Global Marketing of Mercedes Croove

GLOBAL MARKETING

EXECUTIVE SUMMARY
Global marketing helps an entity to expand its business on international platform.
Mercedes Croove is a mobile based application for car rental services which is planning to
expand in UK. The automotive industry of UK have more than £71.6 billion turnover with
169000 people are employed in manufacturing concerns. The entity will target youth and
business travellers in order to take their services. It can use various promotional strategies such
as, social media platform, leaflets, flyers, etc. The distribution strategies adopted are, airport
rental locations, event sponsorship etc. It will help the company to maximize its revenue and
increase its market share in UK as well.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................1
(III) Business environment of the country, its competitor, market and size potential...........1
(IV) Entry mode.....................................................................................................................5
(V) Target Market...................................................................................................................6
(VI) Objective of Marketing...................................................................................................9
(VII)Marketing strategies to reach marketing objectives.....................................................11
(VIII) Recommendations......................................................................................................14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

Illustration Index
Illustration 1: Auto mobile sector in UK.........................................................................................3
Illustration 2: Different types of auto mobile companies................................................................4
Illustration 3: Automotive sector.....................................................................................................5

INTRODUCTION
Global marketing is an effective way to promote a business on international platform. It
helps to take adequate measures that can attract potential customers in another country
(Bharadwaj and et.al., 2013). Mercedes Croove is a mobile application based car rental company
who provides vehicles on rent for a specific period. It also takes cars from those who are not
using it frequently to further give it on rent in lieu of price as mentioned in the contract. The
report discusses potential market of Croove in UK. Further, it also focuses on marketing
strategies that can be used to promote application in UK as the target market are youngsters.
Various types of pricing and promotional strategies are suggested that can be used by the
company in order to increase its market share in UK. In the end, it ponders on distribution
strategy adopted by Mercedes Croove.
(III) Business environment of the country, its competitor, market and size potential
Mecedes Croove is an app based company which provide cars on rent for a specific
period. The facility is used by the people who do not require cars all the time and can rent it for
some days through this app. The company wants to expand in European market. European
countries are famous for their adaptability. In order to expand the market of Mercedes Croove,
UK has been chosen as an aspirant country. It will help the organization to grow and expand its
customer base. It is important that the chosen country is adaptable enough to the change and
company gets an opportunity to maximize its returns. The car rental platform is not offered by
many companies in UK which makes it a potential market. Moreover, the market values of the
customers living are simple enough that can be easily adopted by the entity. UK possess greater
proportion of young population attracting them to use a car rental app (Cotula, 2012). It will be
an easy task to promote the new application there as young audience are more adaptable to the
new things in comparison to the older one. It will be easy to make them understand the policies
and regulation followed by the Mercedes. Further, government rules and regulations in order to
enter the market are not stringent and will be easy for Mercedes to enter into that market.
UK is the central country of Europe which makes it a prime location to start a business.
The expansion of Mercedes Croove market in UK will help the company in global presence. It
will help the entity to increase its market share in the other country as well.
Competitors
1

The main competitors of Mercedes Croove are auto mobile and cab service companies
running in UK. Cab services companies such as, Twelve transfers, Mason and Green, Silver fleet
transfers, Airport24, Blackberry cars, etc. These companies provide cab services all around UK
which can give tough competition to Mercedes Croove. Also, there are car rental companies
available in the market which are functioning in that market since years such as, Limo hire,
London car rentals, Resources for drivers and many others. Further, most of the people prefer to
take cab service with a driver rather than taking a sharing car on rent. The other competitive
sector is auto mobile where the customers in UK line to purchase a car rather than taking on rent
again and again.
Market potential
The automotive industry of UK have more than £71.6 billion turnover with 169000
people are employed in manufacturing concerns. There are more than 30 auto mobile
manufacturers are present in UK with more than 70 models of vehicles (Cuervo‐Cazurra, 2012).
2