1. Aston Martin Lagonda Limited

2. Group Members:
Name ID # @

3. Outlines Brief History of Aston Martin Models
SWOT analysis of Aston Martin
Porter’s five forces model analysis of Aston Martin
Organizational Structure of Aston Martin
BCG matrix analysis of Aston Martin
References

4. Brief History of Aston Martin
The first Aston Martin was a tuned version of a Singer sports car, built by Robert Bamford and Lionel Martin, who lent his surname to half of the car’s marquee.
The “Aston” part came from the fact that the cars did rather well in the Aston Clinton hill climb event, hence the company became known as the “Aston Martin.”
The First Aston Martin
1915

5. Models
Fig: DB 9

6. Models (cont.)
Fig: Rapide S

7. Models (cont.)
Fig: Vintage S

8. Models (cont.)
Fig: Vanquish

9. SWOT analysis of Aston Martin
Strength:
High brand equity and strong legacy
Rich historical heritage and values leading to strong customer connect
Strong engineering & designing team
Ultimate luxury & comfort
Cutting Edge & innovative technological features
Strong presence in racing and motor sports events
Strong marketing and branding through advertising

10. SWOT analysis of Aston Martin(Cont.)
Weakness:
Comparatively, Lesser market penetration
Limited product portfolio in emerging economies

11. SWOT analysis of Aston Martin(Cont.)
Opportunity
Expanding automobile market
The historical values and heritage can be leveraged to acquire new customers
Increase market penetration through extensive distribution and increased promotion
Attract more customers through competitive pricing
Increasing the availability of service and spare parts

12. SWOT analysis of Aston Martin(Cont.)
Threats
1. Increasing fuel costs
2. Competition from other big automobile giants
3. Competitive products offering same level features at a lesser price
4. Product innovations and frugal engineering by competitors

13. Porter’s five forces model analysis of Aston Martin
Threat of substitute products
Threat of new entrants
Intense rivalry among existing players
Bargaining power of suppliers
Bargaining power of Buyers

14. BCG matrix analysis of Aston Martin
High Relative Market Share
Low Relative Market Share
High market growth
STAR:
One-77
Vantage V600 "Le Mans“
DB4GT Zagato
QUESTION ?
Oligopoly
The Detroit Three offer
Fuel supply
Lots of substitutes
Low market growth
CASH COW:
DB6
The Coal Scuttle
DOG:
Aston Martin Cygnet
Vanquish 2012

15. Organizational Structure of Aston Martin
High specialization
Rigid departmentalization
Narrow spans of control
High formalization
Limited information network (downward)
Low decision participation
Clear chain of command
Centralization

16. Marketing strategy of Aston Martin
For marketing Aston Martin uses product placement strategy. Product placement is a marketing tool where a product is put into a movie scene where it is heard or seen, or its brand name heard.

17. References http://en.wikipedia.org/wiki/Product_placement
1?page=2
overall_rating
martin.html