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Mercedes Benz Marketing Plan and Objectives

by mrzee
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Table of Contents

  • Abstract
  • Introduction
  • Vision Statement
  • Mission Statement
  • Goal
  • Objective
  • Market size
  • Position
  • Competition
  • Product life cycle
  • Distribution channels
  • Environmental forces
    • Porter’s 5 forces model
  • Macro-economic factors
  • Market Forces
    • Market Size and Growth Rate
    • Buyer Power and Customer Loyalty
  • Competitive Intensity
    • Number of Competitors
    • Price Rivalry
    • Ease of Entry Substitutes
  • Market Access
    • Customer familiarity
    • Channel Access
    • Sales Requirement
    • Company Fit
  • Competitive Position
  • Strategic market plans
  • Biggest Roadblocks
  • Issues in Tactical Marketing Strategy Development
  • Process for Developing Next Marketing Plan
  • Conclusion
  • Recommendations
  • References
  • Appendix

Abstract

Mercedes Benz is a premier segment car which caters to niche market. Presently Mercedes Benz is facing a tough competition from other luxury car segments like BMW, Audi etc. Recently sales of Mercedes Benz have been increasing because of new demand from markets like China and India. 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-Württemberg, 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).

Mercedes Benz Marketing Plan and Objectives

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