Monday, December 3, 2018

Case Study for Marketing

    Case Study

Background:

Mercedes-Benz is very famous in the United States and even in the world. A 14 car company controls 62 brands, but Mercedes-Benz is unique because Mercedes-Benz is a car company and a brand. For the background of Mercedes-Benz is Mercedes-Benz traces its origins to Karl Benz's creation of the first petrol-powered car, the Benz Patent Motorwagen, financed by Bertha Benz and patented in January 1886, and Gottlieb Daimler and engineer Wilhelm Maybach's conversion of a stagecoach by the addition of a petrol engine later that year. Also we can look at this chart,  
This is the Mercedes-Benz sales record from 2015-2018 in the US


We can look at about this chart, for example , In 2018 August, Mercedes -benz sale 24082 kind of vehicle, the date is so Crazy , because Mercedes- Benz is not like another car company have 5 or 6 kind of brand, all brand can help them to increase performance, but Mercedes-benz just use it self to get that date, It was so crazy.


New Product:

    This year, Mercedes-Benz launched a new model, the A200. This model is different from all previous vehicles because it uses a lot of high-tech, full-size LCD screens, sound control systems, and Ai, many people I know that Mercedes-Benz is very expensive, but these two cars can let more people choose to buy, and customers can enjoy Mercedes-Benz at a low price.

https://www.youtube.com/watch?v=i6XG-226CBE

Value proposition:

    The Mercedes-Benz value proposition is a combination of German engineering and international flare that meets the needs, demands, and desires of luxury buyers around the world.
Power under the hood is just one of the first steps. Whether luxury owners choose a simple and well-equipped model, or a high-output road-burning Mercedes-Benz sports car, they can be guaranteed a premium riding and handling experience that delivers nothing less than the best. Whether flying down the highway in a sleek convertible, or getting the kids to school and parents safely through the daily commute, a Mercedes-Benz vehicle delivers top acceleration and plenty of power under the hood.

Marketing strategy:

    Mercedes-Benz is a very expensive model in the whole world, but many people like them because of comfort and safety. But right now Mercedes wants to put the customer base in the middle, so that anyone can buy Mercedes without much money. Because many people know that Mercedes-Benz's price is very high, changes to his current goals can help it improve its high performance.


Challenge:

    For Mercedes-Benz, his competitors include Audi's A3 and BMW's 1 Series. Both of them don’t need very high price to buy it, and they have very good performance. The main point is that they launched earlier than the Mercedes-Benz A200. If the A200 wants to occupy a part of the market, it is very difficult, but now the new system may make people more focus on it.


Question:

Why Mercedes wants to put the customer base in the middle?








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