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.
Table of Contents
1 Introduction
1.1 Problem Definition
1.2 Objectives
1.3 Methodology
2 Framework for the Market Definition and Analysis
2.1 Theory of SWOT Analysis
2.2 Profile of the Daimler AG and Definition of Mercedes Benz Cars Germany
2.3 Definition of the Relevant Market
2.4 Target Group
3 SWOT Analysis for Mercedes-Benz Passenger Cars Germany
3.1 Analysis of the External Factors
3.1.1 Political and Legal Factors
3.1.2 Economical Factors
3.1.3 Sociological Factors
3.1.4 Technological Factors
3.2 Assessment of the External SWOT Factors
3.3 Analysis of the Internal SWOT Factors
3.3.1 Competition
3.3.2 Company Condition
3.4 Audit of the Internal SWOT Factors
4 Results
5 Conclusion
Objectives & Core Topics
The primary objective of this work is to provide a holistic analysis of the market situation for Mercedes-Benz passenger cars in Germany by synthesizing internal company audits with an assessment of relevant external environmental factors.
- Strategic market analysis using the SWOT framework.
- Evaluation of political, economic, social, and technological (PEST) external influences.
- Examination of competitive positioning within the premium automotive segment.
- Assessment of Mercedes-Benz's internal organizational strengths and weaknesses, including R&D and brand performance.
Excerpt from the Book
3.1.1 Political and Legal Factors
In Europe the automotive industry is confronted with a fast changing and different regulative environment (Ernst & Young 2011a). Legal frameworks offer a challenge to all car manufacturers, for new regulations may harm the potential of innovation due to law restrictions in different social segments. So law makers have to be convinced of the advantages of new technologies in advance (Rosengarten & Stuermer 2006, p. 149-158).
Environmental protection is gaining in importance in the legislation. The three determining factors for this are resource-efficiency, environmental-impact and security. In parts considerable expenditures are needed from the companies, to meet the commitments for emission-, fuel-consumption- and security-regulations, e.g. in R&D. By 2015 significant reductions of emissions are forced by the CO2 regulation of the EU. Also transport-political restrictions are possible. It is concluded by Daimler that these restrictions can temporarily not be abided. Therefore a financial punishment has to be taken in consideration (Daimler 2012a, p. 116ff.; Ernst & Young 2011a).
Also purchasing decisions are influenced by political measures. In Germany passenger car tax is calculated partially on the cars CO2 emissions, which is an important fact for customers purchase patterns (EAMA 2012, p. 87). Also the possible realization of a passenger car toll, the subsidization of emission-free cars or the higher taxation of emission-intensive cars are able to influence the customers` choice (Ernst & Young 2011a). So the demand for cars emitting less than 120g CO2/km has already risen from 2010 to 2011 by 10% (EAMA 2012, p. 60). In Germany this trend is supported e.g. with a five-year tax exemption for electric vehicles (EAMA 2012, p. 88).
Summary of Chapters
1 Introduction: Defines the necessity of strategic planning for companies and explains the relevance of the automotive industry as a subject of analysis due to market saturation and increased competition.
2 Framework for the Market Definition and Analysis: Outlines the theoretical basis of the SWOT and PEST analysis methods and profiles the Daimler AG and the Mercedes-Benz target market.
3 SWOT Analysis for Mercedes-Benz Passenger Cars Germany: Provides an in-depth examination of internal and external factors, ranging from PEST analysis to competitive positioning and company-specific conditions.
4 Results: Synthesizes the identified SWOT factors to highlight how technological innovation and R&D effort are vital for future market success against emerging competitors.
5 Conclusion: Summarizes the current strong standing of Mercedes-Benz in Germany and suggests that future strategic goals should focus on growth and prestige to maintain leadership.
Keywords
Mercedes-Benz, SWOT Analysis, PEST Analysis, Automotive Industry, Premium Brand, Strategic Planning, Market Analysis, R&D, Competitive Advantage, Electric Mobility, Connected Cars, Brand Loyalty, Daimler AG, German Market, Innovation Management.
Frequently Asked Questions
What is the core focus of this study?
The study provides a comprehensive market analysis of Mercedes-Benz Cars in Germany using strategic management frameworks to assess the company's competitive standing.
Which analytical methods are employed?
The research primarily utilizes the SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis and the PEST (Political, Economical, Sociological, Technological) framework.
What is the primary goal of the research?
The goal is to assess the market-related situation of Mercedes-Benz in Germany and provide a holistic view to support future strategic decision-making.
How is the automotive industry characterized in the paper?
The industry is described as being in a state of flux, dealing with growing overcapacity, market saturation, and the necessity to adapt to new trends like electromobility and integrated mobility.
What does the internal analysis cover?
The internal analysis focuses on the company's competitive position, brand image, R&D capabilities, and financial conditions.
Which specific external factors are examined?
The study analyzes political/legal regulations (e.g., CO2 emission standards), economic factors (e.g., European recession, raw material prices), sociological trends (e.g., urbanization, demographic shifts), and technological innovations.
How does the author evaluate Mercedes-Benz's R&D efforts?
The R&D efforts are viewed as a significant competitive advantage that is essential for maintaining leadership in innovation and meeting strict EU environmental regulations.
What risks does the paper identify regarding brand reputation?
The author highlights the danger of negative publicity, such as criticism regarding environmental lobbyism and traffic accidents involving test vehicles, as factors that could damage the brand's premium image.
What role do the "Sinus Milieus" play in this study?
The Sinus Milieus are used to define the relevant target group beyond traditional demographics by incorporating life styles and individual consumer values.
How does the author view the potential for electric vehicles?
Electromobility is identified as one of the most important future trends, with hybrid cars seen as a mid-term solution and fuel-cell technology offering better long-term potential.
- Arbeit zitieren
- Thilo Ketschau (Autor:in), 2013, Mercedes Benz Cars Germany - Market Analysis, München, GRIN Verlag, https://www.grin.com/document/210854
