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.