This report presents an analysis of Aston Martin, utilizing various tools and techniques to evaluate its internal and external environments. It begins with an introduction to the LSST Challenge, emphasizing the importance of strategic planning for achieving organizational goals. A detailed SWOT analysis of Aston Martin is provided, outlining its strengths, such as brand image and product quality, and weaknesses, including restricted market presence and product range. Opportunities, such as introducing lower-priced products and venturing into the automatic car sector, are also discussed, along with threats like rising competition and the impact of COVID-19. The report further explores segmentation, targeting, and positioning strategies, followed by a marketing communication plan designed to effectively reach the target audience. The conclusion summarizes the findings and underscores the significance of these analyses in enhancing profitability and competitive advantage. References to support the analysis are also included.
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