...y-axis. To find relative position of different brands of cars in respect of customer perception of superiority of their styling and technical features, the graph may represent the styling attractiveness of the model along x-axis and technical superiority along y-axis. Then each of the model to be plotted on this graph according to the assessment of customer perception in respect of these two characteristics. Positioning map can help a company classify existing market products in different position categories. This insight can be used by the company in several ways. For example, it shows identifies the product which are the closest competitors of the company's product and the strength and weaknesses of the company's product in respect of its competing products. It can also help company to identify market segments with specific product requirements where new products may be launched by the company. The image that a brand represents is very important in the luxury division of the motoring industry because consumers are not just buying a luxury car, but the image that a particular car holds. The different brands in the luxury division of the motoring industry are likely to hold different positions within the minds of consumers. I will analyze specifically 5 brands in the luxury vehicle market. These brands are: Volvo, Lexus, Mercedes-Benz, BMW and Audi. The 4 most important attributes in selecting a brand of luxury vehicle are reliability, safety, comfort...
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...------------------------------------------------- ------------------------------------------------- Benefits of having a luxury car ------------------------------------------------- When does a simple car become a luxury car? Is it price, quality, aesthetic value or all of the above? Depending on the brand nearly every manufacturer offers some mix of "luxury" appointments. But there is a distinct difference between using the word "luxury" in a car's advertising, as opposed to leveraging its practical benefits. Therefore, in an attempt to begin to illustrate true value rather simply accepting advertising slang we have broken out a couple of the more important aesthetic and practical advantages to help with one's decision-making. ------------------------------------------------- Aesthetic Value - Clearly there is significant divergence between the look of a "box on wheels" and a premier luxury vehicle. Whether categorized as an SUV, Mini-Van, Truck, Sedan or Sports Car, vehicles identified as true luxury models tend to the allow owners to immediately leverage visual prestige, as if the car is subliminally saying aloud, "I am someone of note"; because design shapes and lines are smoother, paint is more vibrant, and engine sounds are more distinct. To prove the point, park a Toyota Corolla next to a Mercedes AMG sedan and you'll get the idea quickly. ------------------------------------------------- Quality Of Design - Premier luxury cars are designed to meet stringent...
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...company that Mercedes Benz is known as the name of vehicle brand in which is shown the symbol of success and luxury as well nowadays. The aim of this report, it performs an environmental and marketing analysis on this company which is demonstrated by the company background, micro analysis, macro analysis (PESTLE), SWOT analysis, marketing strategy and marketing mix are used in all organisations. 2. Company Background The history of Mercedes-Benz is entirely on auto-mobile design and manufacture from Germany. They are acknowledged as the inventor of the first auto car in 1886, and globally recognised as the world’s oldest car company. The brand is known for luxury automobiles, buses, and trucks. The slogan of the company is “The Best or Nothing” Mercedes-Benz Thailand company established in 1998. Mercedes-Benz of Thailand handles the importation, assembly, and distribution of passenger cars, and commercial vehicles. The company also provides full maintenance and after-sales services over the 50 years. 3. Micro analysis Company is able to control and determine the internal environment. Therefore, there includes the consideration of the micro environment. In addition, it can be analysed to strength and weakness of the firm in which used as a tool to create the comparison. Furthermore, all members of the micro environment help marketers to build a positive relationship with customers, competitors and company. 3.1 Customers Mercedes-Benz definitely appeal to...
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...1. Market 1. Market Size |‘000 |2006 |2007 |2008 |2009 |2010 |% Growth | |Babies/ Infants (0 – 2 years) |141 |144 |150 |152 |152 |7.6 | |Kids ( 3 – 8 years ) |333 |334 |343 |343 |335 |0.7 | |Teenagers (9 – 12 years) |252 |256 |259 |258 |257 |1.8 | |Teens (13 – 19 years) |436 |464 |486 |490 |492 |12.7 | |People in their twenties |592 |610 |654 |686 |700 |18.3 | |People in their thirties |737 |761 |794 |817 |833 |13.0 | |Middle-Aged Adults (40 – 64 years) |1,542 |1,628 |1,735 |1,799 |1,853 |20.1 | |Older Population |368 |391 |418 |443 |455 |23.9 | Table 1.1a Consumer Segmentation: 2006 - 2010 According to the Social National statistic Euromonitor International, Singaporeans...
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...for this industry in FY2014-15 was 72,264 cr. and the number of units sold was 6.15 lakh units2. The industry is segmented into Goods and Passenger vehicles with each segment further divided into LCVs (Light Commercial Vehicles) and M&HCVs (Medium and Heavy Commercial Vehicles). A detailed classification of commercial vehicles can be found in Figure 1. Figure 1: CLASSIFICATION OF commercial vehicles Source: CRISIL Research, 14-Mar-2015 report Three major domestic players, namely Tata Motors, Mahindra and Mahindra and Ashok Leyland, dominate the industry. Strong positive outlook and space for growth has enticed foreign players, such as Volvo, Daimler and Isuzu Motors, to make an entry into the market. The existing players as well as the new entrants are looking at collaborations and joint ventures (Ashok Leyland-Nissan, Volvo-Eicher) with a view to consolidate their respective positions in the industry. There is renewed focus on high-end technology to create a product differentiation and provide better value for the customers. Tata Motors is market leader in all the...
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...- Lessons in Post-Merger Integration - Jan Daniel Laufhütte 2304958 Individual Written Case Study Report in Strategic Management IHS-3-422 London South Bank University 17/12/2003 Table of Contents List of Figures................................................................................. i Introduction ................................................................................... 1 1. The changing world automobile industry .............................. 1 2. Reasons for mergers and acquisitions .................................. 3 2.1. 2.2. Daimler-Benzs’ motives..................................................................... 3 Chryslers’ motives ............................................................................. 5 3. The Post-Merger Integration Structure................................... 7 3.1. 3.2. 3.3. Preparations for the merger .............................................................. 7 Integration Structure of DaimlerChrysler......................................... 7 Expected Synergies ........................................................................... 8 4. Cultural Issues ......................................................................... 9 4.1. 4.2. 4.3. Daimler-Benz’s Culture...................................................................... 9 Chrysler’s Culture ............................................................................ 10 Key Integration Problems and Post-Merger Business Culture ....
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...industry are, the big three US automakers, Ford Motor Company, DaimlerChrysler, and General Motors. The major Japanese players who are also a part of the US auto industry are Toyota, Nissan and Honda. Ford, Chrysler and GM account for approximately 76% of US passenger Vehicles, Toyota, Nissan and Honda, Subaru and Mitsubishi account for 18%. The European automakers, BMW and Mercedes makeup nearly 2%. (Global Foresight, Inc. 2006 Report on Industry Trends). Over the years several mergers and acquisitions occurred within the industry and contributed to this global view. Some of the mergers and acquisition are: Chrysler merging with Daimler-Benz, to form the new Daimler-Chrysler; and buying stake in Mazda, Mitsubishi and Hyundai, and Fiat merged with BMW and Mercedes and has formed an alliance with Daimler- Chrysler. Ford purchased Sweden’s Volvo, British Jaguar and luxury line Aston Martin. General Motors bought controlling stake in Isuzu,. These mergers would increase market...
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...1. Lux: a) Brand Launching: In 1924 b) Country of Origin: UK c) Founder: Lever Brother (Now know as Unilever) founder William Hesketh Lever and his brother James d) Industry: Soap (Health Care) e) Brand Name origin: The name Lux means ‘light’ in Latin, however the name was chosen from the word word ‘luxury’. 2. Lifebuoy: a) Brand Launching: In 1894 b) Country of Origin: UK c) Founder: Same as of Lux d) Industry: Soap (Health Care) e) Brand Name origin: buoy means a device that keeps a sinking man afloat. i.e. protecting life. Buoys ring shaped device that are kept in the ship f) Brand Logo Origin: Buoy is ring shaped and in red color in UK. Lifebuoy logo originates from here. It’s logo is oval shaped which reminds you of ring shape. g) Brand Color: Red as buoy is red in UK 3. Apple: a) Brand Launching: on April 1, 1976. It’s original name was Apple Computer, Inc. But, in 2007, it removed the word ‘Computer’. According to me, this is their branding strategy to thrive into consumer electronics goods. Very soon, they will launch HD TV. b) Country of Origin: California, USA c) Founder: Steve Jobs, Steve Wozniak, Ronald Wayne. d) Industry: Computer Hardware, Computer software, Consumer electronics, etc. e) Brand Name origin: Steve jobs, the founder of Apple, came up with the name ‘Apple Computer’. No significance was behind this name. Many used to say Steve Jobs was working in a community type farm...
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... In 2015, due to the recent partnership between Fiat and Chrysler and the creation of Fiat Chrysler Automotive Group, Alfa Romeo is returning to North America. Three key problems have been identified that must be overcome for Alfa Romeo to be successful in the Canadian market place and North American market overall. The first is to develop strong brand recognition, the second is to achieve market share in the North American and Canadian market specifically, and finally the venture into Canada and North America must prove to be profitable. From the analysis, it is evident that as in Europe the North American and Canadian market is fierce with competition. There are currently many strong contenders in the market such as BMW, Mercedes-Benz, Audi and...
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...Management Science II Dr. S.Bharadwaj MODULE 1 Products And Product Differentiation Agenda • Classification of products • Levels of a product • Product Differentiation • Product Life Cycle • Summary Classification of Products • How can products be classified? • On what bases? Classification of Products On the basis of nature of product • Goods Vs Services On the basis of type of consumer • Tangible Vs. Intangible • consumer Product Vs. Industrial (Business to Business Product) e.g. soap Vs. Printing Press On the basis of durability of goods • Durable Vs. Non-Durable • TV Set Vs. Toothpaste 1 Indian Institute of Technology Madras Management Science II Dr. S.Bharadwaj Shopping Habits Classification They can also be classified on the basis of shopping habits • Convenience goods, shopping goods, specialty goods and unsought goods • Let us have a look at these Convenience goods • Fairly Inexpensive Goods and services that consumers buy frequently, quickly, and with a minimum of effort • Further divided into staples, impulse goods and emergency goods Shopping Habits Classification • Staples: These include goods that consumers buy on a regular basis • Examples would be bread, rice, atta, toothpaste and so on • If you are a marketer of staples, what should you do? • Availability is important: hence distribution strength is a great advantage ...
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...A successful brand is the most valuable resource a company has. In fact, one authority speculates that brands are so valuable that companies will soon include a “statement of value” addendum to their balance sheets to include intangibles such as the value oftheir brands. Brands are used as external cues to taste, design, qualify, prestige, value and so forth. In other words, consumers associate the value of a product with the brand. For example, the value of Kodak, Sony, Coca-cola, Toyota and Marlboro is indisputable. One estimate of the value of Coca-cola, the world’s most valuable brand, places it at over $35 billion. How does a brand create value to the customer? Why do certain brands have more value than others? Naturally, companies with such strong brands strive to use those brands globally (extend them). The purpose of this paper is to review literature on the core associations ofbrands used to position brands as strategies to create competitive advantages. 1.1 Meaning of a brand and Its Importance A brand is a distinguishing name and/or symbol! intended to identity the goods or services of either one seller or a group of sellers, and to differentiate those goods or services from those of competitors (Aaker, 1991; Stanton, 1994, and Kotler, 1996). A brand thus signals to the customer the source ofthe product, and protects both the customer and the producer from competitors who would attempt to provide products that appear to be identical. Ancient history provides...
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...Masters Programmes Assignment Cover Sheet Submitted by: Date Sent: Module Title: Module Code: Date/Year of Module: Submission Deadline: Word Count: Number of Pages: Question: Student ID: 1267016 17 December 2012 Economics of the business environment IB9710 December 2012 17 December 2012 3000 words (Including in-text referencing) 27 Mercedes Benz Cars and its economics “This is to certify that the work I am submitting is my own. All external references and sources are clearly acknowledged and identified within the contents. I am aware of the University of W arwick regulation concerning plagiarism and collusion. No substantial part(s) of the work submitted here has also been submitted by me in other assessments for accredited courses of study, and I acknowledge that if this has been done an appropriate reduction in the mark I might otherwise have received will be made.” Mercedes'Benz' ' ' ' Content 1' Introduction of the Firm and its market ............................................................................2' 2' Macroeconomic exposure and protection ..........................................................................3' 3' Market Exposure................................................................................................................6' 4' Non economic exposure .....................................................................................................9' 5' Vulnerability..................................................
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...Examination of the Potential Consequences for the Jaguar Brand resulting from its takeover by TATA Motors of India. Pg.-2 Acknowledgements: This research would not have been possible without the support and assistance of Mr. Gareth Williams, the dissertation supervisor. I am also very grateful to all the experts at Audi, BMW and Jaguar Dealerships (Leeds) and to the people who agreed to share their views with me which assisted in the research process. Pg.-3 Table of Contents Pages Acknowledgements 2 Abstract 4 1. Introduction 6 2. Literature Review 10 2. (A) what is a Brand? 2. (B) why is Branding important? 2. (C) Branding of Cars 2. (D) The issue of Declining Brands 2. (E) Country of Origin 3. Research Methodology 21 4. Research Analysis and Findings 35 5. Conclusions ...
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...image, slogan describing organization’s business in brief and brand identifier supporting the key values.Brand image is the overall impression in consumers’ mind that is formed from all sources. Consumers develop various associations with the brand. Based on these associations, they form brand image. An image is formed about the brand on the basis of subjective perceptions of associations bundle that the consumers have about the brand. Volvo is associated with safety. Toyota is associated with reliability. | The idea behind brand image is that the consumer is not purchasing just the product/service but also the image associated with that product/service. Brand images should be positive, unique and instant. Brand images can be strengthened using brand communications like advertising, packaging, word of mouth publicity, other promotional tools, etc. Brand image develops and conveys the product’s character in a unique manner different from its competitor’s image. The brand image consists of various associations in consumers’ mind - attributes, benefits and attributes. Brand attributes are the functional and...
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...production systems and competitive advantage: A resource-based view on the Volvo Production System. International Journal of Operations & Production Management, Vol. 33, Iss. 11/12 Post-print. This is an Author's Original Manuscript of an article accepted for publication in the International Journal of Operations & Production Management, Vol. 33, Iss. 12. Forthcoming. Company-specific Production Systems and Competitive Advantage: A resource-based view on the Volvo Production System Torbjørn H. Netland1, 2 and Arild Aspelund1 1 Department of Industrial Economics and Technology Management, NTNU 2 McDonough School of Business, Georgetown University Abstract Purpose: In order to improve competitiveness on a global scale, multinational enterprises increasingly develop a company-specific Production System (XPS) and deploy it in their worldwide operations. An XPS is synonymous with a tailored corporate-wide improvement programme. The purpose of this paper is to explore the circumstances under which an XPS can provide a competitive advantage. Methodology: We use an explorative case study methodology to investigate the link between the establishment of an XPS and competitive advantage. Specifically we investigate the part of the Volvo Group’s globally implemented Volvo Production System (VPS) that aim to improve the manufacturing processes worldwide. Due to its historical trajectories, Volvo constitutes a unique case for studying the trend and effects of XPS...
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