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Aston Martin Lagonda Limited
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Group Members:
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3Outlines
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
4Brief History of Aston Martin
The First Aston Martin1915
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.”
5Models
Fig: DB 9
6Models (cont.)
Fig: Rapide S
7Models (cont.)
Fig: Vintage S
8Models (cont.)
Fig: Vanquish
9SWOT 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
10SWOT analysis of Aston Martin(Cont.)
Weakness:
Comparatively, Lesser market penetration
Limited product portfolio in emerging economies
11SWOT 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
12SWOT 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
13Porter’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
14BCG 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
15Organizational 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
16Marketing 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.
17References
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
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