Mercedes Benz
Case Study: Mercedes Benz Passenger Cars in India
Author: Aditya Kumar
Date: 11/07/2009
EXECUTIVE SUMMARY
Mercedes Benz Passenger Cars and smart (herein referred as Mercedes) is one of 5 divisions of the Daimler group, the leading Germann automaker. Daimler is a large organisation that had EUR149.6 billion in revenue and 365,600 employees in 2006.
Within its microenvironment, the company’s marketing effort is well supported and coordinated by other departments. Mercedes produces in 104 countries and sells its cars in 200 countries through 13,000 sales outlets. It recently appointed a single ad agency for the marketing programme of its entire range of products. Its primary customer market includes individual consumers while resellers and government agencies worldwide form its secondary markets. Its main competitors include BMW, Volkswagen and General Motors. The company remains very committed and connected to its employees. One such method is through its own internal television channel.
Within its macroenvironment, it is responding rapidly to changing demographics by currently targeting the youngest of the baby boomers (born between 1958-1978), who are peaking in terms of their earning and spending capacity. Economically, fast growing Asian economies continue to indicate further opportunity for increased sales. These markets are also culturally very different in terms of their purchasing decisions or general view of luxury cars. The company has been actively engaged in the preservation of the natural environment by focussing on alternative fuel technologies. It is also continuously developing customer focussed and need-based intelligent innovations, to further give their customers an overall, relaxed, and comfortable driving experience.
The C-240 Sedan, one of Mercedes Benz’s less expensive cars has been the company’s fastest growing and most successful product. The C-240 Sedan offers tremendous value for money as it has several E and S (Mercedes’
Author: Aditya Kumar
Date: 11/07/2009
EXECUTIVE SUMMARY
Mercedes Benz Passenger Cars and smart (herein referred as Mercedes) is one of 5 divisions of the Daimler group, the leading Germann automaker. Daimler is a large organisation that had EUR149.6 billion in revenue and 365,600 employees in 2006.
Within its microenvironment, the company’s marketing effort is well supported and coordinated by other departments. Mercedes produces in 104 countries and sells its cars in 200 countries through 13,000 sales outlets. It recently appointed a single ad agency for the marketing programme of its entire range of products. Its primary customer market includes individual consumers while resellers and government agencies worldwide form its secondary markets. Its main competitors include BMW, Volkswagen and General Motors. The company remains very committed and connected to its employees. One such method is through its own internal television channel.
Within its macroenvironment, it is responding rapidly to changing demographics by currently targeting the youngest of the baby boomers (born between 1958-1978), who are peaking in terms of their earning and spending capacity. Economically, fast growing Asian economies continue to indicate further opportunity for increased sales. These markets are also culturally very different in terms of their purchasing decisions or general view of luxury cars. The company has been actively engaged in the preservation of the natural environment by focussing on alternative fuel technologies. It is also continuously developing customer focussed and need-based intelligent innovations, to further give their customers an overall, relaxed, and comfortable driving experience.
The C-240 Sedan, one of Mercedes Benz’s less expensive cars has been the company’s fastest growing and most successful product. The C-240 Sedan offers tremendous value for money as it has several E and S (Mercedes’