MG529 Strategic Marketing (Distinction Criteria)

Strategic Marketing

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Market analysis........................................................................................................................1
2. Identifying organisation key strategic marketing objectives of campaign..............................4
3. Strategy tactics covering key areas of marketing by adopting race model..............................5
4. Marketing roll out plan............................................................................................................6
5. Budget documentation.............................................................................................................7
6. Recommendations ...................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
APPENDIX ...................................................................................................................................11

INTRODUCTION
Strategic marketing is derived of use of marketing principles in order to achieve
organisational goals by maintaining and developing a sustainable competitive advantages
(Campbell, Lowe and Reeher, 2021). This helps management of an organisation to address top
level considerations which includes which service or goods to offer, which market to target and
how much to price as well as process to promote them. For this project, Mercedes-Benz is the
selected company which is a German luxury automotive marque. Mercedes-Benz produces
commercial as well as luxury vehicles. This company was founded by Benz&Cite on 28th June
1926.
The report consists of analysis of internal and external environment. It further also
consists of market analysis along with a campaign strategy. This report includes competitor
analysis and stakeholder analysis while determining target audience of an organisation. It also
includes a marketing roll out plan.
MAIN BODY
1. Market analysis
Mercedes-Benz which is commonly known as Mercedes is a German automotive
company which produces luxury vehicles as well as commercial vehicles. Mercedes-Benz was
founded by Benz and Mercedes on 28th June 1929 and having headquarter in Stuttgart, Germany.
Mercedes-Benz first badged vehicles were manufactured in 1929. Market analysis is usually a
qualitative and quantitative assessment of market used by businesses to understand market place
(Farinloye, Adeola and Mogaji, 2020). Management of Mercedes-Benz studies market analysis
to understand attractiveness as well as dynamics of a specific market. Evaluating market analysis
in aspect of Mercedes-Benz is being determined as below-
Market Size-
Market size is generally referred as number of people in a market segment. This analysis
helps companies to determine market size which helps in decision making regarding its existing
and new launched products (Guercini, 2020). In aspect of market size, Mercedes-Benz is
holding a position of number 9 in international automotive market share with a percentage of
3.1% of share in market last year. It can also be seen that the leader in market share in
international automotive industry is Toyota which is holding a percent of 8.5% and standing in a
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