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Aston Martin - Swot Analysis

In: Business and Management

Submitted By sharkygurl
Words 2169
Pages 9
Introduction

I will be writing a report on a organisation selected by myself to illustrate my understanding of how the completive environment and internal capabilities of the chosen company have combined to influence their choice of strategies. The organisation that I have chosen to look at is Aston Martin, a globally known luxury car manufacturer. I will be looking to delve into the company’s research to find information about their market share, who their target market’s are, their company secrets and also Aston Martin’s trend performances.

I will finish the report with a SWOT analysis for my chosen company which in turn will help me identify any management issues that Aston Martin’s may want to address to help keep them ahead in the motoring industry.

History

Aston Martin was founded in the year 1914 by two people named Robert Bamford and Lionel Martin. Lionel’s surname ‘Martin’ was used as part of the now famously known car brand, and the cars first part of the name ‘Aston’ came from a hill climb in which they both competed.

Aston Martin has had success with many cars that the have built such as the DB1 in 1948, the DB2 in the year 1951, but perhaps the most famous car Aston Martin has made is the DB5, which shot the luxury sports car manufacturers to fame when it featured in the James Bond film Goldfinger in 1964.

The car organisation isn’t without its faults however, nearly going bust in the year 1925, but was revived the following year. Augustus Cesari Bertelli, who is widely known as ‘the father of Aston Martin’ was appointed as the managing director who took the business to new heights over the years.

The car manufacturers Ford bought a 75% stake in the Aston Martin business in 1987, and eventually went on to buy the rest later. 20 years later however in 2007, Ford decided to sell all but there $40 million dollar stake of the brand...

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