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project report on mercedes benz

it consist of information about Mercedes benz , swot , business marketing stratergies . a project submitted to jims kalkaji

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MERCEDES-BENZ
project report on mercedes benz
Introduction
Mercedes-Benz commonly referred to
as Mercedes, is a German luxury
automotive marquee. Mercedes-Benz and
subsidiary Mercedes-Benz AG – of Daimler AG –
are headquartered in Stuttgart, Baden-
Württemberg, Germany. Mercedes-Benz
produces consumer luxury vehicles
and commercial vehicles. Its first Mercedes-
Benz-badged vehicles were produced in 1926. In
2018, Mercedes-Benz was the largest seller of
premium vehicles in the world, having sold 2.31
million passenger cars.
SWOT analysis
Strengths
• It has manufacturing facilities across 6 continents and in
26 countries including both for passenger cars & buses
which is helping them to keep their operational cost low
& thereby increase their profit.
• Mercedes is focused on becoming No.1 player in
developing markets & that’s what driving their growth.
• Mercedes have strong product portfolio ranging from
sedan to SUV which is helping them to compete with
other players in the market.
Weaknesses
• Mercedes servicing cost is high as compared to other
players in the same segment.
• It may happen that Daimler itself being such a big
group can fall prey of conflicting objectives of the
group companies which may affect
its individual brand.
• it is found to have a stunted growth because it keeps
distribution of its vehicle very much exclusive, which
affects its supply and therefore its brand equity.

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project report on mercedes benz

  • 3. Introduction Mercedes-Benz commonly referred to as Mercedes, is a German luxury automotive marquee. Mercedes-Benz and subsidiary Mercedes-Benz AG – of Daimler AG – are headquartered in Stuttgart, Baden- Württemberg, Germany. Mercedes-Benz produces consumer luxury vehicles and commercial vehicles. Its first Mercedes- Benz-badged vehicles were produced in 1926. In 2018, Mercedes-Benz was the largest seller of premium vehicles in the world, having sold 2.31 million passenger cars.
  • 5. Strengths • It has manufacturing facilities across 6 continents and in 26 countries including both for passenger cars & buses which is helping them to keep their operational cost low & thereby increase their profit. • Mercedes is focused on becoming No.1 player in developing markets & that’s what driving their growth. • Mercedes have strong product portfolio ranging from sedan to SUV which is helping them to compete with other players in the market.
  • 6. Weaknesses • Mercedes servicing cost is high as compared to other players in the same segment. • It may happen that Daimler itself being such a big group can fall prey of conflicting objectives of the group companies which may affect its individual brand. • it is found to have a stunted growth because it keeps distribution of its vehicle very much exclusive, which affects its supply and therefore its brand equity.
  • 7. Opportunities • Companies like VOLVO, Audi, BMW etc. are betting high & are targeting the developing nations due to increase in demand of Luxury public transportation system. • By using specialized capabilities & partnering with other company they can differentiate their offerings. • Developing fuel efficient futuristic technology & hybrid cars can help Mercedes in emerging as a market leader globally.
  • 8. Threats • Presence of players such as AUDI, BMW, Volvo etc. who are not leaving any stone unturned to emerge as a global player & leader in most of the markets. • Macroeconomic uncertainty, Recession, un- employment etc. are the economic indicators which will daunt the automobile industry for a long period of time.
  • 9. 4 P’s of Marketing
  • 10. PRODUCT • The product is the strongest P in the marketing mix of Mercedes Benz. Mercedes remain as one of the leading brands in the Indian market, that too for more than 50 years. • The company currently assembles its models — S-Class, E-Class, C-Class and the ML-Class while other models, including GL-Class, CLS- Class and SLK-Class are fully imported.
  • 11. PRICING • It has as many as 14 car models currently ranging from INR 21,49,000 to 7,68,00,000. • As a matter of fact, the company deals in a niche segment where the customer is more concerned with the value they are getting on the product more than anything else is. • The company has a broad price structure outside India, ranging from $30,000 to up to $100,000, depending on the model.
  • 12. PROMOTION • Although Mercedes Benz marketing strategy used to focus on the luxury, safety and precision engineering of its cars, competition has propelled it to adjust its product to suit the changing consumer attitudes. • Now, their marketing strategy focuses more on presenting a more energetic, fun loving and approachable side of Mercedes Benz. • Another marketing strategy employed by Mercedes Benz is its decision to slice prices and make the product more affordable to consumers.
  • 13. In order to increase communication with its target market, Mercedes Benz has maintained accessibility to consumers through the following: • Online advertising • Social media • Establishing excellent customer service at its point of sales • Offer warranty under excellent conditions • Television advertising • Print media
  • 14. Place  The company distributes its product through a broad network of dealers throughout the world.  The company intends to change the perception of the brand and reposition it so that it is more appealing to the younger generation. They are also sending out the message that they are more approachable than ever before.
  • 15. z STP  Segmentation: Mercedes segments its luxury & state of art cars on a mix of demographics, Psychographics & Behavioural factors.  Targeting: It targets young buyers who are passionate to drive and cars resonate of what they are, what their fashion statement & style is.  Positioning: Positioning itself through emotional appeal and creating top of mind awareness has helped the company in becoming the best luxury car makers in the world.
  • 16. zConclusion and recommendation Mercedes-Benz is the German automobile manufacturer in addition of being a multinational division for the German Daimler manufacturer AG. This company is popularly known for the various products they manufacture including coaches, trucks, automobiles and buses. To Mercedes-Benz, being an ethical company is lying within its manufacturing, production, and even existences of their various products. In regards to every aspect of Mercedes-Benz Innovations, the global benefit comes as a result of the company’s unique combination concerning the intensive devotion and extensive diversity. As a global premium auto brand, Mercedes-Benz has sponsored and participated a bigger percentage of Social and Corporate responsibilities across the entire globe
  • 18.  Ritika Sharma  Muskan Sabharwal  Shivam Pratap Singh