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Mercedes mkt plan farooq&fernas


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Published in: Education, Automotive, Business
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Mercedes mkt plan farooq&fernas

  1. 1. Marketing Plan Mercedes-Benz Presented by: Fernas Al Meqbeli & Farooq Rowaid Sem. 6 BIT
  2. 2. Contents • Executive Summary • Mission Statement • Situation Analysis • Marketing Objectives • Marketing Strategies 2
  3. 3. Executive Summary Mercedes- Benz : is a German automobile manufacturer, a multinational division of the German manufacturer Daimler AG. The brand is used for luxury automobiles, buses, coaches, and trucks. Mercedes-Benz is headquartered in Stuttgart, BadenWürttemberg, Germany 3
  4. 4. Mission statement Mercedes is constantly pushing forward to create the best car possible. They believe in the "power to perform" and they make it their top priority to make sure all customers are happy as can be with their new luxury vehicle. Every year a brand new Mercedes Benz is released with top of the line technology to try to top competitors and make it better then its previous models. "The principle of sustainable mobility underlies all of our thoughts and actions. Our goal is to successfully meet the demands of future mobility" 4
  5. 5. Situation Analysis 1. Internal Environment a- Organizational Background Mercedes-Benz traces its origins to Karl Benz's creation of the first petrol-powered car, the Benz Patent Motorwagen, financed by Bertha Benz and patented in January 1886, and Gottlieb Daimler and engineer Wilhelm Maybach's conversion of a stagecoach by the addition of a petrol engine later that year. TheMercedes automobile was first marketed in 1901 by DaimlerMotoren-Gesellschaft. The first Mercedes-Benz brand name vehicles were produced in 1926, following the merger of Karl Benz's and Gottlieb Daimler's companies into the Daimler-Benz company.Throughout the 1930s, Mercedes-Benz produced the770 model, a car that was popular during Germany's Nazi period. 5
  6. 6. Situation Analysis 1. Internal Environment b- Products • Cars ( with different models) • Buses • Trucks • Vans • Limousines 6
  7. 7. Situation Analysis 2. External Environment a- Markets • United states, Mexico & Canada • Europe • Asia • Africa 7
  8. 8. Situation Analysis 2. External Environment b- competitive environment - BMW - Volkswagen - Jaguar - Ferrari - Volvo - Audi - Lexus - Porsche - Aston Martin 8
  9. 9. Situation Analysis 2. External Environment c- Economic Environment • Importance of Economic environment to Mercedes-Benz • Declining sales due to: -International economic crisis -Increased import and export international restrictions 9
  10. 10. Situation Analysis 2. External Environment d- Demographic Environment • Mercedes – Benz has many different models of car for different purposes with fits almost all customer’s needs; For Example; SUV (Sports Utility Vehicle), MPV (Multi Purpose Vehicle), Luxury Sedan, 4 Door Coupé,….etc. 10
  11. 11. Situation Analysis 3. SWOT Analysis • • • • • Strengths Strong brand value/ robust brand image. Global leader in premium car. Holds patents on the majority of safety features. Into innovation & research. Strong presence in motor sport under Mclaren Mercedes. Opportunities • Developing hybrid cars & fuel efficient cars for future. • Tapping emerging markets across the world & building a global brand. • Fast growing luxury automobile market & increased income. Weaknesses • Highly competitive markets. • High maintenance cost . • • • • Threats Government policies for automobile sector across the world. Ever increasing fuel prices. A tax increase for improving vehicles. Manufactured & assembled in over 20 countries across the world. 11
  12. 12. CLS63 AMG S-Model 12
  13. 13. Marketing Objectives • Gain a larger market share. • Social Responsibility. • Technology and luxury-interested customer groups. 13
  14. 14. Marketing strategies a. Target Market b. Product Strategies c. Place Strategies d. Pricing Strategies e. Promotion Strategies 14
  15. 15. Marketing strategies a. Target Market • Middle East • America • Europe 15
  16. 16. Marketing strategies a. Product Strategies • Handcrafted AMG 5.5L Biturbo V-8 engine • 7 Speed AMG Speed shift MCT transmission • AMG performance 4MA TIC all wheel drive. • AMG high-performance compound braking system. • 12-way air bag protection. 16
  17. 17. Marketing strategies a. Place Strategies • Online market place for domestic and international markets. • Indirect marketing channels for Middle East market 17
  18. 18. Marketing strategies a. Pricing Strategies • Starts from $141,000. • Price changes according to the accessories and additional optional systems. 18
  19. 19. Marketing strategies a. Promotion Strategies • Internet as an advertising tool. • Online sales and promotions for both international and local market. 19
  20. 20. Thank you  ANY QUESTION 20