Marketing Essentials Report: Aston Martin Marketing Plan and Analysis

This report provides a comprehensive overview of marketing essentials, focusing on the application of marketing principles within Aston Martin, a prominent player in the premium sports car industry. The report begins by outlining the key roles and responsibilities of marketing, including marketing campaigns, brand promotion, and market research. It then explores the significance of marketing within the organizational context, emphasizing its interrelationship with other departments such as HR, R&D, Finance, and Production. A comparative analysis of the marketing mix of Aston Martin and Audi UK is presented, detailing the differences in product, price, place, promotion, people, process, and physical evidence. Finally, the report proposes a marketing plan for the launch of a new Aston Martin DBX model, highlighting its features and target audience. This plan aims to leverage driverless technology and emphasizes the integration of style, design, and comfort to meet consumer expectations.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
P1. Key roles and responsibilities of marketing and its functions.........................................3
P2. The roles and responsibilities of the marketing within organisational context................4
P3. Difference in marketing mix of Aston Martin and Audi UK..........................................5
P4. Marketing Plan.................................................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
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INTRODUCTION
Marketing is an activity that focuses the money, efforts and initiatives of organization
towards the promotion of offerings of enterprises among the public so to convince them to buy
the product. Marketing plays a crucial role in increasing the sales and revenue of any enterprises
by promoting the brand and giving crucial information regarding the products and services
offered by organization within the marketplaces. This supports the business venture in nurturing
and maintaining a loyal consumer relationship by meeting the commitments created to
consumers while marketing the offerings among people. This report had been carried out to gain
knowledge of marketing and to assigned practices within Aston Martin. The organization is well
renowned in the premium sports car industry. The project report is going to access roles and
responsibilities of function of marketing and its application within the organization. Further, the
marketing mix of organization is distinguished with rival firm. Further, a marketing plan is also
formulated for the effective launch of product and branding.
P1. Key roles and responsibilities of marketing and its functions
Marketing can be referred to the integration of all those practices and processes that
strive to establish an image of organisation and its offerings among people within the
marketplaces. It comprises of activities such to research, merchandise promotion, advertisement,
consumer service, after sale and etc. With respect to Aston Martin, the roles and responsibilities
of function of marketing are given below:-
The marketing campaigns: One of the effective roles of function of marketing is to
improve the campaigns of marketing to short or long period of time. According to these
campaigns, organisations aim at strengthening its company image and market positioning.
Function of marketing’s obtains a control over all the campaigns that are run by the organisation
to various types of products of organisation. In this context, Aston Martin had been a firm that is
largely relying on this to maintain a favourable image in the minds of consumers so to retain
them to a long duration of time in future.
Brand promotion: Yet another crucial role of function of marketing is to promote the
company’s positive image among the consumers. According to this, firm communicates the
beliefs, ideologies and the features of products to consumers. When the attributes communicated
to consumers match the actual quality of products and services, this tends to generate their
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satisfaction level and instil a sense of loyalty and trust among them. Through marketing, Aston
Martin promotes a positive image of company in the mind-sets of people.
Market research: Consumers are treated to the most supreme factor to an organisation. A
crucial role of marketing is to carry out constant market research to identify the needs and
preferences of people. With the determination of lifestyle of population, it is much easy to Aston
Martin to bring up with products that cater to the expectations of consumers and keep them in-
tacked with the enterprise. This supports the enterprises in enhancing its sales and productivity.
P2. The roles and responsibilities of the marketing within organisational context
Marketing plays significant role within an organisation. The importance of marketing
within enterprises can be easily comprehended by gaining knowledge of the interrelationship of
this department with other functional departments of enterprises. To enable growth and success
of an organisation, it is required that coordination and cooperation is set among various
departments. In context of Aston Martin, it is seen that marketing department operates in
collaboration with other units to attain the organisational goals and objectives in the desired
manner within given course of time. The strategies are devised by marketing department after
communicating with the other units of business. This supports in effective execution of activities
and processes within the organisational premises and generates the productivity and performance
of organisation. In this context, the interrelation of marketing with other departments of Aston
Martin is discussed as bellows:-
Marketing with HR: The major role of HR department is to select and recruit skilled,
competent and knowledgeable persons who possess the potential to most effectively execute the
activities of organisation. In this context, the marketing department within Aston Martin
communicate the skills and tactics that are required to be present within marketing personnel. In
response to this, HR then hires candidates to marketing department so that awareness about
offerings of organisation can be effective made, thereby enhancing the sales and productivity.
Marketing with R&D: The primary role of R&D is to carry out research about the latest
trends and lifestyles of people and marketplaces. In this context, the R&D department
communicate the latest trends and techniques being taken into use by rival firms to create
publicity of offerings of enterprises. The marketing department of Aston Martin then undertake
similar or good activities to build awareness about the organisation's merchandise portfolio and
to create a loyal consumer base within the marketplaces.
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Marketing with Finance: It is the finance department that allots funds to marketing
department so that it can easily undertake all the promotional and advertisement activities.
Marketing performs a number of activities such to firm of campaigns, testing of products, sales
promotion, publicity and etc. After procuring the funds from finance, marketing can execute all
such activities in the desirable manner with a view to enhance the existing level of sales and
productivity. When marketing takes place effective, Aston Martin can achieve its goals and
objectives in a timely manner.
Marketing with Production: The production department is involved in the merchandise
improvement process. Within Aston Martin, this department is responsible to manufacturing of
vehicles and its parts and solar systems to aviation industry. This department communicates the
features, attributes and special attractions about the new merchandise to marketing department
that then undertake strong and effective activities to create awareness among people and
convince them to make a buy. With this, the sales of the organisation get inflated and thus the
interrelationship of marketing with production proves to be beneficial to the enterprises.
P3. Difference in marketing mix of Aston Martin and Audi UK
Marketing mix refers to the integrated model of 7 principles of marketing that are
required to be taken into account so that consumers can be convinced to buy the similar product.
The 7 factors that are included in this are price, product, place, promotion, people, process and
physical evidence. The difference in the marketing mix of Aston Martin and Audi UK are as
bellows
Marketing Mix Aston Martin Audi UK
Product The organisation provides variety of
products in automobile industry with
unique features that gives of heavy
level of satisfaction of consumer...
Some of the popular products that are
introduced by this organisation in
automobile sector are Aston Martin
DBX, Aston Martin Valarie, and etc.
Highly innovative products of this
The major products that are offered
by Audi UK are Q5, A4 and etc. the
organisation is offering luxurious
products to its organisation that is
also considered to one among best
companies that provides sports car
all over the globe. The major
motive of this organisation is to
deliver technological advance cars
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organisation directly attract
consumers towards the organisation
to them gets satisfied with the quality
offerings given by the organisation.
to consumers that only not to gives
good experience to consumers but it
also gives them safe driving.
Price This factor major speaks about prices
at that organisation is offering its
goods and services to the consumers.
In context of Aston Martin, the
organisation is using premium pricing
strategy. The major rational behind
choosing this strategy is that the
targeted consumer’s segment of
organisation relies only to rich and
heavy section people who look to
purchase the authentic luxury
vehicles.
Audi UK is certainly using
premium pricing strategy to its
major target is to grab attention of
heavy profile people who cares
about their image in society. This
people give huge business to Audi
UK that leads to enhancement in its
productivity.
Place Presently Aston Martin is
performing its business in
marketplaces all around the world.
The organisation to originated from
United Kingdom and had it’s
headquarter in England.
Approximately, in 50 nations
business activities thus handled by
the top management department of
the organisation.
Audi w to start from Germany and
it had an effective market capturing
in the United Kingdoms and in the
rest of the world that is having 11
production houses in 9 nations. The
valuable articles and products of
this nation are directly sold out all
over the globe.
Promotion Aston Martin is a valuable company
that does not rely on regular based
marketing tool. The organisation
mainly uses specific tag lines that
Even though, Audi UK is one of
luxurious organisation in
automobile sector but promotional
strategies of this organisation still
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Clearly reflect heavy value of
merchandise offered by the
organisation and also influences
consumers towards the products.
relies on advertisements through
billboards, TV commercials,
magazines and etc.
People People to Aston Martin are its
consumers and workers. The major
motive of this organisation is to hire
well skilled workers who could
quality services to its consumers that
remain them loyal towards the
organisation in effective manner.
Here, people to Audi UK are its
workers and consumers. The
stability of these workers to longer
period of time, top management
department of organisation focuses
on satisfying needs of workers to a
satisfied and happy worker could
give good services to the consumers
of organisation.
Process For Aston Martin, manufacturing
process is very transparent to it
clearly conveys roles and
responsibility of each worker with
them so that they can easily execute
their business responsibility in
effective manner. Along with this,
tools and techniques used by
organisation are quite advanced that
make sure that manufactured
merchandise would reflect good
quality.
Audi UK is using technological
advance processes that only not to
improve quality of the merchandise
but it also gives memorable
experience to consumers. Along
with this, technological advanced
process also adds on new
innovative feature in the products of
organisation that enhances their
company value at marketplaces.
Physical evidence Aston Martin is performing its
business operations in more than 50
nations that reflect that its physical
presence at global scale is good.
Along with this, it is also much easy
Physical evidence of Audi UK can
be seen in its global presence all
over the globe. The organisation is
having 11 largest production houses
in 9 nations that show that its
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to consumers to avail their favourite
model in convenient manner to they
can buy it from nearby location.
presence in world is quite v to t.
Along with this, it’s also much easy
to consumers to buy merchandise
from assessable area.
It is required to Aston Martin to most effectively use all of the above stated components
to improve a most effectively and useful action plan with that organisation could attain desired
results. Along with this, it is also crucial to the organisation to do mandatory changes so that
chances of success could be enhanced in positive manner.
P4. Marketing Plan
Marketing plan refers to well defined and structured guidelines of all the plans, process
and strategies that would be undertaken by firm to execute the growth and expansion of
enterprises. This firm is trying to bring up with a new car modal under the name of “Aston
Martin DBX” to enable growth and expansion of enterprises. The new car would be a
demonstration of section, style, lavish design and comfort all integrated together into a vehicle
created to the satisfaction of consumers. This car would run on a driverless technology that
means that it would be an automated car...
To easily introduce the new car within the market, the marketing manager of Aston
Martin had planned to improve a marketing plan in accordance with that all the activities prior
to the launch of vehicle would be executed. In this context, the marketing plan created by Aston
Martin is described as bellows:-
Situation: This factor of the marketing plan is too assigned with determination of
business and market environment so to easily introduce the new modal into market. This is
required to the internal as well as external factors have a huge impact on the operations and
functioning of enterprises. Launch of a new car is a crucial event to Aston Martin to that
situational analysis is required to this defines the scope and handling checks of the car. In this
context, SWOT analysis had to be adopted by the enterprise so that it can identify the probable
opportunities to build on and the probable threats to most effectively deal with. The SWOT
analysis performed by Aston Martin in respect to the launch of Aston Martin DBX is as below:-
STRENGTH WEAKNESSES
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 Aston Martin with its various range of
innovative and designed models
improved dominant market position
that would benefit in their car segment
of automated DBX to grab good market
positioning.
 Aston Martin enables the automated
chain in their production function and
implementing newer technologies in the
procedures and products benefits them
to maintain heavy rate of innovation in
DBX.
 Old legal disputes acts to major
weaknesses that lead towards restrictive
organisational process related to new
modal launch DBX.
 The Aston Martin is a luxury sports
automobile company thus, in the
process of manufacturing there is a
requirement of heavy maintenance cost.
THREATS OPPORTUNITIES
 Threat of competition is relatively
heavy to in this traditional cars makes
shifting their plan to invest in
automated car sector.
 There is an enhance in price of labour
force and raw material that may create
threat to the effective and continuous
production of DBX.
 Interest rates are low in current period
of time that allows Aston Martin to take
formative opportunity to gather fund
and most effectively outline their heavy
end production of self-driven
automated cars.
 In recent upcoming years, price ranges
of fuel that is expecting to enhance at
heavy rate that begin growth and
development opportunity to Aston
Martin in create strong market
presence...
Objectives: This is regarded to one of the most crucial parts of a marketing plan to this
lays out the desired out bring or the desired state that the enterprises intends to achieve in future
course of time with the launch of new merchandise in marketplaces. In this context, to the launch
of Aston Martin DBX, the marketing manager of Aston Martin had given SMART objectives
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that would serve to the benchmarks against that the performance of enterprises would be me to
urged post the elapse of time laid down in such kind of objectives. Thus, the objectives stated by
the particular firm in respect to the launch of new car in marketplaces are given as bellows:-
“To enhance the share in global marketplaces by 5% by the end of next 1 year with the
use of social media marketing”
“To enhance the profits of firm by 7.5% before the end of 1 year by relying on the
promotional campaigns”
Strategy: This factor of the marketing plan is too assigned with the tactics and the course
of action that would be undertaken by enterprises to easily introduce new merchandise within
marketplaces. This provides the guidelines according to that an organisation can significantly
generate its revenues and profits with the launch of new product among people. In respect to
Aston Martin DBX, organisation had created use of STP model to stipulate the target market and
position this car among a large number of people.
STP
This is a model used by marketing managers of a firm to make decisions regarding the
customer they need to target to the sale of offerings of organisation. This is practiced by
segmentation, targeting and positioning. According to this model, the firm easily practices steps
that can assist the organisation in easily placing the new merchandise amidst the target the
potential share of audience. This model lays down the potential consumers to the new product
and the ways in that they can be convinced to buy the product. In this relation, the marketing
manager of Aston Martin had created use of this model as bellows:-
Segmentation: This is a process through that classification of market is practiced by
evaluating the share of audience to the organisation. In respect to Aston Martin DBX, the
enterprises had carried out segmentation on the base of demographics by it’s in bring level of
people. Demographic segmentation on base of in bring would be practiced because the Aston
Martin DBX would be a sports and luxury car that would be more significant in features and
brings in an unaffordable prising.
Targeting The particular share of audience is targeted to increase the sales and
performance of business. In respect to Aston Martin DBX, the enterprises would target
consumer’s relativeness with the rich segment and upper middle section sectors in the society to
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these in bringing groups would be capable to afford the new car and to increase the sales of
enterprises.
Positioning: This would provide the framework to position new merchandise among
consumers by making use of a number of tools and techniques of communication. In respect to
Aston Martin DBX, this engineering organisation had created use of a number of strategies to
convince their consumers by making use of social media, promotion, gift voucher, attractive
coons and etc...
Action Plan: This comprises of the budget to the production with a view to launch the
new product within marketplaces.
CONCLUSION
The information and the data elaborated in the following report enables to conclude that
required of the marketing are a crucial element that is needed to be considered to a good
organisational success and to the respective goals and objectives. Marketing through social
media bring in trend now because it influence the consumer on the large value. It is also
concluded that roles, function and responsibilities of a marketing manager is crucial to arrange
resources and identify the potential consumer to the products.
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