Mercedes Benz S Class Coupe 'Night Edition' Marketing Plan Report

This report details a marketing plan developed for the Mercedes Benz S Class Coupe 'Night Edition.' It begins with an executive summary, followed by a table of contents outlining the plan's structure. The report analyzes the car's features, target audience, and the steps involved in creating a marketing plan, including positioning, objective setting, strategy development, and tactics. A SWOT analysis is conducted to identify the brand's strengths, weaknesses, opportunities, and threats. Competitor analysis, mission, and both marketing and financial objectives are established. The report then explores the marketing mix strategy (product, price, place, and promotion) and outlines action programs designed to achieve the set objectives. Finally, it discusses the implementation and control of the marketing plan, concluding with a summary of the key findings and recommendations. References are provided to support the analysis and recommendations presented in the report.

Running Head: MARKETING MANAGEMENT 1
Marketing Management
Name
Date

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Executive Summary
Every business organization requires a marketing plan for its effectiveness. Usually, the plan
runs over a period such six months or one year among others. This paper is a marketing plan for
Mercedes developed for its effective marketing of Mercedes Benz S Class Coupe ‘Night Edition’
vehicle. The report analyses the organization's operation conducts SWOT analysis to unveil
critical information necessary for the effective marketing analyses the mission and sets the
marketing and the financial objectives. Besides, the paper discusses the action programs for
achieving the objectives and also discusses the best way to implement and execute the plan.
Thus, the paper is useful for Mercedes in planning, delivering and executing a marketing plan.

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Table of Contents
The Mercedes Benz S Class Coupe ‘Night Edition’.......................................................................4
Steps involved in writing a marketing plan.....................................................................................4
Positioning...................................................................................................................................4
Objective......................................................................................................................................4
Strategy........................................................................................................................................5
Tactics/planning...........................................................................................................................5
SWOT Analysis...............................................................................................................................5
Strengths and weaknesses............................................................................................................5
Opportunities and threats.............................................................................................................6
Competitor Analysis........................................................................................................................6
Mission............................................................................................................................................7
Marketing Objectives.......................................................................................................................7
Financial Objectives........................................................................................................................7
Marketing Mix Strategy...................................................................................................................7
Action Programs designed to achieve Marketing and Financial objectives....................................8
Implementation and control of marketing plan...............................................................................9
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

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The Mercedes Benz S Class Coupe ‘Night Edition’
The Mercedes Benz S Class Coupe ‘Night Edition’ car was launched in 2017 and it has
six cylinders with a top speed of 250. The car is a Mercedes Benz brand which is one of the
widely known luxurious and well-built automobiles from German. It is a two-door model car
making it to be liked by many people. The vehicle has distinctive radiator grilled with a sing
louver in high-gloss black; it also has paintwork in Selenite grey Magno which is optional. The
company came up with this vehicle to be among the world leading top cars. Therefore, the
vehicle was manufactured targeting rich and prosperous customers (Mercedes Benz, n.d.).
Steps involved in writing a marketing plan
A marketing plan is one of the most vital components when starting a business. It helps
businesses to focus on how they are going not only to make a profit but also keep their
customers. It states the objectives of business, its facts, and numbers (Cameron, 2014). The plan
also shows the product to be sold, the customers and tools and tactics one can use to achieve
sales. The following are step involved in coming up with a marketing plan.
Positioning
Position refers to coming up with a way of identifying the benefits of the product to the
customers and the space it may occupy in the market. It involves coming up with a good image
in the consumer's mind that is how one wants people to view your product about market and
competition. To achieve this one needs to come up with the uniqueness of the product that will
differentiate it from that of competitors. The Mercedes Benz S Class Coupe ‘Night Edition' is
highly positioned with a speed of 250, has a distinctive radiator which is grilled with a single
louver in high-gloss black which gives them an upper hand from competitors and also drawing
customers attention.

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Objective
Setting the objective entails coming up with what one wants to accomplish with the
product. What one wants to achieve should be (SMART) which means being specific,
measurable, attainable, reasonable and timely. The primary objective of this brand of Mercedes
Benz is to bring out a good quality of a car with high technology that targets customers from a
higher class.
Strategy
The strategy involves taking time to decide and come up with something that will help
achieve the objectives. In this part one identifies a space in the market segment that has not been
touched. For one to achieve their goals they need a product that challenges the existing one. For
example, the Mercedes Benz S- Class, has high technology and also contains internal features
with security systems. Coming up with a vehicle with security systems is a good strategy because
many vehicles lack security systems.
Tactics/planning
For any beneficial marketing plan, there must be tactics to be used to achieve the
objectives. The tactics involve using the resources and experiences available to come up with
actions or activities that are able run with resources available (John, Katherine & Jocz, 2012). In
this category marketing communication is the vital aspect. Mercedes Benz S Class Coupe uses
online platforms for marketing which is a tactic that reaches customers all over the world without
spending a lot of money (Mercedes-Benz, 16).
SWOT Analysis
SWOT is a useful marketing tool which is used to unveil the internal and external factors
of the business. The acronym SWOT stands for Strengths and Weaknesses which are internal
factors while Opportunities and Threats are external factors. Internal factors are the resources
and experiences that are available which may include financial, human, physical, and natural
resources (Blythe, 2009). External factors are those things that are uncontrollable by the
company or business; they include; political and economic regulations, funding, marketing and

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economic trends. Therefore it helps to know how to run companies and businesses without
incurring losses.
Strengths and weaknesses
Strengths are the advantages an organization has over the others. This the uniqueness of a
product and factors that make customers go for it, while weaknesses are what things an
organization should improve or avoid and the factors that can lead to losing of customers. When
there is no good relationship between employees and employers, then that is a weakness and
when there is a good relationship that is the strength to the organization because they will work
together. The Mercedes Benz has a good reputation with customers, and their products are
viewed as those of quality. The Mercedes Benz S Class Coupe can capitalize on these to get
customers. The weakness of this product is that there is slow customer response to the product
because it is still new. Therefore weaknesses can be overcome using strengths.
Opportunities and threats
These are the interesting trends that businesses can be aware of and pick them up for their
benefits. It also involves changes in technology and government policies. It also involves
changes in lifestyle and social patterns, while threats are obstacles faced in an organization.
Threats are people like competitors and changes in technology that threaten other positions and
having debts (Adam, Wim & Micheline, 2011).
The opportunities that are there for the Mercedes Benz S Class Coupe include the
availability of technology that helps one reach customers everywhere with ease. The brand can
also export their vehicles through easier transport like water and air. The threats available
include the fact that the brand has to come up with innovations every time because the
technology is always changing. Competition from other automobile companies will be high, and
they have to be ahead. Opportunities should be used to overcome threats available (Kim, Hayes,
Avant & Reid, 2014). Therefore, it is clear that Mercedes can focus on the opportunities that
exist in its market environment to ensure that it surpasses the treats that exist in the context.
Competitor Analysis

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Competitor analysis entails relating competitors to yourself to see how you can move past
them. This helps an organization to be clear and confident. One should consider what makes
their product unique from those of competitors so that they can gain more customers (Perreault,
2010). An organization has to look out for ways of attaining more customer and these means that
their marketing and advertising strategies should be better than those of competitors. For
example, Mercedes Benz Company has a web site to market their brands and for this reason get a
lot of customers. Mercedes Benz S Class Coupe has better features than other vehicles. It is a
two-door model with exclusive wheels, matt paint finish and high-quality special-effect pigment
that puts it ahead of other brands (Kumar, Sharma & Gupta, 2017).
Mission
The mission refers to the primary purpose of an organization. Usually, the mission is a
statement that summarizes the business organization, its companies and the vision that it has in
the industry. It is what a business owner wants to put across to the customers this is the type of
message they want to be associated with their company. How they want customers to know
about them and their competitors to view them (Top gear, 2017). The mission for Mercedes Benz
S Class Coupe is perfection; this is to provide best quality brands of cars to the customers in the
whole world.
Marketing Objectives
 To reach a wider market in the next six months.
 To build brand awareness as it is a new product.
 To create good customer relationships.
Financial Objectives
 To ship vehicles in large quantities to minimize on individual shipping costs.
 To ensure the profit attained is more than the money used in production.

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 To use less than 1, 000,000 dollars for advertisement so that much money can be spent on
innovation.
Marketing Mix Strategy
These are tools that a company uses to get a response from their customers. It consists
four Ps of marketing which includes the product, price, place, and promotion. The products are
the goods offered by the company; the price is what customers pay in exchange for the product,
place or distribution is where customers can access the product and promotion are features and
benefits of the product communicated to customers for persuasion. The company can use social
media platforms and websites to pass information (Robert, 2016).
The Mercedes Company can use the internet to show for example how a product is of
different qualities, image, brand, and design. For example, Mercedes Benz S Class Coupe ‘Night
Edition’ has different colors to cater for every customer. The price can be circulated through
social media for different customers as people use different social media platforms (Luan, &
Sudhir, 2010). Place or distribution can be assessed easily as the company can use the website to
point out places where customers can access their products (Sinapuelas, Wang & Bohlmann,
2015). Promotion can be done through advertising, for example, the brand can make a video of a
moving vehicle and how it is driven on social media platforms. Its images can be displayed on
their websites. This way it will have used digital communication to reach the customers.
Action Programs designed to achieve Marketing and Financial objectives
To reach a wider market or audience, and to build awareness, the brand has come up with
a group of people to come up with websites and open social media platforms. One of the
programs designed is updating the website of the product on a daily basis so that in the case of
any changes customers have full information (Mintz & Currim, 2013). The social media
platforms are also to be updated daily and help in communication with the target market. The
customers can ask their questions on the social media platforms and contacted to create good
relationships (Maggon & Harish, 2015).

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Another program designed is the brand has come up with a group of managers that will
take charge of finances. This is to ensure a lot of money is not used in production than the profit
they get. This team is also there to ensure that cars are shipped to the countries in bulk and not
one on customer order. This way they will reduce the amount of transport used. This team also
has advertisement managers that will look for best ways of advertising the product like media
platforms without spending much (Hartmann, Nair & Narayanan, 2011).
Implementation and control of marketing plan
The process of managing the implementation and the control of the marketing plan helps
to ensure that a company achieves the objectives set. It involves organizing and giving direction
to people and coming up with a group of people to ensure objectives are achieved. During this
process, the manager should look for the correct people to work with and use the available
resources adequately (Wood, 2008). For example one of the objectives of Mercedes Benz S Clas
s Coupe is to get to many customers in the world in six months so the manager should use the
correct people and available resources adequately to ensure it is achieved.
Marketing control is there to monitor and evaluate the marketing activities being carried
out. Monitoring helps the company to know what is going on and the information that they get
can be useful (Laudon & Laudon, 2010). Without monitoring some things can go astray for
example how resources are used should be monitored. Mercedes wants to use less than
$1,000,000 in advertising in six months, and market control can ensure this. Therefore, the
process of implementing the marketing plan is critical and be considered with care for its
successful execution. Besides, the control strategies such as the monitoring and evaluation have
played a critical role for the success of the business.
Conclusion

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In conclusion, coming up with a marketing plan gives businesses an easier way of dealing
with the products. This helps them to know what to do when and where for what reasons.
Carrying out a SWOT and competitor analysis is also important to the organization. This helps
them to maximize on strengths and opportunities and try their best to do away with weaknesses
and threats. Competitor analysis also helps on the deal with competition and move ahead.
Besides, the organization's adoption of the 4P's marketing strategy is critical since it helps the
company to achieve its marketing objectives. Therefore market research is an important factor to
any organization.
References
Adam, S., Wim, N. & Micheline, G. (2011). Entrepreneurship, Innovations and Economic
Development. Oxford University Press, ISBN No. 978- 92-808-3093-4
Blythe, J. (2009). Key Concepts in Marketing. London: Sage Publications. ISBN 978-1-84787-
498-6
Cameron, B. (2014). Management. Strategic Leadership Review, pp. 22-27.
Hartmann, W., Nair, H. & Narayanan, S. (2011). Identifying Casual Marketing Mix Effects
Using a Regression Discontinuity Design, Marketing Science, Vol. 30(6), pp. 1079-1097.
John, A., Katherine, E. & Jocz (2012). All Business is Local: Why Place Matters More than Ever
in a Global, Virtual World. Penguin.
Kim, K., Hayes, J., Avant, J. & Reid, L. (2014). Trends in Advertising Research: A Longitudinal
Analysis of Leading Advertising, Marketing, and Communication Journals, 1980 to 2010,
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Kumar, V., Sharma, A. & Gupta, S. (2017). Accessing the influence of the strategic marketing
research on the generating impact: Moderating roles of models, journals, and estimation
approaches, Academy of Marketing Science Journal, 45(2), 164-185.
Laudon, K., & Laudon, J. (2010). "Management Information Systems: Managing the Digital
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Products, Journal of Marketing Research, Vol. 47(3), pp. 444.
Maggon, M. & Harish, C. (2015). Revisiting The Relationship Marketing and the Customer
Relationship Management in the Leading Tourism and the Hospitality Journals: Research
Trends From 2001 to 2013, Journal of Relationship Marketing, Vol. 14(1), pp. 53-77.
Mercedes Benz. (n.d.). S-class coupé “Night Edition”: Even more exclusive. Retrieved from
https://www.mercedes-benz.com/en/mercedes-benz/vehicles/passenger-cars/s-class/s-
class-coupe-night-edition-even-more-exclusive/
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