Comparative Study of Marketing Strategies and financial strengths of two auto mobile giants, Mercedes vs BMW(UK) AIM and OBJECTIVES
To study marketing strategies and assess the financial strength of Mercedes-Benz and BMW in UK Objectives
1.To study and analyse the luxury car market of UK
2.To study the marketing strategies adopted by Mercedes and BMW 3.To analyse the financial statements and ascertain the financial strengths of the giants
SCOPE OF THIS PROJECT
This assignment will attempt to study in depth the competition between Mercedes and BMW with regards to their marketing strategies adopted in United Kingdom (UK). It will also make an attempt to study the financial statements in depth (UK).Because this both companies launch new cars in their car segment and threat each other with their new luxury cars. Also we will discuss about which company has done well business wise since last few years and what are their future plans to stay ahead in the market. At the end of this project we will come to know which company is better businesswise and marketing strategy of these two individual companies which aim to deliver a similar yet unique product. But in beginning we will discuss about both companies background and also about their automobile products.
INTRODUCTION and BACK GROUND
Over the years with the improvement of technology BMW and Mercedes-Benz have met customer needs by producing the most inspiring and well developed cars of their times. BMW group concentrate on premium segments in the automobile market. It means they are specialise in high quality product and in return they earn higher revenue per vehicle sold. At other side Mercedes-Benz which also provide premium segment have concreted their name in history as manufacturers of luxury cars, have opened their doors to a range of more dynamic models targeting the slightly younger market. I have choose BMW vs Mercedes-Benz(UK) for my project report because...