International Market Environment Analysis of Mercedes

International Market
Environment analysis
of Mercedes

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Introduction to company.........................................................................................................1
Macro Environment Analysis.................................................................................................1
Target Customer Profile.........................................................................................................2
Analysis of targeting and positioning strategy.......................................................................3
CONCLUSION................................................................................................................................5
References:.......................................................................................................................................6
Books and Journals.................................................................................................................6

INTRODUCTION
International market is a place or a geographical region in which an organisation conduct
a business operations which is considered to be outside the territorial region of the native country
of the organisation (Rabe, Streimikiene and Bilan, 2019). With the growing digitalization and
globalisation businesses are more likely to adopt international business in the different
international market to uplift their market opportunities and to develop themselves at large scale.
Therefore international market analysis is necessary to understand the external market scenario
in concern to current and future market size and existence. The present report is the internal
market analysis report of Mercedes- a top class automotive brand. The report will discuss Macro
Environment analysis using pest model and target customer profile and analysis of targeting and
positioning strategy.
TASK 1
Introduction to company
Mercedes is the German brand and also has its international market in UK. The company is top
among the top car brands that manufactures and delivers the high quality premium luxury cars
and other vehicles (Lojacono, Misani and Tallman, 2017). The Company focus is all over the
modernism and innovation with technology in their vehicles thereby maintain the safety of
customers and also meeting their demands. In UK company is famous for its high reputation in
regards to the usage of current innovative technology and also maintaining full safety features.
The company is highly competitive in UK market id forging forward with driverless vehicles
with hybrid and electric vehicles. Design , technology and innovation is underpinned with the
operations of Mercedes-Benz.
Macro Environment Analysis
PEST analysis
Political factors: Government and politicians of the UK are paying huge attention and concern
to the environment. Therefore, UK government has announced the ban of diesel and petrol
vehicles from 2040 this exploit the opportunity for the Mercedes while operating in automotive
industry to use the advanced technology and move ahead by developing the wholly powered
electric and hybrid cars, vans, sports cars, and other vehicles (Ganski and et. al., 2020). The
government of UK also has put strict safety rules for the automotive companies for the safety of
1