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Seminar paper from the year 2013 in the subject Economics - Other, grade: 2,0, University of applied sciences, Cologne, course: Marketing, language: English, abstract: An analysis of the German automotive market and the Mercedes-Benz cars division, as an actor on this market, are done. Therefore firstly the relevant external factors for the German automotive market are audited by examining its` political-legal, economical, sociological and technological factors. Secondly an internal audit is done by examining strengths and weaknesses of the German division of the company. As a result a holistic picture of Mercedes-Benz cars` market related situation is assessed.
Book Synopsis Mercedes Benz Cars Germany - Market Analysis by : Thilo Ketschau
Download or read book Mercedes Benz Cars Germany - Market Analysis written by Thilo Ketschau and published by GRIN Verlag. This book was released on 2013-03-14 with total page 37 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2013 in the subject Economics - Other, grade: 2,0, University of applied sciences, Cologne, course: Marketing, language: English, abstract: An analysis of the German automotive market and the Mercedes-Benz cars division, as an actor on this market, are done. Therefore firstly the relevant external factors for the German automotive market are audited by examining its` political-legal, economical, sociological and technological factors. Secondly an internal audit is done by examining strengths and weaknesses of the German division of the company. As a result a holistic picture of Mercedes-Benz cars` market related situation is assessed.
Seminar paper from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, EGADE Business School, language: English, abstract: The automobile industry is famous for being ahead of the curve in most areas. Automotive companies cannot rely on a one-time announcement or word-of-mouth chatter to keep a steady stream to customers. These companies have to have well developed advertising strategies in their marketing processes, in order to sustain a profitable growth in all the markets they serve throughout the world. Mercedes-Benz (MB) is a German high-class automobile company. Its products stand for luxury, reliability and dependability. The company belongs to the multinational division of the German manufacturer Daimler AG and has its headquarters in Stuttgart, Baden-Württemberg, Germany. The company has 274,616 employees and gained a profit of 10,887 billion U.S. dollar with revenue of 147,257 billion U.S. dollars. Mexico is very important for the company’s North American strategy, which can be proved by the fact that Mercedes-Benz produces its cars in Monterrey, Nuevo Leon, Mexico. According to the McKinsey Global Media Report 2013 Latin America provided the highest growth in expenditure for advertising, in 2012 the increase was 13.3 percent. The increasing investments of automotive companies are a reason for it - in 2011 the industry expanded its expenditures in advertising by 101 percent. A critical analysis of the MB’s marketing strategy in Mexico is the purpose of this research paper. Since we are not able to cover all aspects of the marketing of MB due to the limitation of 10 to 15 pages for this paper, the study will be focusing on the following areas: sponsoring, social media, TV advertisements and magazine commercials. Thus, other areas of marketing like brand management or viral marketing will not be addressed. The products and services the company offers in Mexico will be mentioned. The marketing strategy of Mercedes-Benz México will be described and target groups will be defined. At the end of this paper we will state how MB can use its marketing in Mexico more efficiently in order to gain higher profits.
Book Synopsis Mercedes-Benz's Marketing Strategy in Mexico by : Joannis Paul Schweres
Download or read book Mercedes-Benz's Marketing Strategy in Mexico written by Joannis Paul Schweres and published by GRIN Verlag. This book was released on 2015-01-16 with total page 31 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, EGADE Business School, language: English, abstract: The automobile industry is famous for being ahead of the curve in most areas. Automotive companies cannot rely on a one-time announcement or word-of-mouth chatter to keep a steady stream to customers. These companies have to have well developed advertising strategies in their marketing processes, in order to sustain a profitable growth in all the markets they serve throughout the world. Mercedes-Benz (MB) is a German high-class automobile company. Its products stand for luxury, reliability and dependability. The company belongs to the multinational division of the German manufacturer Daimler AG and has its headquarters in Stuttgart, Baden-Württemberg, Germany. The company has 274,616 employees and gained a profit of 10,887 billion U.S. dollar with revenue of 147,257 billion U.S. dollars. Mexico is very important for the company’s North American strategy, which can be proved by the fact that Mercedes-Benz produces its cars in Monterrey, Nuevo Leon, Mexico. According to the McKinsey Global Media Report 2013 Latin America provided the highest growth in expenditure for advertising, in 2012 the increase was 13.3 percent. The increasing investments of automotive companies are a reason for it - in 2011 the industry expanded its expenditures in advertising by 101 percent. A critical analysis of the MB’s marketing strategy in Mexico is the purpose of this research paper. Since we are not able to cover all aspects of the marketing of MB due to the limitation of 10 to 15 pages for this paper, the study will be focusing on the following areas: sponsoring, social media, TV advertisements and magazine commercials. Thus, other areas of marketing like brand management or viral marketing will not be addressed. The products and services the company offers in Mexico will be mentioned. The marketing strategy of Mercedes-Benz México will be described and target groups will be defined. At the end of this paper we will state how MB can use its marketing in Mexico more efficiently in order to gain higher profits.
Book Synopsis Development of a ,Lost Deal Analysis' for the Automotive Market in Germany by :
Download or read book Development of a ,Lost Deal Analysis' for the Automotive Market in Germany written by and published by . This book was released on 2005 with total page 73 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Essay from the year 2009 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: A, Ohio University (E.W. Scripps School of Journalism), course: International and Crosscultural Advertising, language: English, abstract: What started as one of the biggest and most expensive campaigns in the German automobile industry, almost ended in a disaster for the company. The result was the biggest crisis, a German automobile company had ever faced. Mercedes-Benz is a high-class automobile company. Its products stand for luxury, reliability and dependability. But high-class cars are expensive and only affordable for the richer part of society. To keep pace with the fast developing automobile industry all over the world, Mercedes-Benz decided to invent car that reunites all three values, the company embraces. This car - the Mercedes-Benz A-Class - should have another important feature: It is affordable for the middle class. With this car, Mercedes was approaching a new market segment and therefore new target audiences. A campaign, that fits the new car in the overall Mercedes image, was crucial. In May 1996 Mercedes Benz started its huge advertising campaign - almost one and a half years prior to the official product launch on October 18th 1997. More than 100 million Euro will this launching campaign cost the company. Despite that the campaign only ran in the European market, the Mercedes-Benz brand and this specific campaign caught international attention. Newspapers from all over the world accompanied the A-Class until its official launch. These newspapers were also there, when the crisis occurred, that almost harmed the company on a long-term basis. Right after the launch, the car, that was supposed to be innovative, reliable and safe, failed in the so called "moose-test". After almost two years of positive media coverage, a flood of criticism followed. Due to the high level of awareness for the car, the public was n
Book Synopsis Mercedes Benz - How A Great Campaign Can Almost Kill A Company by : Carolin Biebrach
Download or read book Mercedes Benz - How A Great Campaign Can Almost Kill A Company written by Carolin Biebrach and published by GRIN Verlag. This book was released on 2009 with total page 61 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2009 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: A, Ohio University (E.W. Scripps School of Journalism), course: International and Crosscultural Advertising, language: English, abstract: What started as one of the biggest and most expensive campaigns in the German automobile industry, almost ended in a disaster for the company. The result was the biggest crisis, a German automobile company had ever faced. Mercedes-Benz is a high-class automobile company. Its products stand for luxury, reliability and dependability. But high-class cars are expensive and only affordable for the richer part of society. To keep pace with the fast developing automobile industry all over the world, Mercedes-Benz decided to invent car that reunites all three values, the company embraces. This car - the Mercedes-Benz A-Class - should have another important feature: It is affordable for the middle class. With this car, Mercedes was approaching a new market segment and therefore new target audiences. A campaign, that fits the new car in the overall Mercedes image, was crucial. In May 1996 Mercedes Benz started its huge advertising campaign - almost one and a half years prior to the official product launch on October 18th 1997. More than 100 million Euro will this launching campaign cost the company. Despite that the campaign only ran in the European market, the Mercedes-Benz brand and this specific campaign caught international attention. Newspapers from all over the world accompanied the A-Class until its official launch. These newspapers were also there, when the crisis occurred, that almost harmed the company on a long-term basis. Right after the launch, the car, that was supposed to be innovative, reliable and safe, failed in the so called "moose-test". After almost two years of positive media coverage, a flood of criticism followed. Due to the high level of awareness for the car, the public was n
Enduring Passion is the story of a brand. A brand that has survived mergers, crises and war to become the choice of today's presidents and kings, with a symbol more widely recognised than the Christian cross. It is informed by the very latest brand thinking. It is thorough, honest and sometimes critical. This is the story of Mercedes-Benz. Beginning with Karl Benz and Gottlieb Daimler's parallel invention of the car in 1886, Enduring Passion charts how the rival marques grew separately for 40 years (including the birth of Daimler's Mercedes insignia) before merging in 1926. Brand expert Leslie Butterfield then traces the development of Mercedes-Benz through the Nazi years to its near-destruction in 1945, its post-war rebirth, and its fall from grace in the early 1990s. How its managers reacted to the crisis at that time shapes what Mercedes-Benz is today. Pivotal moments like the A-class 'Elk test', the merger with Chrysler, and the arrival of CEO Dr Eckhard Cordes are all part of the brand's recent history. Butterfield poses a number of key challenges for the brand today and explores what the solutions might be going forward. Running through his analysis is a solid strand of theory on how brands are formed, how they derive their strength, how they evolve and how they can be defined. Richly illustrated with previously unpublished photographs and references, this is an enthralling read for anyone moved by the history of the motor industry and the legend and legacy of Mercedes-Benz. For marketing professionals, it offers a wealth of precious insights into the Enduring Passion that can be inspired by a badge and a brand.
Book Synopsis Enduring Passion - The Story of the Mercedes-Benz Brand (German Language) by : Leslie Butterfield
Download or read book Enduring Passion - The Story of the Mercedes-Benz Brand (German Language) written by Leslie Butterfield and published by Wiley. This book was released on 2005-11-29 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: Enduring Passion is the story of a brand. A brand that has survived mergers, crises and war to become the choice of today's presidents and kings, with a symbol more widely recognised than the Christian cross. It is informed by the very latest brand thinking. It is thorough, honest and sometimes critical. This is the story of Mercedes-Benz. Beginning with Karl Benz and Gottlieb Daimler's parallel invention of the car in 1886, Enduring Passion charts how the rival marques grew separately for 40 years (including the birth of Daimler's Mercedes insignia) before merging in 1926. Brand expert Leslie Butterfield then traces the development of Mercedes-Benz through the Nazi years to its near-destruction in 1945, its post-war rebirth, and its fall from grace in the early 1990s. How its managers reacted to the crisis at that time shapes what Mercedes-Benz is today. Pivotal moments like the A-class 'Elk test', the merger with Chrysler, and the arrival of CEO Dr Eckhard Cordes are all part of the brand's recent history. Butterfield poses a number of key challenges for the brand today and explores what the solutions might be going forward. Running through his analysis is a solid strand of theory on how brands are formed, how they derive their strength, how they evolve and how they can be defined. Richly illustrated with previously unpublished photographs and references, this is an enthralling read for anyone moved by the history of the motor industry and the legend and legacy of Mercedes-Benz. For marketing professionals, it offers a wealth of precious insights into the Enduring Passion that can be inspired by a badge and a brand.
“ In view of the number of volumes that have been produced in recent years about Germany’s most famous auto maker, it must seem presumptuous to add yet another to the stack. Being relatively thin, this one had to be different. It devotes itself to Mercedes-Benz cars and the most specific and personal aspects of their development, performance and maintenance, at the unavoidable sacrifice of portions of the long history of this great firm. The fascinating story of Mercedes racing has been told by George Monkhouse, Laurence Pomeroy Jr. and S. C. H. Davis, among others, while the fine successes of 1954 and 1955 are still familiar to most readers. I’ve chosen to concentrate on several Mercedes and Benz racing machines that were extremely interesting and productive yet remain virtually unknown today. At the other end of the performance scale the distinctive Mercedes diesels are covered completely...” (1959 - Karl E. Ludvigsen)
Book Synopsis MERCEDES-BENZ - Guide by : Karl Ludvigsen
Download or read book MERCEDES-BENZ - Guide written by Karl Ludvigsen and published by Edizioni Savine. This book was released on 2014-08-06 with total page 230 pages. Available in PDF, EPUB and Kindle. Book excerpt: “ In view of the number of volumes that have been produced in recent years about Germany’s most famous auto maker, it must seem presumptuous to add yet another to the stack. Being relatively thin, this one had to be different. It devotes itself to Mercedes-Benz cars and the most specific and personal aspects of their development, performance and maintenance, at the unavoidable sacrifice of portions of the long history of this great firm. The fascinating story of Mercedes racing has been told by George Monkhouse, Laurence Pomeroy Jr. and S. C. H. Davis, among others, while the fine successes of 1954 and 1955 are still familiar to most readers. I’ve chosen to concentrate on several Mercedes and Benz racing machines that were extremely interesting and productive yet remain virtually unknown today. At the other end of the performance scale the distinctive Mercedes diesels are covered completely...” (1959 - Karl E. Ludvigsen)
The aim of this book is to evaluate accurately economic development mechanism and to extract valuable lessons from a comparison of the economic development of Japan and that of Germany. The book covers an extensive range of economic issues: (1) macro-economic factors: capital, labor, technology; (2) macro-economic policies: financial, monetary, industrial; (3) external shocks to both economies: oil crises, exchange rate fluctuations, environmental problems; (4) development processes of major industries: steel, chemicals, and automobiles. The analyses with this systematic and comprehensive approach provide useful insights for the general reader as well as guidelines for developing countries and for Eastern European countries in transition.
Book Synopsis A Comparative Analysis of Japanese and German Economic Success by : IFO Institute for Economic Research, Sakura Institute ofResearch, Japan
Download or read book A Comparative Analysis of Japanese and German Economic Success written by IFO Institute for Economic Research, Sakura Institute ofResearch, Japan and published by Springer Science & Business Media. This book was released on 2012-12-06 with total page 534 pages. Available in PDF, EPUB and Kindle. Book excerpt: The aim of this book is to evaluate accurately economic development mechanism and to extract valuable lessons from a comparison of the economic development of Japan and that of Germany. The book covers an extensive range of economic issues: (1) macro-economic factors: capital, labor, technology; (2) macro-economic policies: financial, monetary, industrial; (3) external shocks to both economies: oil crises, exchange rate fluctuations, environmental problems; (4) development processes of major industries: steel, chemicals, and automobiles. The analyses with this systematic and comprehensive approach provide useful insights for the general reader as well as guidelines for developing countries and for Eastern European countries in transition.
Book Synopsis Mercedes-Benz by : Paul H. Cockerham
Download or read book Mercedes-Benz written by Paul H. Cockerham and published by Mason Crest Publishers. This book was released on 2018-01-12 with total page 96 pages. Available in PDF, EPUB and Kindle. Book excerpt: SPEED RULES! Inside the Worlds Hottest Cars
"Traces the history and development of the Mercedes, offers profiles of Benz and Daimler, it's two creators, and looks at the German automobile's racing triumphs." -- Amazon.com viewed August 4, 2020.
Book Synopsis The Mercedes-Benz Book by : Victor Boesen
Download or read book The Mercedes-Benz Book written by Victor Boesen and published by Doubleday Books. This book was released on 1981 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Traces the history and development of the Mercedes, offers profiles of Benz and Daimler, it's two creators, and looks at the German automobile's racing triumphs." -- Amazon.com viewed August 4, 2020.
Mercedes-Benz automobiles were popular in Germany and were naturally taken into use by the various agencies of the Third Reich. Many of these automobiles appear in famous photographs of the era, from pre-war Party rallies to the entry into Austria, Czechoslovakia and Poland to Hitler's departure from Rastenburg after the assassination attempt upon him.The author traces the early history and insignia of the various predecessors of Mercedes-Benz, culminating in the merger of Mercedes and Benz in 1926.Since Mercedes-Benz automobiles were seen as symbols of the prosperous Germany promised by the Nazis, they were often displayed by Party leaders during the years of struggle, with Göring's 1931 roadster being the most famous example. The cars were also speedy and sturdy, allowing Hitler and his top associates to campaign throughout Germany at a speed that caught his political opponents unprepared.State power brought almost infinite resources into the hands of the Nazi Party, and liberal use of luxury automobiles were part of the spoils of victory. Again, a vehicle belonging to Hermann Göring typifies the era, in this case his massive Grosser Mercedes six-seat touring car.The early war brought the automobile's most colorful moment, as part of Hitler's personal Grey (or Führer) Column, which toured parts of Poland even as fighting was still in progress. Allied air supremacy soon made such operations too hazardous, but Mercedes cars soldiered on with important state duties, often with bullet-proof windows and low-visibility headlights and occasionally with anti-aircraft machine guns mounted. Mercedes-Benz Staff Cars covers in detail all of the models, personalities and important events in the automotive history of the Third Reich. Blaine Taylor's fascinating text is supplemented by an extraordinary array of illustrations, from retro-futuristic paintings of the 1930s to unpublished photographs from the Hermann Göring, Joachim von Ribbentrop, Eva Braun, and Heinrich Hoffmann archives.
Book Synopsis Mercendes Benz Parade And Staff Cars by : Charles Taylor
Download or read book Mercendes Benz Parade And Staff Cars written by Charles Taylor and published by Da Capo Press. This book was released on 1999-02-21 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Mercedes-Benz automobiles were popular in Germany and were naturally taken into use by the various agencies of the Third Reich. Many of these automobiles appear in famous photographs of the era, from pre-war Party rallies to the entry into Austria, Czechoslovakia and Poland to Hitler's departure from Rastenburg after the assassination attempt upon him.The author traces the early history and insignia of the various predecessors of Mercedes-Benz, culminating in the merger of Mercedes and Benz in 1926.Since Mercedes-Benz automobiles were seen as symbols of the prosperous Germany promised by the Nazis, they were often displayed by Party leaders during the years of struggle, with Göring's 1931 roadster being the most famous example. The cars were also speedy and sturdy, allowing Hitler and his top associates to campaign throughout Germany at a speed that caught his political opponents unprepared.State power brought almost infinite resources into the hands of the Nazi Party, and liberal use of luxury automobiles were part of the spoils of victory. Again, a vehicle belonging to Hermann Göring typifies the era, in this case his massive Grosser Mercedes six-seat touring car.The early war brought the automobile's most colorful moment, as part of Hitler's personal Grey (or Führer) Column, which toured parts of Poland even as fighting was still in progress. Allied air supremacy soon made such operations too hazardous, but Mercedes cars soldiered on with important state duties, often with bullet-proof windows and low-visibility headlights and occasionally with anti-aircraft machine guns mounted. Mercedes-Benz Staff Cars covers in detail all of the models, personalities and important events in the automotive history of the Third Reich. Blaine Taylor's fascinating text is supplemented by an extraordinary array of illustrations, from retro-futuristic paintings of the 1930s to unpublished photographs from the Hermann Göring, Joachim von Ribbentrop, Eva Braun, and Heinrich Hoffmann archives.
