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Mercedes-Benz

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by

Mohammed Abdurabu

on 19 March 2014

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Transcript of Mercedes-Benz

Mercedes-Benz
Introduction
Why Mercedes-Benz ?


The End

Threats:

Political Situation

Competitors Strategies
In-house finance

High fluctuating exchange rate


SWOT Analysis - Threats

Customer Core Value


Promotion:
Personalized
Calls
Packages like gifts
E-mails
Public Relations

Mass media
Billboards
SMS to public
TV advertisements


Marketing Mix - Promotion


Price:

$30,000 - $180,000

Customer value based pricing

Value added pricing

Competition based pricing:
10% higher than competitors prices


Place:
One showroom


Marketing Mix- Price & Place
Differentiation:
The strong Brand name
Unique designs and features - Designo unit
The unique aroma inside the Mercedes-Benz
Engine sound
Design of the doors

Positioning:
The Brand Name - Promises


Marketing Strategies
D & P

History
Benz is the name of the original inventor

Mercedes is the designer`s daughter name

The star
Land, Sea & Air

Mission:
To please their customers in everything

Vision:
Create the best car possible

Mercedes-Benz



Open new show rooms and branches in places that can be easily reached by customers.

Reduce the high prices in order to attract more segments.

Improve the maintenance services.

Adapt strategies that competitors use.




Recommendation



What Mercedes-Benz Could be

F-CELL hydrogen-fuel-cell technology

500 miles operating Range



The Ener-G-Force Concept

Strength:
Brand name
Customer loyalty
Technology
Safety & Stability
Weaknesses:
Far location
Weak maintenance services
Unorganized customer’s software
High prices

SWOT Analysis

Positioning-Brand Name


Segmentation:
High-end rich
Upper mid class
”Climbers”


Targeting:
The upper mid-class
Loyal customers
Customers of other competitors



Marketing Strategies
S & T
Mercedes-Benz AMG Vision Gran Turismo

Fighter Jet Cockpit Inspiration -Unusual styling

Economically powerful



Mercedes-Benz
The Future

Opportunities
New segments
Climbers Young Businessmen / Women

By introducing new models such as: -
CLA-Class GLA-Class

SWOT Analysis- Opportunities

Product

S-Class
Super
Saloon & Coupe


E-Class
Elegance
Saloon, Estate & Coupe


C-Class
Compact
Compact, Estate & Coupe






Marketing Mix

Competitors – Above the Line

G-Class
Gelandewagon
SUV

ML-Class
Mid-Size
Mid-Size – SUV

GL-Class
Gelandewagen Light
Full Size - SUV

Marketing Mix - Product

Competitors – Under the line

Boston Consulting Group

Why Mercedes-Benz ?!

Pioneer in the automotive industry

Strong brand name

Most sold German car
in the Yemeni market


Introduction
Full transcript