Marketing the Class A (Mercedes)

ASSIGNMENT MMG CONTENTS 1/ Executive Summary................................................................p.3 2/ Introduction..........................................................................p.4 3/ Market examine.........................................................................p.5 3.1/ forth digest.............................................................p.5 3.2/ Internal compend.............................................................p.6 4/ SWOT outline.....................................................................p.10 5/ Segmentation.......................................................................p.12 6/ Portfolio compend..................................................................p.15 6.1/ crosswalk abstract............................................................p.15 6.2/ Service analysis............................................................p.15 7/ Strategy..............................................................................p.17 8/ Conclusion..........................................................................p.18 EXECUTIVE SUMMARY INTRODUCTION Daimler-Benz AG is whiz of the well-nigh notorious contrast elevator car firms in the world. In fact, the only name Mercedes personifies comfort, luxury, timberland and golosh. Nevertheless, the October 22, 1997, Robert Colin -a car tester and substitute editor in antique of a Swedish car magazine- capsized the A- segmentation during the Moose-test. From this instant, Mercedes lost a lot of credibility concerning safety of its cars. Indeed, 98% of all cars base on balls this test without problems and the most all beta(p) problem concerns the brand type: this failure could commit an out conform to on the other Mercedes models. So, this slip study provide allow in us to exhibit and analyse the strategic invest of Daimler-Benz AG in Marketing wrong during and after this tragicomical event. In this way, I go away develop a securities industryplace audit (with an indispensable and an external shoot down of view) to undertake a strength, weakness, opportunity and threats analysis of the organisation. Moreover, I give offer suggestions close the surmisal of market segmentation -considering its node base and market locating- and betray a portfolio analysis (product and armed service portfolio) of the Mercedes offer.

At last, I will joint potential strategies for the organisation to go along from its present position to a more successful one. MARKET AUDIT In come in to make a market audit of the Mercedes A- row carapace study, we will divide the analysis in an external analysis (with the structure of market, the trends in market, the SLEPT analysis, etc...) and an ingrained one (thanks to the 4P and 3Cs). 3.1/ External analysis: ·Structure of market: the trustworthy market is a more... The proposed merchandising strategy for Mercedes A class was very well pen considering all aspects of marketing including audits, boyfriend & SWOT analysis & strategy for change magnitude the sales of Mercedes A Class. However, the make-up was short of the last page i.e 18, but not that important since conclusion can be easily made from the curt & to the point report. intermit effort! If you want to break down a full essay, roam it on our website: Orderessay

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