Mercedes-Benz: Marketing Case Study
Mercedes-Benz
Question 3
Auguste Kupstaityte, Daniela Dahla, Jekaterina Valasenko, Migle Laskauskaite
Question 3: Identify the factors that could potentially be used by Mercedes-Benz to assess the attractiveness of a particular market segment.
Evaluating market segments:
•
market attractiveness and capability to compete.
Market attractiveness can be assessed using:
•
•
•
market factors, competitive factors, political, social and environmental factors.
Market factors
•
Mercedes-Benz recently entered a large-scale, competitive segment with great growth rates.
•
Price sensitivity and potential of making a profit are both important factors to the company assessing market attractiveness. •
Mercedes-Benz is a well-established company and has a high brand-awareness.
As a result, it also has the bargaining power of customers and suppliers and can afford to overcome entry/exit barriers. Competitive factors
•
Competition is increasing in the luxury car industry.
•
Competitors, such as Audi & BMW, are already established in the younger market.
•
Mercedes-Benz has to consider repositioning, adapting brand image and changes in marketing strategy. Political, environmental and social factors
•
Political, economical and environmental factors affecting sales.
•
High growth rates in Russia, Japan and BRIC countries. •
New social trends are emerging, younger audience is tech-savvy.
Conclusions
•
Mercedes-Benz has to consider different factors before entering new market segments.
•
The company needs to adapt their positioning strategy in order to stay a market leader.
Question 3
Auguste Kupstaityte, Daniela Dahla, Jekaterina Valasenko, Migle Laskauskaite
Question 3: Identify the factors that could potentially be used by Mercedes-Benz to assess the attractiveness of a particular market segment.
Evaluating market segments:
•
market attractiveness and capability to compete.
Market attractiveness can be assessed using:
•
•
•
market factors, competitive factors, political, social and environmental factors.
Market factors
•
Mercedes-Benz recently entered a large-scale, competitive segment with great growth rates.
•
Price sensitivity and potential of making a profit are both important factors to the company assessing market attractiveness. •
Mercedes-Benz is a well-established company and has a high brand-awareness.
As a result, it also has the bargaining power of customers and suppliers and can afford to overcome entry/exit barriers. Competitive factors
•
Competition is increasing in the luxury car industry.
•
Competitors, such as Audi & BMW, are already established in the younger market.
•
Mercedes-Benz has to consider repositioning, adapting brand image and changes in marketing strategy. Political, environmental and social factors
•
Political, economical and environmental factors affecting sales.
•
High growth rates in Russia, Japan and BRIC countries. •
New social trends are emerging, younger audience is tech-savvy.
Conclusions
•
Mercedes-Benz has to consider different factors before entering new market segments.
•
The company needs to adapt their positioning strategy in order to stay a market leader.