Global Markets and Aston Martin: Expansion and Growth Strategy

This project proposal delves into the impact of globalization on global economies and international markets, using Aston Martin as a case study. It begins with an overview of globalization and international business, defining key terms and highlighting the opportunities and challenges for businesses seeking global expansion. The proposal then provides background on Aston Martin, its operations, and its aspirations for global market capture. The research aims to determine the effects of globalization on Aston Martin's growth and expansion strategies, and to evaluate strategies the company can adopt to maintain a competitive advantage. The literature review explores the concepts of global economies and international markets in the context of a business organization, along with the impacts of globalization on Aston Martin's expansion and growth strategy. The methodology section outlines the research design and methods, including the use of a descriptive research design and a quantitative research method. The proposal concludes with a list of references and an appendix containing a questionnaire, setting the stage for a detailed investigation into Aston Martin's global strategies and the role of globalization in its success.

Global economies and
international markets project
proposal

Table of Contents
INTRODUCTION ..........................................................................................................................3
Overview.....................................................................................................................................3
Background of the company.......................................................................................................3
Aims and objectives....................................................................................................................3
Rationale of the study..................................................................................................................4
LITERATURE REVIEW ...............................................................................................................5
METHODOLOGY..........................................................................................................................8
REFERENCES .............................................................................................................................11
APPENDIX : QUESTIONNAIRE................................................................................................12

INTRODUCTION
Overview
Globalisation is defined as the the process under which interdependence is created within
world wide economies and cultures so that cross border trade can take place in easy manner.
International businesses are defined as inclusion of the entire commercial transaction which is
taking place between two or more region. In order to inhale success, businesses are trying to
expand their business in global periphery and with the help of globalisation any rigid
implications are eliminated thereon (Mikalauskiene, Streimikiene and Mulagalejeva, 2016).
Globalisation is having mixed impact on growth and expansion of the business as with the help
of globalisation trade barrier has been removed due to which easy flow of funds and resultantly
market prominence can be attained. For this proposal of examining impact of globalisation over
growth and business expansion, Aston Martin has been selected.
Background of the company
Aston Martin is a British independent manufacturer of luxurious sports cars which was
founded in the year of 1913. The company is headquartered in UK and managing their business
around global periphery. In the light of globalisation, Aston Martin is maintaining their business
in prominent way along with dealing in market complexities as well. In the current time Aston
Martin is willing to expand their business so that to acquire higher market size and global market
capture as well. Globalisation is providing immense opportunities to Aston Martin in order to tap
into new market along with enhancing their market share as well.
Aims and objectives
Research Aim
“To determine about the concept of global economies and international markets along with
evaluating the impact of globalisation on expansion and growth strategy of a firm”. A research
work on Aston Martin.
Research Objective
 To review about the concept of global economies and international markets in context of
a business organisation.
 To determine the impact of globalisation on expansion and growth strategy of Aston
Martin.

 To evaluate strategies that can be adopted by Aston Martin to maintain and sustain its
competitive advantage in prevailing global economy.
Research question
 What is the concept of global economy and international market for a business
organisation?
 What are the impacts of globalisation within expansion and growth strategy of Aston
Martin?
 What are the effective strategies that can be adopted by Aston Martin for managing their
sustainability within global economy?
Rationale of the study
The prominent reason of this topic is to examine impact of globalisation in business
growth and expansion strategy. Besides this the present investigation is drawn so that to analyse
positive and negative impact of globalisation on growth and development strategy of an
organisation (Dabic, Maley and Novak, 2020). This investigation is facilitating the research in
order to improvise research skills in which time management skills, data collection skills, data
analysis skills are included. These are requisite for the researcher to complete their dissertation in
significant manner.

LITERATURE REVIEW
Concept of global economies and international markets in context of a business organisation
According to Julier 2017, global economy is defined as the interconnection which is
helpful in order to connect worldwide economy together so that to collaborate various nations at
once in prominent manner. Concept of global economy has emerged after adaptation of
globalisation in which developmental opportunities can be inhaled by undertaking worldwide
economy at once. Besides this international market is defined as the expansion of business in
various international market size so that to grab succession over international market as well.
Global economies are helpful for the business to integrate various scale in such a manner that it
could lead in empowering the business in tremendous manner. For every business this is
imperative that they understand concept of global economies so that to provide new insight to
their business in prominent manner. In global economy transaction is the aspect which takes
place so that to render appropriate support to the business and economy as well. In the context of
business global economy is related to business expansion through which market boundaries can
be eliminated and prominence can be received as well. Global economies are providing
appropriate path to deal with market competition in such a way that business get prominent
insight to tackle market competition in effective way by inculcating modification as according to
the global standards. This way it can be said that impact of economies are seen over production
and exchange of goods in which restrictions over import and exports are eliminated in effective
way. Free trade policies can be inhaled by the business in the presence of global economies by
which geographical inequalities can be eliminated. For a business global economies and
international market is playing significant role in order to manage overall force and resources in
ultimate manner.
According to De Mooij, 2018, global economies are accumulation of physical
environment, cultures and other aspects. When a business is planning to expand then all these
dimensions are required to be undertaken so that they can analyse all those marketing concepts
which are required to be upkeep by them in appropriate manner. On the other hand when a
business makes plans for global expansion then this is imperative that they recognise all those
international dimensions which may impact business in long term.
Impacts of globalisation within expansion and growth strategy of Aston Martin?

Globalisation has created fair trade policies in which higher efficacy can be drawn in
effective manner. For the businesses this is imperative that higher succession opportunities can
be undertaken so that business strategies can be effectively maintained. In the context of Aston
Martin, this way by adopting globalisation this may have direct impact over growth and
expansion strategy in effective way. Besides this there are various departments within a business
that are playing significant role in managing the overall business in prominent way so this can be
said that globalisation is providing direct impact over business strategies and function in
effective way. As trade barriers are removed which is impacting to the nation in inhaling
increased economies of scale. For Aston Marting, globalisation is leading the market along with
eradicating all the possible changes so that business strategies can be aligned with business
objectives of leading market. Aston Martin is dealing in manufacturing of luxurious sports cars
so this is providing additional edge to them so that to manage their business in global market.
This is easier for the business after implication of globalisation so that to acquire higher human
capital which are proficient and have capabilities to manage the business in prominent way.
Besides this infrastructural facilities are provided in enormous way which could lead the
business to attain higher efficacy and market prominence as well. Customer value and
competitiveness is the another aspect which is attained by the business after tapping into global
market, this is helpful in managing the whole business in significant manner. Aston Martin is
engaged in managing their business at global level which is the major reason that they are
implicated from globalisation. There are varied strategies which are adopted by Aston Martin in
order to tap into international market and for this globalisation is providing high impact over
business function of Aston Martin in positive manner. Besides this capital access can be easier as
in global economies high end opportunities and actions can be seen which are helpful for the
business to accumulate funds in easy manner along with attaining business efficacy.
According to Lasserre, 2017, globalisation has eradicated all those barriers which may
give negative implication to those businesses which are planning to expand their business. This
can be said that globalisation has created easiness for the businesses to meet their expansion plan
and enhance chances of survival. On the other hand globalisation has made global expansion
attractive due to which all the global market operations are easy to assess by various business
entities along with this they can grab position within international market as well.

Strategies that can be adopted by Aston Martin in order to manage their sustainability within
global economy
According to Thomas, 2020, there are varied ways in which sustainability can be
maintained and the prominent one is to undertake environment impact. In recent time this has
been seen that businesses are required to inhale proper environment practices so that to attain
higher brand image and customer capture as well. In global market brand image is one of the
prominent concept which is adopted by the business so that to deal with market complexities and
discrepancies in easier manner. In order to align with objective to attain sustainability this is
imperative for Aston Martin that they include such practices so that to receive long term
succession along with sustainability. In recent time the major goal of the organisation is to attain
sustainability and for this they are required to put on high emphasis so that ultimate objective can
be received and can be dealt in significant manner. In the context of Aston Martin the company
is manufacturing luxurious sports cars so in order to attain long term sustainability they are
required to use sustainable business model so that to make their customer aware regarding their
business model. For sustainability this is imperative that businesses use such models which are
not providing any harmful impact to the environment and people living in the society. On the
other hand for businesses the major role of policy adoption is associated with market prominence
so in order to deal with sustainability Aston Martin is trying to think about welfare of society and
people as well. Sustainable practices are usage of environmental friendly practices such as by
manufacturing electronic cars Aston Martin can sustain in the marketplace.
According to Bailey, Pitelis and Tomlinson, 2018, this is being analysed that
sustainability is one of the major aspect that is required to be undertaken by so that to intensify
their chances for market survival and to adopt differentiated edge within competitive market.
Smart specialisation program is one of the sustainable movement which is used in EU so that
various entrepreneurs and policy maker can be involved in this and deal with business
sustainability in prominent manner.

METHODOLOGY
Methodology is defined as adoption of those techniques and tools which can be used by
the researcher in order to recognise, select, collect data on the given specific topic. This is a most
vital part of the dissertation in which full information are being evaluated in effective manner.
This section involves usage of various type of methodologies that are playing significant role in
attaining goals and objectives of the propounded research. The major useful research
methodologies are elaborated as under:
Research design: This is defined as procedure in which research problem is being
determined. There are various types of research design such as experimental, exploratory and
descriptive (Borjanić, 2016). These research designs are helpful for collecting data and
analysing the same can be used to analyse quantitative data which has been collected through
questionnaire. This is helpful to attain aim of the research in appropriate manner along with
analysing statistical information in effective manner in which results can be obtained with
desired manner. In the current study, descriptive design is highly useful as this leads the
researcher to attain aims and objectives of the research in significant manner.
Research methods: This is significant for researcher that they select appropriate method
of research so that to acknowledge data in prominent way. There are two major methods which
can be used within research such as qualitative and quantitative. These are keeping high
prominence in the research topic. As in the current topic, quantitative research method is used in
order to accumulate data in numerical form so that to take out effective outcome. Besides this,
qualitative research is another method which provides effectiveness in research programme and
helpful in collection of data via interviews. Therefore it can be said that quantitative method is
effective in order to attain all the goals in appropriate manner (Peng, 2016)().
Research Approach: This is defined as the process which can be followed by researcher
in order to evaluate information in effective manner. There are two major types of approaches
which are used in order to recognise impact of globalisation over expansion and growth
strategies of the business. There are two major approaches of data collection and data analysis
that are deductive and inductive. Both of these approaches are helpful in taking out impact of
globalisation over growth and succession strategy. The major reason behind deductive approach
is to help the researcher to gather numerical data in sufficient way (Perraton, 2019).

Research Philosophy: This is an essential part of the research under which process of
collection and data evaluation is performed. This methodologies are associated with two major
types such as positivism and interpretivism. These are the major types of research philosophies
in which effective data collection so that to analyse collected data. In the above research
positivism philosophy is used as by researcher so that to evaluate data in effective manner.
According to existing topic positivism philosophy is used as this could lead in analysing data in
effective manner along with inhaling minimum time. Positivism philosophy is used in order to
attain quantitative results which saves overall cost and time. Besides this interpretivisim
philosophy is not beneficial in this research as this is a time consuming approach due to which
validated output cannot be determined (Giacosa, Ferraris and Monge, 2017).
Data collection: This is the most significant part of methodology in which assistance is
provided so that to gather information in wide manner. There are two methods in which data can
be collected such as primary and secondary. Under primary data collection informations are
gathered from primary sources such as questionnaire and direct interviews. This data collection
approach is reliable which validates the data in appropriate time frame. Sources for secondary
data are internet, newspaper, articles, journals and magazines. All these sources of data
collection are useful and used in order to gather data from primary and secondary sources in
order to draw appropriate output for the research (Sroka and Szántó, 2018)
Sampling: This is used in order to synchronise process of data collection out of large
population. There are two major technique for sampling that can be used in order to collect data,
These are probability and non probability. Both of these techniques are essential that can be used
for collecting data that can be used for connecting research objectives as well. The major reason
of using sampling is that a researcher is having wide audience from which they select their own
population. Sampling helps the researcher to select their target audience in order to carry out
research in appropriate manner. In this manner Aston Martin can go with probability sampling in
order to undertake their research in more effective way. Probability sampling is useful as this
doesn't consume high time and from larger population sample can be selected. Non probability
sampling is the other type of sampling in which huge time is needed and this is the reason that
for above research non probability sampling is not appropriate (Lund and Manyika, 2016).
Data analysis: This is the procedure which helps the researcher to analyse their collected
data and undertake appropriate outcome. There are two major types of data collection such as

qualitative and quantitative. In the above study with the help of questionnaire method data is
collected and this is the part of quantitative method. So in order to evaluate quantitative
information frequency distribution is the most effective method that can be used in order to
analyse data in valuable manner. This is known as an analytical technique in which in minimum
time data can be collected in qualitative and proficient manner. Under this technique with the
help of frequency distribution table qualitative results can be drawn so as to get outcome of the
research (Zajda and Ozdowski, 2016).
Ethical issues: This is regarded as the aspect under which researcher is required to
inculcate ethical guidelines within research so that to complete research in ethical manner. There
are varied principles that can be used as ethical guidelines by the researcher so that to complete
assigned research in effective manner. Some of the prominent ethics are justice, veracity and
integrity. These are the major principles that can be adopted by researcher in order to align
research with ethical manner and complete the same in systematic manner.
Research instruments: There are various instrument which will be essential for
researcher in order to gather information in specific manner regarding the study. Some of the
instrument are interview, questionnaire, observation, focus group, modelling and many more.
These can be used by researcher in order to complete their research in effective way due to
which rationale of the research to examine impact of globalisation over strategy of the business
can be attained (Han, 2020). All these are effective for information collection so that impact over
business strategy can be examined.

REFERENCES
books and journals
Bailey, D., Pitelis, C. and Tomlinson, P.R., 2018. A place-based developmental regional
industrial strategy for sustainable capture of co-created value. Cambridge journal of
economics. 42(6). pp.1521-1542.
Borjanić, A., 2016. Impact of globalisation on economy of EU member states (Doctoral
dissertation, University of Rijeka. Faculty of Economics.).
Dabic, M., Maley, J. and Novak, I., 2020. An analysis of globalisation in international business
research 1993–2018: rise of the sceptics. critical perspectives on international business.
Giacosa, E., Ferraris, A. and Monge, F., 2017. How to strengthen the business model of an
Italian family food business. British Food Journal.
Han, J., 2020. Impact Factors of Chinese Culture and Globalisation. In Theorising Culture (pp.
69-87). Palgrave Pivot, Cham.
Lund, S. and Manyika, J., 2016. How digital trade is transforming globalisation.
Mikalauskiene, A., Streimikiene, D. and Mulagalejeva, K., 2016. Assess the impact of
globalisation processes by indices. Economics & Sociology. 9(4). p.82.
Peng, M.W., 2016. Global business. Cengage learning.
Perraton, J., 2019. The scope and implications of globalisation. In The Handbook of
Globalisation, Third Edition. Edward Elgar Publishing.
Sroka, W. and Szántó, R., 2018. Corporate social responsibility and business ethics in
controversial sectors: Analysis of research results. Journal of Entrepreneurship,
Management and Innovation. 14(3). pp.111-126.
Zajda, J. and Ozdowski, S. eds., 2016. Globalisation, human rights education and reforms (Vol.
17). Springer.

APPENDIX : QUESTIONNAIRE
Questionnaire
Q1) Do you have any idea about concept of globalisation?
a) Yes
b) No
Q2) Does globalisation helps Aston Martin to expand their operations at global level?
Yes
no
Q3)What are the benefits of globalisation for Aston Martin
a) Access to new culture
b) Lower cost of product
c) Access to new market
Q4)What are the different entry modes that can be adopted by Aston Martin for entering into
global market?
a) Exporting
b) Franchising
c) Joint venture
Q5)What are the challenges faced by company while expanding their business in international
level?
a) Currency rates
b) Cultural differences
c) Political risk
Q6)What are the ways Aston Martin can adopt in order to overcome from globalisation issues?
a) Introduction of workplace diversity
b) Inculcating emerging technologies
c) Appropriate organisational structure
Q7)Does skilled employees are required for Aston Martin in successfully expanding their
business in global market?
a) Yes
b) NO

Q8)Suggest the ways Aston Martin can apply to operate their business at global market.