Global Marketing Report

This report analyzes the global marketing strategies of Mercedes, focusing on their Croove car-sharing service. It includes an internal analysis of the company, competitive advantages, product evaluation, market analysis, and advertising strategies. The report emphasizes the potential for market expansion in urban areas and the challenges faced in the competitive landscape of luxury vehicles.

Global Marketing

TABLE OF CONTENTS
1 INTRODUCTION........................................................................................................................1
2 THE COMPANY..........................................................................................................................1
Internal analysis......................................................................................................................1
Competitive advantages .........................................................................................................2
3 THE PRODUCT ..........................................................................................................................3
The product evaluation...........................................................................................................3
Advantages.............................................................................................................................3
Compatibility..........................................................................................................................3
Complexity and problems ......................................................................................................4
4 THE MARKET ............................................................................................................................4
Market, geographical region, population, GNP, Forms of transportation and consumer habits.4
Advertising and promotion and government participation ....................................................5
Comparing products and competitors.....................................................................................5
5 CONCLUSION ............................................................................................................................6
REFERENCES................................................................................................................................7

1. INTRODUCTION
The global marketing is the process of abstracting and then transferring the end services
or products in the world for retrieving and hoping the international market gathering for the
business profits. This report is analysing the market audits and its competitive market for the
global marketing. So basically this report is identifying the expansion of products in global
markets for future. Here Croove is the product of the Mercedes Company and these firm plan is
to establish these services in various possible markets like Europe country (De Mooij, 2013). So
this report is analysing three countries Germany, France and UK on the basis of these counties
identifying one county with an urban city as the potential market for expansion. These study
providing an estimate of the market potential and an evaluation of the strengths and weaknesses
of competitive marketing efforts. These document is also analysing and used to determine to
extend adaption of the company’s marketing mix which is necessary for successful market entry.
2. THE COMPANY
Internal analysis
Mercedes is motor vehicle kind of industry which provides products like lorry, luxury
vehicles, engines, buses and auto mobiles. Owner of Mercedes is Daimler AG (Keegan and
Green, 2015). This company is providing services in financial things like insurance policy on
vehicles and also repairing car, lorry and other vehicles. Mercedes is serving their products and
services across all over the world. Firm deals in two categories where one is Mercedes Maybach
and another is Mercedes-AMG. The Mercedes Company have two headquarters which is located
in Germany and Stuttgart.
SWOT analysis
Strengths:
 Mercedes is best for marketing of luxuries in the market.
 It is investing their money and concentrating on sponsorship on the events for attracting
people.
 Firm is manufacturing their products across the world.
 Mercedes is always creating innovative products in the motor vehicle industry.
 Mercedes is financially strong and stable.
Weaknesses:
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 For Mercedes Company, The maintaining the maintenance very costly after selling the
products and services to the customers.
 Wide sales and services of Mercedes Company arise conflicts for maintaining aims
because firm is already follow the strategies but spread out the business will create new
strategies for firm.
Opportunities:
 It is widely growing in Asian market.
 Demand of consumers for luxury cars is increasingly at a high place as compared to
BMW, VOLVO, etc. (Keegan, 2016).
 Mercedes is offering partnership to other firms so it shows the smart scheme in the
industry of motor vehicle.
Threats:
 Increasing competitors and players in auto mobile industry.
 Sometimes policies of government like minimize the global warming, minimizing
validity on the road permit etc. are impacting largely on industries (Solomon, 2014).
 The unemployment, recession etc. are affecting factors on the economic from long time
in the industry of motor vehicle.
Competitive advantages
Since a long time, Mercedes is providing the best services that are meeting the
requirements of customers in highly effectual manner. Mercedes is the best company having
luxury vehicles. So, Mercedes is the best in comparison to Audi, BMW, Volvo, etc. in the
industry of auto mobiles (Posner, 2015). Mercedes also concentrates on the sponsorship that
sponsor their money's on several events so these is attracting the peoples. Mercedes has main
three forms that is attracting the customers fashion week of New York, golf and tennis.
Mercedes is providing manufacturing services across the world. Company is also trying
to make something innovative for its customers and so it is making improvements in vehicles
like for the advancement of technology, internal engines of vehicles are amended (Martin,
Rosenbaum and Ham, 2015). Mercedes is having stability in its financial position as compared to
other companies. This strong financial position helps to decreasing other companies cost in stock
and assets. Organisation is concentrating to be on the number one position in development of
market and growth.
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Mercedes is providing products like SUV, sedan, etc. which shows that firm has a strong
portfolio which helps to compete with other companies. Organisation is trying to inventing new
or improved products in vehicles like internal engines. So these kinds of invention is increasing
the promotion of technology (Ramadani and Gërguri-Rashiti, 2017). Mercedes is highly
concerned for customer’s safety. So, company is providing premiums ad insurance policies in the
segments of Lorries and cars. Company is offering their products and services in twenty-six
countries. So these helps to decrease the cost of operations of buying products from another
place.
3. THE PRODUCT
The product evaluation
The car-sharing service from person to person its service name is Croove so these are
provided by the Mercedes Company (Posner, 2015). These services helps to give rents on using
vehicles which is given by the owner. Service helps to persons to give their cars on rents. There
are number of individuals for renting their vehicles and give their cars for sharing services. The
Mercedes Company referred these services as Croove. These services help everyone who wants
to take car on rent. These works are offering many benefits to Mercedes. Using available
services of Croove makes more value of Mercedes firm and if any vehicle is not working in
Croove then this company giving the repairing services to cars so this also makes profits by
repairing the vehicles for company.
Advantages
This person to person sharing services of vehicles system gives to take a car on rent at
any place and does not matter that where they are like home, office etc. These services offers to
use cars for twenty-four hours and persons can pay their car sharing rent by using phone banking
apps (Manrai, 2016). These services can be used by installing the application of Croove which is
available in the play stores of people’s phones. The Croove app provides easy communication to
owners and other people. Owners of cars take rent according to the usage of vehicle.
Compatibility
The peoples sharing their cars on rent of vehicles services. This services provide a new
way to compete their competitors and also that persons who do not provide this kind of services.
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Another one is also launching same services at US (Hoffmann, and et.al., 2014). So the
Mercedes Croove service is challenging to their competitors. These Croove services is very
compatible to other like Audi, Volvo etc.
Complexity and problems
Using this Croove application given by Mercedes, it is difficult in restrictive areas that it
is hard for many businesses in awkward conditions (Lagemann, Böhm and Binder, 2015). Like
car sharing application is arising some sharing conflicts means many persons wants at a time
same car on rent. So the Croove application of Mercedes firm cannot manage if these sharing
conflicts is arise. These problems raise issues for sharing vehicles. There is also a rule for Croove
services that people cannot give their cars using these service if that vehicle is used more than
fifteen years. These kinds of some rules and regulations are defined in Croove services.
4. THE MARKET
Market, geographical region, population, GNP, forms of transportation and consumer buying
habits
Croove services are being run in Munich. Mercedes is hoping to expand these Croove
services to launch in other cities as well as in different countries like Germany for marketing. In
Munich, the region is metropolitan which is considered to be at the top eleventh position in
regions that include assembling locations like Rosenheim, Land-berg and Ingolstadt, etc. Munich
is located in Bavaria state (Scukins, and et.al., 2015). Its population is 5,203,738 including 43%
populace in Bavarian. The Munich location consisting areas 27,700 kilometres and it GDP is
around 211 billion euros that also includes 54% of Bavarian areas euro.
Growing areas and sectors in Munich are medical, bank and new innovations in
technology of information to communicate the things along with insurance and chemistry. In
Munich, the behaviour of customers is buying through the catalogue that get in mails and ads
somewhere on the net and purchase the things like shopping's on the platform via Internet. Here,
prize and quality are playing the major factors for clients. The profile of client and power of
buying products is very strong (Brown, 2014). The consumers of German regions displays the
very strong power as compared to other like in prices. In Munich all persons are aware from
products and also from stores which are offering discounts. Some peoples of Munich are going to
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every shop of street for better prices of products so these depends and vary on the type of
products. These can be increased by the choices of customers.
The resource of customers for buying products is paid mostly by the credit cards. The
professionals and their capitals for selling goods is concentrates firstly on the quality and if
quality is good then that will be take follow up by suppliers after selling service and products .
The price on goods and its value is not the particular way to describe product’s type for
organizations, so price is the major criteria to describing the products value for them. The
Munich customers is taking credits which is widely growing from last few years. There are many
sectors concentrating and contributing specially in the economic growth which is low as
compared to old economic growth (Eder, and et.al., 2016). So these raise unemployment, getting
low of clients confidence and the culture of Munich is mostly going to be hostile. There are
many associations for customers some are Verbraucher, VZBV etc. so these are initiatives of
clients, some foundations are also including for testing the products and some organization of
these German clients contribution.
The total population is around 816, 79,769 that 75 % includes urban and around 25%
includes rural where the population for density is 234 in kilometres. These consists 49% men's
and around 51% is women. The product can be distributed via retailers, wholesalers, online sales,
direct mailing and via catalogues and directly via door to door.
Advertising and promotion and government participation
The main points of advertising in some products like alcohol, beverages,
pharmaceuticals, foreign languages are using for advertisement and firms are regulating the
advertising. The alcohols and beverages is found in the sites that is written in labels. So Germany
directly apply to the European regarding to nutrition and health issues and claims (Brian, 2017).
Advertising via cigarettes is prohibited from last few years but it was largely used on radios,
newspapers and internet so this all is prohibited by the Germany. Advertising by the
pharmaceutical firms, the people's health and safety is comes first so Germany government is
prohibited on some medicines advertisements because they was not good for peoples and their
health only allow those add which are under considered the Krankheitsliste.
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Comparing products and competitors
Mercedes Croove service is like Airbnb that is only for cars. There many things for
transportation because less man's selects own services on the transportation (De Mooij, 2013).
But nowadays, services improved like Uber is providing same services which is literally same in
Mercedes offering Croove. Mercedes finds the solutions for providing these kind of similar
services. The Mercedes Croove’s another competitor is Turo.
Croove is unique from other competitors because it providing the person to person direct
renting the car services which is completely different. Uber is also the competitor of Croove.
Croove services provide things like information of owners and car details. So, owner needs to go
in login panel that will show all important features and information (Keegan and Green, 2015).
These Croove services of Mercedes have some rules and policies for renting cars by using the
app. These rules say that the owner cannot rent his car if it is old for more than fifteen years. The
car should be in a good condition. Users can give feedbacks after using the Croove services so
that this information will help to know the satisfaction of customers. Croove services of
Mercedes are available on iOS and on android operating systems. So, users can use these
services by their phones. Many car brands provide the mobile services like Car2go, myTaxi and
also, Hailo. Croove is attracting all the markets after providing its services in Munich. The
Croove services of Mercedes was an experiment that is normally skunked works for the
connection, which provides services on cell phones.
5. CONCLUSION
This report is emphasized the norms that the Mercedes has very strong portfolio as
compared to other firms and this firm is also best in the selling of luxuries in the market. This
organization is also concentrating on sponsorship for investing their money on the events for
attracting people. This company also manufacturing their products across the world. This firm is
always making innovative products in vehicles like internal engines. The Mercedes is very strong
and stable in financial. For Mercedes Company, The maintaining the maintenance very costly
after selling the products and services to the customers. Wide selling creates new strategies for
firms so this thing will create the conflicts for the business strategies. It is widely growing in
Asian markets. Demands of customers for luxury car is maximizing the profits and take a place
that provides high as compared to BMW, Volvo etc. It increasing the competitors and players in
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auto mobile industry. Some economic factors are also affecting like unemployment and
recession. Policies of government also highly impacting these industries like minimize the global
warming, validity on road permit. Etc.
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REFERENCES
Journals and Books
Brown, S., 2014. The Stunning New Mercedes-Benz Gran Turismo.
De Mooij, M., 2013.Global marketing and advertising: Understanding cultural paradoxes. Sage
Publications.
Eder, T. and et.al., 2016. OM 654—Launch of a New Engine Family by Mercedes-Benz.MTZ
worldwide. 77(3). pp.60-67.
Hoffmann, I. K. and et.al., 2014. The new Mercedes-Benz medium duty commercial natural gas
engine. MTZ worldwide. 75(11). pp.4-11.
Keegan, W. J. and Green, M. C., 2015.Global marketing. Upper Saddle River, NJ: Pearson.
Keegan, W. J., 2016.Global Marketing, Global Edition. Pearson Education Limited.
Lagemann, I. V., Böhm, J. and Binder, S., 2015. Steel Pistons for Mercedes-Benz PC Diesel
Engines Lightweight, Efficient and Sustainable. MTZ worldwide. 76(6). pp.4-9.
Manrai, A. K., 2016. International and Interdisciplinary Perspectives in Cross-national and
Cross-regional Research.
Martin, D., Rosenbaum, M. and Ham, S., 2015. Marketing tourism and hospitality products
worldwide: Introduction to the special issue.
Posner, H., 2015.Marketing Fashion: Strategy, Branding and Promotion.
Ramadani, V. and Gërguri-Rashiti, S., 2017. Global Marketing, Gender and Family Business in
Asia: A Literature Review. Journal of Global Marketing. pp.1-9.
Scukins, A. and et.al., 2015. Multiscale molecular dynamics/hydrodynamics implementation of
two dimensional “Mercedes Benz” water model. The European Physical Journal Special
Topics. 224(12). pp.2217-2238.
Solomon, M. R., 2014. Consumer behavior: Buying, having, and being. Engelwood Cliffs, NJ:
Prentice Hall.
Online
Brian, M., 2017. Mercedes-Benz's Croove is like Airbnb but for cars. [Online]. Available
through: <https://www.engadget.com/2016/12/16/mercedes-croove-car-sharing-app/>.
[Accessed on 1st June 2017].