Auguste Kupstaityte, Daniela Dahla, Jekaterina Valasenko, Migle Laskauskaite
Question 3: Identify the factors that could potentially be
used by Mercedes-Benz to assess the attractiveness of
a particular market segment.
Evaluating market segments:
market attractiveness and capability to compete.
Market attractiveness can be assessed using:
political, social and environmental factors.
Mercedes-Benz recently entered a large-scale,
competitive segment with great growth rates.
Price sensitivity and potential of making a profit are both
important factors to the company assessing market
Mercedes-Benz is a well-established company and has a
As a result, it also has the bargaining power of customers
and suppliers and can afford to overcome entry/exit
Competition is increasing in the luxury car industry.
Competitors, such as Audi & BMW, are already
established in the younger market.
Mercedes-Benz has to consider repositioning,
adapting brand image and changes in marketing
Political, environmental and
Political, economical and environmental factors
High growth rates in Russia, Japan and BRIC
New social trends are emerging, younger audience
Mercedes-Benz has to consider different factors
before entering new market segments.
The company needs to adapt their positioning
strategy in order to stay a market leader.
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