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Mercedes-Benz
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CONTENTS
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Slogan
"The best or nothing"
Mercedes gives technology and safety
like no other brand in the world
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Logo
Three-pointed star
The three-pointed star was supposed to symbolize Daimler¡¯s ambition of universal motorization
? ¡°on land, on water and in the air¡±
One of the most popular trademark
Symbolize
the best safety, quality, comfort and fascinating style
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History
Origins
- Karl Benz created the first automobile in 1886
Merger
- The first Mercedes was released in 1901
- The first Mercedes-Benz brand name was released in 1926 after a merger with Daimler
Auto Racing
- was introduced to the sport of auto racing in 1926
American Market
- made a deal to distribute the cars in the U.S. in 1958
Hybrid Car
- introduced its f¡¦(»ý·«)
k / Reverse Assist
Tire Pressure Monitoring
Heads Up Display Telematics
Navigation / GPS
Multimedia Systems
Audio Systems
Rear Seat Entertainment
Games Consoles
Tuners (SDR)
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Semiconductor Growthin Automotive Market
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SWOT analysis
Weaknesses
High price
A bit conservative maker
Some obvious innovations
take ages to get in
Bad communication
Threats
? Strong competitors
Economic crisis
New entrants into the market
External changes
(government, politics, taxes)
Exchange rate fluctuations
Opportunities
? Emerging markets and
expansion abroad
? Innovation preference
? Product and services expansion
Strengths
? Strong brand equity
Loyal customers
Good relationship with government
Successful F1 team
Owners club
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Target
those of higher incomes, who want a luxurious product to associate with their lofty status
¡°The minority
of the market¡±
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Marketing Strategies
Focus on Safety