Executive summary:
This report provides a strategic management plan about the Aston Martin Company which is a British manufacturer of automobiles. In this paper the theory of the strategic management process is discussed in detail which resulted in finding and highlighting some interesting findings about both the company and the strategic management theory.
1. Introduction:
In this report the strategic management plan is discussed for Aston Martin Company; a British company dealing in the manufacturing of luxury sports cars and grand tourers. Aston Martin came into existence in 1913 through the hard work and vision of Lionel Martin and Robert Bamford (Aston Martin Co., 2015). It became associated with the luxury grand touring cars during the 1950s and 60s, and also through the James Bond character after his use of a DB5 model in his film Goldfinger in 1964 (Economic finanza, 2012, p.1).
Even though the company has had a bad financial history, like the 1970s bankruptcy, but it has also enjoyed periods of stability and success, such as 1947-1972 under the ownership of David Brown, and under Ford Motor Company 1994-2007 (Wright, 2011, p.1).
In March 2007, led by David Richards a group of investors, purchased for £479 million, 92% of Aston Martin and Ford had a £40 million stake (CarTech, 2007). David Richards then …show more content…
It is required to generate a series of strategic choices or alternatives of the future strategies which are to be pursued, keeping in mind the company’s external opportunities and threats and its internal strengths and weaknesses. The comparison of all the strengths, weaknesses, opportunities and threats is known as the SWOT Analysis (Hill et al, 2014, p.18). The main aim of this SWOT Analysis is the identification of the strategies for exploiting external opportunities, countering threats, building on and protection of the strengths of a company, and eradication of the
This report provides a strategic management plan about the Aston Martin Company which is a British manufacturer of automobiles. In this paper the theory of the strategic management process is discussed in detail which resulted in finding and highlighting some interesting findings about both the company and the strategic management theory.
1. Introduction:
In this report the strategic management plan is discussed for Aston Martin Company; a British company dealing in the manufacturing of luxury sports cars and grand tourers. Aston Martin came into existence in 1913 through the hard work and vision of Lionel Martin and Robert Bamford (Aston Martin Co., 2015). It became associated with the luxury grand touring cars during the 1950s and 60s, and also through the James Bond character after his use of a DB5 model in his film Goldfinger in 1964 (Economic finanza, 2012, p.1).
Even though the company has had a bad financial history, like the 1970s bankruptcy, but it has also enjoyed periods of stability and success, such as 1947-1972 under the ownership of David Brown, and under Ford Motor Company 1994-2007 (Wright, 2011, p.1).
In March 2007, led by David Richards a group of investors, purchased for £479 million, 92% of Aston Martin and Ford had a £40 million stake (CarTech, 2007). David Richards then …show more content…
It is required to generate a series of strategic choices or alternatives of the future strategies which are to be pursued, keeping in mind the company’s external opportunities and threats and its internal strengths and weaknesses. The comparison of all the strengths, weaknesses, opportunities and threats is known as the SWOT Analysis (Hill et al, 2014, p.18). The main aim of this SWOT Analysis is the identification of the strategies for exploiting external opportunities, countering threats, building on and protection of the strengths of a company, and eradication of the