Aston Martin SWOT Analysis, Competitors & USP

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SWOT Analysis of Aston Martin with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Aston Martin

Parent Company

Aston Martin

Category

Sports Car

Sector

Automobiles

Tagline/ Slogan

Power, Beauty & Soul

USP

Aston Martin offers ultimate luxury and powerful performance

Aston Martin STP

Segment

Luxury Cars, Sports Car

Target Group

Targeted towards the elite class of affluent customers

Positioning

Aston Martin is positioned as a company which  has been delivering value to customers for many years through unmatchable performance & exclusive luxury

Aston Martin SWOT Analysis

Strengths

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Aston Martin :

1. Aston Martin has a high brand equity and strong legacy

2. Rich historical heritage and values leading to strong customer connect

3. Strong engineering & designing team of Aston Martin ensures a stylish & powerful range of cars

4. Ultimate luxury & comfort through its cars as well as services

5. Cutting Edge & innovative technological features

6. Strong presence of Aston Martin in racing and motor sports events

7. Strong marketing and branding through advertising

Weaknesses

1. Comparitively, lesser market penetration

2. Limited product portfolio of Aston Martin cars in emerging economies

Opportunities

1. Expanding automobile market can be tapped by Aston Martin

2. The historical values and heritage can be leveraged to acquire new customers

3. Increase market penetration through extensive distribution and increased promotion

4. Attract more customers through competitive pricing

Threats

1. Increasing fuel costs & strict government policies & taxes can affect Aston Martin sales

2. Competition from other big automobile giants

3. Product innovations and frugal engineering by competitors

Aston Martin Competition

Competitors

Below are the 10 main Aston Martin competitors :

1. BMW

2. Audi

3. Mercedes Benz

4. Ferrari

5. Jaguar

6. Porsche

7. Bentley

8. Lamborghini

9. Lexus

10. Maserati


The brandguide table above concludes the Aston Martin SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.

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