Leader and Manager Roles: Aston Martin Leadership Analysis Report

This report provides a comprehensive analysis of the roles of leaders and managers within organizations, with a specific focus on the automotive company, Aston Martin. It begins by defining and differentiating between the characteristics of leaders and managers, exploring their respective roles in setting goals, making decisions, and managing resources. The report then examines the application of these roles in different organizational situations, such as launching new products and managing crises. Furthermore, it delves into various leadership theories and models, including situational, systems, transactional, and transformational leadership, illustrating their practical application within Aston Martin. The analysis includes the importance of operations management in achieving business objectives and assessing the factors in the business environment that impact leaders' and managers' decisions. The report highlights the similarities and differences between leadership and management, providing insights into how these roles contribute to organizational success. The report also discusses how the managers of the selected firm have used different leadership theories or approaches for scaling up business.

Unit 4

Table of Contents
INTRODUCTION...........................................................................................................................2
MAIN BODY..................................................................................................................................3
P1 Define and differentiate between leader roles & manager functions based on their
characteristics..............................................................................................................................3
P2 Examination of leader & manager roles in different organisational situations.....................7
P3 Application of different leadership theories or models of approach in chosen company
context.........................................................................................................................................8
P4 Manager & leader role in key approaches of operations management for achieving
business objectives......................................................................................................................8
P5 Importance and value of operations management in attainment of company objectives......9
P6 Assessing factors in business environment impacting leaders & manager decisions..........10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing operations consist of detailed analysis on previous data of company for
developing better future plans. This is a broader term that explains various marketing functions
comprising of people, technology & organisational processes to scale up quality of business.
Below report describes role of mangers or leader in different organisational situations. Also,
managers of selected firm have used different leadership theories or approaches for scaling up
business. From current report, leadership approaches are explained in context of Aston Martin
that is an auto mobile organisation headquartered at England, UK founded in 1913. Following
company have applied various leadership approaches to increase profit margins of company &
enhance their productivity accordingly.
MAIN BODY
P1 Define and differentiate between leader roles & manager functions based on their
characteristics
The operational management process is mainly concerned with converting input
resources into output products successfully with on time delivery of final goods.
Background of company- Aston Martin is a multinational brand producing modern sport
cars. This is private limited company known for its manufacturing of luxury cars. This
corporation was founded by Lionel Martin & Robert Bamford with head office in London,
United Kingdom (Kramer and et. al., 2019). The company is primarily recognized for its style
and speed capacity of cars with attractive demanding colours. Organisational structure of
company is hierarchy in management operations of different departments.
Managers – Organisational managers are responsible for controlling & managing overall
activities in every department of company through proper implementation of plans, policies,
procedures or strategies for effective function at workplace. Mangers are also classified into
different forms that are top authority, middle level, front- line managers responsible for group
administrations for specific departmental levels in chosen firm.
Leaders- It may be possible that managers are true leaders of company but not
compulsory that every leader is a manager. Since leader is a person who actually interacts with
employees in organisation motivating them to complete their tasks effectively. Leaders make

sure that plans created by managers are properly followed by staff of chosen entity (Dugan,
2017). Main motive of leader is guiding individuals of firm to complete work within stipulated
time period.
Characteristics of leader
Learning agility and self-awareness: Leader of an organisation is quick learner who has
capability of taking effective decisions ta times of difficult unfamiliar situations. This agility is
developed by leaders through years of experience, creative thinking and multiple efforts. In
relevance with Aston Martin, have built different self awareness programs for leaders to be more
productive in terms of motivating staff, coordinating activities, achieving set targets etc.
Communication influence: This is a significant characteristic of leaders of establishing
good connections within organisation to make things work faster towards attainment of potential
objectives. Leaders at Aston Martin have effective interactive skills to instruct team members on
how to perform business functions appropriately.
Role of leaders
Goal setting- One of most significant role of leader is to set up specific target employees
that they have to achieve in given time period. Leaders need to instruct their subordinates
properly so that they are directed systematically towards bringing positive outcomes.
Decision making- Leader is a real decision maker who knows which employee has to do
which function according to workplace challenges or situations. Aston Martin make examine
activities of every employee on basis of their creative skills, decision making ability and catching
power. After evaluation of these factors, they choose leaders who have capability of taking
appropriate decisions for other members of team.
Role of managers
Optimum utilisation of organisational resources: Manager is responsible for managing
allocation of scarce resources within chosen organisation for increasing profitability &
productivity (Tourish, 2019). In relation with Aston Martin, managers set up cost budgets to
reduce wastage of company sources as well as minimize expenditures as per revenues earned.
Manager basically formulate different strategic plans regarding recruitment of good mechanical
engineers for correct positions and managing supply chain network with suppliers at locations
globally.

Control & monitor functions: This is also major role of manager to keep a check on
overall performance activities exercised within chosen corporation. In context of Aston Martin,
managers maintain record of every employee performance based on different factors that are
work done per day, overtime if any, attendance or absenteeism etc. These factors help manager
determine overall contribution of every employee in enhancing growth of selected firm.
Characteristics of manager
Delegation of authority & responsibility- Work distribution according to employee
profiles is done by manager by analysing every team or individual competency. Therefore,
selected firm manager delegate work to employees as per their knowledge, skill and experience
in particular field of auto mobile industry.
Time effectiveness-
Comparison chart of leader and manager based on their roles and responsibilities
Dimensions Leader Manager
Goal objective Primary goal of leader is to use
self-skills in creating direction
for others in form of company
vision or mission ( Samier and
Milley, 2020). In relevance
with Aston Martin, manager
appoint leaders to use their
creativity in motivating
employees at workplace &
helping them achieve set goals
on time.
Managers are one who are in
direct contact with top
authority of organisation.
Their duty in to mange overall
performance of firm. In
context of Aston martin,
Manager formulate different
marketing and operational
plans for fulfilling
organisational goal objectives.
Human resource/ people's
management
Leaders are responsible for
aligning employee personal
objective with organisational
goals by assisting them. They
are ones who recognize
potential of every candidate
In context with Aston Martin,
managers main motive is to
organize operational activities
with maintaining record of
every employee.

with respect to firm's target.
Delegation of work tasks Leaders main role is not
delegation of work or authority
but assist individuals with
completion of assigned tasks
within time
Manager of chosen firm does
delegation of work
responsibilities to by
communicating ultimate
mission goals to all employees
& team members at workplace
systematically.
Vision / mission It is leader's duty to create a
vision for company staff
helping them align their goals
with organizational objective.
Mangers set vision for leaders
to encourage company
employees in increasing their
performance standards.
Leader and manager functional similarities
Contingency theory: It is an effective theory of leadership in order to focused in various
qualities of employees. It is essential for leaders and managers in order to focusing employees
performance. It involves this theory is effectively adapting leaders in order to increasing
effectiveness of organisation as well as improving performance of employees. This theory is
refers to leaders applied on specific situation and circumstances in order to maximizing
productivity and profitability of company. In context of Aston Martin, it includes those leaders
utilised this theory so helpful to increasing leader's effectiveness. It includes most of leaders
adapting different leadership style due to gaining competitive advantages. In present context, it
includes organisation facing ample numbers of challenges in the market so leaders accordingly
prepared their team members in order to increasing productivity of company. It is essential to
leaders and manager in order to developing healthy relationship with their subordinates due to
effectively achieving organisation goal and objectives.
Transactional style :tyle is part of leadership style that is focusing on use of supervision,
performance in organisation that is part of leaders promoting compliance by followers by use of
both punishments and rewards (An, 2020). In this approach there is use of telling style in general
context whether there is focus on regular monitoring of work so that corrective actions can be
taken in case of deviation of required standard of performance and actually achieve

performance. In Aston martin there is focus on use of transactional leadership style where there
is use of transactional approach to develop the sense of taking more initiatives for employees.
Managers are providing & guiding employees the required structure, motivation so that they are
able to complete the assigned task according to the provided time frame. It is one of the most
crucial activities to ensure that employees are functioning according to the specified
requirements of the transactional approach.
Transformational style approach: In this style approach, leaders encourage employees
of organization to think upon generating new innovative ideas regarding products or service of
chosen firm. In context of Aston Martin, superior managers make sure that there is a healthy
atmosphere maintained in organisation ensuring proper functioning of staff members (Jaser,
2020). In order to bring creativity in potential candidates working at chosen firm, leaders &
managers organize distinct development programs related to career growth, innovation, artificial
intelligence, auto-mobile business etc. Hereby, managers role with respect to selected company
is to rewards potential employees with incentives, non-financial benefits etc. encouraging them
to perform better at workplace.
P2 Examination of leader & manager roles in different organisational situations
Business organisations face multiple challenges during process of growth of firm directly
impacting company performances. Some of challenging situations faced in context of Aston
Martin are discussed below with manger or leader roles:
Launch of new product or service- With increasing consumer awareness about latest
technologies, people have started showing interest in electric vehicles at marketplace. For
gaining a good share in market, Aston Martin have decided to plan on manufacturing electric
vehicles as soon as possible.
Leader's role: In this situation leaders role is to explain newly launched product to
employees of firm (BICKES and YILMAZ,2020). Making subordinate teams familiar with new
product will help company increase sales effectively that can be established through organizing
of conference meetings, showcasing audio video lectures etc.
Manager functions: The task of manager here is assigning work duties to leaders &
other employees as per their knowledge, capabilities and skills to promote new product into
market industry.

Managing crises- At times of recession, when companies face a decline in market prices
broadly impact employment in organisation negatively. In relevance with Aston Martin, with fall
in sales or profit margins there is increase in turnover of staff which finally results in
absenteeism as well as decreasing morale of subordinates .
Leader's Role- Main role of leader here is to motivate employees work at minimum
salaries. This can be achieved by awarding them with honour, gifts, prizes, career opportunities
etc. helping every individual crease their morale towards organisational objectives.
Functions of manager- The main function of manager of respective company is
analysing the market trends and identifying issues (Ensari and Riggio, 2020). Aston Martin have
appointed different market researchers to gain information and simultaneously communicate it to
leader of particular groups.
P3 Application of different leadership theories or models of approach in chosen company
context
Organisation in past times use different traditional approachers of leadership
management that consisted on autocratic style (Moodley, 2019). In this form of style, leaders and
managers exercised control over taking every decision without any employee involvement But
with dynamic changes in modern approaches to leadership, democracy have started taking place
of centric authority discussed as :
Situational leadership theory- This theory deals with current situations occurring at
workplace in which leaders or managers work upon solving present issues. In context of Aston
Martin, this approach is utilized by mangers to develop new managerial plans instantly at times
of fall in profitability ratios through ways of launching new product or service. Moreover, this
approach is applicable only for short term solution like new product launch not beneficial in a
long run.
Systems leadership approach- This theory of leadership primarily focus upon building a
flexible system for employees so that they are encouraged to complete tasks on time (Brodowsky
and Schuster, 2020). Managers of Aston Martin lay emphasis on improvising work performances
of employees at workplace. This agenda is resolved by leaders of respective organisation by
critical evaluation of staff functions as well as using management operations such as motivation,
building of strong relationships etc.

Contingency approach- This theory is categorised into two that are dependent &
independent variables while analysing employee behaviours in organisation. This approach is
used by managers to handle situation by applying suitable style of leadership on them applicable
in long run. In relevance with Aston Martin, leaders have used different managerial functions of
this approach consisting of controlling, coordination, teamwork etc. for good involvement of
staff (Mou, Robb and DeHoratius, 2018). This approach is not suitable when applied at
consistently changing situations,.
P4 Manager & leader role in key approaches of operations management for achieving business
objectives
Operations management is a process of managing good or services in organisation
through systematic planning, organizing, supervising, controlling and coordination of company
resources. With respect to Aston Martin, manufactures luxury cars with good quality standards
by using key operational functions discussed below:
Manufacturing transformation into final products- This operational approach deals
with creating successful products for company as per consumer requirement at marketplace. In
consideration with respective Aston Martin, has used this function to develop quality sports
cards with excellent speed, engine and other car products. This process of transforming raw
material into well structured sports car require various inputs such as quality resources,
employee engagement etc.
Inventory and logistics management- According to market demand of consumers in
market, company has to maintain enough amount of inventory to satisfy consumers. In context of
Aston Martin, there are many logistic management software adopted by managers to keep track
of Overall inventory (Bagozzi and et. al., 2018). Also leaders of firm are told by superiors to
focus on employees who are working in logistic department responsible for delivering cars to
consumers whenever required.
Hereby, there are some key approaches to operational management that are important for
Aston Martin to adopt necessarily discussed below:
Lean production- This is an important function of operational management focusing on
minimum wastage of resources with maintaining good car quality standards. The role of manger
and leader with respect to chosen firm here is building of appropriate strategies or processes to
reduce amount of wastage during production of cars.

TQM analysis – This approach lay emphasis on quality of product that is car in context
of selected firm. Leader of chosen organisation motivate its staff workers through training
sessions to work effectively and develop effective quality cars properly.
Just in time approach- Utilisation of this approach help manufacturing of cars with
minimum wastage in effective time period. Mangers and leaders at Aston Martin uses this
approach to successfully accomplish group goals within time (Elkhashab and Shafiq, 2020).
This approach help leaders launch or sell products efficiently at time of high demand at
marketplace for specific cars.
P5 Importance and value of operations management in attainment of company objectives
After using above methods of operational management for production of good quality
cars, Aston Martin have observed various advantages mentioned in following points:
Customer satisfaction- These key approaches have helped chosen firm identify customer
market by categorising consumers into different market segments based on their perception,
status, income and location. Operational functions also help company add value to consumers
product, increase market share, develop sales, and enhance profitability.
Quality management- Selected firm get benefit from operational approaches such as
total quality management of company products. The methods help managers understand
customer requirement and construct car designs accordingly with good quality. Aston Martin has
been able to acquire & retain large customer base by maintaining same quality standards of cars
produced by them resulting in generating good reputation of firm.
Process of production- Managers of selected firm design production process in such a
manner that it leads to rise in sales & increasing productivity level. A proper design help
employees of firm to work according to set procedures directed by leaders of chosen
organisation.
Minimum wastage of resources & cost- Utilisation of lean production process has helped
Aston Martin reduce wastage of resources during supply or manufacturing of product (Sheth and
Kellstadt, 2020). The methods also direct leaders with minimisation of errors during production
process. Moreover, this function has helped managers lead to success of company by reducing
expenditures over revenue generations.

P6 Assessing factors in business environment impacting leaders & manager decisions
Business environment of organisation affects its operation on a broad level both
internally & externally. In relevance with Aston Martin, while performing different internal
production functions exist also many external factors impacting business at large. These factors
define actual performance of company towards society as whole discussed below:
Ethical business – This is an appropriate study of corporate policies or procedures set by
chosen firm having variety subjects including insider trading, fiduciary duties, corporate
governance etc. In relevance with Aston Martin, employees of firm are provided with various
training programs that consist of honesty, team integrity, loyalty towards work, respectful
behaviour with one another etc.
Social responsibility- This theory lay emphasis on benefiting society form organisation
by individual or group actions. Completing social responsibility help organisation maintain a
perfect balance between society & business. In context of given firm, There are various
strategies formulates by mangers or leaders to incorporate social responsibility (Hirunyawipada
and Xiong, 2018). These social goals to complete include reduction of carbon prints, use of
paper bags , avoiding plastic as much as possible, giving charity , volunteering community
groups etc.
Company stake holders- Organisations have multiple stakeholders including employees,
directors, leaders, managers, suppliers, investors and trade associations etc. Based on perspective
of stakeholders, decisions are made for leaders & managers helping them grow their business.
Respective company involves its stakeholders into decision making processes for success of
business in future creating brand awareness among society through them.
CONCLUSION
The above report concludes different roles & responsibility of manager or leader towards
marketing operations of organisation. There are different theories of leadership used by chosen
firm to establish set objectives by managers. Role of leader is described in above assessment that
consist of multiple leadership approaches including situational theory, contingency & systems
approach. This report have derived various conclusions about situations faced by mangers or
leaders regarding optimum utilisation of scarcity resources, enhancing productivity with
minimum wastage, initiating coordination among different department of organisation etc. The
assessment show comparison in roles & responsibilities of leader and manager classifying their

predetermined objectives. In order to run business operations smoothly organisations have to
fulfil various social responsibilities through activities like promoting eco-friendly products,
creating cultural awareness among society, develop pollution control campaigns and steps to use
less plastic etc. Above assessment report also explains about business ethics followed by
companies to resolve issues like discrimination, governance, corporate culture etc.
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