Introduction About Mercedes Benz:

Mercedes-Benz is a famous German Brand of automobiles, created by the merger between Daimler-
Motoren-Gesellschaft (DMG) and Benz & Cie. in 1926.

Founded in 1926 by Karl Benz and Gottlieb Daimler, Mercedes-Benz has come a long way in
establishing itself as one of the topmost luxury brands in the world

The trademark of Mercedes-Benz represents the value of innovation, quality, awareness for
tradition and performance (Daimler AG, 2015a).

The Mercedes-AMG has been awarded the ‘Engine of the Year Awards 2015” which demonstrates
the company’s expertise in the development and production of high-performance engines (Daimler
AG, 2015b).

elegance, luxury, comfort, status…the list goes on and on when we think of the name “Mercedes”.
Mercedes has evolved into much more than a vehicle. It adds to the image of the owner, declaring
success and building a social status.

Mercedes Benz’s logo, the 3-pointed star is one of the best-known logos in the world.

Mercedes Benz’s slogan is “The best or Nothing” and they have lived up to this in true sense

Slogan

“The Best or Nothing”

LOGO

Mercedes Benz SWOT Analysis

Strengths

 Brand name: Mercedes-Benz is one of the most popular brands in the world.

 International expansion: Mercedes-Benz has an international presence

 Huge R&D investments – Mercedes is financially strong and invests more than $12bln into
research and development

 Wide range of products – Mercedes offers a variety of cars for different segments and
serving various purposes
  Technology: It holds patents for most of the safety features in automobiles and with its
superior technology; it is able to meet the needs of the customer in a better way than its
competitors.

 Financial leverage: The company manufactures and assembles automobiles across the world
and thus makes its operations cost-effective.

 Market orientation: The organization has high market orientation and thus predicts the
future trends in the market and this helps the enterprise to gain comparative advantage in
the market for automobiles.

Innovative culture: The enterprise continuously introduces innovation in its products

Weaknesses
 Expensive After sales service & maintenance
 Expensive Luxury Brand
 Limited Global Distribution

Opportunities
 Innovation:  innovation will help Mercedes-Benz to produce unique products to attract new
consumers and fulfil the specific needs of the existing consumers.

 New Products: Introduction of new products in the existing market helps the organization to
increase its revenue.

 New services: Offering new and quick customer services helps the business to maintain
customer loyalty and increase customer satisfaction.

Threats
 Change in tastes: The taste and preferences of consumers may change rapidly given the
large variety of products offered by the international automobile industry

 International competition: The presence of several international competitors serving the

same markets and the similar consumer segments provides intense competition to
Mercedes-Benz

 Government policies for the automobile sector, economic recession & pandemics can affect
its business across the world

Mercedes Benz Competitors

Below are the top 11 competitors of Mercedes Benz:

1. BM

2. Porsch

3. Audi
4. Volkswagen

5. Jaguar

6. Ferrari

7. Aston Martin

8. Volvo

9. Hyundai Motors

10. Honda Motors

11. Skoda Auto

Segmentation of Mercedes Benz

Geographic Segmentation

Mercedes Benz, is most popular in the wealthy countries like, U.S.A., Canada, China, Western
Europe, Russia, Germany, and Japan

Mainly urban regions of countries

Demographic Segmentation

Middle aged individuals with a high income

Individuals with stable jobs.

males and females

middle to upper class

Individuals Psychographic Segmentation

They are usually urban professionals with high statues. For example, businessmen.
Behavioural Segmentation

customers benefit from high-quality, exceptional service, and convenience, technologically

advanced and safe vehicles

buyers love the idea that Mercedes Benz vehicles are prestige and luxurious

Target market
The company has recently aimed at targeting the young generation. This was one of the strategies
undertaken for the survival of Mercedes-Benz as a luxury car brand in the slowly recuperating
economy
TARGETING
Mercedes Benz has been
making efforts to manufacture
a variety of car models that
target
the interest of the middle-aged
people specializing the status
of middle to high incomes
about 24 to
44-year-old age. Due to its
reputation of luxury image
they can’t produce low prices
vehicles which
takes out the attractiveness of
young people and low-class
status. Mercedes products also
target
both males and females as they
design cars to fit both male and
female specifications.
TARGETING
Mercedes Benz has been
making efforts to manufacture
a variety of car models that
target
the interest of the middle-aged
people specializing the status
of middle to high incomes
about 24 to
44-year-old age. Due to its
reputation of luxury image
they can’t produce low prices
vehicles which
takes out the attractiveness of
young people and low-class
status. Mercedes products also
target
both males and females as they
design cars to fit both male and
female specifications.
Mercedes Benz Marketing Mix
Products: 
 Mercedes-benz Cars

 Mercedes-AMG

 Mercedes-Benz Vans

 Mercedes-Benz camper Vans

 Mercedes-Maybach

 Smart

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Price: 
In general, the company aims at delivering the best product among the competitors and thus
do not compromise on the price. As a result, its products are highly priced and serve the
middle-aged consumers with a high purchasing power.
 Mercedes Benz is a premium priced luxury car brand.

Place: 
The brand has an international presence with more than 8500 sales centers worldwide and
production facilities in 19 countries. The main country of manufacture for the car division is
Germany but it has production facilities in the United States, South Africa, France, China,
India and other countries. In total, the Mercedes-Benz cars have 18 production sites
worldwide with expansion plans in Beijing, Brazil, the United States and India.

Overall, the largest markets for Mercedes-Benz were China, Germany, and the USA, followed
by Great Britain and South Korea.

Promotion
In order to increase communication with its target market, Mercedes Benz has maintained
accessibility to consumers through the following

 Online advertising
 Social media
 Establishing excellent customer service at its point of sales
 Offer warranty under excellent conditions
 Television advertising
 Print media

THE LAST ADVERTISING VIDEO

Conclusion
Mercedes Benz has existed for more than 100 years, and still maintains its position in all respects