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Strategic analysis of Mercedes Benz

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28 pages
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  1. Introduction
  2. The competitive environment of the organisation
    1. Analysis of the industry with the 5 forces model
    2. SPACE analysis
  3. Internal and external audit of the organisation positions
    1. SLEPT analysis
    2. Marketing mix / 4P's
    3. SWOT analysis of the company
    4. Analysis of strategic implications
    5. The competitive advantage of Mercedes
  4. How the products of Mercedes are adding perceived customer value?
    1. Primary activities
    2. Support activities
  5. The competitive positioning of the corporation
    1. Segmentation
    2. Targeting
    3. Positioning
    4. Perception map
  6. Mercedes should use a uniform global strategy?
  7. Conclusion

Mercedes-Benz is a German brand of automobiles, buses, coaches and trucks from the DaimlerChrysler company (formerly Daimler-Benz), commonly known as Mercedes. Mercedes-Benz is the world's oldest automobile manufacturer and the origin of the company dates back to the 1880s, when Gottlieb Daimler and Karl Benz invented the internal combustion engine-powered automobile independently.

Daimler Motorengesellschaft and Benz & Cie were originally two different manufacturers. Following the First World War, they started to cooperate to deal with the economic crisis in the car industry. After a few attempts to merge Benz and Company with Daimler Motor Company an agreement was made and the two companies merged on June 28, 1926. The name of Mercedes name is due to the name of a successful car created by Daimler in the 1900's. Since that, the company has focused its vehicles on high quality and state of the art engineering. As a result they have often been expensive and are made in lower volumes compared to cheaper cars. The company has carefully cultivated an image of superior engineering, quality, and service. The cars are often the vehicle of choice for the rich and famous.

[...] Conclusion - Recommendations As we have seen in this analysis, Mercedes is one of the strongest brands in the world. Nevertheless, the company rest very ambitious and has an obvious main objective: to get back the position of on the segment of luxury cars, actually hold by BMW for few years. To rich this aim, Mercedes will have to put in place two main strategies in the future: - The brand has to provide with the means to reach this aim. [...]


[...] Appendix 2 Analysis of the 4 P's 1 Products: Mercedes produces 14 different cars which are from the medium city car to the van. A Class: It is a city car and family hatchback. B Class: B Class: It brings together the best aspects of different kinds of car in one Mercedes-Benz. It is the multi-activity vehicle from Mercedes-Benz C Class: It is a line of midsize luxury automobiles produced by Mercedes-Benz. The C-Class was first introduced in 1993 as a replacement for the 190 range. [...]


[...] A rise in price of steel will put pressures on the company's margins - Analysis of strategic implications: It can be interesting to match the successful marketing department and the investment of Asian market in order boost the development of the brand. Actually, European and North American market are saturated because all potential car customers are equipped. But in Asia, especially in China, the potential of development is very important. In China, only 100 million people have cars and the number of inhabitants is more than one billion. [...]

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