LIST OF CONTENTS LIST OF CONTENTS.1 EXECUTIVE SUMMARY 2 This report examines how Mercedes Benz, a division of Daimler AG has applied its marketing mix in major global markets, namely: the US, China, Germany and Western Europe…
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4 Product: Quality, Quantity and Brand Consistency 4 Price: Profits 5 Promotion: Brand Awareness and PR 5 Summary of Mercedes Benz Marketing Mix 6 Defining Internationalization 7 Internationalization Process Theories 7 Internationalization Process Theory Applied by Mercedes Benz 8 COO EFFECT ON MERCEDES BENZ 9 Defining COO 9 Investigating Factors Affecting COO Effect 10 The relationship between Factors Affecting COO Effect and Mercedes Benz 12 CONCLUSION 13 REFERENCES 14 EXECUTIVE SUMMARY This report examines how Mercedes Benz, a division of Daimler AG has applied its marketing mix in major global markets, namely: the US, China, Germany and Western Europe. It looks into the internationalization process applied by the division; the factors affecting the COO Effect, and how these factors relate to Mercedes Benz. INTRODUCTION Mercedes Benz is a German located manufacturer of automobiles, which is currently a division of Daimler AG, which is the parent company of the Daimler Group. Daimler AG is situated in Stuttgart, Germany and is involved in the advancement, construction and dissemination of cars, trucks and vans within Germany and the management of the Daimler Group. The Mercedes Benz division supplies products ranging from the first class small cars to the luxury vehicles of the Mercedes Benz brand. The main country of production of the Mercedes Benz brand is Germany, however; the division also has manufacturing plants in the United States, China, France, South Africa, India, Vietnam and Indonesia. This report analyses Mercedes Benz main objectives being: to determine the marketing mix strategy employed by the company in its international markets, to pinpoint the particular Internationalization Process Theory (IPT) that best describes the internationalization process undertaken by Mercedes and to analyze the extent to which the Country Of Origin (COO) effect affects the consumer perception of the Mercedes Benz brand. Background Information The Mercedes Benz first came to be in the year 1886, when Gottlieb Daimler and Carl Benz, on the 29th of January applied to the Berlin patent office to have his vehicle with gas-engine propulsion patented. This marked the beginning of a new era in the automobile industry (Daimler report, 2011). In the year 2011, the company marked its 125th anniversary, since its beginning in the year 1886. This year was a successful year for the company as it was marked by several key events. The company premiered its new C-Class coupe at the Geneva motor show, where it was able to gain a uniquely sporty entry into the Mercedes coupe world; it presented its concept for the A-Class in Shanghai, which features the new Mercedes Benz design; it introduced a new truck brand into the Indian market, the BharatBenz; achieved greatly in its first quarter and made record earnings in its second quarter (Daimler report, 2011). Mercedes Benz: Goals and Aims The aim of the Daimler AG company is to play a revolutionary role in the ongoing advancements in automobile mobility. The company is dedicated to making the mobility of future generations safe and sustainable; while focusing on their customer’s needs. Daimler AG seeks to stir its consumers with invigorating luxury automobiles, that are pioneers in their design, safety, comfort, perceived value, environment friendliness and dependability; competitive vehicles that are leaders in their respective competitive niches; extraordinary
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This report will primarily deal with the role of marketing and communication strategies of Mercedes Benz. Mercedes Benz has always been very keen on introducing newer varieties of promotional methods for challenging the tough market conditions. The current marketing strategies cannot be concluded as a failure for the brand.
The ability to create a strong brand image is one which can alter the way in which a company functions and the overall success which it has. As a brand creates the right perception to customers there is the ability to grow and enhance the products which are used.
The firm has over 273,000 employees worldwide. The organization is currently looking for market opportunities to achieve further global expansion in the Chinese market. The country the firm is targeting is the emerging economy of China and the growth of the lower-middle and middle class families.
Products offered 4. Related Industries and Competitors a) Michelin b) Dunlop c) Ferari d) Bridgestone e) Firestone 5. Marketing strategy 6. Challenges and opportunities 1. Introduction The success of the leading companies depends on the strategies the company incorporates.
In 2010, the company produced 7,358,000 vehicles up by 21.5 percent compared to the year 2009. Strong First Three Quarter Results of the Current year The first three quarter results of the Volkswagen (VW) in 2011 have been astounding and the company has surpassed the profit figure recorded in the full year of 2010.
2013 Mercedes-Benz SL-Classe Commercial. Televisions commercial adverts have been in operation for over 50 years and play a key role in marketing organizations’ products. The benefits include allowing longer advertisement campaigns to develop and play out.
Mercedes Benz is one of the best manufacturers of automobiles across the world. The most notable products from the company are the luxurious cars although they have a range of other products made specifically to fit the needs of the market. In the competitive automobile industry, diversity and a good corporate strategy have helped the company to cope with the competition and expand the market.
keting Association said that “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” (American Marketing Association, n.d.).
Other services that the franchise can offer besides sales will include after sales services and maintenance, customization services, spare parts dealership and car hire services for those who would want to own a Mercedes Benz