This essay provides a comprehensive analysis of Mercedes Benz, a renowned German luxury vehicle manufacturer, examining its competitive position through internal and external assessments. The internal analysis focuses on the resource-based view (RBV), highlighting the company's physical, financial, and human resources that contribute to its competitive advantage. The external analysis employs PEST (Political, Economic, Social, and Technological) and Porter's Five Forces frameworks to evaluate the macro-environmental factors and industry dynamics affecting Mercedes Benz. Furthermore, the essay delves into the company's social impact, covering ethical considerations, code of conduct, and stakeholder needs. It also touches upon Mercedes Benz's strategic initiatives, such as 'Project Future' and the 'Leadership 2020' program, aimed at fostering growth, innovation, and a customer-centric approach. The analysis considers Mercedes Benz's market positioning, target audience, and strategies for maintaining its leadership in the luxury automotive sector. Desklib offers a wealth of similar resources for students seeking academic support.