Mercedes Benz

7662 Words Sep 9th, 2011 31 Pages
A

DOCUMENTARY REPORT

ON

SALES MANAGEMENT

OF

SUBMITTED TO:

PROF. PARAG SHAH

DATE: 5/4/2011

SUBMITTED BY:

DHRUV NIRALBHAI PATEL
FSB-1
61250

EXECUTIVE SUMMARY The recent growth in the luxury car market in India is much more than mere market dynamics in a particular car segment. It is a reflection of the changing lifestyle of the affluent class in the country.

Luxury car majors in India - Mercedes-Benz, BMW and Audi put together have around 85% market share. The German car brand Mercedes-Benz had first-mover advantage as it had started operations in India in 1995 and there was no direct competition in this category. So, it remained ‘Numero Uno’ luxury car brand in India for more than a decade. But,
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In India Mercedes-Benz had the first-mover advantage as it had started operations in 1995 and there was no direct competition in this category. So, it remained ‘Numero Uno’ luxury car brand in India for more than a decade. Its production location and head quarters are located in pune, Maharashtra.
The different ranges available today are the C-Class, CL-Class, CLS-Class, E-Class Saloon, E-Class Coupe, E-Class Cabriolet, GL-Class, M-Class, R-Class, S-Class, SL-Class, SLK-Class, and the Maybach. High performance AMG cars in India off late like the G 55 AMG and the SLS AMG have also been introduced owing to the developing market in India.

PRODUCT-MARKET GRID | INDIVIDUALS | HOTELS | CORPORATES | LEASE DEALERS | | >25 lk. | >50 lk. | >1 cr. | 3 star | 5 star | >500 cr. | >1000 cr. | | C-class | | | | | | | | | E-class | | | | | | | | | S-class | | | | | | | | | M-class | | | | | | | | | SLK | | | | | | | | | The above product-market grid is prepared for all the major selling or most famous line of car models of Mercedes-Benz in India namely C-class, E-class, S-class, M-class & SLk for the market majorly consisting of individuals, hotel sector, corporate companies and lease dealers. The criterion for individual buyer segment is decided by their income i.e. annual income in lakhs. The probability of sale of a Mercedes-Benz car in the hotel

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