STRATEGIC ANALYSIS OF MERCEDES BENZ

INTRODUCTION
Mercedes-Benz is a well-known luxury automaker from Germany that also makes
voluminous merchantable instruments (exchanges and buses). Daimler Benz is the most
considerably affected embellishment agent brand in the world, having sold 2.31 million
passenger motorcars. When you call an automotive genius, Mercedes- Benz directly comes to
mind. The company has made a name for itself as one of the world's top manufacturers of
luxury-quality instruments. The Mercedes- Benz is a vital portion of DaimlerChrysler. No
other company has been able to cover all the bases as Mercedes has regarding ultra-expensive
instruments, buses, vanguards, exchanges, and SUVs.
The metric has been expressed, but not above what the public would acceptably expect. as it
becomes further vital to satiate customer conditions. The association upholds four gut
valuations in all of its trials discipline, passion, reference, and veracity. These principles
serve as a point of reference for their conduct as well as for marketable cultivation in which
we operate and achieve at our absolute swish. The association strives to make long-
continuing value and puts all of its energy and enthusiasm into serving. Mercedes- Benz is
immured to furnishing unusual quality and indulgence and understands that the only
expressway to do this is with talented and motivated people, hence the prerequisites are
extremely exact for all open positions. On January 24, 2006, Mercedes- Benz revealed a new
operating structure to boost the Group's competitiveness. The program aims to meliorate
group missions, foster internal cooperation, and concentrate active areas on their gut
processes. It also tries to reduce superintendent duty duplication. As portion of the structural
variations, all administrative tasks, involving those in finance and controlling, mortal
resources, and program, will be concentrated and integrated. Each of these merged tasks will
blink crashes to the Board of administrators and the company.
COMPANY PURPOSE
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INDUSTRY ANALYSIS
A global brand held by the German company Daimler AG, Mercedes- Benz is known for its
high-end motorcars, buses, coaches, and exchanges. Aimer- Benz usually considered the first
agent manufacturer, exercised the moniker for the first time in 1926. Along with Audi and
BMW, Mercedes- Benz is one of the" German monumental 3" luxury automakers, the three
best-dealing luxury automakers encyclopaedically. Mercedes- Benz offers a complete line of

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passenger, light merchantable, and heavy merchantable instruments. There are several
countries in the sphere that produce instruments.
The S class is a luxury powerboat that is primarily made for middle- old men and women as
well as families because it's an automated, SUV, luxury, roomy, and comfortable agent.
STRATEGIC POSITION
Positioning program:
Mercedes has taken to promote itself as a patron of extremely dependable and secure
instruments, leading to a freight embellishment in comparison to similar foreign contenders.
It goes for immature customers who like driving. The engine prioritizes aesthetics and project
over celerity. The maxim of this well- aimed, tasteful engine is" you first"

COMPETITOR ANALYSIS:
Mercedes-Benz India reported deals of, 242 motorcars and SUVs in 2021, setting its situation
atop the luxury engine request for the eighth time in a row and placing it well ahead of its
luxury automaker contenders. Mercedes has a request share of 41 in the luxury region, the E

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class LWB is still Mercedes' best-dealing agent, and there are still through, 000 rear orders
from 2021 that need to be filled.
The 11,242-unit deals total is a 42.5 percent improvement over 2020, which was obviously a
low foundation with, 893 units in a time with no units sold in April. It's also important to
spangle back that the 2021 number is still below the brand's interpretation from former
moments, which was near to the, 000- unit threshold. still, despite a challenging time, that
number still places Mercedes- Benz ahead of its two main German rivals, which both eyed
excellent deals increases from 2020.
BMW reported a time-over-year boost of 34% with, 8236 units sold, while Audi eyed a
protuberance of 101 with, 3293 units sold assimilated to its truly delicate 2020.
COMPETITIVE MARKET POSITIONING

With, 11242 instruments sold in 2021 — a 42.5 percent boost from 2020 — Mercedes Benz
assumed the situation of request line with a 41 percent request share.
Perfection, conspiracy, and responsibility are pivotal to the company's brand image and
positioning statement. The Stylish or Nothing places a high priority on engineering
distinction, security, and fineness. request segmentation is a marketing tactic that involves
breaking up down a voluminous prey request into groups of consumers with similar
conditions, also developing and putting into practise strategies to target those groups through
the media channels and other touchpoints that are most salutary to the excrescency of the
business.
The request share of the region will determine how important return the establishment may
produce. Brisbane's Fashion Festival was organised by the Mercedes Benz S class. The
Mercedes- Benz Fashion Festival aims to advance fashion and phraseology, elevate
awareness of our autochthonous business community, and ultimately boost deals. Mercedes-

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Benz has also made an trouble to meliorate the image of its instruments as being sumptuous
and long- lasting by incorporating the" Mercedes- AMG" division, which creates high-
interpretation motors for luxury instruments.
Mercedes-Benz exercised Facebook advertising to reach their intended cult. Mercedes-
Benz concluded that Facebook would be the swish platform because the" Class S" model
was levelled at young drivers. Mercedes Benz has been utilizing star- authority to shoot
a nonidentical sort of message Stars are bright, but most importantly, they are Mercedes-
Benz customers.
PESTLE ANALYSIS

Benz's PESTLE dissection looks at the numerous foreign procurators — political, profitable,
gregarious, and technological as well as the legit and environmental bones — that have an
influence on its missions. The PESTLE dissection emphasises the various foreign portions
that have an influence on the brand's business.
Political factors:
Following are some explanations for the political rudiments in the Mercedes Benz PESTLE
Analysis The most considerably recognized name in embellishment buses is Mercedes-Benz.
However, bus concurrence might boost by two integers, If legit enterprises and economics
have it. query about the country of politics is a monumental burden that can support India
from growing. The interest in the foundation is most presumably dispensable. If interest in
the frame isn't handled properly right down. The amount bestowed would impede Mercedes
Benz's evolution, which is the reality in any case. The regulations that the country enacts,
especially those that pertain to business, analogous as deal law, check what Benz is and isn't
allowed to do.

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Economic factors:
The interpretation of Mercedes Benz is told by several profitable aspects. The luxury region
performed worse than the rest of the country, which is unusual in India because it constantly
outperforms the request. The dispensable quarter of this time, from April to June, had the
most surprising loss, with agreements abating by farther than 30 from 6500 to 7000 units.
This time began with a minor decline in deals. In light of this, Mercedes- Benz recently
reported an 18 drop in deals for the first quarter of 2019, condemning major financial
headwinds involving high assistance prices, rising import charges, and a liquidity constraint
that have affected the machine loan request. The luxury engine request is the smallest among
the major husbandry, with an usual of 35000 –, 000 units over the formerly three moments, or
around1.17 of the common passenger agent request. It should be reflected that India is home
to farther than 350 000 business captains. The establishment is reportedly appearing at its
worst decline in the formerly ten moments, tallying to significant sedulity sources. Some of
them are also covered about the jolt of India's workday beginning with Bharat arrange 4
emigration stanoto BS- VI since the swelled cost associated with technological rise may
demoralize fresh customers.
Social factors:
Mercedes- Benz continuously makes an trouble to illuminate initial enterprises where
networks might benefit and supportability can be handed over. Their main pretensions are to
enhance the instructional experience, give structure services, better the lives of the dented,
and support the initial community by furnishing clean, impeccable water systems. Although
brand awareness is not a challenge for Mercedes Benz, the separation request is extremely
targeted, which is abetting it in communicating a country of workmanship driving ground.
One analogous illustration is the German company that aimed the bus, Luxe Drive. An
phenomenal client engagement exertion that relies on music, food, and adrenaline delights
customers by offering them the luck to take portion in opulent exploits.
Technological factors
The event, which is offered in metropolitan areas where there may not be an immediate
company presence, gives impersonators a complete brand experience by giving away suckers
the luck to punch a variety of Mercedes Benz buses on especially aimed waistlines. While
professional drivers showcase the brand's originality and luxury, sprightly music sessions and
opulent delights from celebrated cookers wow farther than the senses of taste. The company's
Brand Tour exertion is another indulgence aimed to attract implicit customers who haven't
had luck interacting with Mercedes Benz since there isn't a trade in their municipality. Others
carry Service on Wheels and transferring of Mercedes Benz Circle Elite.
Agent manufacturers are unqualified to keep up with the swiftly changing customer
preferences as the automotive sedulity suffers significant disruptions. Indeed, indeed a
company like Mercedes Benz, known for its luxury and quality, needs to work more to stay
ahead of the competition. In this terrain, test strutting plays a vital portion. The company's
maxim," Win monumental or bust," illustrates how they approach marketing luxury
machines. Mercedes Benz is considerably regarded as the swish in tours of technological
execution, structure, screen, and ecological requirements. The association established the

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metric for evolution invention that enabled it to reach the current success, which is obvious
now.
Legal factors:
Mercedes- Benz concluded that in order to manipulate the conclusion of dynamism
contamination over the long tenure, they would need to go ago to diesel after the Supreme
Court confined the registration of new diesel instruments in the National Capital District in
December 2015 and the NGT heard a supplication to make a similar shift in 11 significant
metropolitan communal communities nationwide. Particulate emigrations from gasoline and
diesel are analogous at the BS- VI situation, while CO2 emigrations from oil painting oil are
lower. given away the devotion India made in Paris, diesel invention is the expressway to go
if you want to show off a result to this case.
Environmental factors:
At Daimler, health insurance is integrated with other objects. preferably, it's a vital step in a
business process intended to make long-tenure value. Any authority source may come
expensive in the future due to its inaccessibility due to relocating natural variables, but it may
also allow brace from the association and its customer base, who may be glad to pay an
embellishment freight for the goods that Mercedes Benz transports.
In conclusion, the Mercedes Benz PESTLE Analysis above demonstrates the numerous
procurators that have an influence on the company's financial success. This knowledge mates
in arbitrating how important foreign business aspects are to any brand.
COMPETITOR ANALYSIS

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Analysis of competitors:

Mercedes Benz Competitors

There are several brands in the market which are competing for the same set of customers.
Below are the top 11 competitors of Mercedes Benz:
1. BMW
2. Porsche
3. Audi
4. Volkswagen
5. Jaguar
6. Ferrari
7. Aston Martin
8. Volvo
9. Hyundai Motors
10. Honda Motors
11. Skoda Auto

Analysis of environment:

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SWOT ANALYSIS:
SWOT analysis can help the brand to focus on building upon its strengths and opportunities
while addressing its weaknesses as well as threats to improve its market position.

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Mercedes Benz Strengths:
The Mercedes-Benz that give it a competitive edge in the request are considered its strengths.
The strength of a brand may be attributed to a variety of effects, similar as its fiscal standing,
professed labor force, distinctness of its products, and impalpable means like brand value.
The Mercedes Benz SWOT Analysis's strengths are listed below
1. Mercedes- Benz is a decoration machine request leader with a great brand value.
2. Mercedes is a financially sound establishment, thus it makes significant investments
in product and brand development.
3. Inventor who was first to use energy injection, diesel machines, and anti-lock thickets.
4. The business invests billions on exploration and development
5. Prominent involvement in motorsports under the McLaren Mercedes Formula 1
platoon.
6. Further than 20 nations throughout the world are responsible for producing and
assembling the motors.
7. The bulk of Mercedes' safety features, which are included for the guests' safety, are
covered by patents.
8. Through auspices and participation in sports and racing, the pot has a large presence
in both.
9. Mercedes is a marketing and advertising colonist that uses television commercials,
print advertisements, out-of-door advertising, and web announcements to make brand
recognition.
10. The business, which constructed the internal combustion machine and air bags, is a
colonist in invention.
11. Mercedes has also invested in electric and cold-blooded vehicles to produce ultra-
expensive, environmentally salutary vehicles.
12. The business is also underbuilding independent or tone-driving vehicles.
Mercedes Benz Weakness:
A brand's failings are specific areas of its business that may be bettered to strengthen its
position. Some excrescencies can be described as rates that the business lacks or in which
the competition excels.
The Swot Analysis for Mercedes- Benz has the following sins
1. Limited request share increase for Mercedes as a result of fierce contest
2. Due to being a worldwide machine brand, little excrescencies are inflated, negatively
impacting the brand.
Mercedes Benz Opportunity:
Any brand has the implicit to develop in certain areas in order to grow its client base.
openings for a brand might include global growth, product advancements, bettered
communication, etc.
The openings in the geek analysis of Mercedes- Benz are as follows

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1. Mercedes should concentrate on creating cold-blooded and energy-effective vehicles
for the future.
2. erecting a worldwide brand and tapping untapped requests
3. The luxury auto assiduity's rapid-fire growth and rising inflows may present Mercedes
Benz with business openings.
4. The brand's wide recognition may be used to attract new guests.
Mercedes Benz Threats:
Any establishment may face pitfalls in the form of rudiments that might harm its
operations. pitfalls can come from a variety of sources, including adding rival exertion,
shifting governmental precedences, indispensable goods or services, etc.
The following are the pitfalls linked in Mercedes- SWOT Benz's analysis
1. Government programs, the global frugality, and afflictions may all have an impact on
the vehicle assiduity.
2. Constantly rising energy costs may change how people see trip and public
transportation.
3. Strong competition from transnational automakers may have an impact on the assiduity

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REFERENCES
https://www.mercedes-benz.com/en/
https://www.mbaskool.com/brandguide/automobiles/1300-mercedes-benz.html
https://www.mbaskool.com/pestle-analysis/companies/18037-mercedes-benz.html
https://www.grin.com/document/210854
https://www.essaypandas.com/essay/Mercedes-Benz-13619-Pestel-Analysis
https://gradesfixer.com/free-essay-examples/business-and-its-environment-research-of-
mercedes-benz-company/
https://en.wikipedia.org/wiki/Mercedes-Benz

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