Report on Marketing Strategies for Aston Martin: A Detailed Analysis

This report delves into the marketing strategies of Aston Martin, a UK-based luxury car manufacturer. It begins by outlining the key roles and responsibilities of the marketing function, emphasizing its importance in understanding market trends, customer demands, and maximizing profitability. The report then explores the interrelationship between marketing and other functional units within the organization, such as HR, production, and finance, highlighting how these departments collaborate to achieve marketing objectives. Furthermore, it examines the application of the marketing mix (7Ps) to marketing planning, demonstrating how Aston Martin leverages product, price, place, promotion, people, process, and physical evidence to reach its target market and achieve its business goals. The report also includes an evaluation of Aston Martin's marketing plan, providing a comprehensive analysis of the company's approach to marketing its luxury sports cars and grand tourers. This report is a valuable resource for students studying marketing, providing real-world examples of marketing principles in action.

Marketing essential

Table of Contents
INTRODUCTION...........................................................................................................................1
Task1................................................................................................................................................1
P1 Key roles and responsibilities of the marketing function......................................................1
P2 Interrelationship between marketing and other functional units of organisation .................3
Task2................................................................................................................................................4
P3 Marketing mix to the marketing planning in order to achieve organisation goals................4
TASK 3............................................................................................................................................8
P4 Evaluation of marketing plan.................................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCE.................................................................................................................................12

INTRODUCTION
Marketing is the important for all industry such as it help to sell product and services
through advertisement. Marketing is the essential tool in modern business enterprise, it contains
understanding of marketplace, customer's demand, maximize profitability and marketing strategy
that help to increase the production at market place. To understand the importance of marketing
and how it help to increase the production and profitability Aston Martin has been taken that is
UK based organisation. It was founded in 1913 by Lionel Martin and Robert Bamford. It
manufacturer of luxury sports cars and grand tourers (Baker and Magnini, 2016). The main aim
of this organisation is to become world's largest company through selling number of products.
The present report will discuss about key roles and responsibilities of marketing function, how it
relates to organisation and marketing mix that help to achieve business goals. Additionally,
report will discuss about marketing plan for Aston Martin.
Task1
P1 Key roles and responsibilities of the marketing function
Marketing is the main function of any business organisation that it make planning and
strategy to sell the number of products and services. The Manager of company analysis the
market and get the needs of customers. It is based on people's needs and demands and try to fill
it. Every organisation performs different types of marketing function and order to attract the
customers. Additionally, it help to understand the current market trend so new goods and
services can be manufactured according to trend. Such as Aston Martin is international company
that manufactures number of products after analysing the market demand and trends. The
marketing manager of Aston Martin searches market and get the information what people wants
and try to bring that kind of products according to customers (Baker and Saren, 2016) .
Marketing functions
Marketing functions is a key of business industry which help a business enterprise to
define and understand the needs to customers in order to sell the number of products and
services. A marketing manager built marketing strategy planning and implement it successfully
that help to that help to promote a business across the world. The marketing manager of Aston
Martin company states the marketing functions and its roles & responsibility which is described
below-
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Marketing planning: This is the main function of every business industry that help to
make planning for running a business successfully. Its aim is to achieve the organisation's
marketing objectives. The manager of Aston Martin company states the objective such as
increasing marketing presence, raise market share and dominate the market that help to maintain
the business at wider level. Moreover, it covers production level, promotions and advertisement
of products. It play an important role such as without planning it may be difficult for Aston
Martin to manufacture different car and what features should be bring in new model (Marketing
function 2019).
Product designing and developing: The design of product helps in making the product
attractive for competitive market. Such as in modern competitive market place single cost does
not matter but also product design, shape, suitability and style also matters that help to take better
decision. In Aston Martin, the marketing manager focuses on product design and shape which
help to attract the customers. The main role is to define the make attractive design of sport car
and how to develop this product (Blythe and Martin, 2019).
Product Physical distribution: This function involves transporting and storing of
products and services that make feel good to customers. It also contains moving products from
production centre to location which is convenient for buyers. Such as Aston Martin is
multinational business organisation that manufactures different model of cars and move it
towards stores in order to sell the products. The role is described as marketing manager of Aston
Martin manufactures different types of sports car and send it at different location in order to sell.
Packaging, labelling, Branding: It includes the designing packages for the products,
labelling and branding that make different from other products. It serves as promotional tool in
order to attract the customers. Such as Aston Martin is one the British sports car manufacturer
company that maintains the strongest reputation because of its product brand. It is well known
organisation not only due to quality and performance but also it has good brand and status that
transmit to owners. Its brand play a good role such as people are much aware from its product
and services that maintain a trust among customers about its quality and brand image (Wilson,
2014).
Market information: This function play a vital role within all business enterprise such
as it identify the needs and desire of consumers and then analysis the information in order to take
successful business decision. This is important function for Aston Martin such as the marketing
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manager identify the needs and wants of customers which type of design and features they wants
and then produce sports cars according to customers (Brady, 2014).
Selling the product and services: This is also most important function for business
industries which play an core role such as it help to sell the product and services at large number.
In Aston Martin, the manager mainly focuses on selling the number of sports car. For selling
they makes strategy to attract the customers and performs different marketing functions.
Market strategies: This is the initial role marketing that help to develop the marketing
strategy and make planning for business organisation. The manager of the business organisation
need to know the needs and demands of target customers and provides products and services
accordingly. It help to maintain the relationship between organisational objectives and market
opportunities. Its role and responsibility is linked with Aston Martin such as marketing manager
of Aston Martin gathers all information and data from research that help to judge all possible
strength and weakness of business industry. This judgement allows Aston Martin to built idea
foe strategies that can be utilized within corporation. Moreover, strategies provides guidance for
beat the competition with strong marketing planning. Thus, Aston Martin is expanding the
business at global market.
Marketing research: It is considers as superior role of marketing that involves specific
knowledge of product, customer interest and prices of products in order to manufacture best
products. It is linked with all organisation such as Aston Martin's manager research the market
and get valuable information regarding raw material, cost, finance, prices of products and
resources that help to achieve organisation's goals. It is important because without market
research a business can not run successfully . As it need to analysis the market that help to
provide information.
Market segmentation: In modern time, the market is volatile that means it is changing
speedily that need to focuses on customer taste, age, location,and culture. The business industries
requires accurate segmentation which is provided by marketing. The marketing manager of
Aston Martin play a vital role within organisation such as they identify the customers at large
diverse market and promotes the sports car among customers.
Marketing function are the part of any business enterprise that help to increase the sale of
goods and services. Such as Aston Martin focuses on different marketing functions like
marketing planning, product designing and developing, product physical distribution, packaging,
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labelling, branding and market information that is used to understand the needs of customers and
try to fulfil the needs through innovating new product and services. All the function play an
important role and perform responsibility such as the marketing manager of Aston Martin get
information about market trend and make planning to manufacture new cars who has attractive
features. After manufacturing it focuses on physical distribution and selling the sports car
through marketing. Thus, marketing manager perform roles and responsibility to increase the
number of sale.
P2 Interrelationship between marketing and other functional units of organisation
Marketing role and responsibility is the useful for business organisation such as it help to
perform the various marketing functions successfully at market place in order to increase the
marketing share. The marketing manager of focuses on role and responsibility towards business
organisation. For instance, the marketing manger of Aston Martin understand the needs and
wants of customers and take corrective action in order to improve the product and services. They
perform specific task which is decided by business concern in order to increase the number of
customer (Tyson, 2014). Aston Martin mainly focuses on customer satisfaction by providing
attractive product and services.
The marketing function are closely related with functional units of business industry that
help to increase the number of sale. The marketing manager of Aston Martin performs different
function which are relates with marketing such as-
Marketing with HR: Both are important function of marketing which are interrelated
with each other such as HR department fulfil the needs to marketing employees who helps to sale
the products and services. The main aim of these department is to identify the needs of
recruitment and select the best employee who has enough knowledge about market and products.
Such as HR department of Aston Martin hire the employees for marketing the products and
services that help to increase the number of customers (Campbell, Martin and Fabos, 2018).
Marketing with production: Marketing is related with production department such as
marketing exactly defines what are the needs of customer after analysing the market. Then after
it reveals to production department what need to manufacture in order to satisfy the customers.
Moreover, marketing help production department such as marketing department of Aston Martin
states that what new features should be added and at what cost it should be produce new sports
car (Stern and Porr, 2017).
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Marketing with finance: Marketing and finance both are interrelated with each other
such as marketing function needs economic or financial resources to implement the marketing
plan and strategy. For implementation, the finance department provide finance to marketing
department. Such as Aston Martin introduces new sport car that need to provide information
through marketing. In this case, the marketing department will take financial resources from
financial department in order to increase the customer's interest.
Hence, marketing is interrelated with organisational functional units that help to evaluate
the market and fulfil the needs of each department. The HR department get the needs of
marketing department and recruit the best person who are highly knowledgable and skilled in
marketing activities. Additionally, Marketing help production department by defining what need
to produce and what are customer expectation for new products. After knowing all needs it
provide valuable information to production department in order to manufactures new products.
Finance department make available finance to marketing department for marketing the product
that processed to increase the number of customers (Clow and James, 2014).
Task2
P3 Marketing mix to the marketing planning in order to achieve organisation goals
Marketing mix is the set of plans or actions that help to promote the brand and products
at market place. It is considers as set of marketing tools which is used by business organisation in
order to achieve marketing objectives in target market. Moreover, it help to make effective
business decision after analysing the market. Aston Martin uses marketing mix in order to reach
at global market by raising the profits. The 7p's of marketing mix are as follows-
Basis Aston Martin Jaguar
Product Product is described as goods and
services which is delivered by
business organisation. Aston
Martin offers number sports cars
like Aston Martin DB11, Aston
Martin Rapide S, Aston Martin
vanquish and volante and Aston
Martin vulcan that help to attract
Jaguar is also international company
that manufactures sports car which
help to attract the customers. It
provide luxury car such as Jaguar
Land rover that influenced customers
by satisfying the customers.
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the customers.
Price This is the important element of
marketing mix because customer
are price sensitive as they want to
purchase quality products at
reasonable price. Aston Martin
offers sports cars at affordable
price that make feel good to
customers.
Jaguar provides sports car at high
prices which is not easy to purchase
for all customers. It keeps high prices
because it maintain the high quality
and best possible services to its
customers.
Place Aston Martin is multinational
sports car manufacturer company
that provides its product at
globally. Such as its showrooms
are located at wider location
where target audience come to
stop.
Jaguar also provides its products at
rich level that help to attract the
target audience. Additionally, its
showrooms are placed at different
area in global market.
Promotion Aston Martin is facing stiff
competition between other sports
car producers. It uses promotional
activity such as advertisement,
magazines, advertisement through
celebrity and print media that help
to promote the products and
increase the number of interested
customers (Van der Wagen,
2015).
Jaguar has solid online presence to
promote the sport cars such as it uses
social media to share photos and
provide detail of upcoming car.
Additionally, it uses print media to
promote the products in order to
increase the number of customers.
Physical evidence This means power to influence the
customers and other person
through new features and quality
of products. Such as Aston Martin
Jaguar has also attractive physical
evidence that help to attract
customers such as double sounded
music, fast speed, and physical
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offers sport cars that contains high
speed, better quality, receipts of
buying cars, attractive features
and safety from any incidental
risk that help Aston Martin to run
a business for long period of time
smoothly. In other words, it also
provide a facility to order online
and get document through
delivery that is physical proof of
buying product.
documents of transaction. These all
help to increase the interest of
customers and move them in order to
purchase sports car.
People People refers consumer who
consume the goods and services.
Aston Martin focuses on mainly
those people are are interested in
sports and high standard of people
who purchase the product. It
considers people as managers,
employees, marketing and sale
person, production people etc.
It also focuses on sports people and
give advertisement through
sportsman that help to attract the
customers. It considers manufacturer
people, staff, sale and distribution,
owner and etc.
Process It involves producing and
delivering the products influenced
customers. Aston Martin uses new
technology in order to
manufacture new sports car that
help to attract the customer by
maintaining the quality of cars.
New technology also help to
reduce the cost and maximize the
production.
Jaguars also focuses on production
process as it uses new technology for
manufacturing new sport car that
make feel good to customers.
Moreover, it provides good product
at high prices. Its main objective is to
provide customer focused effort to
excel in business.
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The 7p's of marketing help Aston Martin to produce best quality of product that help to
attract customers. In Aston Martin, the marketing manager focuses on marketing mix's element
such as product, price, place, promotion, physical evidence, process and people that help to
expand the business activities by maintaining the quality of product and services. The main aim
of this organisation is to become world's largest company by selling number of sports car.
Moreover, marketing mix help to understand the coming needs and wants of customers and make
efforts to fill the needs and want. Aston Martin is multinational company that focuses on
manufacture of sports cars and tactics which is important for organisation. Such as tactics play
valuable role in marketing mix that help to implement the planning and strategy in order to
influenced the customers. The business concern make planning and introduce from short term
planning that help to influence customers (Gillespie and Riddle, 2015).
Such as Aston Martin provides limited period offer that help to attract customers. It
provides offers at special occasion by giving discount that also help to influence customers in
order to purchase products and services. It help to achieve organisation goals such by making
business strategy. Market strategies initial role marketing that help to develop the marketing
strategy and make planning for business organisation. The manager of the business organisation
need to know the needs and demands of target customers and provides products and services
accordingly. It help to maintain the relationship between organisational objectives and market
opportunities. Its role and responsibility is linked with Aston Martin such as marketing manager
of Aston Martin gathers all information and data from research that help to judge all possible
strength and weakness of business industry.
This judgement allows Aston Martin to built idea foe strategies that can be utilized within
corporation. Moreover, strategies provides guidance for beat the competition with strong
marketing planning. Thus, Aston Martin is expanding the business at global market that leads to
achieve business organisation's goals.
TASK 3
P4 Evaluation of marketing plan
Marketing plan: It is a document which contains detailed information of marketing
activities that will be conducted by an organisation in order to market new products or services
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which are going to be introduced in the marketplace. Aston martin is planning to introduce a new
fully autonomous sports cars in the existing market and new locations in order to attract large
number of customers. A marketing plan is being formulated by marketer of company which is a
combination of different elements that are as follows:
Executive summary: Aston Martin is planning to launch new fully autonomous sport
cars in the market for the purpose of enhancing market share and profitability. In order
successfully launch new cars it is vital for the organisation to determine market conditions and
latest trends (Lane, 2016).
Vision: Long term vision of Aston Martin is to capture large market share by offering
such products to client that they are willing to buy.
Mission: Aston Martin have a vision of becoming the market leader in automotive sector
by fulfilling demands of customers.
Strategic Objectives: Aston Martin is willing to enhance its profitability by 15% in
upcoming 2 years by launching fully autonomous sport cars.
SWOT analysis: While launching new products in the market it is very important for
business entities to conduct SWOT analysis for the purpose of analysing strengths, weaknesses,
opportunities and threats. All the elements of it for Aston Martin of this tool are as follows:
Strengths Weaknesses
 Aston Martin has a great market image
which can help it to attain its objective
of increasing profits by launching new
sport cars.
 Demand of sport cars of Aston Martin
is very high due to good quality of its
products. It can help to sale new cars in
the market successfully.
 Product range of Aston Martin is very
small which is leaving negative impact
upon its sales due to large range of
products of competitors.
 Price of sports cars of Aston Martin is
very high which affects mind set of
customers.
Opportunities Threats
 Aston Martin is planning to launch
fully autonomous cars in the market
which can help it to attract new clients.
 In automotive sector there are various
competitors for Aston Martin which is
the biggest threat for the new cars
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 Introducing new sport cars in new
locations can help Aston Martin to
expand its business in new markets.
which are going to be launched in the
market soon.
Marketing mix: It is the combination of seven different elements of an organisation
which are product, price, place, promotion, people, process and physical evidence. All of them
are also assessed by marketers of Aston Martin in order to formulate marketing strategies. Brief
description of all them is as follows:
 Product: Aston Martin has planned to launch new fully autonomous sport cars which is a
new and innovative concept. It will be a luxury car and clients can also customize it
according to their requirements (Larson and Draper, 2015).
 Price: As the new car is a luxury product so Aston Martin have decided to use premium
pricing policy. Fully autonomous car will be sold to upper class customers and price will
be very high which could be afforded by them only.
 Place: New cars which are going to be launch in market By Aston Martin will be
introduced in new locations also. For this purpose marketers have planned to open new
stores there so that clients can get cars easily. Aston Martin believes to become easily
available for clients which is possible by opening new stores.
 Promotion: For the purpose of promoting new autonomous cars Aston Martin have
planned to conduct a new product launching event and online marketing from social
media websites (Malhotra, 2015).
 People: In order to launch new fully autonomous cars Aston Martin have planned to hire
new employees from the locations where stores are going to be opened. With the help of
skilled staff members, organisation can attain long term objectives easily.
 Process: Marketers of Aston Martin have planned to modify its existing supply chain by
contacting with more retailers of its products so that delivery time could be reduced.
Online car booking service is also going to be provided to the clients so that they can get
them delivered at their door step (Shaw, 2016).
 Physical evidence: Aston Martin provides detailed receipts to the clients in order to
reinforce credibility of product. With the help of it consistent and convincing customer
experience can be created (Pike, 2015).
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