SlideShare a Scribd company logo
1 of 20
Marketing Plan
Mercedes-Benz

Presented by: Fernas Al Meqbeli & Farooq Rowaid
Sem. 6 BIT
Contents
• Executive Summary

• Mission Statement
• Situation Analysis
• Marketing Objectives
• Marketing Strategies

2
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
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
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
Situation Analysis
1. Internal Environment
b- Products
• Cars ( with different models)
• Buses
• Trucks
• Vans

• Limousines

6
Situation Analysis
2. External Environment
a- Markets
• United states, Mexico & Canada
• Europe
• Asia
• Africa

7
Situation Analysis
2. External Environment
b- competitive environment
- BMW

- Volkswagen

- Jaguar

- Ferrari

- Volvo

- Audi

- Lexus

- Porsche

- Aston Martin

8
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
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
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
CLS63 AMG S-Model

12
Marketing Objectives
• Gain a larger market share.
• Social Responsibility.
• Technology and luxury-interested customer groups.

13
Marketing strategies
a. Target Market
b. Product Strategies

c. Place Strategies
d. Pricing Strategies
e. Promotion Strategies

14
Marketing strategies
a. Target Market
• Middle East

• America
• Europe

15
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
Marketing strategies
a. Place Strategies

• Online market place for domestic and international
markets.
• Indirect marketing channels for Middle East market

17
Marketing strategies
a. Pricing Strategies
• Starts from $141,000.
• Price changes according to the accessories and additional
optional systems.

18
Marketing strategies
a. Promotion Strategies
• Internet as an advertising tool.
• Online sales and promotions for both international and
local market.

19
Thank you 
ANY QUESTION

20

More Related Content

What's hot

Eos mercedes benz
Eos mercedes benzEos mercedes benz
Eos mercedes benz
purithem
 
Tata Ace Marketing concept
Tata Ace Marketing conceptTata Ace Marketing concept
Tata Ace Marketing concept
Riturajhans
 
Mercedes-Benz Case Study
Mercedes-Benz Case StudyMercedes-Benz Case Study
Mercedes-Benz Case Study
Wolff Olins
 

What's hot (20)

Mercedes Benz Car Automobile
Mercedes Benz Car AutomobileMercedes Benz Car Automobile
Mercedes Benz Car Automobile
 
Automobile industry
Automobile industryAutomobile industry
Automobile industry
 
Mercedes Benz market
Mercedes Benz marketMercedes Benz market
Mercedes Benz market
 
Mercedes Benz 2016
Mercedes Benz 2016Mercedes Benz 2016
Mercedes Benz 2016
 
Mercedes Benz Business Plan Presentation
Mercedes Benz Business Plan PresentationMercedes Benz Business Plan Presentation
Mercedes Benz Business Plan Presentation
 
Eos mercedes benz
Eos mercedes benzEos mercedes benz
Eos mercedes benz
 
Renault
RenaultRenault
Renault
 
Mercedes benz ppt
Mercedes benz pptMercedes benz ppt
Mercedes benz ppt
 
Tata Ace Marketing concept
Tata Ace Marketing conceptTata Ace Marketing concept
Tata Ace Marketing concept
 
Mercedes- strategy management
Mercedes- strategy managementMercedes- strategy management
Mercedes- strategy management
 
Mercedes benz Presentation
Mercedes benz PresentationMercedes benz Presentation
Mercedes benz Presentation
 
MERCEDES-BENZ
MERCEDES-BENZMERCEDES-BENZ
MERCEDES-BENZ
 
Mercedes benz
Mercedes benzMercedes benz
Mercedes benz
 
project report on mercedes benz
project report on mercedes benz project report on mercedes benz
project report on mercedes benz
 
Prentation on bmw
Prentation on bmwPrentation on bmw
Prentation on bmw
 
Brand equity of axe deodrant
Brand equity of axe deodrantBrand equity of axe deodrant
Brand equity of axe deodrant
 
A PROJECT ON MARUTI SUZUKI - BY MOHSIDA MOHAMMED MUSTAFA
A PROJECT ON MARUTI SUZUKI - BY MOHSIDA MOHAMMED MUSTAFAA PROJECT ON MARUTI SUZUKI - BY MOHSIDA MOHAMMED MUSTAFA
A PROJECT ON MARUTI SUZUKI - BY MOHSIDA MOHAMMED MUSTAFA
 
INTERNSHIP REPORT
INTERNSHIP REPORTINTERNSHIP REPORT
INTERNSHIP REPORT
 
Mercedes-Benz Case Study
Mercedes-Benz Case StudyMercedes-Benz Case Study
Mercedes-Benz Case Study
 
BMW - A case study
BMW - A case studyBMW - A case study
BMW - A case study
 

Viewers also liked

Mercedes benz SWOT analysis
Mercedes benz SWOT analysisMercedes benz SWOT analysis
Mercedes benz SWOT analysis
Rahim Shirinov
 
Ford Marketing Plan 2013
Ford Marketing Plan 2013Ford Marketing Plan 2013
Ford Marketing Plan 2013
crmowbray
 
Tesla Marketing Plan
Tesla Marketing PlanTesla Marketing Plan
Tesla Marketing Plan
dpayne05
 
Presentation Marketing Management 1
Presentation Marketing Management 1Presentation Marketing Management 1
Presentation Marketing Management 1
21121984
 
Daimler - Strategic Management
Daimler - Strategic ManagementDaimler - Strategic Management
Daimler - Strategic Management
Gamze Saba
 
Chevrolet Volt - Marketing Plan
Chevrolet Volt - Marketing PlanChevrolet Volt - Marketing Plan
Chevrolet Volt - Marketing Plan
guest7f0a0d
 

Viewers also liked (18)

Mercedes benz SWOT analysis
Mercedes benz SWOT analysisMercedes benz SWOT analysis
Mercedes benz SWOT analysis
 
Marketing plan of Mercedes Benz
Marketing plan of Mercedes BenzMarketing plan of Mercedes Benz
Marketing plan of Mercedes Benz
 
Ford Marketing Plan 2013
Ford Marketing Plan 2013Ford Marketing Plan 2013
Ford Marketing Plan 2013
 
Tesla Marketing Plan
Tesla Marketing PlanTesla Marketing Plan
Tesla Marketing Plan
 
25 Mission Statements From the World's Most Valuable Brands
25 Mission Statements From the World's Most Valuable Brands25 Mission Statements From the World's Most Valuable Brands
25 Mission Statements From the World's Most Valuable Brands
 
Marketing (Chevy Volt)
Marketing (Chevy Volt)Marketing (Chevy Volt)
Marketing (Chevy Volt)
 
Mercedes Benz
Mercedes BenzMercedes Benz
Mercedes Benz
 
Presentation Marketing Management 1
Presentation Marketing Management 1Presentation Marketing Management 1
Presentation Marketing Management 1
 
Mini Social Media Analysis Q4 2015
Mini Social Media Analysis Q4 2015Mini Social Media Analysis Q4 2015
Mini Social Media Analysis Q4 2015
 
London Electric Vehicles Plan
London  Electric Vehicles PlanLondon  Electric Vehicles Plan
London Electric Vehicles Plan
 
Prawniczy Biznes Lunch, 17.03.2011
Prawniczy Biznes Lunch, 17.03.2011Prawniczy Biznes Lunch, 17.03.2011
Prawniczy Biznes Lunch, 17.03.2011
 
Brand CommunicationIl caso Mercedes-Benz
Brand CommunicationIl caso Mercedes-BenzBrand CommunicationIl caso Mercedes-Benz
Brand CommunicationIl caso Mercedes-Benz
 
Electric Vehicles Market Research
Electric Vehicles Market ResearchElectric Vehicles Market Research
Electric Vehicles Market Research
 
Marketing Plan
Marketing PlanMarketing Plan
Marketing Plan
 
Daimler - Strategic Management
Daimler - Strategic ManagementDaimler - Strategic Management
Daimler - Strategic Management
 
Chevrolet Volt - Marketing Plan
Chevrolet Volt - Marketing PlanChevrolet Volt - Marketing Plan
Chevrolet Volt - Marketing Plan
 
Hybrid car latin america-Marketing plan
Hybrid car latin america-Marketing planHybrid car latin america-Marketing plan
Hybrid car latin america-Marketing plan
 
Marketing plan 2016 project for MBA
Marketing plan 2016 project for MBA Marketing plan 2016 project for MBA
Marketing plan 2016 project for MBA
 

Similar to Mercedes mkt plan farooq&fernas

Similar to Mercedes mkt plan farooq&fernas (20)

Intro to Marketing Communications - BMW
Intro to Marketing Communications - BMWIntro to Marketing Communications - BMW
Intro to Marketing Communications - BMW
 
Mercedessmppt 140222062126-phpapp01 (1)
Mercedessmppt 140222062126-phpapp01 (1)Mercedessmppt 140222062126-phpapp01 (1)
Mercedessmppt 140222062126-phpapp01 (1)
 
Bmw slides powerpoint presentation
Bmw slides  powerpoint presentationBmw slides  powerpoint presentation
Bmw slides powerpoint presentation
 
Bmw Creativity & Innovation
Bmw Creativity & InnovationBmw Creativity & Innovation
Bmw Creativity & Innovation
 
BMW Group - Arber Hoxhallari
BMW Group - Arber HoxhallariBMW Group - Arber Hoxhallari
BMW Group - Arber Hoxhallari
 
Mercedez
Mercedez Mercedez
Mercedez
 
4P's of Marketing
4P's of Marketing 4P's of Marketing
4P's of Marketing
 
Mercedes benz
Mercedes benzMercedes benz
Mercedes benz
 
Bmw as product leaders
Bmw as product leadersBmw as product leaders
Bmw as product leaders
 
Marketing of Luxury Cars: CSU MKT 501
Marketing of Luxury Cars: CSU MKT 501Marketing of Luxury Cars: CSU MKT 501
Marketing of Luxury Cars: CSU MKT 501
 
BMW presentation
BMW presentationBMW presentation
BMW presentation
 
Bmw
BmwBmw
Bmw
 
Merc
MercMerc
Merc
 
Marketing Report On BMW
Marketing Report On BMWMarketing Report On BMW
Marketing Report On BMW
 
Bmw case study reema iitm
Bmw case study reema iitmBmw case study reema iitm
Bmw case study reema iitm
 
BMW case study
 BMW case study BMW case study
BMW case study
 
BMW Hemant
BMW HemantBMW Hemant
BMW Hemant
 
Mercedes benz ag
Mercedes benz agMercedes benz ag
Mercedes benz ag
 
Marketing BMW
Marketing BMWMarketing BMW
Marketing BMW
 
BMW
BMWBMW
BMW
 

Recently uploaded

SURVEY I created for uni project research
SURVEY I created for uni project researchSURVEY I created for uni project research
SURVEY I created for uni project research
CaitlinCummins3
 
Personalisation of Education by AI and Big Data - Lourdes Guàrdia
Personalisation of Education by AI and Big Data - Lourdes GuàrdiaPersonalisation of Education by AI and Big Data - Lourdes Guàrdia
Personalisation of Education by AI and Big Data - Lourdes Guàrdia
EADTU
 

Recently uploaded (20)

Rich Dad Poor Dad ( PDFDrive.com )--.pdf
Rich Dad Poor Dad ( PDFDrive.com )--.pdfRich Dad Poor Dad ( PDFDrive.com )--.pdf
Rich Dad Poor Dad ( PDFDrive.com )--.pdf
 
dusjagr & nano talk on open tools for agriculture research and learning
dusjagr & nano talk on open tools for agriculture research and learningdusjagr & nano talk on open tools for agriculture research and learning
dusjagr & nano talk on open tools for agriculture research and learning
 
8 Tips for Effective Working Capital Management
8 Tips for Effective Working Capital Management8 Tips for Effective Working Capital Management
8 Tips for Effective Working Capital Management
 
80 ĐỀ THI THỬ TUYỂN SINH TIẾNG ANH VÀO 10 SỞ GD – ĐT THÀNH PHỐ HỒ CHÍ MINH NĂ...
80 ĐỀ THI THỬ TUYỂN SINH TIẾNG ANH VÀO 10 SỞ GD – ĐT THÀNH PHỐ HỒ CHÍ MINH NĂ...80 ĐỀ THI THỬ TUYỂN SINH TIẾNG ANH VÀO 10 SỞ GD – ĐT THÀNH PHỐ HỒ CHÍ MINH NĂ...
80 ĐỀ THI THỬ TUYỂN SINH TIẾNG ANH VÀO 10 SỞ GD – ĐT THÀNH PHỐ HỒ CHÍ MINH NĂ...
 
SURVEY I created for uni project research
SURVEY I created for uni project researchSURVEY I created for uni project research
SURVEY I created for uni project research
 
FICTIONAL SALESMAN/SALESMAN SNSW 2024.pdf
FICTIONAL SALESMAN/SALESMAN SNSW 2024.pdfFICTIONAL SALESMAN/SALESMAN SNSW 2024.pdf
FICTIONAL SALESMAN/SALESMAN SNSW 2024.pdf
 
Personalisation of Education by AI and Big Data - Lourdes Guàrdia
Personalisation of Education by AI and Big Data - Lourdes GuàrdiaPersonalisation of Education by AI and Big Data - Lourdes Guàrdia
Personalisation of Education by AI and Big Data - Lourdes Guàrdia
 
Observing-Correct-Grammar-in-Making-Definitions.pptx
Observing-Correct-Grammar-in-Making-Definitions.pptxObserving-Correct-Grammar-in-Making-Definitions.pptx
Observing-Correct-Grammar-in-Making-Definitions.pptx
 
HMCS Max Bernays Pre-Deployment Brief (May 2024).pptx
HMCS Max Bernays Pre-Deployment Brief (May 2024).pptxHMCS Max Bernays Pre-Deployment Brief (May 2024).pptx
HMCS Max Bernays Pre-Deployment Brief (May 2024).pptx
 
HMCS Vancouver Pre-Deployment Brief - May 2024 (Web Version).pptx
HMCS Vancouver Pre-Deployment Brief - May 2024 (Web Version).pptxHMCS Vancouver Pre-Deployment Brief - May 2024 (Web Version).pptx
HMCS Vancouver Pre-Deployment Brief - May 2024 (Web Version).pptx
 
diagnosting testing bsc 2nd sem.pptx....
diagnosting testing bsc 2nd sem.pptx....diagnosting testing bsc 2nd sem.pptx....
diagnosting testing bsc 2nd sem.pptx....
 
UChicago CMSC 23320 - The Best Commit Messages of 2024
UChicago CMSC 23320 - The Best Commit Messages of 2024UChicago CMSC 23320 - The Best Commit Messages of 2024
UChicago CMSC 23320 - The Best Commit Messages of 2024
 
DEMONSTRATION LESSON IN ENGLISH 4 MATATAG CURRICULUM
DEMONSTRATION LESSON IN ENGLISH 4 MATATAG CURRICULUMDEMONSTRATION LESSON IN ENGLISH 4 MATATAG CURRICULUM
DEMONSTRATION LESSON IN ENGLISH 4 MATATAG CURRICULUM
 
How to Manage Call for Tendor in Odoo 17
How to Manage Call for Tendor in Odoo 17How to Manage Call for Tendor in Odoo 17
How to Manage Call for Tendor in Odoo 17
 
TỔNG HỢP HƠN 100 ĐỀ THI THỬ TỐT NGHIỆP THPT TOÁN 2024 - TỪ CÁC TRƯỜNG, TRƯỜNG...
TỔNG HỢP HƠN 100 ĐỀ THI THỬ TỐT NGHIỆP THPT TOÁN 2024 - TỪ CÁC TRƯỜNG, TRƯỜNG...TỔNG HỢP HƠN 100 ĐỀ THI THỬ TỐT NGHIỆP THPT TOÁN 2024 - TỪ CÁC TRƯỜNG, TRƯỜNG...
TỔNG HỢP HƠN 100 ĐỀ THI THỬ TỐT NGHIỆP THPT TOÁN 2024 - TỪ CÁC TRƯỜNG, TRƯỜNG...
 
Michaelis Menten Equation and Estimation Of Vmax and Tmax.pptx
Michaelis Menten Equation and Estimation Of Vmax and Tmax.pptxMichaelis Menten Equation and Estimation Of Vmax and Tmax.pptx
Michaelis Menten Equation and Estimation Of Vmax and Tmax.pptx
 
Spring gala 2024 photo slideshow - Celebrating School-Community Partnerships
Spring gala 2024 photo slideshow - Celebrating School-Community PartnershipsSpring gala 2024 photo slideshow - Celebrating School-Community Partnerships
Spring gala 2024 photo slideshow - Celebrating School-Community Partnerships
 
Graduate Outcomes Presentation Slides - English
Graduate Outcomes Presentation Slides - EnglishGraduate Outcomes Presentation Slides - English
Graduate Outcomes Presentation Slides - English
 
OSCM Unit 2_Operations Processes & Systems
OSCM Unit 2_Operations Processes & SystemsOSCM Unit 2_Operations Processes & Systems
OSCM Unit 2_Operations Processes & Systems
 
COMMUNICATING NEGATIVE NEWS - APPROACHES .pptx
COMMUNICATING NEGATIVE NEWS - APPROACHES .pptxCOMMUNICATING NEGATIVE NEWS - APPROACHES .pptx
COMMUNICATING NEGATIVE NEWS - APPROACHES .pptx
 

Mercedes mkt plan farooq&fernas

  • 1. Marketing Plan Mercedes-Benz Presented by: Fernas Al Meqbeli & Farooq Rowaid Sem. 6 BIT
  • 2. Contents • Executive Summary • Mission Statement • Situation Analysis • Marketing Objectives • Marketing Strategies 2
  • 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. 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. 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. Situation Analysis 1. Internal Environment b- Products • Cars ( with different models) • Buses • Trucks • Vans • Limousines 6
  • 7. Situation Analysis 2. External Environment a- Markets • United states, Mexico & Canada • Europe • Asia • Africa 7
  • 8. Situation Analysis 2. External Environment b- competitive environment - BMW - Volkswagen - Jaguar - Ferrari - Volvo - Audi - Lexus - Porsche - Aston Martin 8
  • 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. 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. 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
  • 13. Marketing Objectives • Gain a larger market share. • Social Responsibility. • Technology and luxury-interested customer groups. 13
  • 14. Marketing strategies a. Target Market b. Product Strategies c. Place Strategies d. Pricing Strategies e. Promotion Strategies 14
  • 15. Marketing strategies a. Target Market • Middle East • America • Europe 15
  • 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. Marketing strategies a. Place Strategies • Online market place for domestic and international markets. • Indirect marketing channels for Middle East market 17
  • 18. Marketing strategies a. Pricing Strategies • Starts from $141,000. • Price changes according to the accessories and additional optional systems. 18
  • 19. Marketing strategies a. Promotion Strategies • Internet as an advertising tool. • Online sales and promotions for both international and local market. 19
  • 20. Thank you  ANY QUESTION 20