Segmentation of Mercedes
Table of Contents
1.0 Situation Analysis/Current Marketing Mix…………………………...………………….3
1.1 Current Product........................................................................................................3
1.2 Current Pricing…………………………………………...………………………….4
1.3 Current Distribution…………………………………………………………………4
1.4 Current Promotion…………………………………………………………………..5
2.0 Segmentation Theory…………………………………………………...………………….6
2.1 Defining and Explaining Segmentation……...……………………..…………..........6
2.2 Explaining Three Benefits of Mercedes-Benz Brand from using Segmentation ……7
3.0 Target Market Identification……………………………………………………………...7
3.1 Geographic Segmentation…………………………………………………………...7
3.2 Demographic Segmentation………………………………………...……………….8
3.3 Psychographic Segmentation………………………………..………………………8
3.4 Behavioral Segmentation……………………………………...………………….....9
4.0 Bibliography…………….….…………………...……..………………………………..20
Surname 3
1.0 Situation Analysis/Current Marketing Mix
1.1 Current Product
Being a highly reputable brand globally, Mercedes-Benz has successfully penetrated in
Singapore market. Presently, Mercedes-Benz C class has swiftly penetrated in the Singaporean luxury car market due to the prestige associated with the brand. Being a consumer product,
Mercedes Class C has been characterized by high performance that accurately meets personal needs for active individuals through the superior brand name. Over the years, Mercedes Benz brand name has won global recognition, contributing to its popularity in Singaporean market.
The various sub-models of Mercedes Benz Class C including C230, C240, C320 and C350 among others offer consumers with various luxurious services, besides mere travelling. It is important to note that, the ability of a core product to offer credible and other beneficial characteristics besides the core product utility enhances its propensity to acquire popularity among consumers1. In this regard, Mercedes Class C has been considered as of
1.0 Situation Analysis/Current Marketing Mix…………………………...………………….3
1.1 Current Product........................................................................................................3
1.2 Current Pricing…………………………………………...………………………….4
1.3 Current Distribution…………………………………………………………………4
1.4 Current Promotion…………………………………………………………………..5
2.0 Segmentation Theory…………………………………………………...………………….6
2.1 Defining and Explaining Segmentation……...……………………..…………..........6
2.2 Explaining Three Benefits of Mercedes-Benz Brand from using Segmentation ……7
3.0 Target Market Identification……………………………………………………………...7
3.1 Geographic Segmentation…………………………………………………………...7
3.2 Demographic Segmentation………………………………………...……………….8
3.3 Psychographic Segmentation………………………………..………………………8
3.4 Behavioral Segmentation……………………………………...………………….....9
4.0 Bibliography…………….….…………………...……..………………………………..20
Surname 3
1.0 Situation Analysis/Current Marketing Mix
1.1 Current Product
Being a highly reputable brand globally, Mercedes-Benz has successfully penetrated in
Singapore market. Presently, Mercedes-Benz C class has swiftly penetrated in the Singaporean luxury car market due to the prestige associated with the brand. Being a consumer product,
Mercedes Class C has been characterized by high performance that accurately meets personal needs for active individuals through the superior brand name. Over the years, Mercedes Benz brand name has won global recognition, contributing to its popularity in Singaporean market.
The various sub-models of Mercedes Benz Class C including C230, C240, C320 and C350 among others offer consumers with various luxurious services, besides mere travelling. It is important to note that, the ability of a core product to offer credible and other beneficial characteristics besides the core product utility enhances its propensity to acquire popularity among consumers1. In this regard, Mercedes Class C has been considered as of
Bibliography: York: Prentice Hall, 2005), 68. 2 Beng, Chua. Life is not Complete without Shopping: Consumption Culture in Singapore, (Singapore: Singapore University Press, 2003), 72. 1.3 Current Distribution 3 Leslie, Butterfield, Enduring Passion: Story of the Mercedes Benz Brand, (New York: Wiley Publishers, 2005), 4 Dennis, Adler, Mercedes Benz: First Gear, (London: Motorbooks, 2008), 46. C in Singapore. These platforms include internet portfolio, traditional print and cinema, which are 5 Paul, Leppert, Doing Business with Singapore: Global Business Series, (Washington, DC: Jain Pub Co., 2000), 6 Dennis, Adler, Mercedes Benz: First Gear, (London: Motorbooks, 2008), 41.