Marketing Plan

Topics: Marketing, Mercedes-Benz, Automotive industry Pages: 5 (2745 words) Published: October 21, 2014

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 service targets a specific segment in the market - each customer, who purchased a Mercedes-Benz car for more than 100 000 euros, will obtain this VIP service. The Concierge service offers a 24-hour worldwide assistance, recommendations and priority bookings with a personal touch. Mercedes-Benz Concierge Service will facilitate your every request, from finding the perfect gift to accessing money-can't-buy events, experiences and everything in between. Your Concierge will fulfil every request using their unique expertise and inside know-how tailor-made to your requirements. The Concierge service will also offer advisory services to our existing customers to make the best decision on which yacht they should rent, which places to visit with their wife, which ring to choose for the proposal, as well as booking them a VIP place at the Allianz-Arena to watch the football match with their business partners, who just arrived in Munich unexpectedly. This service will also increase sales, because people would rather buy a Mercedes-Car with an exclusive ''top-notch'' Concierge service instead of buying a BMW car without this offer of a personal «manager», which could literally save your life one day. Considering that we will not make any additional revenue from offering this new service, as we solely offer the concierge service to our existing customers that have purchased a Mercedes-Benz for over 100 000 Euros at no additional charge, we have set a goal of increasing our total car sales by 40% as a result of adding value to our customers' mindset. The primary marketing objective is to increase our sales in Germany by 8,000 units (according to the sales from 2013 – 4,000 units of S/C-class cars were sold, we predict, that people will buy more, because of our service). The primary financial objective is to achieve a first-year sales revenue of 80 million euros, sold cars- revenue, keep the first-year losses under 15 million euros, and the break-even point in the middle of the...
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