CRM of Mercedes-Benz Australia

CRM OF MERCEDES- BENZ AUSTRLIA 0
CRM OF MERCEDES- BENZ AUSTRLIA
System04121
5/14/2019

CRM OF MERCEDES- BENZ AUSTRLIA 1
Contents
Introduction of the Company.....................................................................................................2
Background of the Mercedes Benz Australia.............................................................................2
Swot analysis of customer relationship management of Mercedes Benz..................................3
Strengths:................................................................................................................................3
Weakness................................................................................................................................4
Opportunities:.........................................................................................................................4
Threats:...................................................................................................................................5
Customer Relationship Management application – Mercedes Benz Australia..........................5
Mercedes Benz Australia builds relationship with the customers in the following ways..........6
1. Incentives trips and gifts.................................................................................................7
2. Mercedes Benz Australia builds a database:...................................................................7
3. Saves all the lost details..................................................................................................7
4. Making it personal...........................................................................................................7
5. Using the data analytics to understand the customers.....................................................8
Customer relationship management Model of Mercedes Benz Australia:.............................8
Scope of the report.....................................................................................................................9
Limitations of the report.............................................................................................................9
Conclusion................................................................................................................................10
REFERENCES.........................................................................................................................11

CRM OF MERCEDES- BENZ AUSTRLIA 2
Introduction of the Company
Mercedes- Benz Australia is a germen automobile manufacturer; the brand is a manufacturer
of luxury automobiles, coaches, buses, cars and trucks. It has its headquarters in Stuttgart,
Germany. The company was first heard in 1926 under the name of Daimler- Benz. It is
ranked 12th on the best global brands in the automobile industry. Mercedes Benz is a germen
company which was founded in 1871 and initially it had only three people Gottlieb Daimler,
Wilhelm May Bach and Karl Benz (Takei, Sugimoto and Kwon, Toyota Motor Corp,
2015). This company had strong competitors in the market but the company was still leading
the automobile industry in the world. The growth in sales increased over the years. In this
report customer relationship management is discussed, customer relationship management is
the way brands try to build and maintain relationship with the customers. Mercedes’s Benz
Australia uses numerous methods to build connection with the consumers although it faces a
lot of challenges as well but to overcome it, it has built various strategies, and this essay
discusses all the customer relationship management report of Mercedes Benz Australia and
the strengths, weakness, opportunities and threats analysis of customer relationship
management of Mercedes Benz Australia are discussed. Mercedes Benz should focus on
some of the factors in order to increase the customer relationship management.
Background of the Mercedes Benz Australia
The automobile industry includes a wide range of companies and organizations that are
convoluted in the manufacturing, development, selling, marketing and designing of the motor
vehicles and it is one of the world’s largest economic industry by revenue. The current brand
value of Mercedes Benz is around 27,445 million dollars. This company is ranked top when it
comes to customer satisfaction and loyalty (Haugh, Mourougane, and Chatal, 2010).
Mercedes respond to the market more quickly than its competitors. This brand is majorly
used by the consumers who live in the metro cities, the brand is placed in a manner that it
creates a very solid connection with the customers and it also has a very deep level of brand
engagement. Daimler sells the vehicle and the services to all the countries in the world; the
brand has production facilities in Asia, South America, Africa and Europe. (Ramchandani
and Ghias, Novitaz Inc, 2012) .

CRM OF MERCEDES- BENZ AUSTRLIA 3
Swot analysis of customer relationship management of Mercedes Benz
Strengths:
Customer relationship management tool have given a lot of benefits to Mercedes Benz
Australia, the first and foremost advantage is the financial advantage. Different customer
product offerings have helped Mercedes Benz Australia to attract a lot of customer segments
in the marketing and sales segments ad it has also helped the company to differentiate and
diversify its revenue system (Pai and Tu, 2011). Apart from this customer relationship
management tool has also given the company first mover advantage in the competitive
market place. This tool helps in finding and focusing on more profitable customers, because
of these tools the company is able to store the details of the customers and contact then for
the special deals which helps the company to make future relations and future profits.
This tool also helps in increasing the sales efficiency of Mercedes Benz, having a good
customer relationship management tool benefits the company to identify the needs and
demands of the customers which keeps the customer loyal to the brand, apart from this since
the customers get more connected to the company the customers get more dependent on the
company and then they do not leave the company easily. Lastly the customer relation
management tool helps Mercedes to build knowledge about the customers and the buyers; by
storing and gathering the data and then using the intelligence in order to make the
information this tool helps Mercedes to improve the information about the clients.
Weakness
Customer relationship programs have a lot of weakness as well; the first weakness is
communication delivery inconsistency a lot of Mercedes has complained a lot of times t that
the customer support that they receive from the company is inconsistent and that the service
is not delivered properly. Apart from this the other weakness is the in adequate enquiry
system, because of having a bad customer support, and the customers had to go to the dealers
with their complains.
Another weakness is the isolated data base, every dealership has their own database to
operate the information in the database that can be outdated and incorrect, inaccurate and also
can also miss the important information. The last weakness of customer relationship
management of Mercedes is the sales assistant attitude, various salesperson did not focus and