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MBA 6012 Marketing Analysis: Company Selection and Overview
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Mercedes-Benz (MB) is a multinational brand of the German automobile manufacturer, Daimler, AG. The MB brand is recognized globally as a high-end luxury vehicle, as well as the oldest brand still in existence today (HelgiLibrary, n.d.) and is credited as being the inventor of the automobile (Daimler, 2014). During the third quarter of 2014, MB achieved the most unit sales of cars in the company’s history (Daimler, 2014). As a result, Mercedes-Benz, specifically the passenger vehicle group, has been chosen as the focus company for the course assignments and final project. Throughout the course, various aspects of MB’s marketing style and strategy will be identified and analyzed to determine what makes this car maker successful in virtually every market it competes in. Marketing Mix Product and Branding Strategies Product is the strongest element in MB’s marketing mix. Since the company’s inception, the main goal has been to focus on the needs of the customers and provide unmatched quality in its lineup of vehicles (Daimler, 2014). MB prefers to target younger buyers who love to drive. MB’s product lineup features cars that emphasize design and style, rather than speed. This can be seen in their slogan “Lead by Technology.” MB’s iconic logo is immediately identifiable and adds to MB’s globally recognized brand. MB’s high level of brand awareness and customer loyalty builds its brand equity. Pricing Strategies
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Company Selection 3 Until recently, MB’s pricing strategy has created a relative rift in the consumer base. The younger demographics have been hesitant to purchase a MB due to the significant price (Li, 2014). MB has attempted to bridge this gap by offering an even broa………………………
