Role of Marketing in Aston Martin: A Comprehensive Report

This report provides an overview of Aston Martin's marketing function. It begins with a company history and introduces the role of marketing, emphasizing its importance in strategy formation, product development, promotion, and brand image enhancement. The report then examines marketing within the broader organizational context, highlighting its interrelationships with finance, production, and human resources. Key elements of the marketing function, including market research and promotional channels, are discussed, emphasizing their interconnectedness with other functional units. The report concludes by underscoring the significance of interdepartmental coordination for achieving organizational goals. References are included to support the analysis.

MARKETING
ESSENTIALS

 Introduction
 Company History
 Role of marketing function
 Marketing in wider organizational context
 References
Table of content

Aston martin Lagonda global holding plc which is popularly
known as Aston martin is a first and only independent
manufacturer of Luxury sports cars and grand tourers. This
organisation was founded by Lionel Martin and Robert
Bamford in 1913 and having its headquarter in Warwickshire,
England, United Kingdom.
Company Overview

This presentation is based on role of marketing and
significance of its interrelation with other functional
units. Marketing is not only related with selling and
promoting a product but it also plays an important role
in decision making and strategy formation on which the
whole operation and process of a business depends.
Introduction

Marketing function plays a vital role in creating, communicating and delivering value for customers.
Marketing also have a responsibility of developing and maintaining customer relationship in a way that is
beneficial for success of an organization. Aston martin is a well known British manufacturer which deals
in luxury sports car and grand trousers. To manage the cut throat competition of business environment
and to achieve desired goals following crucial role are played by marketing function of Aston Martin.
Role of marketing function

 Market research- it is basically a process of analyzing and
evaluating different factors of market to determine the
possible opportunity for growth of an organization.
 Strategy formation- marketing function is responsible for
conducting market research which provide all the relevant
information about latest trend and current market situation
which is necessary for an organization for creation of an
effective strategy.
Continue….

 Product development- marketing facilitates effective product development through providing
information about latest trend, prevailing situation and also provide knowledge about polices and
pricing strategy of competitors.
 Promotion and advertising- it is the most important role of marketing on which the sales and
productivity of an organization depends. Marketing is responsible for creating awareness about of
product and services of an organization so that a larger share of market can be captured.
Continue….

CONTINUE….
• Enhancement in brand image and public relation: the another important role lead by
marketing is related with the enhancement in brand image. Through making use of
various communication channel and organisation effective programmes and summits,
marketing facilitates better coverage and stories about the brand and its operations. In
Aston martin, marketing team is responsible for having effective interaction with various
news reporters and journalist so that information about its new product and activities can
be broadcast at worldwide level to have better brand image and effective public relation.

Today's marketing and business environment is highly dynamic which keeps on changing with a rapid
speed. High level of competition is also exist in business environment of Aston martin. Thus, to handle
these issues of bushiness environment use of marketing become essential for Aston martin and all other
organization.
Marketing in context of marketing environment

In wider organizational context, marketing is having an important role in coordinating efforts of all
functional unit which ensures smooth flow of operation so that desired goals and objective can be
achieved. :
Marketing in wider organizational context

Marketing and finance: Finance department of every organization are responsible for making budget and
other report so that effective control can be maintained on expenses of an organization. Marketing and
finance department are closely dependent on each other as marketing function require money for effective
advertising and promotion of product which yields better sales revenue and profit
Continue……

 Marketing and production : Production function is concerned with manufacturing of product
which represent the main utility and output of an organization. Marketing plays an important role in
development and production of a product through making production department aware about latest
trend and desire of customers.
Continue….