An analysis of the German automotive market and the Mercedes-Benz cars division, as an actor on this market, are done. Therefore firstly the relevant external factors for the German automotive market are audited by examining its` political-legal, economical, sociological and technological factors. Secondly an internal audit is done by examining strengths and weaknesses of the German division of the company. As a result a holistic picture of Mercedes-Benz cars` market related situation is assessed.
Inhaltsverzeichnis (Table of Contents)
- Executive Summary
- List of Abbreviations
- Introduction
- Problem Definition
- Objectives
- Methodology
- Framework for the Market Definition and Analysis
- Theory of SWOT Analysis
- Profile of the Daimler AG and Definition of Mercedes Benz Cars Germany
- Definition of the Relevant Market
- Target Group
- SWOT Analysis for Mercedes-Benz Passenger Cars Germany
- Analysis of the External Factors
- Political and Legal Factors
- Economical Factors
- Sociological Factors
- Technological Factors
- Assessment of the External SWOT Factors
- Analysis of the Internal SWOT Factors
- Competition
- Company Condition
- Audit of the Internal SWOT Factors
- Results
- Conclusion
- Appendix
- Bibliography
- ITM-Checklist 1: 360-degree analysis
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This analysis examines the German automotive market and the Mercedes-Benz cars division's position within it. The study utilizes a SWOT and PEST analysis framework to assess the relevant external factors and internal strengths and weaknesses of the company. The analysis aims to provide a comprehensive understanding of Mercedes-Benz cars' market situation. Key themes of the work include: * **Market analysis:** Exploring the German automotive market through PEST and SWOT analyses. * **External factors:** Identifying and evaluating political, legal, economic, sociological, and technological factors impacting the market. * **Internal factors:** Analyzing the company's internal strengths, weaknesses, opportunities, and threats. * **SWOT analysis:** Using SWOT analysis to assess the company's overall market position and identify areas for improvement. * **Target audience:** Defining the target audience for Mercedes-Benz cars in Germany.Zusammenfassung der Kapitel (Chapter Summaries)
- **Introduction:** This chapter introduces the problem definition, objectives, and methodology of the analysis. It sets the stage for the subsequent examination of the German automotive market and Mercedes-Benz cars' role within it.
- **Framework for the Market Definition and Analysis:** This chapter explores the theoretical framework of SWOT analysis and provides a profile of Daimler AG, the parent company of Mercedes-Benz cars, along with a definition of the relevant market and the target audience.
- **SWOT Analysis for Mercedes-Benz Passenger Cars Germany:** This chapter delves into the external factors affecting the German automotive market, including political, legal, economic, sociological, and technological considerations. It also examines the internal strengths and weaknesses of Mercedes-Benz cars, considering factors like competition and company condition.
Schlüsselwörter (Keywords)
This analysis focuses on the German automotive market, the Mercedes-Benz cars division, SWOT and PEST analysis, external and internal factors, competition, company condition, target audience, and market position. The study utilizes a framework of analyzing political, legal, economical, sociological, and technological factors to assess the company's strengths, weaknesses, opportunities, and threats within the German automotive market.
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- Thilo Ketschau (Author), 2013, Mercedes Benz Cars Germany - Market Analysis, Munich, GRIN Verlag, https://www.grin.com/document/210854
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