Chisholm Institute HE-ETMN602: Quality Comparison of Two Cars

This report, prepared for a Quality Management course at Chisholm Institute, compares the quality of two car models: the Toyota Yaris and the Mercedes-Benz CLA. The report analyzes the features of each car, including engine specifications, dimensions, and available options. It contrasts the product quality, comparing factors such as performance, fuel efficiency, and maintenance costs. The report also examines consumer preferences, highlighting how brand perception and service quality influence purchasing decisions. Ultimately, the analysis concludes that while both brands are globally recognized, consumers generally perceive Mercedes-Benz as offering a higher-quality product, leading to greater consumer satisfaction despite the higher price point. The report uses multiple sources including academic research to support its claims.

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Total Quality Management
8/26/2019
(Student Name)

Total Quality Management 1
Table of Contents
Introduction......................................................................................................................................2
Features of product..........................................................................................................................2
Comparison about product...............................................................................................................2
Consumer Preference.......................................................................................................................3
Conclusion.......................................................................................................................................3
References........................................................................................................................................4

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Introduction
In the recent scenario, most of the companies have adopted different marketing strategies to
satisfy the consumer. Some of the companies satisfy the consumers through focus over the
quality however, some companies satisfy its consumers through providing its product at low
prices. Toyota and Mercedes Benz are the two major car brands that are common in all the part
of the world. Such brands are the top automaker globally as well as they directly employee
through of employees at global level (Grzegorczyk, 2018).
In the following part there will be detailed analysis of the sedan car of Toyota and Mercedes in
which it is being compared that which car mostly preferable by the consumers that made the
brand and its product competitive in the market.
Features of product
One of the sedan models of Mercedes, Mercedes-Benz CLA is available in Diesel as well as
Petro. The diesel engine is 2143 cc while the engine of petrol is 199 cc. it is available with the
Automatic transmission that depend on the variant as well as fuel type. It has a mileage of 15.4 t
179 kmpl. The CLA is a 5 seater Sedan as well as has a length of 4300mm with the width of
1777 mm as well as wheelbase of 2699 mm. It has anti-lock braking system, with driver airbag
and multi-function steering wheel. At 2.2 litres, the engine is relatively large displacement that
make is agile already at low speed. It is one of the smooth cars with the combination of large
displacement engine as well as low engine speeds. If the driver selects “S” gearshifts that are
performed mush faster as well as the ratio spread uses the RPM reserves of the engine for
dynamic performance. The CLA 220 CDI is equipped with a multi-path exhaust gas recirculation
system that helps in reducing the nitrogen oxide emission levels. It is service free cost model
(Fischer, 2019)
Toyota Yaris is the economical product of Toyota. It is set to entre as one of the most rewarding
segment in the market. However, the response was not so good due to the reason of its features
and the quality use in the car. It offers with ne petrol engine on offer a 1.5 litre dual VVT which
is capable of churning to a good enough for 108 bhp. The Yaris is also a five seater sedan that

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has a length of 4425 mm, width of 1730 mm as well as wheelbase of 2550 mm. the service cost
of the car is $53 (Ivanov et al., 2019).
Comparison about product
In order to compare both models of the brands, Mercedes CLA is one of the effective and has
better performance than Toyota Yaris. The price of the model is high however, it provide its
services at top-mooch level that made possible for the consumers to compromise with the prices.
It has great millage as well as quality product are used in the model that enhance the life span of
the car and also require low maintenance cost while comparing to the Toyota Yaris. Mercedes
CLA are provided in diesel as well as petrol which is one of the beneficial part for the
consumers, as the consumers will have chosen whether they will go with diesel or petrol
(Tournois, L. and Chanaron, 2018). Moreover, it maintain premium quality brand that make the
feel of prestigious while driving or sitting in the car due to the smoothness of the car while it is
driving. It has great music system that relaxes the consumers as well as great pickup and smooth
gears. Furthermore, it also has comfortable seats and good spaces in the car that make relax to
the consumers while they are sitting in the car (Nun et al., 2019).
However, in order to analyze the service of Toyota Yaris, it mostly disappoints the consumers to
the certain extent. It is cheaper than Mercedes Benz but the product quality is also low. Toyota
Yaris is only provided in petrol that resists the consumers who prefer diesel car. The space in the
car is small that make uncomfortable to the heighted passenger to get settle down in the market.
The music system is also old one that is used in the car that takes some times to figure out how to
navigate. It is not worthy pricing car in which the product that are used in the car is not updated
as well as with some boring interior that resist the consumers to buy the product to the certain
extent (Lamonge, Lapian and Tumbuan, 2019).
Consumer Preference
In order to analyze the preference of the consumers, it has been found that the huge number of
consumers prefer Mercedes CLA while they are planning to buy the new car due to the main
reason it make them feel of premium quality and also the brand cater high quality service to the
consumers that attract the consumers towards the product in an efficient manner. The consumer

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try to ignore to purchase the Toyota Yaris due to the reason the service provided by Toyota is
low as comparison to Mercedes. Moreover, the features and quality of product are not use by the
Toyota that creates high maintenance cost to the consumers to the certain extent. Furthermore,
Toyota Yaris are provided only in Petrol form that limits the consumers while making choice in
purchasing the car.
In addition with, most of the time the issue always occur in the car of Toyota after use such as
sound occur in the car, issue in AC, music that dissatisfied the consumers and resist them to
purchase that product to the certain extent. The consumer refer Mercedes Benz it provide overall
good experience to the consumers that make them feel enjoyable and relax while driving or using
the service of Mercedes. Therefore, it enhances the value of the overall brand in front of
consumers. The Toyota Yaris has also further other issues such as the interior is not attractive,
the space in the car is less as well as it has high maintenance cost that resist the consumers to buy
such product to the certain extent (Won, Oh and Choeh, 2018)
Conclusion
From the above analysis it can be concluded that most of the companies has adopted effective
strategies to satisfying the consumers. Every product with different competence attracts the
consumers to the certain extent. The consumers have different review for the product that makes
them more satisfied. Mercedes and Toyota are global brand. In order to analyze the sedan
product of both brands, most of the consumes prefer Mercedes CLA rather than Toyota Yaris
due to the reason the quality and features of the Mercedes CLA is better than Toyota Yaris that
force the consumers to buy the product of Mercedes Benz rather than Toyota.

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References
Fischer, M. (2019) Practice Prize Paper–Managing Advertising Campaigns for New Product
Launches: An Application at Mercedes-Benz. Marketing Science, 38(2), pp.343-359.
Grzegorczyk, W. (2018) Marketing strategies of Polish companies on foreign
markets. Management, 22(2), pp.110-120.
Ivanov, Y., Ivanov, R., Kadikyanov, G., Staneva, G. and Danilov, I. (2019) A study of the fuel
consumption of hybrid car Toyota Yaris. Transport Problems, 14.
Lamonge, F., Lapian, S.J. and Tumbuan, W.J. (2019) A STUDY OF CONSUMER DECISION
MAKING PROCESS BASED ON PROMOTION, PEOPLE, PROCESS, PHYSICAL
EVIDENCE OF TOYOTA CAR BUYERS IN MANADO. Jurnal EMBA: Jurnal Riset Ekonomi,
Manajemen, Bisnis dan Akuntansi, 7(2).
Nun, J., Wieler, A., Andres, C. and Betz, T. (2019) The First Mercedes-Benz Four-cylinder
Diesel Engine Complying with RDE Step 2. MTZ worldwide, 80(7-8), pp.46-53.
Tournois, L. and Chanaron, J.J. (2018) Car crisis and renewal: how Mercedes succeeded with the
A-Class. Journal of Business Strategy, 39(1), pp.3-14.
Won, E.J., Oh, Y.K. and Choeh, J.Y. (2018) Perceptual mapping based on web search queries
and consumer forum comments. International Journal of Market Research, 60(4), pp.394-407.