mercedes benz marketing plan
Izol Bajrami Mercedes Benz of U.S.A
“The Best or Nothing”- Mercedes Benz
Company Background
Mercedes Benz is one of the most recognizable names in the world. If you mention car, luxury, dependable, performance and “The Best or Nothing”, the first name it comes on your mind is Mercedes Benz. History of Mercedes Benz is the greatest out there, but I am going to focus on the Mercedes Benz USA, also known as MBUSA.
MBUSA is a division responsible for distribution and marketing of Mercedes Benz products in the U.S. The headquarters of MBUSA are in Montvale, New Jersey. There are two dealership locations of MBUSA in northeast Ohio, one in Willoughby and the other one in Bedford. Also included in their division are Maybach, Smart and Sprinter. Although founded in 1965, MBUSA started importing Mercedes Benz in 1952, and the iconic car that started it all was 300SL Gullwing. It was founded under Max Hoffman; the current CEO of MBUSA is Steve Cannon. Other key personnel at MBUSA are Harald Henn CFO and VP, Inigo Mazquiaran GM of Corporate Finance and Joachim Schmidt Executive Vice President of Sales & Marketing for Mercedes-Benz.
Over the following years, MBUSA grew into a nationwide organization, now employing over 1500 people. The company also has 356 associated dealerships that employ 21,500 people themselves.
MBUSA operates in the Car Dealership industry, in the distribution and marketing division of car sales industry to be more specific. With 305,072 passenger vehicles sold in the U.S. in 2012.
SWOT Analysis
Strengths:
1. Mercedes Benz has a strong brand value and global leader in premium cars
2. Leader in innovation i.e. 1st to introduce diesel engines, fuel injection and anti-locking brakes
Weaknesses:
1. High maintenance cost of Mercedes Benz car
2. High prices compared to competition
Opportunities:
1. Developing hybrid cars and fuel efficient cars for the future
2. Fast growing luxury automobile market
“The Best or Nothing”- Mercedes Benz
Company Background
Mercedes Benz is one of the most recognizable names in the world. If you mention car, luxury, dependable, performance and “The Best or Nothing”, the first name it comes on your mind is Mercedes Benz. History of Mercedes Benz is the greatest out there, but I am going to focus on the Mercedes Benz USA, also known as MBUSA.
MBUSA is a division responsible for distribution and marketing of Mercedes Benz products in the U.S. The headquarters of MBUSA are in Montvale, New Jersey. There are two dealership locations of MBUSA in northeast Ohio, one in Willoughby and the other one in Bedford. Also included in their division are Maybach, Smart and Sprinter. Although founded in 1965, MBUSA started importing Mercedes Benz in 1952, and the iconic car that started it all was 300SL Gullwing. It was founded under Max Hoffman; the current CEO of MBUSA is Steve Cannon. Other key personnel at MBUSA are Harald Henn CFO and VP, Inigo Mazquiaran GM of Corporate Finance and Joachim Schmidt Executive Vice President of Sales & Marketing for Mercedes-Benz.
Over the following years, MBUSA grew into a nationwide organization, now employing over 1500 people. The company also has 356 associated dealerships that employ 21,500 people themselves.
MBUSA operates in the Car Dealership industry, in the distribution and marketing division of car sales industry to be more specific. With 305,072 passenger vehicles sold in the U.S. in 2012.
SWOT Analysis
Strengths:
1. Mercedes Benz has a strong brand value and global leader in premium cars
2. Leader in innovation i.e. 1st to introduce diesel engines, fuel injection and anti-locking brakes
Weaknesses:
1. High maintenance cost of Mercedes Benz car
2. High prices compared to competition
Opportunities:
1. Developing hybrid cars and fuel efficient cars for the future
2. Fast growing luxury automobile market