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GU2.2gao

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GU2.2gao

    Graded Unit 2 of HND Global Trade and Business: DM1H35

    Table of Contents

3.0 Introduction ................................................................................................................................. 2

    3.1 Investigation ........................................................................................................................ 4

    3.2 Aston Martin accessed Beijing’s market can influence with Lamnorghini & industry of

    the luxury car. ............................................................................................................................ 5

    3.2.1 Industry of luxury car can affect the car’s market of Beijing ................................... 5

    3.2.2 Aston Martin accessed Beijing’s market can affect luxury car of Beijing’s market . 5

    3.2.3 Aston Martin was selected Beijing’s market has influence with Lamnorghini ........ 7

    3.3 The mode of Aston Martin access Beijing’s market is entry mode ..................................... 8

    3.3.1 The current mode of Aston Martin is licensing mode .............................................. 8

    3.3.2 Joint ventures is the mode of Aston Martin in future ............................................... 8 4.0 Analyses the service improvement satisfied the customer needs in Aston Martin ...................... 9

    4.1 Current needs can help Aston Martin build up basics in Beijing’s market........................ 10

    4.2 Potential needs can help Aston Martin improve the position in the market ...................... 11

    4.3 Aston Martin was analysis to Expectancy of customer ..................................................... 12 5.0 Aston Martin needs change for satisfied customer’s needs ....................................................... 13

    5.1 Change the attitude of customer in the organization of Aston Martin............................... 13

    5.2 Industry benchmark variance can change the strategy of Aston Martin............................ 14

    5.3 Aston Martin was feeling pressure from the new competitor............................................ 14

    5.4 When Aston Martin was changed it has potential risks ..................................................... 14

    5.5 Set up the strong cohesion is advantage by Aston Martin ................................................. 15

    5.6 Service improvement cycle identified to Aston Martin impute service ............................ 15

    6.0 Reference .................................................................................................................................. 17

Gao Yuan 1

    Graded Unit 2 of HND Global Trade and Business: DM1H35

3.0 Introduction

    Aston Martin has great strong strength and influence in all over the world though it has not large size or only hand-makes about 800 cars. Every car is industry work of art by Aston Martin that a great deal of customer is found to it. Then Beijing’s

    customer is the largest in all customers. So Aston Martin accesses Beijing’s market was for content the demand of the customer and the development of the company, improve the quality of service of the luxury cars’ sales.

    Before Aston Martin accesses Beijing’s market its loyal customer only can buy little kinds of car, moreover they can’t get well after-sale service. Not only there is not new

    customer but also there is not potential customer by Aston Martin in Beijing’s market. Gao Yuan 2

    Graded Unit 2 of HND Global Trade and Business: DM1H35

    Then it contents the demand of the loyal customer get well after-sale service or contents the new customer and the potential customer wish to get a great car which can reveal self’s savour of life that Aston Martin accesses Beijing’s market.

And the Aston Martin’s customer of traditional areas was dropping off gradually in

    the world of the economic crisis that it sales drop off about 28% so that it hopes to exploit new market for the development or profit of the company. As is expect by Aston Martin when Aston Martin accesses Beijing’s market successful.

    In the process of Aston Martin accesses Beijing’s market it has not only one agent, so the price of the agent buy a car is the lower than the common customer that the company can’t to maximize profits. Such as, if Aston Martin use not agent its profit

    can rise up 19%. The shop is belonging with Aston Martin that it is better manage and the profit can maximize when Aston Martin accesses Beijing’s market successful.

If Aston Martin accesses Beijing’s market was failure it likes Lamborghini that it

    loses all Beijing’s market and only littler of the customer knows this brand even if the customer never choose the car of the brand in the future. Aston Martin accesses Beijing’s market successful has large influence to Beijing’s market of luxury car. It

    lets other brands feel the strong pressure in some factors which have the attitude of the service and the quality of the car.

    And when use the PEST method analysis Aston Martin accesses Beijing’s market successful it has great strength in the technological. The technological of Aston Martin produce the car is advanced and steady so that Aston Martin has long PLC and the demand of market is increasing. Long PLC can take Aston Martin reduce research cost and the market has larger demand can rise to volume of business that they are good news by Aston Martin.

Gao Yuan 3

    Graded Unit 2 of HND Global Trade and Business: DM1H35

3.1 Investigation

    The main propose of stage 2 is analysis Aston Martin accesses Beijing’s market. Usually the methods of collect the information have primary data and secondary data. Then the primary data is some research institutes collect the information of about the customer to Aston Martin’s brand influence. And the secondary data is Aston Martin can make an electronic questionnaire in official website and send a little gift to random selection one part of answerer. That they can get a lot of the customer feedback information. The primary data is real and objective. The secondary data is close to the reality that it can use in commercial decisions. So collect the information help to Aston Martin accesses Beijing’s market successful. But enter new market is step 1. After it how promotes cars and after-sale service they need work out problems. That is all Aston Martin can be to stay relevant in Beijing’s market. Aston Martin accesses Beijing’s market is threaten by other luxury brands of the car in market share or the loyalty of the customer to the brands.

    The reminder of the paper is organized as follows. The first section is making a feasible or detailed plan. And it will be followed by a description of the research methodology and the survey factors. In section three the author has the results to survey administered of manufacturing companies. In this section, the author use some ways with regards to the main research issues which are learn to from the preliminary implications. The survey’s main goals are introduction Aston Martin company, how access the Beijing’s market, how stay with the customer under the pressure of the competitor that the competitor is Lamborghini, which sale mode is fit for Beijing’s

    market by Aston Martin and how change is for the customer’s needs. Finally, the author concludes the paper with an overall summary of the results and the some directions for future investigations.

Gao Yuan 4

    Graded Unit 2 of HND Global Trade and Business: DM1H35

3.2 Aston Martin accessed Beijing’s market can influence with Lamnorghini &

    industry of the luxury car.

    3.2.1 Industry of luxury car can affect the car’s market of Beijing

    In 2008 and 2009, the earnings ratios of Aston Martin are 36.60% and 42.38%. The earnings ratio of Aston Martin has increase two consecutive years. Due to Beijing’s

    market hasn’t saturation by the industry of the luxury car and Beijing’s market has capacity by Aston Martin that the news is favorable to it.

    To the pricing, the customer of Aston Martin is high-end customer. Through Aston Martin has strong differentiation with other cars’ brands in the method of make or

    design. Such as the service of Aston Martin is better than other car’s brand, every customer is VIP by Aston Martin. And in 2009, CPI of China is to decline 0.7%. Due to the market sales and the income of the people is increasing. So there is a little effect to the customer’s purchasing power by the product of Aston Martin.

    In 2008 and 2009, the GDP of China is 9.8% and 8.7%. So Chinese economy is keep with rise in the future. Aston Martin would be smoothly access Beijing’s market

    3.2.2 Aston Martin accessed Beijing’s market can affect luxury car of Beijing’s market

    The economy’s factor of PEST can affect Aston Martin access Beijing’s market. In the world economic crisis of 2008, the income of Aston Martin has rise with 2007. Gao Yuan 5

    Graded Unit 2 of HND Global Trade and Business: DM1H35

    The total incoming resource of 2008 is 205,485? and it has rise than 2007. Due to the customer of Aston Martin is high-end customer that its sales haven’t effect. So in the world economic crisis of 2008, Aston Martin hasn’t effect.

    Because of the government of England is not support it, Aston Martin is a sunset company. But it not means this company will be bankrupt. Due to if the company misconducts the government is not succor, Aston Martin accesses Beijing’s market

    whether successful is determined by the market. Then Aston Martin has strong market competitiveness so that Aston Martin would be successful.

Aston Martin accesses Beijing’s market is to the benefit of the long development of

    the company. As the Beijing’s customer becomes more and more, and the customer has stronger buy capacity by the high-end product. The most important is Aston Martin is different with other cars brands. It has the best design, workmanship, service Gao Yuan 6

    Graded Unit 2 of HND Global Trade and Business: DM1H35

    and special sale system. These factors decide to Aston Martin accesses Beijing’s market would be successful. So its profit is the larger than risk which Aston Martin accesses Beijing’s market.

    3.2.3 Aston Martin was selected Beijing’s market has influence with

    Lamnorghini

    Lamborghini’s main product is luxury car which has the strong suitability of product

    for market. In 2008, the sales volume of Lamborghini is 72 and the sales volume of Aston Martin is 68 in China. The compare of data shows Lamborghini has a little of strength to Aston Martin. Not only there is strength in sales volume but also there is strength in perceived value. According to the official of Lamborghini research which shows their complaint rate is 2.3% in China in 2008. It is very low to large company. And it says Lamborghini has well image in the customer. And one factor of Porter’s five forces model can prove Lamborghini has strong suitability of product for market what is threat of entry new competitors. If there is new competitors want to entry it will be the high cost of entry.

    Niche of 4 marketing strategies can improve the company’s competitiveness. Due to the sales of all over the world market is drop off. So that Lamborghini needs access new market for their developing. And Lamborghini use the matrix of management style which can improve efficiency of management. Through the sales volume of Lamborghini is drop off in financial subprime crisis 2009 that it is rise up in Chinese market. So Lamborghini is not affected all over. Then Lamborghini has the capability of sustainable development and resist risk.

    And the performance & appraisal system of Lamborghini takes staff motivated what is every staff can communicate self’s difficult things with manger and the basic staff

    only do work carefully that they can to be on one's promotion.

Gao Yuan 7

    Graded Unit 2 of HND Global Trade and Business: DM1H35

    Then the price’s sensitivity point of Lamborghini is very little. When the product’s price has fluctuation Lamborghini is not affect. And another hand, during 2007 and 2008, the sales volume is from 28 rises to 72. So the speed of rise up of Lamborghini’s the sales volume is very fast. Then Lamborghini can access new filed successful.

    3.3 The mode of Aston Martin access Beijing’s market is entry mode

    3.3.1 The current mode of Aston Martin is licensing mode

    The current mode of Aston Martin is licensing mode. Licensing mode is receiving royalties for granting the rights to intangible to licensee for specified period. And the mainly is this mode used by manufacturing firm. This mode has two advantages. Licensee mode can put up most of the capital to get the operations going-mitigates development cost and risk. Or this mode allows firm to participate where other are barriers to investment.

    Licensing mode is not only has advantages but also has disadvantages. Due to Aston Martin has not direct managed that it does not give firm tight control over manufacturing, marketing and strategy to realize experience curve and location economies. And it does not allow firm to coordinate strategic moves across countries by using profits earned in one country for competitive attacks in other. Actually this mode is a barrier so that Aston Martin accesses Beijing’s market successful.

    3.3.2 Joint ventures is the mode of Aston Martin in future

    Because of Aston Martin long-term strategy had transfer to Beijing’s market. Than

    current mode is not good at Aston Martin accesses Beijing’s market. So if Aston Martin wants to get successful in Beijing’s market it will be change entry mode. Joint ventures can be preferable to the development of Aston Martin in future.

Gao Yuan 8

    Graded Unit 2 of HND Global Trade and Business: DM1H35

    The advantages of joint ventures are firm benefits from local partner’s knowledge of competitive conditions, culture, language, political system and business system. And the other one is political considerations makes joint ventures the only feasible entry mode. Through the advantages is clearly that the risk is obviously. Such as it will be not give firm control over subsidiaries that it might need to realize experience curve or location economies merger and acquisition. And the other risk is global strategic coordination-firm use joint ventures for checking competitor market share and limiting cash available for invading other markets. Then this mode will can be take yield the greatest returns on investment when Aston Martin accessing Beijing’s

    market successful.

    4.0 Analyses the service improvement satisfied the customer needs in Aston Martin

    Customer feedback is pre-condition to service recovery by Aston Martin. And a successful customer feedback can improve the ability of service recovery. If Aston Martin hasn’t customer feedback system Aston Martin can’t know the customer doesn’t satisfied by which product or service. Then service recovery sound success can take the customer feedback system of Aston Martin become more completely.

    Membership is the most important factor that has influence by establish the customer feedback system of Aston Martin. When MR. Wang Junyao had bought the car of Aston Martin then him automatic becomes its membership. And Aston Martin can help the membership check on their cars regularly. Moreover the membership can discount to buy the second car or organize membership do self-driving tour. Customers’ retanination and strict regulation are factors to influence the service recovery of Aston Martin. Aston Martin’s customer always its quality and the customers’ retaination are very high. Then it is good for service recovery of Aston Martin. According to Chinese National Development and Reform Commission Gao Yuan 9

    Graded Unit 2 of HND Global Trade and Business: DM1H35

    promulgate the standard by the automobile manufacturing that there are automobile effluent standard to achieve Euro? and the safe coefficient to achieve NCAP 3 stars.

    The cars of Aston Martin are far more than these standards mentioned above. The strict regulation to achieve by Aston Martin in China, as result the service recovery is become easy by Aston Martin.

    4.1 Current needs can help Aston Martin build up basics in Beijing’s market

    Due to Aston Martin’s cars have high performance, beautiful design and the quality of cars is well. Then all the kinds of the cars of Aston Martin are satisfied with the customer. And there is only can’t satisfied by Chinese customers which is the 4s shops are too short. Moreover the 4s shops were build up in main large cities. So that the buyer can’t get need service quickly all over the China. Or the cars of Aston Martin are imported cars from foreign country. So if the car was broke down or there are parts need to be replaced Aston Martin needs transport form foreign country and the cost is high.

    Because of the Aston Martin expand is too fast in China that they haven’t lots of the staffs who have professional skills. If the customers want to understanding different kinds of cars of performance or the customers hope the staff help customers choose a right car for them that the staff hasn’t enough ability work out the customers’ problem.

    The buyer can’t get need service quickly all over the China which is take customer unhappy by Aston Martin and if the car was broke down or there are parts need to be replaced Aston Martin needs transport form foreign country and the cost is high. The customer usually is complaining these questions by Aston Martin. Aston Martin is helpless. As Aston Martin, Chinese market is the new place, and it was began development just recently, it needs time which can take it become more and more complete self all service. Therefore these questions which can be direct become Gao Yuan 10

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