Global Business CW2: Aston Martin SWOT and Operational Impact

This report offers a detailed SWOT analysis of Aston Martin, a UK-based luxury car manufacturer. It evaluates the company's strengths, such as its established market presence and brand reputation, alongside weaknesses like its focus on a niche customer base. The analysis identifies opportunities in sustainable car demand and online marketing, while also addressing threats like competition and rising fuel prices. The report then assesses the impact of these SWOT elements on Aston Martin's marketing and finance functional areas. It concludes with a summary of the company's performance and suggests areas for improvement in its global business strategy, emphasizing the importance of adapting to market changes and maintaining a strong financial position.

Global business CW2
portfolio

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Detailed evaluation and analysis of the above mentioned firm on the basis of SWOT analysis.1
Identification and evaluation of the aspects of SWOT analysis and its impact on the
company’s marketing and finance functional areas.....................................................................2
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Global business is one of the most important as well as essential element in the current
scenario as it gives an opportunity to each and every firm to expand its operations on an
international level which is very helpful in increasing sales and profitability of the company in
the long run (Buckley and Casson, 2019). This report covers various aspects that are related with
Aston Martin that is established in the UK and is operating since a long period of time and hence
it has also captured a larger share in the industry too. Apart from this the report covers majorly
two types of analysis that is SWOT and operational impact with reference to the company that is
Aston Martin.
MAIN BODY
Detailed evaluation and analysis of the above mentioned firm on the basis of SWOT analysis
SWOT analysis is very crucial for each and every firm that is operating in the market
irrespective of the industry in which it is operating because it helps the company to analyse and
evaluate the strong point as well as weak point that the business possess. it is very beneficial and
for Aston Martin it is done in an elaborated manner below-
Strengths Weaknesses
 Aston Martin is operating in the market
since a long time and as a result it has
captured a higher proportion of the
market and also enjoys a loyal customer
base.
 The company deals in luxury cars and
its quality is very commendable which
is far much better than any of its
competitors that are prevailing in the
similar industry.
 As Aston Martin deals in luxury cars it
only covers a limited section of society
which adversely affects it in the long
run as it directly impacts sales of the
organisation.
 It also focuses on a limited customer
base requirements while ignoring the
rest due to its operating and thus impact
the overall working.
Opportunities Threats
 As there is higher demand of cars that
are sustainable too in the market and
the firm Aston Martin can treat it as an
 As there is free entry and exit of firms
in the industry in which Aston Martin
operates and thus it possesses a big

opportunity to increase its sales and
subsequently profits in the market.
The firm can also take online marketing as an
opportunity to reach maximum number of
people which can prove beneficial for the firm
in the long term (Hawawini, 2016).
threat as well as challenge for the
organisation.
 Apart from this there is a huge rise in
prices of fuel which directly affects the
sales of the firm. Also people are
becoming reluctant to buy cars because
of increased prices of fuel as well as
increase in awareness among citizens
regarding conservation of the
environment.
Identification and evaluation of the aspects of SWOT analysis and its impact on the company’s
marketing and finance functional areas
Operations of each and every firm depends upon various types of factors that are prevailing in
the market environment which is highly competitive in nature too and factors that affects the
working of the firm in both direct and indirect way. Thus each part have to be analysed in an
accurate as well as in a precise manner so that it can add to the value of the company in the
market as well as it gives the organisation a chance to stand ahead of its competitors that are also
operating in the similar industry (Maloni, Hiatt and Astrachan, 2017). Using SWOT analysis key
drivers and its impact on the functional areas that are marketing and finance are explained below
in detail with reference to the company that is Aston Martin-
Marketing- It can be analysed from above that the above discussed firm is operating on a
large scale and thus it uses various tools of marketing which helps it in increasing its sales and
profitability as it is one of the most strong point of the firm. It impacts marketing of the firm in a
favourable way as it proved very beneficial for the organisation as it have achieved a
considerable amount of growth and the firm’s market value has also increased in those
subsequent years.
Finance- A the firm Aston Martin deals in luxury cars thus it becomes very important for a
company to have an intact finance and the firm uses a combination of both equity and liability to
raise funds so that neither can prove risky for the organisation. It can be evaluated from SWOT
analysis that it impacts finance area of the company too as it helps the firm to decide a perfect

combination in which finance can be used in the company so that it can fetch maximum returns
(Sanden, 2016).
CONCLUSION
Global business environment is very crucial as well as critical for each and every as it
carries the potential to increase the sales and profits of the firm in the long run but at the same
time it can become a burden on the company and can destruct and disrupt the market value and
also can tarnish the image of the organisation in the industry if not used in a correct and precise
manner. From the above it can be concluded that the firm Aston Martin is a company that is
geographically located in the UK and manufactures and sells luxury cars and has captured a large
share in that market. Apart from this it can also be concluded that though the firm is performing
well there are some areas in which it has to pay attention otherwise it can prove costlier for the
company and can decrease its sales and profitability and that too in a short period of time.
Further it can be concluded that there are some functional areas like marketing and finance that is
impacted by various factors and that possess a lot of importance and the firm have to deal with
all of them in an appropriate manner.

REFERENCES
Books and journals
Buckley, P. and Casson, M., 2019. Decision-making in international business. Journal of
International Business Studies. 50(8). pp.1424-1439.
Hawawini, G., 2016. The internationalization of higher education and business schools: A
critical review. Springer.
Maloni, M. J., Hiatt, M. S. and Astrachan, J. H., 2017. Supply management and family business:
A review and call for research. Journal of Purchasing and Supply Management. 23(2).
pp.123-136.
Sanden, G. R., 2016. Language: The sharpest tool in the business strategy toolbox. Corporate
Communications: An International Journal.