We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Differentiation and Communications Strategies: Mercedes Benz AG Case - Essay Example

Comments (0)
This report will make a detailed analysis of the existing marketing strategies of the Mercedes Benz Company. Based on the analysis, recommendations were made for revamping company’s marketing communication and overall brand strategy and regain the lost market share. …
Download full paper

Extract of sample
Differentiation and Communications Strategies: Mercedes Benz AG Case

Download file to see previous pages... The report gives a comprehensive analysis of the marketing strategies of Mercedes Benz. Mercedes Benz is one of the most reputed luxury car brands in the world. The company has been ruling the segment for several decades until the aggressive strategies of rival brands Audi and BMW. Mercedes is now pulled down to the second position. Analysis says that the company will again be pulled to the third position by the rival brand Audi. What happened to Mercedes was the over reliance on market presence, brand value and experience. The marketing team believed that always brand value will sell the product. But when Audi and BMW utilized this weakness of Mercedes Benz for their strategy, Mercedes could not make a sudden makeover on the brand image. A perception of the brand that is built over for years is difficult to be changed with an immediate campaign. It is a gradual process. Mercedes is currently undergoing this process. It can definitely regain the lost market share if they properly identify the strategic areas that can help the company. The greatest strength of Mercedes Benz is its brand name. The company is a renowned luxury car brand with its market spread across most countries. A Mercedes car is the dream of any aspiring car buyer. The brand value that the company developed over the past 125 years has been a greatest contributor to its success. The second major strength of Mercedes Benz is its strong Research and Development facility. Mercedes has one of the world class R&D facilities and R&D teams among the major automakers. Because of the strong base in R&D, the company is able to introduce world class cars in the market. Mercedes Benz is a pioneer in various technologies in the automobile industry. It was Mercedes Benz that introduced the first internal combustion engine, airbags, 7 speed automatic transmission, electronic stability programme and many other technology that are available on various cars today. Weakness: The main weakness of Mercedes Benz is the comparatively low sales growth in the recent months. The fall in sales of the brand has affected the profitability of the parent company Daimler. “The company said that while all of its divisions had been shipping more vehicles, earnings at its Mercedes-Benz Cars division had been hit by changes in the product mix, higher raw material costs and charges due to upcoming model changes.” (Reed, 2011) The next weakness of Mercedes Benz is the lack of youth oriented design. Compared to the latest BMW and Audi cars, Mercedes Benz’s models are not very appealing to the younger generation. Moreover, they are not very sporty compared to that of BMW and Audi. This is one of the major reasons why BMW or Audi is preferred over Mercedes Benz. Mercedes is also slow on development of new models. Audi and BMW have already launched a sedan that is placed below their A4 and 3 Series models. But Mercedes is still in the development stage of their model on the range. Opportunities: The major opportunity for Mercedes Benz is the highly potential luxury car market. The luxury car market of the world is growing at a tremendous rate keeping apart the ...Download file to see next pagesRead More
Comments (0)
Click to create a comment
Mercedes Benz
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.
16 Pages(4000 words)Essay
How Mercedes Benz, a division of Daimler AG has applied its marketing mix in major global markets
It looks into the internationalization process applied by the division; the factors affecting the COO Effect, and how these factors relate to Mercedes Benz. 2 INTRODUCTION 2 Background Information 3 Mercedes Benz: Goals and Aims 3 MARKETING STRATEGY 4 What is Standardization and Adaptation?
12 Pages(3000 words)Essay
Mercedes Benz
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.
6 Pages(1500 words)Essay
Volkswagen and Mercedes Benz
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.
8 Pages(2000 words)Essay
2013 Mercedes-Benz SL-Classe Commercial
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.
3 Pages(750 words)Essay
Company Mercedes- benz
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.
3 Pages(750 words)Essay
BMW, Mercedes Benz, and Lexus
Handling BMW is famous for the handling system. Essentially, M3 is really good at handling. Based on the survey, most technicians say that the car has the most balanced basement. It is weight of the car which is evenly distributed to front, middle and back.
2 Pages(500 words)Essay
Mercedes Benz (Franchise Evaluation Paper)
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
2 Pages(500 words)Essay
Positioning and differentiation strategies
a cancer centre which is considered or known as one of the three original cancer centre in United States and it has been established with the National cancer Act in 1971. The founder of this cancer centre is Monroe Dunaway Anderson. Positioning strategy is considered as the
5 Pages(1250 words)Essay
In that time, there lived a wealthy businessman called Emil Jellenik who had a daughter known as Mercedes Jellenik. Mr Emil demanded that Daimler-motorengesellschaft
2 Pages(500 words)Essay
Let us find you another Essay on topic Differentiation and Communications Strategies: Mercedes Benz AG Case for FREE!
Contact us:
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us