Global Marketing Strategies and Consumer Behavior

This assignment delves into the realm of global marketing, examining various strategies employed by companies to reach international consumers. It analyzes consumer market segmentation based on factors like nationality and cosmopolitanism. Additionally, the assignment discusses the impact of cultural paradoxes and ethnocentrism on consumer behavior in a global marketplace. The provided sources offer insights into global marketing practices, consumer satisfaction, celebrity brand influence, and the ethical considerations surrounding consumer psychopathy.

GLOBLE MARKETING

Table of Contents
1. INTRODUCTION.......................................................................................................................1
2. The company................................................................................................................................1
3. The product..................................................................................................................................2
4. The market...................................................................................................................................3
CONCLUSIONS..............................................................................................................................5
REFRENCES...................................................................................................................................6
........................................................................................................................................................7

1. INTRODUCTION
Croove services has been created by Mercedes-Benz. It is the service that allows car
owner to rent their car when they need money. The service is executed through an application
which has to be installed in the smartphones (De Mooij, M., 2013). They can give there car on
rent in the available area. To rent a car through cited firm you need to be 21 year old and must
have a valid driving licence. The present report is based on the Croove services in which the
companies information, its competitor and the brief about the service is given. Furthermore, the
market which they are targeting to explore their services, the way they do promotion and
advertisement of the services.
2. The company
Internal analysis of the Croove services based on the information available in case study
is as follows:
SWOT analysis has been used to analyse the internal analysis for the company
Strength: The brand name is the strength of the Croove services. It has been started by the
Mercedes and as we all know it a big brand and it name is enough for them to enter in the new
market. It is the reliable brand on which the customer can trust (Keegan and Green, 2015).
Their standards is been already set a luxurious brand, which will benefit them to establish their
new services in the market. They provide the luxurious services as no one else is providing as
compare to them.
Weakness: The analysis came let know about the weakness of the services. The services are only
available in Munich not at any other place. The car can be only book through the application
only through an apple ios devices, non other devices can be used by the car owner to rent a car.
They can overcome from their weaknesses through providing the application in other phones.
Opportunities: The company has the opportunities to expand in the urban areas of Europe. It
allows all the car owner to rent their car (Canel, Bejou and Khumawala, 2015). Its not
compulsory that you must have an Mercedes car. Its will increase the availability of the cars in
the city on rent. As their bran name helps then to get the customers and have the opportunity to
get more customers from all over the Europe.
1

Threats: The analysis cam to know about the threats that can effect their business. It can be
competitors who are at the start-up stage but they can grow and compete the Croove services.
They have to use their strength to compete in the market. National as well as internation
competition is their in the market. Ford, Volvo and Nissan are the main competitor in the market.
Other companies are also entering into the market. As it is a huge market all the companies are
trying to have high market share.
3. The product
Croove service is the car sharing service which allow the car owner of the Munich to rent
their car to other people. It has been started by the Mercedes-Benz (Rifon and et.al., 2016) . It is
a platform built to share the car to other in return of money. It is the idea to use the car which the
owner have have but no utilize by them. It gives the opportunity to earn the money to car owners.
It is open for any car but it should be well maintain and in working condition. Crooveis available
on iOS devices. The application has to be downloaded by the car owner to rent their car. The
vehicle should not be old more than 15 years. It is simple to rent a car and the owner must be
above 21 year and mus have a driving licence.
Croove services are the part of the Mercedes strategy for connectivity, sharing,
autonomous driving and electric device system. The benefit for both the parties are clear. Below
is the ways how the services can be use:
The lessor: They has to set up the profile online with the details of the vehicle and the preferred
prices for the car which they are giving on rent. The vehicle must be good in condition and not
old then 15 years (Cannon and Yaprak, 2014). The car condition must be good because they are
providing their car on service which is used by the lessee. He should not face any problem
regarding the car. As he will be charging for the services.
The lessee: The person who is hiring the car must be above 21 year old and must have the
driving licence to drive the car (Solomon, 2014). They can use the application to contact the
owner. The lessee have to take the responsibility of the car. They condition in which he is
picking up the car he must deliver it back with the same condition.
The vehicle is handed over: Person is using a delivery and collection service then he has to pay
the extra charge . The person who wants the car he can collect the car by his own also by going
to the spot where the car is available. The lessee can contact the the car owner and meet at one
place to pick and drop the car (Shultz II and et.al., 2015).
2

The quality check: The form of joint inspector by the lessor and lessee is been taken into
consideration. When the car is collect and the car is been delivered back so that it can be seen
that if any damage done to the car (Martin, Rosenbaum and Ham, 2015). I that case the damage
can be recover by the lessee.
Payment and rating: Cashless payment is done through the application which gives the
transparency to the owner as well as the person who is hiring the car. It helps to rate the services
by both the parties. It helps to see other to get about the experience of the particular car. The
payment is decided on the basis of the car and the condition of the car. All different cars have the
different rents.
Presently Mercedes is only offering the Croove services. They hope to expand in the
other countries.
4. The market
The Croove services has been looking to expand in the three countries that are Germany,
France and UK. The below description is all about the the geographical regions of the three
countries. The distribution channels and the strategies that can be used by the cited firm. Media
which can be used for the advertisement and the promotional activities. And the government
regulation of the particular company.
Germany: The population of the Germany in 2017 is 80,636,124. The ration of male and female
is almost equal in the country. 39,879,956 are males and 41,440,179 are females. The growth
rate of the Germany is 0.06%. There are many form of transportation available in the country.
Bicycles, buses and local trains, coaches, car sharing, taxis etc. many form of transportation are
available (Wiedmann, Hennigs and Karampournioti, 2016).
Distribution channels available in the Germany and the intended distribution channel are:
the services which they had to provide that is Croove services of rent a car can be done through
two ways that are service provider direct to the consumer or the service provider can hire the
agent in between to provide services to customers.. They have to provide the services to the
customers and to get the customers they may required the agent who can help them to get the
customers of both the the car owner as well as the person who need car.
Advertisement and promotional activities has to be use to promote the Croove services. They
have to target the people whose who has the car but not utilizing it and the person who wants the
car on the rent. They can advertisement through the online media. It the largest media which can
3

be utilize for the cites firm. They have to provide the discount coupons to the customers to use
the services so that they can establish in the market (Craft and Hassan, 2015.).
The competition has to be faced by the Croove services to establish in the market. They have to
compete with many other internation brand that are available that are carpooling.com , carma,
BlaBla car, buzzcar etc. they all are the internation brands and are well establish in this particular
sector.
France: The population of France is 64,952,481 approx at present. With the 48% of male and
52 % of female in the population. The growth is increase daily with the 799 person. If we talk
about the forms of transportation and communication in the France they are available in many
forms. Buses and local trains, cabs, taxis are the major forms of transportation for the France.
The distribution channels that can be used by the Croove service will be same as in the Germany.
That distribution is widely used in all the countries to provide the services to the customers.
They can hire the agent to provide the services to the customers.
Advertisement and the promotional activities have to be planned according the type of
the customer they want to target (Kreutzer, 2013). They can promote the services by providing
the discounts for the students etc. The online media is the largest media available. They can
target the customers on the social media by providing attracting prices, or the cash back option
on the next time they service taken by the customer.
To establish in France will be the tough competition for the Croove service provider.
They have to take the competition with the many well settled internation brand s on the market.
LeCab, Snapcar etc. are the competitor in the market. Te cited firm have to first select the market
which they have to target. The type of the customer are the only one to whom they have to
attract and promote their services to make they customers.
United kingdom: The current population of UK is 65,469,458 approximately (UK population,
2017). 81.9% of UK is urban and the remaining is rural. The ratio of male and female is almost
equal. The growth rate of UK is 0.5 in 2017.
Different forms of transportation and communication that are available in the United
kingdom. It is the place where all the possible type of transportation are available. The most of
the young population is available in the UK among the three countries we have discussed about.
The youngster here are in dependent and that will be the advantage for the Crooveservice to get
the most customers to take the service.
4

If we talk about the transportation and the communication services that the UK has the many
modes of medium available to travel for the people. The sharing cabs, taxi, buses, trains, etc. the
distribution channels through which they can provide the services to the customers can be
online,. They can make the more easy and the availability of the services available directly to
the customer no medium is required. No role of agent. The services can be directly given to the
customers through the online media (Daryanto and Alexander, 2014).
Promotion of the activity and the advertisement can be done on the social media ad the print
media. The people are more attracted towards the internet and the social media through that the
Croove services can communicate the customers through the advertisement visible on the social
media or internet.
Competition is there in the UK. The brand which has already covered the huge market share will
be tough to give competition to them for example CompareMyFare, Wheely, Kabbee etc are the
key players in the market.
CONCLUSIONS
From the above report about the Croove services strengths , weaknesses, opportunities
and threats can be seen. The cited firm has to over come from there weaknesses and use the
strengths to gain the opportunities. The strategies have to be prepared according to the the
competitors strategies to gain the customers. Croove services have to use the direct form of
distribution channel in which they can directly connect to the customers.
5

REFRENCES
Books and journals
Canel, C., Bejou, D. and Khumawala, B. M., 2015. An Application of Global Marketing Via
International Locations. In Proceedings of the 1993 World Marketing Congress (pp. 203-
207). Springer International Publishing.
Cannon, H. M. and Yaprak, A., 2014. Cosmopolitan-based cross national segmentation in global
marketing simulations. Developments in Business Simulation and Experiential
Learning, 28.
Craft, S. H. and Hassan, S. S., 2015. Global consumer market segmentation strategy decisions
and managerial assessment of performance. In Revolution in Marketing: Market Driving
Changes (pp. 26-30). Springer International Publishing.
Daryanto, A. and Alexander, N., 2014, July. Consumer satisfaction as a suppressor variable in
the consumer ethnocentrism-repurchase intention relationship. In 2014 Global Marketing
Conference at Singapore (pp. 1923-1923).
De Mooij, M., 2013. Global marketing and advertising: Understanding cultural paradoxes.
Sage Publications.
Keegan, W. J. and Green, M. C., 2015. Global marketing. Upper Saddle River. NJ: Pearson.
Kreutzer, R., 2013. Global Marketing—Konzeption eines länderübergreifenden Marketing:
Erfolgsbedingungen, Analysekonzepte, Gestaltungs-und Implementierungsansätze.
Springer-Verlag.
Martin, D., Rosenbaum, M. and Ham, S., 2015. Marketing tourism and hospitality products
worldwide: Introduction to the special issue.
Rifon and et.al., 2016, July. WHY DO CONSUMERS FORGIVE OR BLAME CELEBRITY
DOMESTIC VIOLENCE? THE ROLES OF CELEBRITY HISTORIES, INDIVIDUAL
TRAIT, AND ONLINE MEDIA USE. In 2016 Global Marketing Conference at Hong
Kong(pp. 521-521).
Shultz II, and et.al., 2015. The Global Marketing and Consumption of Sport. In Proceedings of
the 2010 Academy of Marketing Science (AMS) Annual Conference (pp. 223-224).
Springer International Publishing.
Solomon, M. R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). Engelwood
Cliffs, NJ: Prentice Hall.
6

Wiedmann, K. P., Hennigs, N. and Karampournioti, E., 2016, July. YOUR PAIN IS MY GAIN:
CHARACTERISTICS AND BEHAVIOR OF CONSUMER PSYCHOPATHS. In 2016
Global Marketing Conference at Hong Kong (pp. 1154-1155).
Online
UK population. 2017. [Online]. Available through: < http://www.worldometers.info/world-
population/uk-population/>. [Accessed on 25th May 2017].
7