1. Introduction This report is based on the company Mercedes Benz, and the chosen country is Singapore. The purpose of the report is to conduct an environmental and marketing analysis of Mercedes Benz in Singapore. Firstly, this report will state the company background. Next, it will state the country background. Thirdly, it will state the SWOT analysis. Fourthly, it will state the PEST analysis. After that, it will state the marketing strategy, new product development, and lastly the conclusion.
Company background Mercedes-Benz is a German car company, some sort of multinational department from the German company Daimler AG.
The company is used intended for high-class motor vehicles, buses, motor coachs, as well as vehicles. The particular brand made an appearance in 1926 within Daimler-Benz yet history the sources to Daimler-Motoren-Gesellschaft’s 1901 Mercedes and to Karl Benz’s 1886 Benz Patent Motorwagen, which is commonly viewed as the first car.
Mercedes-Benz’s slogan is “Das Beste oder nichts” (English: “The best or nothing”). Mercedes-Benz is just about the most commonly known as well as set up car makes in the world, which is on the list of the world’s oldest car company nevertheless around the world today in 2014,possessing the first petrol-powered vehicle.
Country background Singapore is an affluent island nation, positioned in Southeast Asia within the southern tip of the Malay Peninsula.
The occupants of Singapore delight in one of the maximum standards associated on earth, with each capita GDP adequate to in which from the top international locations within American The european union. The particular economy would depend intensely upon exports, and the nation houses one of the busiest ports on earth. 2. SWOT analysis SWOT analysis is part of strategic planning. The SWOT analysis helps organizations assess issues within and outside the organization.
The SWOT analysis, made up of an assessment of strengths, weaknesses, external opportunities and threats from competition, provides an outline for strategic decision-making Table 1 From the table above it is seen that strong brand value measures that Mercedes is considered as a premium brand, such as BMW, Porsche, Audi and etc. There is no exception that Mercedes will stay in premium segment for a very long time.
Almost all the rich and old people prefer this particular car brand. Also, this company has an advantage over their competitors as increasing production hybrid cars because of environmental friendly and еру exact number of miles driven. To produce high quality cars and hire well – educated employees makes production expensive. That is why Mercedes is interested in upper class people who are able to buy such a car. It makes the brand attractive investment for people with high income (upper class).
PEST analysis Originally known as PEST Analysis, this is a macro environmental framework used to understand the impact of the external factors on the organization and is used as strategic analytical technique. Strengths Weakness Opportunities Threats Strong brand value High price cost Fast – growing company Government policy Leader in innovation Expensive service New products and services Increasing in competition High level safety of cars High fuel consumption Developing hybrid cars Decrease in demand Investment.
Stereotype that this car is for the rich people Fuel price rises Rising price of raw material High quality It is hard to find manual transmission in such a car Positive attitude towards “green” vehicles Unexpected problems A PEST analysis is looks at how those external factors can affect a business’s activities and performance, and it can be used in combination with other tools.
It helps to determine an organization’s overall outlook for success. Political Economic Socio – Cultural Technological Bureaucratic Interest rates Fast – growing society Modern technology Stable government law system High income level Diversity of cultures WI-FI zones Taxation system.
High power of the local currency Variety of language cultures Automation of work Law level of corruption Low level of economic freedom (-2) Most of the people are in advanced age Production of high quality medical equipment Foreigners investment Trade freedom Prevalence of upper class Investment in technology Table 2 From the table above let us take 3 characteristics for discussion.
Firstly, high income of Singapore measures that Mercedes – Benz is one of the most suitable brands for upper class. It is considered, that Mercedes – Benz is a car which is suitable for old population, especially for men.
Therefore, this car brand has a priority to take Singapore as a sales leader in the adult audience because of the prevalence of old population. Diversity of cultures of the populations shows that every single nation has different understanding of car design.
That is why this brand can offers cars such as “family car” like Sedan (C – class) to “celebrity car” as Crossovers (G – class) with the newest and technology to their customers. 1) Franki Colbert (n. d). Definition of a SWOT Analysis. Retrieved from: http://smallbusiness. chron. com/definition-swot-analysis-43274.
html 2) Russ Heaps (n. d) 10 most expensive cars to own and drive. Retrieved from: http://www. bankrate. com/finance/auto/10-most-expensive-cars-to- own-and-drive-1. aspx 3) Chad Brooks (2013, November 22). PEST Analysis: Definition, Examples & Templates.
Retrieved from http://www. businessnewsdaily. com/5512-pest-analysis-definition- examples-templates. html 4) Abha Pandey (2011, 26 September). What is PESTLE Analysis? Retrieved from: http://bpmgeek. com/blog/what-pestle-analysis 5) Leading through innovation (n. d/ n. a) http://www. mbusa. com/mercedes/benz/innovation.