Marketing Swot and Pest Analysis on Aston Martin 2008
The current economic crisis has spread havoc across local and global markets. There can be no place for doubt that certain automobile manufacturers and retailers would also suffer to some extent from the catastrophe. The car industry is a huge entity that has several different subdivisions, and it is quite intriguing to see how consumer behaviour shifts across these sublevels of the automobile market and how different brands engage in dealing with the arising instability. Aston Martin is one of the most famous UK brands and one of the top marquees for top-end sports cars in the entire world. Established in 1914 by Lionel Martin and Robert Bamford, Aston Martin, has gone through a lot and many changes have occurred in its history including the change of ownership several times most recently in 2007, which also happens to be the company’s most successful year of sales when it brought 7300 cars to the roads. Today the UK car manufacturer proudly occupies one of the leading positions in the market for luxury vehicles and seems like it is planning to expand further from that.
When it comes to assessing socio-cultural factors that determine the external environment of Aston Martin one has to understand this is a company that exists on an international level. It has over 100 dealerships in about thirty countries around the globe including the US, Russia, Japan, South Africa, Saudi Arabia, China (Aston Martin Lagonda Ltd). Apart from the fact that it would be extremely difficult to collect and process socio-cultural information about possible clients in these countries, a company that deals with top-end car manufacturing is certainly not targeting the average household, or any group of people that can be denoted by a common feature other than wealth. The percentage of people that possess the spending power to buy an Aston Martin is rather low anywhere around the world. Buyers of such cars occupy the higher levels of society in most countries but of course for Aston Martin
When it comes to assessing socio-cultural factors that determine the external environment of Aston Martin one has to understand this is a company that exists on an international level. It has over 100 dealerships in about thirty countries around the globe including the US, Russia, Japan, South Africa, Saudi Arabia, China (Aston Martin Lagonda Ltd). Apart from the fact that it would be extremely difficult to collect and process socio-cultural information about possible clients in these countries, a company that deals with top-end car manufacturing is certainly not targeting the average household, or any group of people that can be denoted by a common feature other than wealth. The percentage of people that possess the spending power to buy an Aston Martin is rather low anywhere around the world. Buyers of such cars occupy the higher levels of society in most countries but of course for Aston Martin
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