From a marketing perspective, one of the most recognized and prestigious cars on the planet associated with highly reputable German precision and premium craftsmanship. With the remarkable brand heritage dating back to , when the first Mercedes-Benz vehicle was officially introduced to the public, the German automobile giant remains a top ranking car manufacturer in the world. Mercedes-Benz is a premium brand, however, more or less since the company started to use a thoroughly planned and perfectly executed market segmentation alongside skilfully designed digital marking to reach, influence and engage with a younger less-affluent consumer base. This clever move of incorporating social listening into the process of developing marketing strategy has enabled the German car company to get priceless information about who their customer really was and, based on this insight, to create a product — more affordable Mercedes-Benz CLA-Class — and correlated social marketing campaigns that perfectly fitted the selected market segment of a younger consumer demographic. How exactly does the iconic German car brand perform on social media? What techniques and tools do they use?
Mercedes Benz SWOT Analysis, Competitors, STP & USP
Mercedes-Benz | Harvard Business Publishing Education
In Mercedes Benz SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors. Mercedes Benz is one of the leading brands in the automobiles sector. Mercedes Benz C Class 2. Mercedes Benz E Class. Mercedes Benz GL Class 4. Mercedes Benz M Class.
Case Study: Mercedes-Benz
In the Chinese market, foreign car brands have a competitive advantage over domestic car brands because of their being associated with luxury and novelty. Thus, they have experienced tremendous growth in the high-end market, especially after China entered the World Trade Organization WTO in when the tariffs on imported cars were significantly reduced. However, the strength of a strong brand being associated with luxury and novelty could also be its weakness—there are high expectations for their product quality and customer service in the minds of Chinese consumers. In , German auto-maker, Mercedes-Benz, was involved in a clash with the Wuhan Wild Animals Zoo when the zoo discovered problems with the quality and reliability of the vehicle. In December , a Mercedes-Benz owned by the zoo was found to be dragging into the street by an ox.