Marketing Essentials Presentation: Aston Martin's Strategic Analysis

This presentation provides an overview of the marketing function, emphasizing its critical role in business strategy and decision-making, using Aston Martin, a British luxury sports car manufacturer, as a case study. It details the significance of market research, strategy formation, product development, and promotional activities within the context of a dynamic business environment. The presentation also explores the interrelationship between marketing and other functional units like finance and production, highlighting their coordination to achieve organizational goals. Key elements discussed include market research, pricing, marketing strategy, promotional channels, branding, and public relations. The presentation concludes by referencing relevant academic sources to support the analysis of marketing strategies and their application in the luxury automotive industry.

Marketing Essentials

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

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.
The selected organisation for this PPT is Aston martin
which is a British luxury sports car manufacturer and
its headquarter is in England, UK.
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 organisation. 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 analysing and evaluating different factors of market to
determine the possible opportunity for growth of an organisation.
 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
organisation for creation of an effective strategy.
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 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 organisation depends. Marketing is responsible for creating awareness about of
product and services of an organisation so that a larger share of market can be captured.
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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
organisation.
Marketing in context of marketing environment

In wider organisational 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. In Aston martin, role of marketing in wider organisational context can be understood
through following interrelationship between marketing and other functional units:
 Marketing and finance: Finance department of every organisation are responsible for making budget
and other report so that effective control can be maintained on expenses of an organisation.
Marketing in wider organizational context

 Marketing and production : Production function is concerned with manufacturing of product
which represent the main utility and output of an organisation. Marketing plays an important role in
development and production of a product through making production department aware about latest
trend and desire of customers.
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Marketing is essential for achievement of goals and objective but it can not be achieved by marketing
alone. A proper coordination and interrelationship between marketing and other functional unit is
required to maintain the efficiency of organisation and to achieve he objectives.
Significance of interrelationship

Key aspects of marketing includes timely market research, effective pricing of product, formulation of
marketing strategy, developing promotional channels and branding and enhancing public relation. These
elements are interrelated with other functional units as market research is done with the aim of providing
relevant information for production function. Promotional channels are useful for overall organisation as
it enhance brand image of an organisation.
Key elements of marketing function

References
Sharma, M. K. A. M. H., 2019. GREEN MARKETING STRATEGIES FOR
SUSTAINABLE BUSINESS GROWTH. Journal Current Science. 20(5).
Uncles, M. D., 2018. Directions in higher education: A marketing perspective.
Australasian Marketing Journal (AMJ). 26(2). pp.187-193.