ANALYSIS OF ASTON MARTIN’S MARKETING AUDIT IN THE UNITED KINGDOM

Sulistyo, Maria Angelina Ayu (2024) ANALYSIS OF ASTON MARTIN’S MARKETING AUDIT IN THE UNITED KINGDOM. S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.

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Abstract

This marketing audit analyzes Aston Martin's strategy and performance in the UK market, focusing on company background, macro and micro analyses, and competitor analysis. The audit identifies strengths such as a superior driving experience, Formula 1 success, and a diverse model lineup that enhances market reach and maintains exclusivity. However, weaknesses include limited personalization options, the absence of an ownership program, and reliance on an American battery supplier. Opportunities include UK tax reductions, the shift to electric vehicles, and sustainability efforts, while threats arise from economic instability and shifting consumer preferences toward eco-friendly vehicles. To address these challenges, Aston Martin proposes strategic initiatives, including the Accelerated Electric Vehicle (EV) Strategy to develop fully electric cars and reduce battery supply dependency. The Enhanced Personalization Programme will offer extensive customization options, while an Ownership Application will enhance customer service. An Ambassador Programme featuring prominent figures and a digital marketing strategy targeting TikTok and Instagram aim to increase brand visibility and strengthen Aston Martin's position in the luxury automotive market.

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