Strategic Analysis of Aston Martin Research Paper

Strategic Analysis of Aston Martin - Research Paper Example Considering this, our report will evaluate the future prospects for Aston Martin in seemingly difficult world economic conditions especially since the company has been facing takeovers a number of times in its history. Apart from these changes in consumers tastes and choices, At a global level, there has been a world wide recession whereby food inflation has increased by 14% in UK and prices generally have increased all over the world. The impact of these on automobile industry has been that US automobile industry has landed in financial trouble and is seeking the financial bail out promised by President Bush. The UK automobile industry is following the same track and the sales of cars started deteriorating in 2006 when UK was hit by a recession in the real estate sector. An article published in the Daily Telegraph describes the current situation as "The luxury car business is a ruinous place to be at present - which is unfortunate, given that these cars are a British specialty. Aston Martin, Bentley, Rolls-Royce and Jaguar Land Rover are all on short-time work, extending Christmas breaks and laying off staff. Last week, Aston Martin laid off 600 full- and part-time workers in Warwickshire"i Political: The car manufacturers of UK are currently meeting up ministers and seeking financial help in the down term times of the industry. According to Sunday Times, the Government was evaluating options to boost sales including loan guarantees for car firms, loans on easy terms, however, no firm measures have been taken as yet.iiConsidering this, the future of the automobile industry in UK depends to a large extent on short term financial help from the Government. Economic: The credit crunch has impacted the UK Automotive industry negatively and the automotive sector is facing smallest sales figures in 17 years an article in The Guardian has reported.iii Social: Due to the economic down turn, people in the luxury goods market are more concerned about the corporate social responsibility of the company or brands they like.iv Technological: Being the twelfth largest manufacturer of vehicles around the world, UK is known to be a design, process and technological innovation centre and due to this Ford and Nissan have also shifted their design studios to UK. However, will the R&D budgets remain the same or will they by slashed in view of the given economic downturn Environmental: The current trend is that consumers demand more fuel efficient vehicles both from a savings point of view as well as from a green living point of view. Considering this, the manufacturers have to make the difficult trade off choice between whether to have fuel efficient cars by compromising on horse power or have high house