Aston Martin Parent Company Category Sector Tagline/ Slogan USP Aston Martin Sports Car Automobiles Power,

Beauty & Soul Ultimate luxury and powerful performance STP Segment Target Group Luxury Cars, Sports Car Tar eted towards t!e elite class of affluent customers Positioned as a company w!ic! !as been deli"erin "alue to customers for many years t!rou ! unmatc!able performance & exclusi"e luxury SWOT Analysis #$ %i ! brand e&uity and stron le acy '$ (ic! !istorical !erita e and "alues leadin to stron customer connect )$ Stron en ineerin & desi nin team *$ Ultimate luxury & comfort +$ Cuttin ,d e & inno"ati"e tec!nolo ical features -$ Stron presence in racin and motor sports e"ents Strength .$ Stron mar/etin and brandin t!rou ! ad"ertisin #$Compariti"ely, Lesser mar/et penetration Weakness Opportunity '$ Limited product portfolio in emer in economies #$ ,xpandin automobile mar/et '$ T!e !istorical "alues and !erita e can be le"era ed to ac&uire new customers )$ 0ncrease mar/et penetration t!rou ! extensi"e distribution and increased promotion

Positioning

*$ Attract more customers t!rou ! competiti"e pricin +$ 0ncreasin t!e a"ailability of ser"ice and spare parts #$ 0ncreasin fuel costs '$ Competition from ot!er bi automobile iants )$ Competiti"e products offerin same le"el features at a lesser price Threats *$ Product inno"ations and fru al en ineerin by competitors Competition #$ Mercedes Ben1 '$ Porsc!e )$ Bentley *$ Lexus +$ Audi Competitors -$ Maserati