MARKET ANALYSIS

The purpose of this report is to identify potential markets for Aston Martin’s product and develop an entry strategy into a new market where it is not currently present.
The first part of the report is addressed to market screening. This research entailed collecting secondary data from various databases and using the GMMSO software in order to identify the country with the highest market potential for Aston Martin. Thanks to data such as macro, micro, accessibility data, two countries were highlighted due to their high market potential: Croatia and Finland.
However, thanks to in-depth market analysis, it appears that Finland is the country with the highest potential. Indeed, despite the small size of the population and the high level of tax, the country is economically and politically very stable. Plus the country has been rated as one of the most easiest countries to do business, and one the less corrupted countries around the world. Moreover, Finnish infrastructure, mainly communication and transport, are very well developed. And even if the competition is already present in Finland, Aston Martin is launching in 2019 the DBX model which will aim to make Aston Martin’s offer more attractive into customers’ mind.
In order to enter the Finish market, Aston Martin should choose Franchising and e-commerce as Market entry strategy. By doing so Aston Martin will avoid risk as this strategy involve few resources for the company, and will be able to enter quickly in the market. Plus the company will have access to the Franchisee’s knowledge of the local market. The company can also use the franchise as a delivery point for e-commerce orders.
The second part of this report aims to deliver the marketing plan of the company. Aston Martin is segmenting its market according to Demographic, Geographic, Socio-cultural and Psychographic criteria. With the new DBX model, Aston Martin is targeting family but especially women, as the company is trying to integrate women among its customer base, with a high quality of life and dynamic lifestyle. In order to increase brand awareness of this specific target and the desirability to get an Aston Martin, the promotion plan must be adapted and use specific communication channels. Communication through newspapers and magazines should be taken into account and the use of databases is very important in order to reach the real target.
Aston Martin is a global company has set up a standardized Premium pricing strategy. The aim of this strategy is by setting a higher price compared to standard competitors in order to increase the perceived value of the company’s product and to display the quality and experience associated with a product. However, the product requires few adaptations (tire and heater) to be driven in the finish extreme cold weather.
If Aston Martin cannot reach profitability in the next three years after its entry in the market, the company should rethink its strategy. The company can whether end-up its contract with the franchisee, renegotiate the contract with the franchisee, or can still in the course and increase its involvement in the Finnish market by investing in marketing activities.

The paper aims to provide technology foresight on the pineapple leather industry in the Philippines by utilising scenario building and scenario planning tools. The authors have formulated PowerTex, a consulting firm that evaluates the attractiveness and viability of the country's pineapple leather industry.

Analysis of market structure and conduct of date palm was conducted in Jigawa state, Nigeria using multi stage sampling technique which led to the random selection of 121 respondents. All the traders were male, mostly married and within the mean age of 39 years. Majority (42.6%) of the wholesalers had no formal education, with 12–21 years of marketing experience, while 43.3% of the retailers had only attended primary school with 2–11 years marketing experience. High inequality was observed at wholesale (0.75 & 0.78) and retail (079 &0.75) levels. Pest infestation, increased transportation cost and inadequate capital were the major constraints observed. Development of improved varieties that are pests and diseases resistant, provision of appropriate storage, Processing, credit and market facilities by all stakeholders, increased local production to boost marketable surpluses to offset demand and ensure all year-round supply of the product and reduced importation were recommended.