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Aston Martin: Crafting Luxury Sports Cars with Style and Precision

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Introduction: Aston Martin: Crafting Luxury Sports Cars with Style and Precision

Aston Martin is a British luxury sports vehicle brand established in 1913 by Lionel Martin and Robert Bamford. The Company is situated in Gaydon, Warwickshire, UK. Aston Martin is known for conveying quality, handcrafted vehicles that incorporate an abundance of outlines with state-of-the-art development. Over the long haul, the brand has been indistinguishable from British style and intricacy and has been highlighted in different movies, including the James Bond franchise. Today, Aston Martin has vendors in more than 50 nations, extending its picture all over the planet. teeth.

This report will provide a brief knowledge about the profile of Aston Martin such as its vision, mission, and goal. A brief marketing strategy for the Company will be provided which made its business successful. As a famous luxury sports car manufacturer, the customers of this Company are special and unique to others whose information will be portrayed along with their insights. A brief outline of the Company’s value chain will be mentioned here. Aston Martin is an international company to which it has dedicated corporate social responsibility and ethics which will be discussed in this report. Lastly, tendering and contracting strategy of the Company will be illustrated for a better understanding of the typical contract the Company works with.

Company Profile

According to Collins (2020), “Aston Martin is like a high-speed baton that never slows down, always passing from one set of loving hands to the next”. The vision, mission, and goal of Aston Martin are as follows:

  • Vision: Aston Martin's vision is to turn into the world's driving kind of extravagance sports vehicle, known for outstanding execution, arranging, and craftsmanship.
  • Mission: Aston Martin's focal objective is to fabricate profoundly dazzling, unmistakable, and really sumptuous sports vehicles that convey a thrilling driving encounter while guaranteeing legitimacy and social responsibility.
  • Goal: The Company needs to build its cut of the pie in the extravagance sports vehicle fragment, grow its item portfolio with new models and advancements, increment generally brand mindfulness, and drive monetary advantages through useful abilities and further turn of events.

The Company is a public corporation with a complex progressive design. First on the rundown is the Directorate, answerable for the typically conveying significant administration of the affiliation. Under the administering body, the association comprises four fundamental unique units such as “Automotive, Special Projects, Brand, and Finance”. The Automotive unit is liable for arranging, improving, and gathering Aston Martin toy vehicles, while the Special Projects unit centers around making tailor-made vehicles for individual clients (Collins, 2020). The Brand Division directs advancements, advertising, and publicizing, while the Finance section is answerable for cash the executives and exercises. The association likewise has a general association of suppliers and authoritative concentration.

Four fundamental unique units of Aston Martin

Figure 1: Four fundamental unique units of Aston Martin

Marketing strategy

General introduction of the product description of Aston Martin’s market

The Company’s commercial center is basically focused on extravagance sports vehicles and is sold in more than 50 nations all over the planet. The association's key business areas incorporate the US, Europe, and Asia Pacific, with a developing presence in the Middle East and South America. Aston Martin offers an extensive variety of great execution models like the “Vantage, DB11, and DBS Superleggera”. The organization likewise makes restricted-release vehicles through its Special Projects division. Past sports vehicles, Aston Martin presently has a way of life in its things including dresses, gems, and extravagant merchandise.

The way marketing works in Aston Martin

Marketing plays a vital part in the development and improvement of the Aston Martin brand. An association's publicizing practice depends on its training and notoriety for quality, style, and execution. The Company partakes in an assortment of feature exercises, including digital and print publicizing, clothing sponsorships, expansive turn of events, and glimmer brand association (Ventura, 2021). The Company additionally has qualities in media openness and utilizations its strong abilities to arrive at partners. Moreover, the Company offers a scope of painstakingly chosen experiences, including track days and driving expeditions for additional client support and unwavering quality.

The typical type of marketing strategies

The Company’s publicizing rehearses are intrinsically centered around expanding brand value and advancing its situation as a main maker of extravagant sports vehicles. The Company utilizes an assortment of open channels including print and digital promoting, sponsorships, and chances to arrive at key partners with high total assets. Aston Martin's way to deal with promoting accentuates the brand's legacy, arranging, and execution and the significant organization utilizes its show to associate with commendable youthful crowds (Baltas, and Giakoumaki, 2023). The Company additionally arranges extraordinary experiences for its clients. Direct drive and track dates to upgrade brand faithfulness and improve client devotion. At long last, the Company has wandered into a way of life things that are viewed as an expansion of the brand and proposition of extra income streams.


Customers’ profile

Aston Martin is a British producer of extravagant sports vehicles, delivering impeccable, world-class spec vehicles with an accentuation on prevalent plan and craftsmanship. The Company’s ordinary customer base is well-off people who esteem uniqueness, selectivity, and the experience of claiming an exceptionally great and extravagant vehicle. The clients of the Company are routinely attracted to its rich legacy and eminent status as a symbol of British extravagance and style (ASHOK, 2021). Its vehicles are known for their complex and smoothed-out arranging, prevalent execution and speed, and high-level proficient features.

Furthermore, the Company offers an extensive variety of customization choices, permitting its clients to make really remarkable tailor-made vehicles. This degree of limitation and customization is particularly fascinating for those searching for an extraordinary driving encounter. Likewise, it has assets in the motorsport business, with a demonstrated history in high-profile races, for example, its history in 24 Hours of Le Mans racing events. This practice of execution and clamoring size adds to the brand's enticement for clients who drive enthusiastically and are searching for a vehicle with a cheerful family (Sudharshan, 2019). In general, the clients of the Company are attracted to the brand's mix of extravagance, execution, selectivity, and personalization, pursuing it a sought-after decision for the people who favor a superior spot throughout everyday life.

Customer’s insight into product development and setting trend

The Company has a long history of paying attention to its clients and integrating their reactions into its item improvement process. The Company has reliably perceived the significance of understanding its clients while making devices that address their expected client's concerns and wants. One of the manners in which it coordinates purchaser information into its item improvement process is through its client overview and evaluate the program. These drivers empower associations to accumulate direct client input and integrate that information into future thing arranging. Another way it starts the trend and guides clients is by offering a scope of customization choices. The Organization perceives that clients need vehicles that mirror their exceptional styles and inclinations, and offers clients various ways of modifying their vehicles.

Likewise, the Company is centered around advancement, remaining at the front of new vehicle advancement and component improvement. For instance, the association is a trailblazer in the advancement of self-loader and electric vehicles and perceives the developing interest in greener vehicles. In a nutshell, Aston Martin successfully coordinates client information into its product improvement cycles and advancement endeavors to convey vehicles that address client issues and wants while pushing the limits of what is conceivable in the car business. This offered the Organization the chance to start a trend and guide its clients in the automotive industry.

Company Value Chain

Primary activities

  • Inbound logistics: In 2018 Aston Martin opened one more contemporary manufacturing office in Wales. This choice was made to plan a cross-vehicle and produce a state-of-the-art sports vehicle (manufacturingdigital.com., 2020). There are right now 200 Aston Martin providers in the UK, 6 of which supply parts to Aston Martin. The brand is likewise devoted to conceding an endlessly versatile supply chain system.
  • Operations: Operation Chief of the Company is enthusiastic about driving change in the driver's seat of Aston Martin (Aston Martin Lagonda, 2015). The club's practical truck vows to expedite a tremendous yearly hold of 30%.

Value chain of Aston Martin

Figure 2: Value chain of Aston Martin

  • Outbound logistics: The Company is ready to fabricate 6,000 luxury vehicles as the request ascends from 2020. There is additionally the speculation that the organization is hoping to extend its portfolio by sending off its SUV after two years.
  • Marketing and sales: The Company utilizes a mix of publicizing, sponsorships, and chances to fabricate brand mindfulness and advance its items, while its effort group works intimately with clients to guarantee a customized and extensive shopping experience
  • Service: Aston Martin currently oversees post-bargain the executives and support work for that thing (Aston Martin, 2021). These activities incorporate planning, thing coordination, offices of the board, business support, and extra parts supply.

Supporting activities

  • HRM: The Company’s Vision Board unites top-notch abilities inside the affiliation (Alvstam et al. 2020). The Company’s HRM is planned to use cross-business joint effort inside the association to make and execute correspondence and great practice improvement drives.
  • Technology: The Organization's ability to further develop products incorporates experienced experts driving the vehicle advancement office, arrangement with industry strategies and practices, and the Company's advantage in PLM/ERP IT structures (Cantone et al. 2023). Likewise, Aston Martin utilizes significant cooperation and digitization to additionally further develop productivity.

Corporate Social Responsibility and Ethics


British extravagance vehicle producer Aston Martin centers around corporate social obligation and the moral way of behaving of its employees. This incorporates guaranteeing protected and stable working environments, advancing variety and thought, ably turning occasions around, getting ready important entryways, and moral strategies like fair wages and work norms. This incorporates complying with vital rules. The Company additionally upholds different generous and local area drives.


The Company is focused on corporate social obligation and moral practices towards its investors. They advance realism and responsibility in monetary declarations, support a moral-vital methodology, and hostile to degrading norms, and are suggestive of thinking about the effect of business choices on accomplices and the environment (Fazendeiro, 2020). The Organization likewise hopes to give long-haul advantages to investors while lessening betting through a reasonable key methodology.

CSR and ethics of Aston Martin

Figure 3: CSR and ethics of Aston Martin


This Company centers around the social commitments and ethical acts of organizations towards their competitors. This incorporates sticking to ethical and vital methodologies, for instance, fair rivalry and against downgrading measures to advance mobility and progress. The Company likewise upholds different establishments and nearby causes that benefit the organization all in all. Through these endeavors, Aston Martin desires to give certifiable direction to its competitors and gain more extensive headway toward careful and moral practices.


The Company is focused on friendly obligations and moral practices towards society. This is suggestive of advancing the sensibility and natural responsibilities related to its exercises, supporting a scope of unselfish and nearby drives, and maintaining a moral-key methodology (Ahmed, 2019). The Organization additionally considers the social effect of its business choices and endeavors to contribute essentially to territorial extension.


The Company is focused on customer social commitments and company moral practices. This incorporates, for instance, a moral vital methodology, resistance to fair valuation and downgrading measures, advancement of sensibility and biological commitments in its business exercises, and confirmation of value products and the executives. increment. The Company likewise keeps a progression of liberal and neighborhood activities that can essentially affect the presence of its customers and its organizations.


The Company exhibits its obligation to social commitment and ethical practices to suppliers. This incorporates advancing fair and moral working circumstances, guaranteeing protected and sound working circumstances, and supporting variety and appreciation. The organization additionally considers the normal effect of stock organizations and works with merchants to further develop viability (Ahmed, 2020). Through these endeavors, Aston Martin hopes to keep up with long-haul and all-around gainful associations with its providers and advance effective and ethical practices all throughout its supply chain.


The Company is resolved to its proprietors on the organization's social commitments and moral practices. This incorporates sticking to moral and vital methodologies, for example, fair valuation, direct divulgence of cash, and resistance to downgrading measures. The affiliation likewise advances transparency and biological obligation in its order and supports a scope of magnanimous and local area drives that can definitively affect the presence of its proprietors and their organizations. Essentially, Aston Martin centers around giving quality items and the executives and building long-term relationships with its clients.


The Company shows to the UK government its obligation to corporate social responsibility and ethical practices. This incorporates consenting with guidelines and arrangements, complying with moral and key methodologies, for example, restricting cash debasement measures, advancing acceptability and regular commitments in its tasks, and different helpful activities. This incorporates supporting public and neighborhood drives. The association likewise adds to the UK economy through work creation, advancement, and neighborhood adventures.

Tendering and Contracting Strategy

Aston Martin, just like other organizations, utilizes tendering and contracting techniques to deal with its obtainment cycle. This framework incorporates recognizing materials, parts, and controls expected to help the association's main goal, and choosing sellers through a thorough offering process. The tendering process starts by recognizing the necessities of the company (Tesler-Mabé, 2019). This might include working with different workplaces inside the association to decide the particular materials, parts, or controls expected to help business capabilities. When these prerequisites are met, the association fulfills its RFP chronicle thing or authoritative guidelines and necessities. Planned bidders will be given an RFP document and welcomed to submit offers in light of the subtleties given on record. The offering framework is in every case extremely furious, with dealers competing to offer the best quality, cost, and control. Companies then assess offers and select the supplier that best meets their requirements.

When a merchant is chosen, the Company haggles with the seller and signs an agreement. This agreement incorporates an agreement including costs, travel times, quality prerequisites, and all leftover important nuances. The citing and contracting processes utilized by Aston Martin are intended to guarantee that the expected materials, parts, and controls are accessible at the most practical expense. Utilizing a trustworthy offering process, the Company can assess various suppliers and select the one contribution with the best money-motivating forces (Dion, and Evans, 2023). This philosophy likewise guarantees that the Company is working with a trusted, quality merchant who can resolve the issue.

The Company regularly goes into different contracts in view of the kind of things got and guardianship. For instance, the Company might work with suppliers of normal materials, parts, and components, and suppliers of controls like facilitated components, introductions, and distributions. Contracts can contain express nuances like quality necessities, delivery schedules, terms for payment, and dispute arrangements. Also, Aston Martin might use master contracts or framework contracts to determine the subtleties of huge-scope acquirement practices over the long haul. Overall, the tendering and contracting strategy utilized by the Company is a significant piece of the association's acquirement cycle (Hauser, and Amann, 2023). Through cautiously dealing with its acquirement tasks, the Company guarantees that it has the materials, parts, and controls expected to help its business while keeping up with its strength in the extravagance vehicle market.


The report provides a concise idea of the British company Aston Martin where a brief of the Company’s profile has been provided along with its marketing strategy. Furthermore, its customers’ profile has been developed which reflects how the Company uses its customers’ insights into their product enhancement and setting the trend. The value chain of the Company has been elaborated on in this report along with its CSR and ethics. Lastly, tendering and contracting strategy of Aston Martin has been provided to understand about typical contract the Company work with.

Reference lists


Collins, B., 2020.Aston Martin: Made in Britain. Hachette UK. Accessed from: https://www.caranddriver.com/aston-martin [Accessed on: 11.04.23]

Cantone, L., Testa, P. and Cantone, G.F., 2023.Strategic Outsourcing, Innovation and Global Supply Chains: A Case Study from the Aviation Industry. Taylor & Francis. Accessed from: https://www.zigwheels.com/newcars/Aston-Martin [Accessed on: 11.04.23]

Hauser, C. and Amann, W. eds., 2023.The Future of Responsible Management Education: University Leadership and the Digital Transformation Challenge. Springer Nature. Accessed from: https://www.bigboytoyz.com/newcars/aston-martin [Accessed on: 11.04.23]



Sudharshan, D., 2019. Customer Discipline. InOrganic Growth Disciplines(pp. 57-84). Emerald Publishing Limited.

Baltas, G. and Giakoumaki, C., 2023. The structure of automotive nostalgia: a hedonic price analysis of classic car model value formation.Journal of Economic and Administrative Sciences,39(1), pp.134-149.

Ventura, C.A.B., 2021.Aston Martin Lagonda case study(Doctoral dissertation).

Alvstam, C., Ivarsson, I. and Petersen, B., 2020. Are multinationals and governments from emerging economies configuring global value chains in new ways?.International Journal of Emerging Markets,15(1), pp.111-130.

Fazendeiro, E.A., 2020.Equity Research-Aston Martin Lagonda(Doctoral dissertation, Universidade de Lisboa (Portugal)).

Ahmed, A., 2019. Socially responsible investing interconnect with the supply chain management in Islamic finance model.International Journal of Supply Chain Management,8(5), pp.391-401.

Ahmed, A., 2020. Socially Responsible Investing (SRI) Interconnect with the Supply Chain Strategy in Islamic Finance Model (IFM).Int. J Sup. Chain. Mgt Vol,9(1), p.943.

Tesler-Mabé, H., 2019. Driving patriotism: The shaping of British nationalism and nostalgia in Motor Sport magazine. InThe Routledge Companion to Automobile Heritage, Culture, and Preservation(pp. 305-319). Routledge.

Dion, H. and Evans, M., 2023. Strategic frameworks for sustainability and corporate governance in healthcare facilities; approaches to energy-efficient hospital management.Benchmarking: An International Journal.


Aston Martin (2021). Aston Martin. [Online] Available at: https://www.astonmartin.com/en-gb/. [Accessed on: 14.07.23]

manufacturingdigital.com. (2020). Aston Martin Targets More Flexible Supply Chain. [Online] Available at: https://manufacturingdigital.com/lean-manufacturing/aston-martin-targets-more-flexible-supply-chain. [Accessed on: 14.07.23]

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