SWOT

STRENGTHS:

 Innovative research team

 Close contact with the corporate world
 Global presence
 Strong shareholder support and favorable image
 Strong and improving financial position
 Loyal customers
 Resale value
 Strong multi-channel distribution capability
 Wide range of travel related service
 Customer relation as the primary priority

WEAKNESSES:

 Lack of implementing Just in time

 Building time
 Waiting list
 higher cost compared to competitors

OPPORTUNITIES:

 Joint venture
 Environmentally friendly cars
 Rising affluence of Indian middle class
 Growing GDP and life style .

THREATS:

 Demand fluctuations
 Entry of other strong competitors
 New entrants in to the market
 Threat of substitutes
 Core Competencies

 Superior quality and service is one of the core competency of Daimler AG where they
do have separate department to experiment quality of the car i.e., tyres, enginee and
driving comfort and develop according to the standards.
 Luxury and comfort is one of the core competency where Mercedes take care of this
to differentiate from other competitors
 All the employees are entitled to a safe working environment so that creates trust in
the name of brand among employees.
 Update technology of engine and design rapidly so as to compete with competitors
 Take care of the safety issue of their loyal customers and provide detailed
information about their product and update safety techniques of the cars
 Proper and consistent relationships with the suppliers, customers and partners.
 Provides augmented services at the time of servicing
Ex. When a call is received from the customer for servicing the car the dealers of
Mercedes immediately responds with customer name and his details and fixes an
appointment according to the wish of customer and provides augmented service like
providing the snacks and rest room to the customer to relax.
 Customer privacy is maintained i.e, details regarding the customer are not let out to
any one and it’s the policy of the company.

COMPETITIVE STRENGTHS

Strong brand equity

• Strong corporate image and brand equity
• Has been recognized as a strong brand both locally and internationally

 Resale value is one of the advantages to the product where the product can be sold for a good
value as the performance of brand and product is good.
  Innovative research team where they come up with new technologies for the product and safety
measures to the customers who use the car.
 Strong domestic retail presence & growing overseas presence
 Road side assistance is given to customer at any time when they needed.
 Loyal customers are one of the strengths of the company where they give become loyal to the
brand of Mercedes

COMPETITORS
Global competitors

Indian Market competitors

S-Class
E-Class
C-Class
M-Class
CLS-Class
SLK-Class
CL-Class
Maybach
Segmentation Targeting Positioning
Segmentation

Geographical Segmentation Daimler AG segment its services based on geographical

presence. Daimler focuses on all major cities and places where
people admire to buy the car

Demographic segmentation:
Age: focuses on all age who are licensed to run the car
Income: There is no restriction to certain group .Focuses on all
who are ready to buy.
Gender: There is no distinction on male and female

Physiological Segmentation Focuses on segments like A1,A2,B1

Behavior Segmentation Benefits – Quality, Service

Loyalty Status – Strong and Absolute

User status: For cooperate regular customer they provide

product innovation, customization.

Market targeting:

Targeting people who dreams

Daimler AG provides complete information about the features of their product it possess and
explains the service they provide to their customers and provides customer care number for further
information about the product

Market Positioning:

Daimler AG positioning them self luxury and comfort driving and qualitative service.
POD: Daimler AG that make up Point-of-difference may be based on the attributes or benefits like quality
and full range of service.
POP: Competitive POP:-Daimler attaining POP through the competitive position that they gained from their
tradition.

Establish category membership: Consumers around the world knows Daimler as leading manufacturer of
cars.
Present corporate strategy of Daimler AG

Mission- “To continuously increase DaimlerChrysler’s technological edge over its competitors by leading
innovation and development in core competency areas”
CORPORATE STRATEGIES
 Global Presence
 To build up Strong Brands
 Broad product range
 Technology leadership

Present Business strategy of Daimler

 Strategic objective of is to continue to build on our position as one of the leading car manufacturers
 Leverage expanded network for expanded portfolio
 Utilize overseas network for services
 Build customer loyalty through focused approach
 Brand Building

Differentiation Strategy

Alliance Strategy

 Establish with customers, suppliers, competitors, consultants, and other companies:

 Includes mergers, acquisitions, joint ventures.

Technological Innovation Strategy

With unique products, services, or markets delvers their innovation strategies.

Growth strategies
GENERIC STRATEGIES

Daimler's generic strategy targets the following market:

• Narrow Market - Daimler' consumers fall within the minority of the market

• Differentiation Focus - Daimler‘s strategy to distinguish them from rivals is one of differentiation

DIAGRAM

Marketing MIX

There are Four P’s

Price

• The cars Produced by Daimler are luxury cars and they are priced above 25 Lakhs

• Only people with High income can afford to buy Daimler cars

• Price ranges from Rs 27 Lakhs for Benz C - Class (C200K) to Rs 1.3 crores for Benz SL-class (SL500)

Promotion

• Mercedes-Benz uses a lot of medias for advertising (TV advertising, posters, magazines, newspapers
and Internet with its own website and online magazines)

• They take a leading part in motor shows, in different automobile championships, and in
sponsorship of sport events.

• They offer their own Mercedes magazines

Product

• The cars Produced by Daimler falls Under the category of luxury cars

• S-Class, E-Class, C-Class, M-Class, CLS-Class, SLK-Class, CL-Class and the Maybach

• The company has recently introduced high performance AMG cars in India

(Model - C63 AMG)

Place

• Mercedes-Benz is currently present in about 190 countries all around the world

• In India, cars are sold in almost all major cities through about 20 dealers

Recommendation of some marketing strategy

 Mercedes-Benz must consider developing a product that would be suited to today's economic
climate and social trends

 Such a product would be relatively cheap, have low running costs and be highly eco-efficient

 Just-in-time must be implemented in Daimler plants

 Daimler must consider doing professional sports sponsorship

 Developing a more flexible purchasing strategy

 Market penetration

 Product development

 Improve focus on promotional activities like ads in TV & entertainment media

 They can sign a celebrity as their brand ambassador who will represent the brand globally.