Marketing Management Project: Aston Martin Market Analysis Report

This report provides a comprehensive analysis of Aston Martin's marketing management, encompassing market situation analysis, market segmentation, and target market recommendations. The introduction highlights the significance of marketing in promoting products and brands, emphasizing the role of marketing management in achieving organizational and customer goals. The project focuses on Aston Martin, examining its market position through a PESTLE analysis, evaluating political, economic, social, technological, legal, and environmental factors. A SWOT analysis identifies the company's strengths, weaknesses, opportunities, and threats. The report then delves into market segmentation, exploring demographic, psychographic, behavioral, and geographic segmentation strategies. Finally, the report concludes with target market recommendations for Aston Martin's new SUV electric car, emphasizing the importance of focusing on premium customers who prioritize quality and are willing to pay a premium price.