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

College
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Marketing
Pages 12 (3012 words)
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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. …

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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. ...
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