Group Report: Analysis of Mercedes Benz Marketing Activities in the UK

This report, prepared for the Marketing Manager of Mercedes Benz by the Market Research Team, evaluates Mercedes Benz's marketing strategies within the UK market. The report begins with an introduction outlining the purpose of the research, followed by an overview of the UK car manufacturing market. It then delves into a detailed analysis of the macro and micro environments, employing both PESTEL and SWOT analyses to assess external factors and internal strengths and weaknesses. The report further examines the marketing mix (4Ps), including product, promotion, place, and price, as applied to Mercedes Benz. The analysis incorporates market performance statistics and concludes with key findings and a group log detailing contributions. The report is based on the provided assignment brief and includes a comprehensive reference list.

MERCEDES BENZ

Table of Contents
• Introduction
• Analysis of macro and micro environment of Mercedes Benz
• Marketing Mix 4Ps
• Marketing Performance of Mercedes
• Conclusion
• Group Log
• References

Introduction
• Marketing is the process of buying and selling of product and services through
different marketing techniques such as promotion, personal selling etc.
• Present study will be based on Mercedes Benz company. It is a German global
automobile company and a division of Daimler AG Report will include SWOT
and
• PESTEL analysis of Mercedes Benz and its marketing mix strategy. Further
more it will include current marketing performance of the company

4
SWOT Analysis
•It is done for identifying the internal factors that affect working of
the company. It includes strength, weakness, opportunity and Threat.
Through this company's competitive position can be evaluated and
helps in developing strategic planning. It assess performance, risk
and potential of business.

5
PESTEL Analysis
Pestle analysis is a framework that is used to identify external
factors of the company. It consist of political, economical, social,
technological, environmental and legal factors that affect company's
operation

6
Marketing Mix
• It refers to the combination of product, place, price and
promotion
• To become successful in business marketer want to understand
product life cycle and executives of business.

7
Marketing Performance of Mercedes
• The present statistics of Mercedes shows that there are large
number of car sale between March 2018 and March 2019. In
March 2019, Mercedes has a market share of five percent
• As Mercedes is investing large amount of money on research and
development to expand its business at global level

8
Conclusion
• From the above study it can be concluded that marketing plays an
important part in the company.
• As marketing department plays a crucial role in the company that
helps in advertise its product at the marketplace. Marketing mix
strategy of 4 Ps helps in promoting product in the market

08/30/2024
Group Log
Contributor Contribution/
Communications
Date Assigned Date Completed
Michel Baker Group meeting -
Discussion regarding
allocation of work to each
group member
01/05/19 15/05/19
James Kotler Complete SWOT Analysis 15/05/19 30/05/19
David Ryan Competitor research and
information to the matrix
01/06/19 15/06/19

10
References
Atwal, G. and Williams, A., 2017. Luxury brand marketing–the experience is
everything!. In Advances in luxury brand management (pp. 43-57). Palgrave
Macmillan, Cham.
Baker, M.J., 2016. What is marketing?. In The Marketing Book(pp. 25-42).
Routledge.
Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural
paradoxes. SAGE Publications Limited.
Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences
and participation. Pearson.
Kotler, P and et. al., 2017. Marketing for hospitality and tourism.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.

References
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit
from them. John Wiley & Sons.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the
digital generation. Kogan Page Publishers.
Shaw, S., 2016. Airline marketing and management. Routledge.
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.
Online
Mercedes Benz US market share.2018.[Online].Available
through<https://www.statista.com/statistics/276309/mercedes-market-share-of-new-car-
registrations-in-the-eu/>