This report investigates ineffective leadership as a major cultural diversity issue within Aston Martin. It begins with an introduction outlining the background, problem statement, aims, objectives, rationale, and research questions. The literature review explores the concept and need for managing cultural diversity, its influence on a global firm's success, and the issues arising from ineffective leadership. The research methodology utilizes the Research Onion Model, adopting a positivism philosophy and a deductive approach. Data analysis and interpretation focus on the collected findings, followed by the communication of research outcomes and recommendations. The report concludes with reflections on the research methods and alternative methodologies, offering a comprehensive analysis of the challenges and potential solutions regarding cultural diversity and leadership at Aston Martin.