The automobile industry is famous for being ahead of the curve in most areas. Automotive companies cannot rely on a one-time announcement or word-of-mouth chatter to keep a steady stream to customers. These companies have to have well developed advertising strategies in their marketing processes, in order to sustain a profitable growth in all the markets they serve throughout the world. Mercedes-Benz (MB) is a German high-class automobile company. Its products stand for luxury, reliability and dependability. The company belongs to the multinational division of the German manufacturer Daimler AG and has its headquarters in Stuttgart, Baden-Württemberg, Germany. The company has 274,616 employees and gained a profit of 10,887 billion U.S. dollar with revenue of 147,257 billion U.S. dollars.
Mexico is very important for the company’s North American strategy, which can be proved by the fact that Mercedes-Benz produces its cars in Monterrey, Nuevo Leon, Mexico. According to the McKinsey Global Media Report 2013 Latin America provided the highest growth in expenditure for advertising, in 2012 the increase was 13.3 percent. The increasing investments of automotive companies are a reason for it - in 2011 the industry expanded its expenditures in advertising by 101 percent.
A critical analysis of the MB’s marketing strategy in Mexico is the purpose of this research paper. Since we are not able to cover all aspects of the marketing of MB due to the limitation of 10 to 15 pages for this paper, the study will be focusing on the following areas: sponsoring, social media, TV advertisements and magazine commercials. Thus, other areas of marketing like brand management or viral marketing will not be addressed. The products and services the company offers in Mexico will be mentioned. The marketing strategy of Mercedes-Benz México will be described and target groups will be defined. At the end of this paper we will state how MB can use its marketing in Mexico more efficiently in order to gain higher profits.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Mercedes-Benz's Marketing Strategy in Mexico
- Products in Mexico
- Services in Mexico
- After-Sales
- Financing
- Distributors
- Parts/Original Equipment
- Maintenance
- The A-Class
- Target Groups for the A-Class
- Promotional Strategies
- Sponsoring
- Social Media
- YouTube
- Evaluating Mercedes-Benz México's Marketing Strategy within Social Media
- Traditional Advertising
- TV Advertising
- Billboards, Newspapers and Magazines
- Radio
- Evaluating Mercedes-Benz Mexico's Marketing Strategy with Traditional Advertising
- Possible Improvements
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This research paper critically analyzes Mercedes-Benz's marketing strategy in Mexico, focusing on key aspects such as sponsoring, social media, and traditional advertising. The study explores the company's product and service offerings in the Mexican market and identifies the target groups for their A-Class model. It also examines the effectiveness of their current marketing strategies and proposes possible improvements to enhance their profitability.
- Mercedes-Benz's marketing strategy in Mexico
- Target groups for the A-Class model
- Evaluation of Mercedes-Benz's marketing strategies
- Effectiveness of sponsoring, social media, and traditional advertising
- Possible improvements for enhancing profitability
Zusammenfassung der Kapitel (Chapter Summaries)
The introduction provides an overview of the automotive industry's focus on advertising and highlights Mercedes-Benz's (MB) position as a high-class automobile company with a significant presence in Mexico. The chapter emphasizes the importance of the Mexican market for MB's North American strategy and the growth of advertising expenditure in Latin America. The study's focus on specific areas of marketing, including sponsoring, social media, and TV advertisements, is explained, while other aspects like brand management and viral marketing are excluded.
Chapter 2 delves into MB's marketing strategy in Mexico, discussing the range of products sold, categorized by their segments (e.g., sedans, coupes, convertibles, etc.). The chapter also examines the pricing of these vehicles and concludes that the target group for MB's marketing activities is the upper class due to the significant cost of their vehicles. The services offered in Mexico, including after-sales, financing, distributors, parts/original equipment, and maintenance, are discussed.
Chapter 3 focuses on the target groups for MB's A-Class model, providing insights into the characteristics and demographics of this specific customer base.
Chapter 4 explores the promotional strategies employed by MB in Mexico, encompassing sponsoring, social media, and traditional advertising. It analyzes the company's use of Facebook, YouTube, TV advertisements, billboards, newspapers, magazines, and radio in their marketing efforts.
Schlüsselwörter (Keywords)
This research paper focuses on key terms and concepts related to Mercedes-Benz's marketing strategy in Mexico, including luxury automobile industry, target groups, promotional strategies, social media, traditional advertising, sponsoring, and profitability. It analyzes the company's product and service offerings, market penetration, and advertising effectiveness in the Mexican market.
- Quote paper
- Bachelor of Arts Joannis Paul Schweres (Author), 2014, Mercedes-Benz's Marketing Strategy in Mexico, Munich, GRIN Verlag, https://www.grin.com/document/287285
