The company must choose new employees who help to identify the best customers.

It needs to offer a discount service for making market position so that the potential customers can
interest to buy the car.

References
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