Why did Aston Martin decide to enter the Chinese market to sell their cars?

Aston Martin had the vision of extending its brand. As a result, it extended its brand by

establishing a subsidiary in China (Barnes, 2018). Chinese market is large hence offering an

ideal opportunity for Aston Martin to venture in. This was an opportunity for Aston Martin to

sell its brand which is majorly characterized by its power, high performance and its beauty.

 What were some of the challenges being faced by Aston Martin with its Global

Marketing Strategy in China?

Aston Martin was not well-known brand to the Chinese market as it is in the UK. Very few

prospects were aware of the brand and the few had not come across the beautifully made cars.

Moreover, there was a great wobble in China as there was an occurrence of 07 economic

recession which negatively affected the market (Barnes, 2018). Aston Martin was also faced

with a challenge in maintaining consistency such that the cars found in the UK are similar to

those found in car yards located in China.

How do the Economic outlook and the future of Aston Martin look when selling cars in

China?

The economy is likely to grow as Aston Martin has gotten a positive reception in China. The

Brand has established itself by creating awareness through roadshows and in social media.

This has made it increase its market share (Barnes, 2018). Through its proper management, it

has been able to sustain a well-known brand from time to time by the use of advanced

technology to ensure customers get the best quality of durable luxury cars. Although the

luxury cars fetch high prices, Aston Martin has proved to be friendly to its customers. This

has aided in increasing loyalty for the brand and hence Aston Martin is likely to record-high

sales in the future.

References:

1. https://www.youtube.com/watch?v=p7UmPkOgm_4

2. Barnes, D. (2018). Operations Management (p. 117).