Contemporary Developments in Business and Management at Mercedes

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CONTEMPORARY DEVELOPMENTS IN BUSINESS AND MANAGEMENT
mercedes

EXECUTIVE SUMMARY
The business of the Mercedes has seen many changes till now in the markets and is still
standing firm in the markets with high brand value. This is the result of the effective business
policies and operations of the company. Here, particularly in this assignment of contemporary
developments in business and management the business environment of Mercedes is analysed
with various tools like Pestle, Porter’s forces etc. Mercedes is one of the organizations who has
seen continuous growth in all the business sectors and is capable to change the scenario of the
markets with the new innovation and vehicle models. This study includes the marketing mix for
the company and finally, the responses of the company have been evaluated with some
improvement areas.
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CONTENTS
EXECUTIVE SUMMARY...................................................................................................................1
INTRODUCTION............................................................................................................................. 3
TASK 1............................................................................................................................................ 4
BRIEF OVERVIEW OF THE PRIMARY EXTERNAL INFLUENCING FACTORS TO THE
ORGANIZATION AND IMPORTANCE OF EACH TO THE ORGANIZATION.....................................4
MACRO ENVIRONMENT.............................................................................................................5
MICROENVIRONMENT............................................................................................................... 8
TASK 2.......................................................................................................................................... 10
2.1 MARKETING COMMUNICATION MIX AND ITS RELEVANCE TO MERCEDES AND HOW IT
INFLUENCES POLICIES AND DECISION-MAKING WITHIN THE ORGANIZATION.........................10
EFFECT ON POLICIES AND DECISIONS OF THE COMPANY........................................................12
2.2 EVALUATION OF THE EFFECTIVENESS OF THE MERCEDES RESPONSE................................13
2.3 AREAS FOR IMPROVEMENT IN THE RESPONSE OF THE MERCEDES...................................15
CONCLUSION............................................................................................................................... 17
REFERENCES.................................................................................................................................18
APPENDIX.....................................................................................................................................20
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INTRODUCTION
Mercedes-Benz is one of the organization which is popular in every country of the world and
people desire for its cars. It generally deals in the automobile sector only but nowadays it has
also business in the financial sector. It produces luxury cars, trucks, buses and vans which are
made brilliantly such that there is no chance of any error in the production or any other
business operation. If it is asked for someone that what brand he/she wants in an automobile,
Mercedes is in the answer (Daunton, 2015). Further for the future growth in the middle-class
sectors of the world or in the developing countries like China, India, Argentina, Turkey, etc., the
company has to analyse its present growth and presence in the markets.
For analysing some of the factors that influence the business operations of the organization and
it's decision-making process some tools will be used in this assignment like PEST analysis,
Stakeholder analysis, Porter’s Five Forces etc. Further in this assignment for the contemporary
development in the business and management of the Mercedes, its marketing communication
mix is illustrated to evaluate the position of the organization and the responses it gives to the
changes in the business environments. Finally, some recommendations will be made that can
significantly facilitate some better ways for the development of the business of the organization
successfully.
Figure 1: Mercedes Logo
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TASK 1
BRIEF OVERVIEW OF THE PRIMARY EXTERNAL INFLUENCING FACTORS
TO THE ORGANIZATION AND IMPORTANCE OF EACH TO THE
ORGANIZATION
Mercedes is the global automobile brand started from Germany, it is the division of the Daimler
AG. Today the brand is the well known brand for the coaches, luxury cars, sports cars, buses,
trucks etc. The organization is created by the Karl Benz and Gottlieb Daimler in 1926. At
present, it has many subsidiaries and alliance operations in many countries to serve the people
with the world-class products. The company also manufactures cycles and electric cars
regarding the safety and protection of the environment and is very focused on this field to
expand the business in future (Bah and Fang, 2015). Till now the company has seen many
changes in the business environments and has never taken any step back in the business. The
business environment of the company includes both the internal and external factors of the
business which have both positive and negative impacts on the organization. Here for
understanding the external business environment or the macro environment of the
organization, PEST analysis is performed which is described below.
Figure 2: Macro and Micro Environment of Mercedes
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