With the increase of market size of luxury car segments, Mercedes Benz has increased their profit margin across the world. But tough tariff regulations and high input cost of the raw materials have led to increase in price of the cars. It is true that the organization is considered as one of the leading organizations within the luxurious automobile industry. Mercedes Benz needs to revise its marketing plan and objectives as the market demand is changing at a rapid pace. Introduction of fuel efficient cars in reasonable price will help the organization to develop potential client base. The organization mainly focuses on urban market. The organization cannot increase its business network all over a specific country if the organization does not increase its supply chain network. Introduction Mercedes-Benz is a German automobile manufacturer company. In the fall of 1998, Mercedes-Benz and Chrysler merged forming Daimler-Chrysler AG. This made Daimler-Chrysler the world’s third largest car manufacturer in terms of sales. Daimler-Chrysler is best known for making luxury sedans. The company also manufacture commercial vehicles, aerospace products and sports utility vehicles. Today Mercedes-Benz USA is a wholly owned subsidiary of Daimler-AG. Presently Mercedes-Benz has their headquartered in Stuttgart, Baden-Wurttemberg, Germany. Mercedes-Benz cars were first sold in United States in the 1950s.These cars were mainly known as a symbol of status for high class consumers (Mercedes-Benz. 2013). Vision Statement The vision of the company is to become the number one in quality, Image and Profitability in the Automotive Sector (Mercedes-Benz, 2012) Mission Statement The mission statement of Mercedes Benz is to delight their customers in everything the company does. The company also want to make a continuous improvement in their Quality Management System and in their business processes. It follows an open minded corporate culture in their company where the employees will work in a team oriented approach and the company will have to accept their responsibility and perform to their optimum level. The company want to improve their quality of products and services. Another mission of Mercedes Benz is to be aware of the external environment and act accordingly. The company must maintain a professional relationship with their business partners who will help them in increasing more revenues and creating strong corporate connection worldwide (Mercedes-Benz, 2012). Goal The Goal of Mercedes Benz is to achieve a sustainable profitable growth and by doing that increase the value of the company. The company strive to achieve the leading position in their business through their operational excellence and efficiency. The company want to achieve this with the help of their high-performing and inspired set of employees. Another goal is to minimize the impact their cars have on the environment and climate. Their focus is to provide comfortable driving experience through alternative fuels (Daimler, 2011). Objective
Marketing report for Mercedes Benz Table of Contents Abstract 5 Introduction 5 Market size 7 Position 8 Competition 8 Product life cycle 9 Distribution channels 9 Environmental forces 9 Porter’s 5 forces model 9 Macro-economic factors 11 Market Forces 11 Market Size and Growth Rate 11 Buyer Power and Customer Loyalty 12 Competitive Intensity 12 Number of Competitors 12 Price Rivalry 13 Ease of Entry Substitutes 13 Market Access 13 Customer familiarity 13 Channel Access 13 Sales Requirement 14 Company Fit 14 Competitive Position 14 Strategic market plans 14 Biggest Roadblocks 15 Issues in Tactical Marketing Strategy Development 17 Process for Developing Next Marketing Plan 18 Conclusion 21 R…
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The first part of the essay is devoted to the previous direction of the company. The second part analyses current trends in the automotive industry. Next strategic resources of Mercedes Benz are analysed, and finally, possible future strategy is outlined.
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With the increase in market size of luxury car segments, Mercedes Benz has increased their profit margin across the world. But tough tariff regulations and high input cost of the raw materials have led to increase in price of the cars. It is true that the organization is
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The company has subsidiaries with which it conducts some other businesses, like financing automobiles.
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15 pages (3750 words)Assignment
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