PROF. PARAG SHAH
DHRUV NIRALBHAI PATEL
EXECUTIVE SUMMARY The recent growth in the luxury car market in India is much more than mere market dynamics in a particular car segment. It is a reflection of the changing lifestyle of the affluent class in the country.
Luxury car majors in India - Mercedes-Benz, BMW and Audi put together have around 85% market share. The German car brand Mercedes-Benz had first-mover advantage as it had started operations in India in 1995 and there was no direct competition in this category. So, it remained ‘Numero Uno’ luxury car brand in India for more than a decade. But, market dynamics have changed significantly after the entry of BMW in 2006 followed by Audi in 2007.
After conducting a qualitative and quantitative research, the report on the sales management of Mercedes-Benz on the lines of regaining its ‘Numero Uno’ position; is presented to the reader helping him to derive maximum value from the research. The report covers every aspect of the marketing and sales process of Mercedes-Benz M-class from a local (Ahmedabad) dealer’s point of view.
The areas covered in the report are the job description, job profile, sales force requirement calculation, segmentation, product-market grid, product description, competitive analysis, marketing strategy, MIS report, training document and budgetary systems and other financials.
TABLE OF CONTENTS
Sr. No. | TOPICS | Pg. No. | 1 | General information | 4 | 2 | Product-market grid & Benefit statement | 5 | 3 | Call-sheet | 6 | 4 | Job description of the territory manager | 7 | 5 | Job profile of the sales person | 8 | 6 | Product description | 9 | 7 | Market segmentation | 13 | 8 | Sales force required & territory allocation | 15 | 9 | Competition | 18 | 10 | Competitive analysis | 19 | 11 | Consumer profile | 21 |