Mercedes Benz

2560 WordsJul 13, 200911 Pages
Case Study: Mercedes Benz Passenger Cars in India Author: Aditya Kumar Date: 11/07/2009 EXECUTIVE SUMMARY Mercedes Benz Passenger Cars and smart (herein referred as Mercedes) is one of 5 divisions of the Daimler group, the leading Germann automaker. Daimler is a large organisation that had EUR149.6 billion in revenue and 365,600 employees in 2006. Within its microenvironment, the company’s marketing effort is well supported and coordinated by other departments. Mercedes produces in 104 countries and sells its cars in 200 countries through 13,000 sales outlets. It recently appointed a single ad agency for the marketing programme of its entire range of products. Its primary customer market includes individual consumers while…show more content…
However, recently, the DaimlerChrysler group had decided to consolidate all its brands under one agency BBDO Worldwide. Customer Markets: Mercedes serves a wide variety of customers. Its consumer market is the largest with increasing focus on professionals and the mid-30’s age group. It also sells its cars through 2nd hand car dealers, most of which it owns to ensure stringent safety and quality checks for the reassurance of prospective customers. Mercedes, being a well established, and well sought out brand, capitalises on its ‘prestige’ image by targeting government markets as well. Several countries, including America, China, Singapore, Malaysia, Russia and even Tajikistan employ Mercedes Benz as their official cars. Internationally, it has a dominating presence with 13,000 sales outlets in 200 countries. Competitors: Mercedes Benz’s main competitors include BMW, Volkswagen and General Motors. Except for BMW and to an extent, Volkswagen, its competitors try to outdo Mercedes on lower pricing with similar features. In comparison, the brand value of Mercedes has not been overwhelmingly dominant as before and has diminished over the years relative to its competitors, as affluent consumers became choosier. Publics: Daimler’s public and media image has generally been free of tarnish. However, since May 1999, it has received two ‘serious’ safety-related citations at its plants. On 18th March 2003, a worker died at its glass factory in Detroit. In spite

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