OUTLINE OF REPORT

1. INTRODUCTION
2. MARKETING ENVIRONMENT AND SWOT ANALYSIS
Marketing environment
1.     Microenvironment:
a.     Suppliers:
-       Mercedes-Benz transfers advanced technologies from Germany and imports components
from global branches for assembly in Vietnam (Mercedes-Benz n.d)
 
-       approximately 100 suppliers for its Mercedes-Benz division. -      - List the suppliers for
each department

b.     Marketing intermediaries:
1.     Resellers:
+ 18 dealerships in seven major cities
 
+ Online and offline platforms deliver different types of products and consumer information
 
c.     Customers: Mercedes-Benz target consumers are mainly in the upper class who have families
and are leisure explorers, as well as corporate clients.  
d.     Competitors: both direct and indirect competitors in the Vietnamese transportation/ car market. 
2. Macro - Environment 
DEMOGRAPHIC 
Based on all the elements of the demographic in Vietnam to identify the demographic of the target group.
(provide with data and statistics) 

ECONOMICS

 Point out the general information of the Vietnamese economy: GDP, GDP by regions.
 Vietnamese vehicles market share (pre and post the pandemic)
 Buying power, tendency in cars’ choice

POLITICS
-Policies on taxes, cars export, luxury cars, safety

TECHNOLOGY
 General technology development of Mercedes car recently
 Special technology applied in the V250 product 
=> How its affect to the target consumers’ psychology

SWOT ANALYSIS
Based on the Marketing Environments
 3. CUSTOMER-DRIVEN MARKETING STRATEGY (STPD)
Segmentation:

3 segments: 

 Modern active families

 Business people
 Adventurous travelers

Targeting:

Mercedes is currently applying the Concentrated Marketing Strategy on two segments which are Modern
Active Family and Businessperson.

Differentiation and positioning 

Product differentiation strategy

 Focus on upper-class social groups. Luxurious and state of art products
Image differentiation
 Distinguished brand logo, along with the slogan "the best or nothing"

Value proposition: Collect Data from every social platforms of Mercedes

Positioning map