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Running head: AUSTIN MARTIN CASE STUDYAustin Martin Case StudyStudents NameInstitutional Affiliation1AUSTIN MARTIN CASE STUDY2Austin Martin Case Study1. Why did Aston Martin decided to enter the Chinese market to sell their cars?As a brand that is defined by power, beauty, and soul, Auston Martin entered theChinese market's, in a bid to expand its consumer appeal and capture the ever-growing demandfor powerful, beautifully-styled and exceptionally-crafted supper cars that is present in theregion. The growth of the luxury market of cars has emerged across China as well as otherparts of the globe; as such Aston Martin has invested in capturing the given markets where itis not particularly present, with China being one of them. Under its values, Aston Martin doesnot target selling sheer volumes of cars but focuses on satisfying the client's sumptuous lifestylethrough the provision of a unique experience. This aspect has prompted the brand to target andenter the Chinese market, in a bid to raise the awareness of the brand, especially for the factthat Aston Martin is a well-known brand, but misunderstood in the region. Chinese, beinglovers of technology, are ...


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