Marketing Management Report: Marketing Mix at Mercedes Company

This report provides a comprehensive analysis of marketing management, focusing on the Mercedes Company. It begins with an introduction to marketing's importance and its role within organizations, followed by an overview of Mercedes. The report then delves into the key roles and responsibilities of the marketing function, highlighting its interrelations with other functional units like finance, production, and human resources. The significance of these relationships is explored, emphasizing how effective communication and collaboration drive revenue and profitability. The report also examines the elements of marketing functions, including market research, strategy development, planning, and tactics. Furthermore, the assignment includes a comparative analysis of marketing mix applications in various organizations, particularly focusing on the 7Ps model (product, price, place, promotion, people, process, physical evidence). The report concludes with recommendations for Mercedes, emphasizing the importance of customer-centric strategies and the effective use of the marketing mix to achieve overall marketing objectives. The report provides a detailed understanding of marketing strategies and their practical application within a real-world business context.

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author note

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Table of Contents
Activity A........................................................................................................................................2
Introduction..................................................................................................................................2
Overview of Mercedes Company................................................................................................2
Key Roles and Responsibilities of Marketing Function and Interrelation with Other Functional
Units of Mercedes Company along with Significance of such Relationships.............................3
Key Roles and Responsibilities of Marketing Function..........................................................3
Analysis of Interrelation with Other Functional Units of Mercedes Company.......................3
Significance of Respective Relationships................................................................................5
Elements of Marketing Functions and Interrelationships with Other Functional Units..........5
Activity B.........................................................................................................................................9
Comparison of Marketing Mix Application in Process of Marketing Planning in Various
Organizations...............................................................................................................................9
Analysis of Different Tactics Applied by Companies to Achieve the Business Objectives.....10
Strategic Marketing Plan Tactically Applies the Usage of 7Ps to Achieve Overall Marketing
Objectives..................................................................................................................................12
Conclusion and Recommendations............................................................................................14
Conclusion.............................................................................................................................14
Recommendation...................................................................................................................14
References......................................................................................................................................16

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Activity A
Introduction
The marketing is one of the most crucial and important tools in the different business
organizations in the present scenario which includes understanding of the marketplace, analyzing
the demands of the customers along with providing quality services among the different
customers in the market (West, Ford and Ibrahim 2015). In the current scenario, the different
organizations are trying to understand the importance of the relationships with customers and
they are enhancing their approach to gain innovative solutions towards the marketing strategy
which will be used in the business.
The report throws light on analyzing the importance and role of marketing in the
organizations along with interrelation with the different parts of the organizations as well.
Furthermore, the report will be based on the Mercedes Company that helps in depicting the
business organization. The main aim and purpose is to focus on the different essentials of the
marketing in the different organizations in the globalization era and there will be development of
the marketing plan for the respective company which will be beneficial in understanding the
applications of marketing mix in the companies in a positive manner.
Overview of Mercedes Company
The Mercedes Company is one of the German automobile companies which were
founded in the year 1926 and it is headquartered in Germany. The areas served by the company
are worldwide and the key services which are being provided by the company includes financial
along with automobile repairs (Mercedes-Benz.com 2019). The number of employees working at

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Mercedes is 167921 till the year 2018 and the key people who are involved in the decision
making process of the company includes Ola Kallenius, the head of the Mercedes Company.
Key Roles and Responsibilities of Marketing Function and Interrelation with Other
Functional Units of Mercedes Company along with Significance of such Relationships
Key Roles and Responsibilities of Marketing Function
The functions related to marketing are defined as the different roles of the business
organizations which assist in identifying along with sourcing the potentially successful products
for the respective market which helps them in promoting the different products and services as
well. The different functions such as plan related to product, process related to development,
finance along with customer services are different functions which are similar in different
companies (Vellas 2016). Furthermore, there are different kinds of responsibilities of the
organization such as human resource aspects, development of product, distribution and finance
related team along with marketing research helps in development of the strategies required for
the company (TAN and Reddy 2018). From the above, it can be identified that these are the
different roles and responsibilities of the marketing function which will be promoting growth of
the company.
For instance- In case of the Mercedes Company, the production department will be
showcasing the different sales which are required to be achieved. The marketing team of the
company requires following the different sales quotation and guidelines which are being
provided to them in order to increase the percentage of revenues as well as profitability.

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Analysis of Interrelation with Other Functional Units of Mercedes Company
In addition, there is a proper interrelationship between the functions of marketing along
with the other functional departments of the company that can be analyzed as the marketing
functions are the integral part of the business organizations and proper support is required from
the other operational departments of the company which will be enhancing the growth of the
company and improve the overall effectiveness in a proper manner (Rosenbaum-Elliott, Percy
and Pervan, 2015). In order to perform in an efficient manner, the Mercedes Company requires
planning as well as implementing the marketing plan, furthermore, proper support of the
financial and human resource department along with sales and marketing department plays a
vital role in improving the effectiveness of the business. For instance- In case of Mercedes
Company, when the marketing and sales team of the company prefers to offer discounts on the
purchase of cars or the servicing of cars, in such scenario, there should be proper and effective
communication between marketing and finance teams in the initial stage (Renz 2016). The
different functions related to marketing are the separate kind of entities in the business; however,
there is proper interrelationship between every department as it helps in generating the overall
profitability.

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Figure 1: Functions of Marketing
(Source: Moutinho and Vargas-Sanchez 2018)
Significance of Respective Relationships
Additionally, it can be identified that the crucial function of the marketing department of
the company is to generate revenues along with profitability through increasing the overall
percentage of sales of company. In such scenario, the same can be gained through the proper
interrelationships with the other departments in a simultaneous manner. The department of
finance in the company helps in providing with the appropriate budget to marketing department
for proper planning as well as implementation of the marketing related plan.
Elements of Marketing Functions and Interrelationships with Other Functional Units
The functions of marketing include the various aspects such as finance, distribution along
with advertising which falls under the process of system of marketing. The key elements of the
marketing functions are defined in the following manner:

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Market Related Research- It is the first and foremost element of the marketing function
as without proper research, the business activities cannot be generated and it is not possible in
nature as well. The proper research in the marketing process helps in receiving the different
essential information relating to the different factors which are concerned in process of
conducting the business efficiently (McDONALD 2016). The different strategies help in
providing the proper guidance in order to compete with the other competitors and succeed in the
business environment.
Marketing Related Strategy- After the analysis of the research, it can be seen that the
strategies are required to be analyzed which will be helpful in understanding the different merits
and demerits of the business related operations. The data which has been processed will be
playing a vital role in making the different ideas for the strategies which can be properly utilized
in the company (Kozlenkova et al. 2015). The respective strategies play a vital role in generating
valuable type of guidance to compete in the market against the other competitors which can be
gained through the complete research.
Planning- Planning is the other aspect which can be utilized after the research and
strategy process. The proper forecasting, financial related planning along with communication
and distribution are the planning which is required to be enhanced as it will be beneficial for
making the functions more effective. The proper timeline is required to be maintained by the
marketing department which will be helpful in improving the different tactics and convert the
different organizational goals in the success of the company (Kirchoff, Tate and Mollenkopf
2016). The planning is the main lifeline of any business which will be providing the direction in
which the company should proceed with their business.

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Marketing Related Tactics- It is the last and final aspect which should be followed by the
companies in order to improve the process of gaining revenues and generating profitability in
comparison to the other competitors present in the market (Jones and Shaw 2018). The tactics
can be inclusive of the long and short term goals that can be helpful in attracting the different
target customers. It includes the different kinds of discounts or the other additional servicing of
the cars that can be helpful in attracting more customers and it will be assisting the company in
gaining profitability.
From the above, it can be identified that these are the proper analysis along with
evaluation of the marketing activities elements. Furthermore, there is interrelationship with the
different functions of marketing with the functional units of the companies which are being
analyzed in the following manner:
The different functions related to marketing are linked in a closed manner with the other
functional units of the companies that can be showcased by taking an instance of the linkage
between the marketing along with the finance department of the company. For instance- The
functions related to marketing in the organizations include economic type of resources for
planning, research along with the implementation of the strategies related to marketing (Illeris
2018). On the contrary, the planning in the organization is being managed by finance department
as the marketing department cannot work in an appropriate manner without the support of
financial team of the organization.
In case of the marketing department of the company, the respective department requires
proper instructions from the different kinds of departments such as production, human resource
department and distribution department as well (Icha and Agwu 2015). The different operations

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of the marketing department should be properly communicated and supported by the
organizations such as the logistics from distribution department, human resources from HR
department along with economic policies from finance department.
In order to increase revenues and sales of the company, the policies related to HR needs
to be incorporated by the marketing department which will be helpful for gaining profitability.
When the marketing department will not be aware of the inventory related to the raw materials,
there can be incurring of losses and it will be creating huge unproductively related aspects in the
organization in a negative manner (Hollebeek, Conduit and Brodie 2016). Therefore, from the
overall analysis, it can be identified that the marketing functions are properly interrelated with
the other functional units of the company which will be the source of gaining huge success in the
market and can be helpful for them in competing the other competitors which are present in the
market that will be enhancing the growth of the company in the market and it will be generating
huge revenues.

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Activity B
Comparison of Marketing Mix Application in Process of Marketing Planning in Various
Organizations
As commented by Hill (2017), the marketing mix is defined as the element which is
being utilized in process of marketing planning in order to achieve the organizational goals as
well as objectives. The different companies utilizes the different methods of the marketing mix
as per their convenience and it is mainly based on demographics of the market, products along
with services which are being delivered by the company as well as the size of the company as
well as the market. The marketing mix is defined as the particular tool that assists the different
marketers in analyzing and understanding the product and the different applications of marketing
mix includes 4Ps and the respective approach was being altered later to 7Ps which includes
product, price, place, promotion, physical evidence, people and process.
Mercedes Benz Company is a large organization with more than 167921 employees and
the focus on the different needs of the customers assisted them in evolving along with making it
proper impression in national and international market in a few years. It was being done with the
help of the 7Ps of the marketing mix and the company became more customers centric in dealing
with different demands. For instance- There are other competitors of Mercedes Company in the
market, however with the usage of the 7Ps, they are not being able to gain the strong presence
like the company and their profitability has reduced. The main and appropriate reason is that
Mercedes is able to understand the different needs of the customers through the usage of the
tools of the marketing essentials and it helped them in building the organizational strategies and
goals with customer focused approach which is followed by them (Harmeling et al. 2017).

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The marketing mix application in the process of market planning is being done with the
help of the analysis of dimensions of the products, the appropriate place for selling the different
items, the structure related to pricing along with promotional activities (Gnizy and Shoham
2018). In addition, the extended aspect of the marketing mix includes the providing proper
physical evidence to different customers and usage of the process related to delivery is the main
and important focus over the individuals who are the main customers.
Analysis of Different Tactics Applied by Companies to Achieve the Business Objectives
The different organizations in the competitive business environment use the different
kinds of tactics in order to achieve the organizational as well as business objectives in a positive
and appropriate manner. In case of Mercedes Company, they are utilizing the proper marketing
mix elements which help them in achieving the goals and become more competitive in nature
(Felix, Rauschnabel and Hinsch 2017). On the other hand, the other competitors of Mercedes
Company such as Audi or Buggati try to utilize the process of market segmentation for attaining
the goals of the market and organization. In case of Audi, the company follows the market
segmentation approach which is described as follows:
Firstly, Audi Company tries in defining the market for the entire organization and
thereafter the segmentation of the market takes place.
Furthermore, the proper evaluation of the various segments is being done in specific area
and the process of segmentation is constructed.
Later on, the attractiveness in the different segments are being analyzed and evaluated
and on such basis, the target markets are being selected.

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In addition, the position related strategy is created and implemented and the overall
evaluation along with process of feedback of segmentation is constructed by Audi.
On the other hand, in case of Mercedes Company, they utilize the extended marketing
mix elements for gaining the different goals and objectives in a positive manner.
Product- The main aim and purpose of the respective product is to satisfy the different
needs and wants of the different customers and it should be appropriate in nature. For instance-
In case of product, Mercedes Benz has specific range of products which can be sold by them and
it is preferred mostly by Americans and due to the same, the company has been ranked number
three in the world.
Price- In case of Mercedes, it can be identified that the company prefers to provide value
to the different customers. In such scenario, the main aspect which is being followed by the
company is to fix the pricing which will be providing value by meeting the different needs of
customers (David, David and David 2017). For instance- The pricing of the cars and other
vehicles should be competitive in comparison to the other competitors that will be helpful for the
company to gain the competitive position in the market.
Place- It is the other aspect, wherein Mercedes Company makes it easier for the different
customers to receive the different products and services. The availability of products and services
play a vital role as the place of availability should be such that it is approachable by customers
(Chernev 2018). For instance- The presence of the company should be in all over the world
which will be helpful for them in gaining overall presence and it will be helpful for increasing
profitability.