Description of the marketing plan of the company of Mercedes-Benz: driving forces affecting global marketing; Hofstede model of the United Kingdom; segmentation, marketing, positioning; marketing mix strategy; mission statement, the goal of the company.
Coursework MERCEDES BENZ IN THE UNITED KINGDOM MARKET The table of contents Introduction 1. PEST Analysis 2. Driving Forces affecting global marketing 3. Hofstede model of the UK 4. Marketing plan of Mercedes-Benz in GB 4.1 Segmentation, marketing, positioning 4.2 Marketing mix strategy Conclusion References Introduction The history of Mercedes-Benz went back to the 1880s and its founders Karl Benz and Gottfried Daimler, whose separate companies became a single one in 1926. At present company is a division of Daimler AG. Besides the two Germans, an important figure was Austrian banker Emile Jellinek, who in 1897 became a Daimler board member. Jellinek offered a variety of useful marketing advice and suggested a car with an engine to the front. Origins of the Mercedes - Benz are creation of the car powered by petrol and conversion of a stagecoach conducted by Karl Benz. Mercedes-Benz is one of the largest producers of commercial vehicles worldwide producing more than half of a million of trucks, vans and buses every year. The company has 93 locations worldwide and production facilities in 17 countries on 5 continents. Furthermore, many pioneering technical innovations that are standard automotive features today were first seen in a Mercedes-Benz car, including the crumple zone (1959), ABS (1978), airbags (1980), belt pretensioners (1980), ESP (1995), PRE-SAFEA® (2002) and many other milestones in passenger vehicle technology. Today Mercedes-Benz is the most successful premium brand. Its technical perfection, quality standards, innovative impact and numerous car legends such as the 300 SL Gulling are unique. The Mercedes star became the most famous symbol of a car brand and is one the worlds best known trademarks today. Three-pointed star symbol, which symbolized air, land, and sea arenas in which Mercedes-Benz engines dominated. Today in the UK Mercedes-Benz is one of the leading and famous automobile companies. The company sold various automobile products there such as vans, trucks, cars, buses and coaches. Mercedes-Benz is a global corporation with a geocentric orientation and views the entire world as a potential market and strives to develop integrated global strategies. The most important markets for Mercedes-Benz Cars in 2012 were Germany with 20% of unit sales, the other markets of Western Europe (24%), the United States (21%) and China (14%).
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