Marketing the Class A (Mercedes)

ASSIGNMENT MMG CONTENTS 1/ Executive Summary................................................................p.3 2/ Introduction..........................................................................p.4 3/ Market audit.........................................................................p.5 3.1/ External analysis.............................................................p.5 3.2/ Internal analysis.............................................................p.6 4/ SWOT analysis.....................................................................p.10 5/ Segmentation.......................................................................p.12 6/ Portfolio analysis..................................................................p.15 6.1/ Product analysis............................................................p.15 6.2/ Service analysis............................................................p.15 7/ Strategy..............................................................................p.17 8/ Conclusion..........................................................................p.18 EXECUTIVE SUMMARY INTRODUCTION Daimler-Benz AG is one of the most notorious automobile firms in the world. In fact, the only name Mercedes personifies comfort, luxury, quality and safety. Nevertheless, the October 22, 1997, Robert Colin -a car tester and deputy editor in …

…ew markets (Asia or United States) thanks to Europeans products and improve the market share.Search alternatives into new market segments (age, attribute preferences...)A-class because it is a small and high car which hasn't got the same feeling than other Mercedes.Vaneo which is a "multipurpose van" especially developed for European market.The SLR which was developed to be the most exceptional product of the range and to cope with Ferrari Enzo, Lamborghini Murcielago...