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MERCEDES-BENZ IN VIETNAM

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by

Minh Nhật

on 6 May 2015

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Transcript of MERCEDES-BENZ IN VIETNAM

Contents
Introduction
1. Micro and macro environmental factors
2. Segmentation and targeting strategy
3. Buyer behavior
4. New positioning
5. The extended marketing mix (7P's)
Conclusion
We are group 1
Nguyen Phuong Ngan
Ha Nhat Minh
Ngo The Nam
Do Thien Long
II. Segmentation and Targeting strategy
INTRODUCTION
1. Segmentation
Geographic
IV. New positioning
I. Micro and macro environmental factors
1. Micro environmental factors:
1.1 The company
- Tangible
- Intangible
MARKETING PRICIPLE

MERCEDES-BENZ IN VIETNAM
MEMBERS:
2. Macro environmental factors:
III. BUYER BEHAVIOR
V. THE EXTENDED MARKETING MIX
CONCLUSION
Thank you for listening!
1. PRODUCT
2. DISTRIBUTION
3. PRICES
4. PROMOTION
5. PHYSICAL EVIDENCE
6. PROCESS
7. PEOPLE
2. Targeting strategy
Demography
Psychographic
Behavioral
Objective:
Competitor:
Demands:
"to dominate in the market''
Buying situation 1:
The consumers of Mercedes
Business man
High income and expectation
which has the luxury system and furniture, precise style and also are an economical car.
Buying situation 2:
Family with high income and expectation.
Buying situation 3:
Young people with medium high income.
Core benefit
Actual Product
Augmented Product
12 showroom in Vietnam
-> is belong to the intermediary wholesaler and retailers
2 Main wholesaler
Vietnam Star
Haxaco
Avertising
PR
Sales promotion
Online marketing
Direct marketing
Personal selling
Logo and slogan
Showrooms
Ceremony
The car services
Warranty services
The 24/24 services
Mercedes staff will work directly with the customers.
Suitable skills, proper attitudes and appearance
especially sales people and after service staffs
Need to have training courses
1.2 Competitor
1.3 Supplier
1.4 Consumer
1.5 Intermediaries
2.1 Demographic
2.2 Law and regulations
2.3 Economic
2.4 Technology
Strength
- Brand name awareness
- Technology leader in manufacturing car, the first use diesel engines, fuel injection, anti locking brakes.
- Mercedes have more than 20 factory throughout the world.
- Holding almost all patents of safety features Weakness
- High cost of Mercedes cars
Opportunities
- Loyal customer is huge
- Develop the electric car to protect environment
- Growing fast in luxury car industry Threat
- The government policies for luxury car in Vietnam
- The increase in material
- The other competition in the market.

Full transcript