Understanding Operations, Logistics, and Supply Chain: Aston Martin

This essay examines the operations, logistics, and supply chain management of Aston Martin, a luxury sports car manufacturer. It identifies key issues such as quality customer service, risk management, unforeseen delays, changing market conditions, and cost control. The essay proposes solutions like investing in new technologies, preparing risk management plans, improving warehouse management, and adapting to market changes. It also analyzes Aston Martin's service delivery system and infrastructure, emphasizing the application of Total Quality Management and Human Relations Theory to improve customer satisfaction and employee engagement. Recommendations are provided focusing on social, economic, and environmental factors to enhance business practices. The essay concludes by summarizing the importance of effective supply chain and operations management for Aston Martin's success.

Understanding Operations,
Logistics and Supply Chain
Management

Table of Contents
Introduction......................................................................................................................................3
Essay................................................................................................................................................3
Conclusion.......................................................................................................................................7
REFERENCES................................................................................................................................9

Introduction
This Individual Project gives an overview of understanding operations, Logistic and
Supply Chain Management. There are various issues related to Operation, Logistic and supply
chain management which are faced by Operation and Supply Chain Manager in an Organisation.
But the company have to identify the solution which can overcome these issues (AILAWADI
and SINGH, 2021). In this project issues and solutions are discussed of logistic and Supply
Chain Management. The Selected Organisation for this project is Aston Martin. It is a British
Manufacturer Company that deals with Luxury Sports Cars. The Company was founded by two
Friends Lionel Martin and Robert Bamford in 1913. The project covers service delivery system
of Aston Martin and infrastructure they use to manage these delivery systems.
Essay
Supply Chain Management is one of the functions of Business, they manages overall
activities of supply chain to increase the value of customers and gain competitive advantage in
Market. The role of supply chain management is to to create an efforts and develop supply chain
activities with efficient and effective way. The Operation and Supply chain manager faces
various issues related to Supply chain and logistic management. These issues are as follows-
Quality Customer Service is one of the issues which is faced by Operation and Supply
Chain Manager in Aston Martin. It is the responsibility of Manager to ensure the quality of
product, they have to give product in right quality with right quantity at appropriate time in right
amount (Botchie, Damoah and Tingbani, 2021). The manager of Aston Martin may faces issues
related to quality, they have to make sure that quality must be up to the mark which attract
customers to buy the cars of Aston Martin.
Solution: For Aston Martin it is important to make their customer feel valued. Customers
have different tastes and preferences which company have to satisfy and fulfil. The needs of the
customers must be fulfilled by company. To improve the quality, manager of supply chain and
Operation can invest in new technologies and learn more about how to improve the quality of its
products and services. For maintaining and checking the quality of products, manager of
Operation and Supply Chain have to manage the manpower so that they can keep control over
the quality of Cars.

Risk Management is an another issue which is faced by Manager of Aston Martin. Due
to the change in customer demands, global sourcing and political agendas, operation manager
faces various issues while producing cars in Market. There are also risk related to supply chain
that manager must keep in their mind. The Manager of operation and supply chain manager must
diversify their supply chain unit as if any supplier can't meet their demands, company have other
options to fulfil their demands. For managing and identifying the risk, manager of supply chain
and operation have to ensure that there must be well trained and knowledgeable workers to
identify the risk and give its solution (Eriksson and Engström, 2021).
Solution: The Manager must prepare a risk management plan to overcome the issues of
risks. The risk management plan consist a ways through which Aston Martin can overcome
disruptions while manufacturing or producing Cars. The Company must manage the issues in
effective and efficient ways with less efforts so that they can achieve competitive advantage in
Market.
Unforeseen Delays is also an issue which is faced by manager of Operation and Supply
Chain, sometimes delivery of the cars get delayed due to many reasons. These issues create an
impact on brand value of Aston Martin. It is easy to maintain material and products but
organisation may face the problem of delivering the product at appropriate time. Aston Martin
have less dealers as compare to its competitors, they deliver their products in different countries
as per the orders of customers so it is common to get delays in delivering the products.
Solution: Aston Martin have to look out the ways through which they can avail the
overseen delays. It is the duty and responsibility of Operation and Supply Chain Manager to
maintain warehouse management system by which they can know the time on which they have
to deliver and also create a time cushion for ensuring the functioning of delivery run smoothly
and effectively.
Changing Market is the common issues which is faced by Every Business. Aston Martin
face the issue of fast changing market as they have to produce the car according to changing
market. The technological advancement changes the market and it is difficult to adapt the latest
innovation and technology in Market (Harland, 2021). The operation management of Aston
Martin have to be more flexible and stay efficient to adapt latest changes in the Market.
Solution: The logistic and operation manager have to adapt the changes so that their quality and
delivery system get improved. By implementing new technologies in their production and

manufacturing process the company can lead to increase in profitability and growth with
improve in their output.
Costing is one of the main issues which is faced by manager of operation and logistic
management. Due to economic constraints the supply of raw materials, labour and freight cost is
increased. If an operation manager have to continue their production and manufacturing process
they have to implement some adjustments to keep their operation running successfully. The cost
of the Cars create an impact on purchasing power of consumers. The cost must be according to
the quality and services provided by Aston Martin. The manager have to manage the quality of
the products that attract customers to buy the product (Illahi and Mir, 2021). So the cost creates a
problem for operation and supply chain manager while producing the cars in Market.
Solution: The manager have to control the cost by creating a plan through which they can
monitor and improve the cost control. Aston Martin have to put more emphasis on warehouses
efficiency to improve the cost of products. They have to eliminate or cut the cost by using right
technology and lower their financial expenses.
Aston Martin have invested lot in their service delivery system, they deliver their product
through online and provide home delivery to their clients. The dealers of Aston Martin in world
is few if any customer want to purchase the luxurious cars they have to book their cars by
visiting its official websites. The company also provides an option of personalisation by which
customers can additionally modify the changes according to their taste and preferences. The
service delivery system of Aston Martin is modern and advanced they take the ordered online
and deliver the products at anywhere in Country (Pan and et. al., 2021). Customers have to pay
and wait for their products. For maintaining effective and efficient delivery system of Aston
Martin the manager have to provide a training session to their employees for delivering the
product at proper time without keep waiting to customers. The manager must ensure that there
operation and supply chain unit must have enough people who can manage smooth functioning
of delivery system by focusing on the quality of Cars.
Aston Martin use Infrastructure Delivery Management that focuses on decision making
and functions for supporting the management of delivery and its process. The infrastructure
delivery system defines the system that provide direction, guidance and enables proper delivery
to customers at proper time.

The Theory which is applied in managing operation, supply chain management and
logistic is Total Quality Management and Human relation theory. The Total Quality management
is a process which is used to eliminate and detect the problems in manufacturing, improving
customer experiences and maximise the speed of workers so that they can give their best
outcomes. The total quality management helps in improving customers satisfaction by keeping
focus on meeting the expectation of customers. With the help of using total quality management
Aston Martin can improve the quality of their Luxury Cars. Customers get highly satisfied when
their needs and demands are met. There are few components which help in achieving customer
satisfaction. Aston Martin must understand what actually customer want in their product line.
They have to maintain a resources and expertise to deliver the products and services. A Proper
Communication must be provided to customers what exactly Aston Martin deliver by avoiding
any misunderstanding (Reaidy and et. al., 2021). Total quality management helps in providing
quality assurance to customers for the products they are going to expected. It also helps in
managing the customers who are unsatisfied. If the customers are highly satisfied profit of the
company get increased. There are various principles of Total Quality Management which are
implemented together makes Aston Martin to increase their productivity and efficiency.
Customer is one of the main element in every business. Aston Martin have to identify its current
and future customers for fulfil their requirements and expectations. The employee must be
involved for improving the quality of products and services (Wieland and Durach, 2021).
Employees of Aston Martin must participate in decision making process, give innovative ideas
and create right workplace environment for improving the quality of products. Aston Martin
must have integrated system that helps in making total quality management process more
effective. The Manager of Aston Martin have to create a Strategy plan for improving the quality
of products for achieving goals and mission of Company. The decision must be based on sales
data, customer retention rates rather than using opinion of employees, customers and suppliers.
Human relation theory is used to manage people in Operation and supply chains. This
theory was defined by Elton Mayo, who is a American psychologist. This theory states that
employee must maintain healthy and strong relationship with their colleagues and other staff
members. The manger must ensure that their employees must be motivated towards their work so
that they can give their best outcomes. Aston Martin apply this theory to manage their employees
in operation and supply chain. For managing employees in supply chain and operation Aston

Martin have to ensure that their needs and requirements must be fulfilled so that they can work
with effective and efficient way. If workers feel valued they get more engage in their work and
communicate with their employers in more efficient ways. The Human Relations Theory helps in
increasing the productivity of Aston Martin as engaged employees contributes their best to
achieve goals and objectives of Organisation (Rejeb and et. al., 2021). With the help of Human
relations theory employees performance increases in more productive way. By applying this
theory in managing people in operation and supply chain the disputes get reduced as it helps in
maintaining healthy relations with workers which helps in resolving disputes. Aston Martin
adopt these approach for defusing conflicts and take appropriate actions. By Human Relation
Theory the people can exchange the new ideas and thoughts related to delivering goods at proper
time.
Recommendations: Social factors creates a sustainability in Business practice of Aston Martin.
The Company must focus on the process through which manager can identify problems and can
monitor every single part of maintaining, assessing and improving quality of their cars. To
improve the quality of products Aston Martin must take feedbacks from customers to make
changes accordingly (Wieland, 2021). The communication is important if Aston Martin is
implementing any changes for improving the performance of Organisation.
Economic Factors also creates a sustainability in Business practice of Improving the
performance of Aston Martin. plays an important role in decision making process in Aston
Martin. These economic factors are connected with money, goods and services. The economic
factors includes indicators which are related to increase in sales, profitability, employment and
income stability (Stekelorum and et. al., 2021).
With the help of Environmental Factors Aston Martin can reduce the pollution by making a car
that create less pollution. The Company can make decisions that can reduce the negative impact
on Environment.
Conclusion
From the above information it is being concluded that operation, supply chain
management faces many problem they have to manage the people in operation and supply chain,
maintain the quality of the products. The Manager have to ensure that they serve best quality of
products that attracts customer to buy the products. There are various theories to maintain and

manage quality and people of organisation. The Company must apply these theory to increase
the performance and growth.

REFERENCES
Books and Journals
AILAWADI, S.C. and SINGH, P.R., 2021. LOGISTICS AND SUPPLY CHAIN MANAGEMENT.
PHI Learning Pvt. Ltd..
Botchie, D., Damoah, I.S. and Tingbani, I., 2021. From preparedness to coordination: operational
excellence in post-disaster supply chain management in Africa. Production Planning &
Control 32(1). pp.1-18.
Eriksson, D. and Engström, A., 2021. Using critical realism and abduction to navigate theory and
data in operations and supply chain management research. Supply Chain Management:
An International Journal.
Harland, C., 2021. Discontinuous wefts: Weaving a more interconnected supply chain
management tapestry. Journal of Supply Chain Management.
Illahi, U. and Mir, M. S., 2021. Maintaining efficient logistics and supply chain management
operations during and after coronavirus (COVID-19) pandemic: learning from the past
experiences. Environment, Development and Sustainability, pp.1-22.
Pan, S. and et. al., 2021. Digital interoperability in logistics and supply chain management: state-
of-the-art and research avenues towards Physical Internet. Computers in Industry, 128,
p.103435.
Reaidy, P.J. and et. al., 2021, January. Consumer integration in supply chain management: a
taxonomy. In Supply Chain Forum: An International Journal (Vol. 22, No. 1, pp. 28-
43). Taylor & Francis.
Rejeb, A. and et. al., 2021. Potentials and challenges of augmented reality smart glasses in
logistics and supply chain management: a systematic literature review. International
Journal of Production Research, pp.1-30.
Stekelorum, R. and et. al., 2021. Green supply chain management practices and third-party
logistics providers’ performances: A fuzzy-set approach. International Journal of
Production Economics, p.108093.
Wieland, A. and Durach, C.F., 2021. Two perspectives on supply chain resilience. Journal of
Business Logistics.
Wieland, A., 2021. Dancing the supply chain: Toward transformative supply chain
management. Journal of Supply Chain Management, 57(1), pp.58-73.