Aston Martin Lagonda Limited

Group Members: Name ID # @

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

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

Models Fig: DB 9

Models (cont.) Fig: Rapide S

Models (cont.) Fig: Vintage S

Models (cont.) Fig: Vanquish

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

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

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

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

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

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

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

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.

References http://en.wikipedia.org/wiki/Product_placement http://cars.uk.msn.com/features/the-worst-selling-cars-of-2012- 1?page=2 http://www.goodguide.com/products?brand_id=340711&sort=- overall_rating http://www.astonmartin.com/ www.mbaskool.com/brandguide/automobiles/4903-aston- martin.html http://en.wikipedia.org/wiki/Aston_Martin