Aston Martin
Lagonda Limited
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Outlines

Brief History of Aston Martin
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Models
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SWOT analysis of Aston Martin
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Porter’s five forces model analysis of Aston Martin
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Organizational Structure of Aston Martin
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BCG matrix analysis of Aston Martin
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References
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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
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Models
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Fig: DB 9
Models (cont.)
Fig: Rapide S
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Models (cont.)
Fig: Vintage S
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Models (cont.)
Fig: Vanquish
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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
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SWOT analysis of Aston
Martin(Cont.)
Weakness:
 Comparatively, Lesser market penetration
 Limited product portfolio in emerging economies
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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
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SWOT analysis of Aston
Martin(Cont.)
Threats

1. Increasing fuel costs
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2. Competition from other big automobile giants
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3. Competitive products offering same level features
at a lesser price
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4. Product innovations and frugal engineering by
competitors
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Porter’s five forces model analysis
of Aston Martin
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Threat of substitute products
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Threat of new entrants
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Intense rivalry among existing players
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Bargaining power of suppliers
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Bargaining power of Buyers
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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
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Organizational Structure of Aston
Martin
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High specialization

Rigid departmentalization
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Narrow spans of control

High formalization

Limited information network (downward)

Low decision participation

Clear chain of command

Centralization
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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.
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References

http://en.wikipedia.org/wiki/Product_placement

http://cars.uk.msn.com/features/the-worst-selling-cars-of-20121?page=2

http://www.goodguide.com/products?brand_id=340711&sort=overall_rating

http://www.astonmartin.com/

www.mbaskool.com/brandguide/automobiles/4903-astonmartin.html

http://en.wikipedia.org/wiki/Aston_Martin
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