Aston Martin Case Question: Business & Marketing Essay

Aston Martin Case Question
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So how should Aston Martin or any other high-end premium providers in any business grow without losing its exclusive reputation?
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SUBJECT: How should a high-end premium provider in any business grow without losing its exclusive reputation? One way is focusing on the benefits of the brand, differentiation, and offering a wider variety of high-quality products. The management at Aston Martin chose to remain in the luxury segment and broadening the product portfolio market by going beyond the sports car market was a good option (Krishnan, Lakhani & Migdal, 2017). The customers are more willing to pay a premium price where products are high-quality, are available in a few magnet stores, and are not for the mass market. Brand awareness is important as the potential customers will identify with the brand and will be less concerned with the costs. at the same time, there needs to control where the products are located and the customers’ shopping experience as this is aligned with the company’s strategy to grow the luxury br...