Mercedes-Benz is a German brand of automobiles, buses, coaches and trucks from the DaimlerChrysler company (formerly Daimler-Benz), commonly known as Mercedes. Mercedes-Benz is the world's oldest automobile manufacturer and the origin of the company dates back to the 1880s, when Gottlieb Daimler and Karl Benz invented the internal combustion engine-powered automobile independently.
Daimler Motorengesellschaft and Benz & Cie were originally two different manufacturers. Following the First World War, they started to cooperate to deal with the economic crisis in the car industry. After a few attempts to merge Benz and Company with Daimler Motor Company an agreement was made and the two companies merged on June 28, 1926. The name of Mercedes name is due to the name of a successful car created by Daimler in the 1900's. Since that, the company has focused its vehicles on high quality and state of the art engineering. As a result they have often been expensive and are made in lower volumes compared to cheaper cars. The company has carefully cultivated an image of superior engineering, quality, and service. The cars are often the vehicle of choice for the rich and famous.
[...] Conclusion - Recommendations As we have seen in this analysis, Mercedes is one of the strongest brands in the world. Nevertheless, the company rest very ambitious and has an obvious main objective: to get back the position of on the segment of luxury cars, actually hold by BMW for few years. To rich this aim, Mercedes will have to put in place two main strategies in the future: - The brand has to provide with the means to reach this aim. [...]
[...] Appendix 2 Analysis of the 4 P's 1 Products: Mercedes produces 14 different cars which are from the medium city car to the van. A Class: It is a city car and family hatchback. B Class: B Class: It brings together the best aspects of different kinds of car in one Mercedes-Benz. It is the multi-activity vehicle from Mercedes-Benz C Class: It is a line of midsize luxury automobiles produced by Mercedes-Benz. The C-Class was first introduced in 1993 as a replacement for the 190 range. [...]
[...] Segmentation by prices: Car prices can be divided in six different segments: Lower lower price £4,000 to £6,200 Upper lower price £6,200 to £9,000 Lower middle price £9,000 to £13,500 Upper middle price £13,500 to £20,000 Lower upper price £20,000 to £40,000 Upper upper price £40,000 and more Segmentation by social class: Upper upper Elite social class with inherited social position Lower upper Highly successful business and professional, position acquired through wealth Upper middle Successful business and professional lower middle White-collar workers, small businesspeople Upper lower Blue-collar workers, technicians, skilled workers Lower lower Unskilled labour, poorly educated, poorly off 1.4 Segmentation by family life cycle and types of cars orientations: Stage Financial circumstances and purchasing characteristics Bachelor Few financial burdens, recreation oriented; holidays, entertainments outside home Young, single, not leaving at parental home Newly wed Better off financially, two incomes; purchase home, some customer durable Young couples, no children Full nest I Home purchasing peak; increasing financial pressures, may have only one income earner; purchase of household necessities Youngest child under 6 Full nest II Financial position improving; some working spouses Youngest child over 6 Full nest III Financial position better still; update household product and furnishing Older married couples with dependent children Empty nest I Home ownership peak; renewed interest in travel and leisure activities; buy luxuries Older married couples, no children at home Empty nest II Drastic cut in income; medical service bought Older couples, no children at home, retired Solitary survivor I Income good, but likely to sell home Still in labour force Solitary survivor II Special needs for medical care, affection and security Retired 2 Targeting: 2.1 Mercedes targets / car bodywork: The brand is present in all these segments. [...]
[...] Low because Mercedes doesn't suffer of the power of certain suppliers. The brand has "radically rethought" its production principles with the aim of boosting foreign content and participation in joint ventures. Joint ventures permit to secure the company on delays and prices of lots of parts of a vehicle. Medium because Mercedes have contracts very easy to stop (Goodyear's GT2). Bargaining power of buyers: The customers of the output from an industry also exert pressures that can affect the degree of competition within it (Graham Hooley et al.).Mercedes is a company which produces the major part of its cars for individual customers to and a little part for societies to B). [...]
[...] The quality is verified by the brand after assembly and contracts of quality exist between Mercedes and suppliers. Outbound logistics: The aim of Mercedes is to deliver cars to customers and retailers in the entire world and it requires an important logistic. The logistic takes an important role for Mercedes production and purchaser satisfaction. For that reason, Mercedes has several retailers, more than 800 across the world. Certain of those countries are handled by local importers. Moreover, orders can be made online and Mercedes is very developed on this way of purchase. [...]
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