Marketing Strategies for Mercedes-Benz

MARKETING
STRATEGIES

EXECUTIVE SUMMARY
This assignment had focused upon marketing audit of external and internal environments
of Mercedes- Benz, Current position of company as compared to other industry members,
evaluation of organization’s competitive edge, customer segment focused upon by company,
clear marketing objectives to increase brand awareness and marketing strategies on the basis of
applications of marketing mix.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
Situational Analysis.....................................................................................................................1
Evaluation of threat of epidemic or Brexit on Mercedes Benz...................................................2
Analysis of competitive advantage..............................................................................................3
Evaluation of current marketing strategy....................................................................................4
PART 2............................................................................................................................................4
Market segmentation, targeting and positioning.........................................................................4
Recommended objectives and goals for Mercedes- Benz...........................................................5
Recommend marketing strategies, based on the application of the marketing mix to Mercedes
Benz.............................................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is one of the most essential part of a company that helps business in achieving
both long- term and short- term goals. For successful marketing of company’s products and
services they need to develop effective marketing strategies. Marketing strategies can be defined
as a long- term approach that can be achieved by organizations for achieving organizational
goals and competitive advantage. This assignment will focus upon marketing strategies of
Mercedes- Benz. It is a German automotive company that manufactures luxury vehicles and
commercial vehicles. It was founded in 1926 whose headquarter is in Stuttgart, Baden-
Württemberg (About Mercedez-Benz, 2020). In past 2 years, Mercedes- Benz has also started
manufacturing of Electric Vehicles as well.
PART 1
Situational Analysis
There are various analysis methods that can be used or analysing current situation of
Mercedes-Bens. There are two types of factors that can impact an organization both positively
and negatively: internal and external. Impact of external factors upon organization can be
analysed with the help of PESTLE analysis.
Political factors: Political uncertainty in UK is impacting overall business of Mercedes- Benz.
Not only this, political system related to automobile industry is quite complicated
(Chodakowska, 2018). Due to this it can become difficult for organization gain stability within
UK market. Government has taken some stances in order to bring improvement within
manufacturing of electric vehicles because of which business of Mercedes- Benz can postiviely
impact the company.
Economic factors: Sales of electric cars is increasing year by year but due to crises in economic
condition due to current pandemic sales of electric vehicles of Mercedes- Benz has been
impacted. Not only this, difference between exchange rates of countries on the basis of their
economy also impacts overall sales of Electric vehicles of Mercedes- Benz.
Social factors: Slowly focus of people is shifting from gas vehicles to electric vehicles as they
are environment and budget friendly as well as helps in eliminating requirement of gas or fuel.
Not only this, electric vehicles manufactured by Mercedes- Benz are also environmentally
sustainable. Other than this, vehicles manufactured by company are highly luxurious ad because
of this its demand is also increasing.
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