Owners & Enthusiasts View of AM's Strengths & Weaknesses?

[ktm301p]

Hi all,

I'm currently filling out an application for Aston Martin to get onboard their marketing graduate scheme, and one of the questions Aston ask is to suggest what are their three main strengths and weaknesses as an organisation. I do have my own opinions on what these are, and have researched the company's history. But this really is the dream job so I wanted to just go the extra mile and ask you guys - the actual owners and enthusiasts - of your opinions and thoughts about the brands strengths and weaknesses.

Thanks,
Alex

[ktm301p]

These responses are fantastic, can I just say that I saw the paul hollywood's programme the other night on tv and I'm happy to report that this is one of the least 'snobbish' areas of Pistonheads I've visited(!) Honestly thank you everyone for giving such considerate replies.

Having read & digested everyone's input, I'm only allowed to narrow it down to three specific strengths and weaknesses of AML as an organisation.

Strengths:

• Highly respected and established brand identity - Loyal customer base, Widespread public recognition and admiration, extensive heritage, iconic product placement (007), involvement and success in motorsport.
• Company size - (although this is also a weakness) - Ability to react quickly to market conditions and opportunities
• Customer Management Processes and Engagement Experiences - Events targeted at the customer to make them feel special, unique and valued. Maybe not technically as good as competition, but it is more desirable because of this. Also supported by aesthetic design and degree of personalisation, making normal options more akin to tailor made.

Weaknesses:

• Ability to make a profit – Constrained financial resources for investment in model development &

diversification. Difficult to raise capital via investment as it requires the release of equity or increase sales volume of out-dated models.

• Organisation size and location – vulnerable to financial shocks, regulatory change, and more difficult to

arrange preferential financial terms with suppliers. Also, increased overhead costs to fund domestic workforce.

• Lack of model diversification and out-dated technology in current vehicles. Similar aesthetic design amongst current range and dated in-vehicle infotainment system, inferior single clutch plate still being used.

• *Not sure whether to replace quality control and poor warranty processes with one of the above?***

• Quality Control and Warranty Experience – Poor paintwork (which is often not repaired under warranty),

signing off vehicles with issues that are then passed on to the customer via warranty, thus deteriorating satisfaction, loyalty and perceived quality of service.