Marketing Analysis of Mercedes Benz Company

Marketing Analysis of Mercedes Benz Company

By
Heba al- shehri
Under the Guidance of

Dr. Jacob Cherian
(M.Com., M.S.W., M.Phil., Ph.D.)

MARKETING DEPARTMENT,
COLLEGE OF BUSINESS ADMINISTRATION,
ABU DHABI UNIVERSITY,
UAE
Table of Content

Methodology   ……………………………………………………….….. 3
History of Mercedes ……………………………………………….……. 4
Business description ……………………………………………….…….4
Background ……………………………………………………….…….. 5
Position and purpose …. ………………………………………….……..5
Vision ……………………………………………………………..……...6
Mission………………………………………………………………...….6
Mercedes Benz commercial vehicles department ………………………6
Position withing DCME ……………………………………………….... 6
Contribution to DCME …………………………………………………...6
Product or services ……………………………………………………….7
Customers ……………………………………………………………...... 8
Marketing plan …………………………………………………………...8
Objective fulfillment ………………………………………………….. .10
Advertising …………………………………………………………….. 11
Media …………………………………………………………………….11
Pricing and profitability ……………………………………………….. 12
System evaluation (SWOT analysis) ……………………………….…. 12
Competition factors ……………………………………………………. 17
Business analysis ……………………………………………………… 18
Marketing four Ps …………………………………………………….. …20
Overall focus area of company’s problem……………………………. 22
Conclusion and recommendations …………………………………......23
References ……………………………………………………………… 24


METHODOLOGY

Primary Sources:

Survey among target population through:

 Questionnaire through mail & fax

 Questionnaire Mercedes Benz customers

 Discussion with all employees of Mercedes Benz Companey

Secondary Sources:

• Sales Record

• Subscription Record

• Profit and loss Account

• Balance sheets and other financial statements

• Salesmen’s Record

• International Agencies sources

• Private Sources


History of Mercedes:

Mercedes is famous Germany brand provides Luxury European classy cars to their customers. Mercedes is the second famous brand in the world after...