Marketing Plan
European University Business School
Munich Campus
Assignment 1: Marketing Plan & Website – Part 1
Name of company – Mercedes-Benz
Concierge Service
Submitted To
Pauline Tran
Professor of Marketing Management, BCO 112
Undergraduate Course
Summer Semester 1, 2014
Submitted By
Valeriya ZubkovaMichael AurnhammerExecutive summary
Mercedes-Benz is preparing to launch a new service – the Mercedes-Benz Concierge Service. This new service will add value for the companies existing customers. The Mercedes-Benz Concierge Service offers a competitively unique combination of prestige, functionality and comfort all at no additional cost for customers’ that have purchased a Mercedes-Benz automobile for more than 100 000 Euros. The concierge service of Mercedes-Benz will make the impossible possible, providing high-end service at its finest with great in-sight knowledge of all major metropolitan destinations in the world.
Current marketing situation
Mercedes-Benz is a multinational brand of the German car manufacturer Daimler AG, the brand is used for luxury automobiles, buses, coaches, and trucks. Mercedes-Benz is headquartered in Stuttgart, Germany. The name first appeared in 1926 under the name of Daimler-Benz,which is widely regarded as the fist automobile manufacturers of the world. Mercedes-Benz is part of the “German Big 3” luxury car-manufacturers, along with Audi and BMW, which are the three best selling luxury automobile manufacturers existent in the world. Mercedes-Benz carries a full range of passenger, light commercial and heavy commercial equipment. Vehicles are manufactured in multiple countries worldwide. In key markets such as Germany, the US, Japan and Australia Mercedes-Benz was the best-selling premium brand in 2013. Mercedes-Benz wants to enter into a new market of services for their customers and the service, that they would like to launch is already described in the executive summary, it is the «Mercedes-Benz Concierge Service».The
Munich Campus
Assignment 1: Marketing Plan & Website – Part 1
Name of company – Mercedes-Benz
Concierge Service
Submitted To
Pauline Tran
Professor of Marketing Management, BCO 112
Undergraduate Course
Summer Semester 1, 2014
Submitted By
Valeriya ZubkovaMichael AurnhammerExecutive summary
Mercedes-Benz is preparing to launch a new service – the Mercedes-Benz Concierge Service. This new service will add value for the companies existing customers. The Mercedes-Benz Concierge Service offers a competitively unique combination of prestige, functionality and comfort all at no additional cost for customers’ that have purchased a Mercedes-Benz automobile for more than 100 000 Euros. The concierge service of Mercedes-Benz will make the impossible possible, providing high-end service at its finest with great in-sight knowledge of all major metropolitan destinations in the world.
Current marketing situation
Mercedes-Benz is a multinational brand of the German car manufacturer Daimler AG, the brand is used for luxury automobiles, buses, coaches, and trucks. Mercedes-Benz is headquartered in Stuttgart, Germany. The name first appeared in 1926 under the name of Daimler-Benz,which is widely regarded as the fist automobile manufacturers of the world. Mercedes-Benz is part of the “German Big 3” luxury car-manufacturers, along with Audi and BMW, which are the three best selling luxury automobile manufacturers existent in the world. Mercedes-Benz carries a full range of passenger, light commercial and heavy commercial equipment. Vehicles are manufactured in multiple countries worldwide. In key markets such as Germany, the US, Japan and Australia Mercedes-Benz was the best-selling premium brand in 2013. Mercedes-Benz wants to enter into a new market of services for their customers and the service, that they would like to launch is already described in the executive summary, it is the «Mercedes-Benz Concierge Service».The