Mercedes-Benz Essay by The Research Group

Mercedes-Benz
An analysis of the marketing and promotion possibilities for a proposed sports utility vehicle in 1997.
# 21357 | 2,025 words | 5 sources | 1994 | US
Published on Feb 26, 2003 in Business (Companies)


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From the Paper:

"Introduction
Mercedes-Benz, the well-known luxury car manufacturer that is part of the Daimler-Benz company, has built its reputation in the United States on a foundation of quality and exclusivity. The company's marketing program has been instrumental in cultivating this reputation, and the company has successfully targeted the upper middle class and upper class as its target market. Recent years, however, have seen an increase in the number and type of cars that have entered Mercedes-Benz's traditional niche, with the result that the company now competes against its European rivals BMW and Jaguar, as well as against new upscale models of Nissan and Toyota (Lexus and Infinity brands). This research examines a hypothetical promotional plan for a new Mercedes-Benz model by considering the company's current marketing strategy..."

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