Business Operations and Management Decisions: Aston Martin Report

This report provides an in-depth analysis of Aston Martin's business operations and management decisions. It begins with an introduction to business operations, explaining key functions like production, supply chain, and marketing, followed by a brief overview of Aston Martin's history and current status. The core of the report evaluates Aston Martin's operations management decisions across several areas, including production, quality control, human resources, and location strategies. It examines how the company makes decisions related to car design, market preferences, quality control systems, employee training, and market expansion. The report highlights the significance of these decisions in ensuring smooth business operations and achieving the company's goals. The report concludes by emphasizing the importance of effective operations management in the success of Aston Martin in the luxury car market.

Introduction to business
operation and
management

Table of Contents
INTRODUCTION...........................................................................................................................3
An introduction and the explanation of business operations ................................................3
An explanation of the main functions of business operations................................................3
A brief description of Aston Martin.......................................................................................4
An evaluation of the company’s operations management decisions......................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1
.........................................................................................................................................................1

INTRODUCTION
The business and its operations are defined as the activities and working tasks that are
devised by any respective firm, for the routine earning of income. These activities are an integral
part of the organisation as without the business operations there are no chances of survival of the
enterprises (Gomez, L.I. and et. al 2019). In order to attain the maximum efficiency in the
operations of business the process and styles of its functions are needed to be evaluated. It is the
essential for the management of organisation to make certain changes in these function if needed.
This project is based on the overall business operation of Aston Martin. It is a well
established British auto motive brand, which significantly deals in the luxury sports car segment
all over the world (Halliwell, and et. al., 2019). The report paper here will provide all the
essential assessments of management and its decision making in regards to all the business
operations that takes place within the organisation.
An introduction and the explanation of business operations
All those activities that are performed by the organisation with a motive to achieve its
goals and objectives are considered as the operations of business. The operations can certainly
defined as the task which are essential to be practised in order to make the company running and
consistent generation of its revenue. Thus to ensure the success of the company and
effectiveness of its each and every product or procedure it is necessary to determine these
operation of business into the most significant manner (Renfroe, 2019). These operations which
are devised in the segment of organisational functions are classified on the basis of various
fundamental principles of management which helps the business to get the effective and efficient
outcome.
An explanation of the main functions of business operations
It is the standard of any business enterprise to put all its functions into a stream of
effective flow in the confines of its working area, and it all became easy to manage these
functions by simplifying the major operations in a systematic departmental plan. These functions
of business operation are hereby as follows :-
Production – The production function in an organisation is the most crucial sector within
the business operations, as the manufacturing is itself comprises of too many operations (Aziz,
2019). These operations could be from collection of raw material to the final process of product.

The production operation in the Aston Martin has the major impact on all of its departments as
all sectors are directly interlinked with the production of automotive units. All the important
decisions within the respective firm are taken by considering the current situation of production
process and its relevant units.
Supply chain- The supply channel is the post production operation which is performed to
ensure the effective distribution of the respective product to the end level of market of ultimate
customers. The supply chain of Aston Martin is thoroughly formulated with a view to involve all
the middle factors of market distribution channel.
Marketing – The effective supply chain model and quality products are value less when
there is a lack of efficient marketing in the firm of its respective products and brand image. The
marketing can be referred to the positive interaction of the respective firm towards potential
consumer base in relation to introduce or enhance the sale of a particular product through various
tools and tactics. The marketing operation of Aston Martin have a distinctive nature, there are
various measures and platforms which are adapted by the company for effective promotion.
The above discussed functions of business are the essential tools in the determination of
success or failure of Aston Martin. In terms of business these functions are needed to be
performed under their the respective departments by devising them as genuine operations. Thus
it can be ascertained that these operation plays a crucial role in the formation and building up of
the good brand image of Aston Martin in the global shares of market.
A brief description of Aston Martin
Aston martin was founded 1913 by Lionel Martin and Robert Bromford. It is a
manufacturer of luxury car and sports car based in United Kingdom (Re, Aston Martin Lagonda
Ltd, 2019). This entity became famous when "James Bond" film approached Aston Martin cars
in their films and also promoted them on a digital level. Their functioning generally operates on
three sites, the main headquarters and production of sports cars and deluxe tourers established in
22-hectare (55 acres).
The history of Aston Martin has a pestered story at the time of 20th century. But this
company also enjoyed the success on a significant level over a long period of stability. At the
time of first century they got bankrupt many times, but after second century they improvised
themselves with the objective of not making any errors or undergoing any type of insolvency.

From the year 2015, Aston Martin planned to carry out modification of their luxury brand
at different levels as they had gained extensive goodwill in the market (Peterka III, and et. al.,
2019). The auto-maker approached brand improvisation keeping in mind the perspective of
women drivers according to their lifestyle. In September 2016, they launched 37 foot speedboat
named as 'AM 37 powerboat and in 2017, Aston Martin revealed its partnership with submarine
building company called Triton Submarines. Aston Martin merged with luxury textile brand
'Hackett Jackson' to deal in apparel industry. The firm also gained entry into branded wrist watch
market by pursuing merger with 'Tag Heuer'.
The targeted consumers for this company have always been those who are willing to
purchase luxurious cars, such as business man and industrialists. Aston Martin has over 150
automotive dealerships and distributors in more than 40 to 50 nations within five to six
continents.
Aston Martin directly competes with BMW, Mercedes-Benz, Audi, Bentley, Nissan,
Lamborghini, Jaguar, Ferrari, Porsche and Ferrari. Some of the renowned models of cars of this
brand are Aston Martin DB11, Aston Martin Rapid AMR, Aston Martin DBS Superlegga and
Aston Martin Vantage. Further, the upcoming Models are Aston Martin Valkyrie, Aston Martin
Valhalla and Aston Martin DB (Martinez, and et. al., 2019). The organisation owns a heritage
trust museum which is build as an auto mobile museum, established at 1998 and opened 2002.
Presently, Aston Martin is planing to introduce the first British Luxury brand Electronic vehicle
called "Rapid S". For this, it has collaborated with LeECO who is renowned in electric vehicles
industry.
An evaluation of the Aston Martin’s operations management decisions
The operation management in a organisation helps to analyse all the important functions
of business (Prabhash, and Kumar, 2020). These functions are planed in such a way to perform
and practice all the levels of operations in the company to attain the most favourable and desired
outcomes. The implementations and carrying out of business functions have a great impact from
the decision that are taken by the management of operations within a company. Those strategies
which are the part of functional plan are generally considered as the effective tool to undertake
all the justification and facts for efficient decision taking protocols. These principles of effective
operational management helps the respective organisation to determine its plan of action and
certain path ways for the great success of its functions and overall business process.

The multiple plans and decisive elements in the operational level of Aston Martin are
centrally determined by considering the facts and all the other working conditions of every unit.
It becomes a crucial part for the Aston Martin to significantly take the right and most suitable
decisions as well as it is the duty of the operations management to evaluate the procedure of
working of each and every element in the functions of operations after implementing the certain
decision in the operational unit of the organisation (Limani, Hajrizi, and Stapleton, 2019). These
functions of operational management in relation to Aston Martin, covers the wide share of
Production, Supply chain, Logistics, Location strategies, Quality control and Human resources.
In this regard, some of these are discussed here as follows:-
Production: This area of decision making is usually associated with execution of
planning, organising and managing the procedure related to manufacturing. It is considered as
the most crucial decision making area for a manufacturing concern as it is their primary
operation (Renfroe, 2019). With respect to Aston Martin, the most important decision that has to
be taken in relation to this domain of operations management is the selection of cars which
would be designed and developed by the auto-maker. In this regard, the most important thing
that needs to be taken into account while levying down such decision is the preferences and
demands of people in marketplace. Thus, Aston Martin executes the production of only those
cars that have the power to disrupt the market and enhance the goodwill of the organisation in
the long run.
Quality Control: This is regarded as another important area of decision making in the
domain of operations management. Herein, the main concern of management is to make sure that
strong and sound QC system is applied within the confines of company. This helps in meeting
the industrial quality requirements and complying with the demands placed by customers. In
relation to Aston Martin, the primary decision that is required to be taken by operations manager
is the implementation of quality control systems, techniques and principles. It has been identified
that the firm applies TQM along with Lean Production to ensure least wastage and prevalence of
quality in the organisational premises at all times. This provides assistance to the auto-maker in
maintaining the quality of cars as per the market demands.
Human Resource: This is regarded as one of the most prominent operations management
decision areas also referred to as people management. Herein, the main concern of management
is to conduct analysis of skills and knowledge base of employees at regular intervals of time.

This provides assistance in identifying the need for training to be held within the organisational
premises. With regards to Aston Martin, the operations manager executes performance
evaluation of individuals and thereby takes the decision regarding the frequency at which
training sessions would take place within an year. When employees are provided with training,
they get the opportunity to upgrade their skills, knowledge and expertise as per the organisational
requirements. Thus, they are able to deliver an effective performance and contribute their efforts
towards the attainment of corporate goals and objectives within due course of time.
Location: This area of decision making within the domain of operations management is
concerned with the locations whereby the entity would be offering its products. The aim of an
entity is to tap entry into large number of locations with the assistance of minimal resources and
efforts (Sherringham, and Unhelkar, 2020). In relation to Aston Martin, the decision that needs to
be undertaken by the operations manager with respect to location is the market whereby the firm
would now seek entry. For this purpose, a critical evaluation of the potential and viable markets
is done by the management. This helps the manager in arriving at the conclusion regarding the
selection of market for carrying out expansion of business operations. With access into new
markets, Aston Martin seeks to enhance its networking among people. With the expansion of
marketplace, the organisation aims at facilitating a substantial increment in profits as well as
cash generation.
Above explained are some of the areas whereby logical and sound decision making is
executed by the operations manager of Aston Martin in order to ensure smooth flow of business
operations. With the stipulation of effective decisions, the entity seeks to appeal to a large base
of customers and retain them for a long period of time. Consequently, Aston Martin is able to
enhance its existent level of revenues as well as profitability. When sound decisions are taken by
the concerned automotive company, it is successfully able to attain a competitive edge over the
rival firms present in market place.
CONCLUSION
Through the above findings from the project it can be ascertained that the importance of
business operation in an organisation is crucial and it is essential for a business to get the
effective ways to perform operations and their functions within. The explanation of the major
business functions helps in determining the best course of action to the company . Thus all the

discussion in this report is quite helpful for a business to achieve its standard goals and
objectives.

REFERENCES
Books and Journals
Gomez, L.I. and et. al 2019. System and method for automated human resource management in
business operations. U.S. Patent Application 16/110,692.
Renfroe, G.A., 2019. System and method for integrating business operations. U.S. Patent
10,445,819.
Aziz, W.A., 2019. Business process reengineering impact on SMEs operations: evidences from
GCC region. International Journal of Services and Operations Management, 33(4),
pp.545-562.
Prabhash, N. and Kumar, K.S., 2020. Burgeoning Business Operations through Ease of Getting
Credit. Our Heritage, 68(16), pp.228-237.
Re, A.L., Aston Martin Lagonda Ltd, 2019. Vent and diffuser for vehicle or replica thereof. U.S.
Patent Application 29/616,014.
Peterka III, J.J. and et. al., 2019. Methods and apparatus for performing propulsion operations
using electric propulsion systems. U.S. Patent Application 16/127,973.
Martinez, V. and et. al., 2019. Blockchain-driven customer order management. International
Journal of Operations & Production Management.
Halliwell, M.C. and McEntee, H., Jaguar Land Rover Ltd, 2019. Retractable handle for a door
or the like. U.S. Patent 10,280,658.
Limani, Y., Hajrizi, E. and Stapleton, L., 2019. The Impact of Industry 4.0 on Advanced
Operations Management.
Renfroe, G.A., 2019. System and method for integrating business operations. U.S. Patent
10,445,819.
Sherringham, K. and Unhelkar, B., 2020. ICT Operations and Services Within Knowledge
Worker Services. In Crafting and Shaping Knowledge Worker Services in the
Information Economy (pp. 361-407). Palgrave Macmillan, Singapore.
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