(Doc) International Business Environment : Assignment

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International BusinessEnvironment
Table of ContentsINTRODUCTION...........................................................................................................................1MODELS.........................................................................................................................................27 Ps of marketing mix used by Mercedes...................................................................................2SWOT analysis:..............................................................................................................................5Ans-off Matrix................................................................................................................................6CONCLUSION................................................................................................................................7REFERENCES................................................................................................................................8
INTRODUCTIONInternational Business Environment is that platform where international businessescommunicate and operate with each other so that trade can be promoted and commercialtransaction between two region can take place accordingly. It helps the business to explore andgrow worldwide as well as helps in growth of GDP of the nation. It also helps an organization tomake realistic plan and ensure effective implementation in an organization. Mercedes and Audiare top brands of car across the globe. Mercedes is German auto-mobile marque in Stuttgart,Baden Wurttemberg. It was founded by Karl Benz. Whereas, Audi is a German auto-mobilemanufacturer that design, markets, producers, distributes and engineers. Its headquarter is inIngolstadt, Germany. It was founded by August Horch in the year 1910, around 109 years ago.This report includes relevant theories like, 7ps of marketing mix, SWOT analysis etc. whichhelps in comparison between both the top branded cars. As well deep analysis is done of both thecars regarding their technologies, product, innovative product, marketing strategies used,targeted customers etc. so that distinguished factors among them can be studies easily in themarket place (Beamish and Lupton, 2016).Overview about Mercedes.Mercedes- Benz is a German global auto mobile marque. It is well known across theworld foe it's luxury buses, coaches and trucks. Companies headquarter is in Stuttgart, BadenWurttemberg. Organization was founded by Karl Benz around 109 years ago. Its subsidiaries are,EvoBus, MBDI, Mercedes AMG, smart Mercedes AMG petronasF1 Team. Mercedes- Benz has18 models on sale in India. Firm sold 40,340 units in India and was able to capture 40% marketshare in marketplace. In developing country like India luxury car segments is raising it's sellingunits by 1.4% in the competitive world. BCG matrix is used by top brand Mercedes which helpsthe firm in becoming leader leader in the market (About Mercedes, 2018). Business associatesuses various multichannel approaches as their distribution strategy so that customers needs canbe meet on time. Mercedes has joined hands with many companies like, Nissan, Formula -one,Baidu and many more all this directly helps to create brand recognition in the eyes of thecustomers in the cut throat competitive world.Overview about Audi.Audi AG is a German auto-mobile manufacturer that markets, engineers, producers,designs etc. It is a member of the Volkswagen group. It was founded by Historic Zwickau in the1
year 1910. It has spread it's outlets in 9 countries and 91, 674 employees are working across theglobe to meet the emerging needs of the customers. Organization is adopting 4ps of marketingand STP (segmentation, Targeting and Positioning) as their marketing tools so that customersneeds preferences can be achieved. Audi is well known for delivering products which are of highquality, technicalities and design across the globe (About Audi. 2018). Germany is holding8.42% the highest market share in Audi as well as in Japan the market share is 0.696% and inUSA it capture 2.69% of market share in Audi. In the cut throat competitive world Q5 and A6Sedan are the most popular models in the market (Brannen and Tietze, 2017). Due to the raisingdemand of Luxury cars in Asian markets there lifestyle is changing at a rapid scale and luxurysegment raised by 33% in the developing nation like India. The potential customers arecustomers whose age group is between 30- 50 years.MODELS7 Ps of marketing mix used by Mercedes.Marketing Mix is a set of tools used by organization in order to pursue it's marketinggoals in the cut throat competitive world. It helps in creating right marketing strategy and guidein implementing it effectively with appropriate tactics so that firms strategy can be toughcompetition for others.Here, Mercedes and Audi both top brands are using 7ps of marketing forpromoting their luxury car.According to Martin, 2014, Over the years marketing mix has become a complex innature due to the emerging competition in the market. The traditional form of marketing toolshas been extended and redefined in the marketplace with the phase of time. The new extendedmodels of marketing mix are explained as follows:Product:Product refers to an tangible or intangible thing which can be physicallytouched and felt by customers while purchasing it from the market. It includes all the features,benefits and advantages so that consumers can easily convinced to purchase the goods. Mercedesis dealing in luxury cars across the globe. Its product are, Mercedes AMG, Mercedes BenzTrucks, Bharat Benz Buses, Mercedes Benz coaches etc.They design the product by examiningthe customers needs and demands. This raises sales volume to a large extent in cut throatcompetitive world. Coming up with goods which are satisfying the emerging needs wants of thecustomers helps to maximize huge profit as compare to competitors.2
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