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
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
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
