Mercedes Benz Swot, Segmentation, 4p's

By pricing their cars in the MSRP range of $19,500 to $35,000, they use the classical models of price discrimination to maximise profitability. With no “master” method of segmentation, ensuring the target is profitable enough requires experimenting with differing pricing options, further segmenting the market to find the “sweet spot” pricing approaches that increase sales without reducing profitability. MINI, with a 360 degree marketing approach, uses a full arsenal of tools in segmenting consumer markets along geographic, demographic, psychographic and behavioral lines (Jobber, 2007). Segmentation by geography. By breaking down markets into geographical units: state, regions, counties, cities, even neighborhoods, MINI has the option to act locally, across a region, or even globally, tailoring their branding message to meet the differences in needs and preferences as defined by geography. Segmentation by demographic lines. Using digital and direct mail to collect data on those most likely to buy, MINI has been very effective in breaking down target markets into groupings based on statistical variables such as gender, age, family size, family life-cycle stage, income levels, occupation, education, religion, race, and nationality. This method is most popular in defining consumers because determining needs

Throughout society car sales were always fluctuating. As a result car manufacturers began to use a different approach to increase sales. They began by targeting specific groups thoroughly, and studying common interests shared between specific age groups through advertisements. The advertisements produced by Chevrolet and Mercedes-Benz are all pointed toward unisex, middle aged, working class Americans. The three main advertisements are the Chevrolet Malibu, 2010 Chevrolet Camaro, and a 2010 Mercedes-Benz SLS AMG.

Currently the company is the leading car manufacturer in Europe, but their goal is to impact an international market.

The Nissan leaf has been positioned differently for different market segments. According to Solomon, though the job of the marketer is to create value, build customer relationships and satisfy their needs, it is difficult, as in todays’ complex society people have different needs and therefore it is important to segment markets and target them individually, therefore markets are segmented into different segments on the basis of demographics; age and gender, family structure, income, race, ethnicity and social class (Solomon, 2013). Using these different criteria, marketers segment their markets, according to particular characteristics, which they share, and then target them accordingly. Targeting is evaluating

It was once centred on the safety, luxury, and precision engineering of its cars, but due to increase competition in the luxury car industry and changing consumer attitudes about the Mercedes Benz brand that strategy has changed. Now their marketing strategy is more life style oriented and is focused more on presenting the more fun loving, approachable, and energetic side of Mercedes Benz. Availability of the product when and where it's needed it's important to make it easy to reach at a low cost. Awareness is a key factor of marketing, letting the public know about your product and its feature is very important, that way they might be convinced into giving the product a

1. Develop a segmentation scheme for the automobile industry in your country of residence. Using benefit segmentation, behavioural segmentation, or some other basis of segmentation, identify at least four of the major groups of consumers in this market that are evident to you. Justify, from a marketing perspective, (explain) why your segmentation scheme is an appropriate one, using the criteria in Figure 3.2 (page 77). (5 marks)

How has GM used the major segmentation variables for consumer markets in segmenting the SUV market?

Jaguar Cars company is related to one of the most luxurious automobile manufactures and is on a high level in contingent upon popularity, which is one of many strengths of the company. They create a good brand image for themselves and this is the reason why they are well known in a range of many different countries. Secondly, their workforce is very skilled because they main purpose is an excellent quality, which they want to construct with every single product. Thirdly, they put many efforts in research and development to get ready for the future events as well as to provide every possible latest technology before the competitors.

Segmentation is one of the most important aspects of a marketing campaign, as targeting the wrong audience may result in a lack of sales or awareness of the product. According to Baines and Fill (2014), segmentation is the division of a market into different customer groups that have similar needs. One can then target a particular group according to its characteristics, for example through demographic or geographic factors. The target segment chosen for the launch of Our/Vodka London is young professionals, predominantly those who live in the London area.

In order to market the product into the market successfully, marketers need to have some marketing strategy to enter the desired market and make profit. Market segmentation is the process of dividing a market into subsets of consumers with common needs or characteristics (Schiffman et al., 2011). Understanding the market size and segmentation is valuable, but the keys to effective targeting is to know just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends ( Berry, 1999).

Mercedes-Benz operates on the differentiation strategy. Luxury, prestige and technological innovations drive the company 's production from the high quality small cars and e-bikes of the smart brand, to the premium automobiles of the global corporation.

SWOT analysis consists of data analysis with both internal and external factors within a business. The management tool consists of four different factors that include: strengths, weaknesses, opportunities and threats. Analysing these components allows businesses to make important management decisions to improve their business. Elements such as strengths and weaknesses are internal factors that are taken into consideration whilst being compared with other competitors (Fong, 2007). The strengths that M&S have within their competitors is their diversity of quality products and services and that they are an international company operating in many countries. Similarly they are in diverse locations within the country such as having stores across high streets and out of town retail parks (Corporate.marksandspencer.com, 2014). Having the ability to use management

Mercedes is a power that's always on demand ; a unique performance , excellence in rides , comfy design , economical fuel consumption & also safety

It has made its name in the global market and has given a good competition to other companies in automobile sector.

However, due to its unique targeting strategy, it has not win compatible brand recognition among the public. Although Audi enter much earlier than BMW and Benz in the luxury car market, its marketing strategy limited increase of public brand recognition even Audi has over 100 years’ history. Besides, although its styles are highly accepted by the targeting customers, there are a growing number of people who can afford luxury cars for family use in China. Lack of vitality is limit of its further market expansion. On the contrary, its major competitor in China, BMW, has launched a series of marketing strategies to promote its high-performance, manoeuvrability, as well as stylish design to attract young people (BMW, 2009) in order to expand its market share. Therefore, although Audi has achieved success in the targeting market, it may consider further development through diversification in product line and advertising campaign.