Mercedes Benz SWOT Analysis, USP & Competitors

Posted in Automobiles, Total Reads: 31636
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SWOT Analysis of Mercedes Benz with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Mercedes Benz

Parent Company

Daimler

Category

Sedans, SUV’s

Sector

Automobiles

Tagline/ Slogan

The best or nothing

USP

Mercedes is the global top-of-the-mind premium automobile brand

Mercedes Benz STP

Segment

Luxury automobile segment including sedans & SUV’s

Target Group

Business professional form the higher income group

Positioning

Mercedes Benz is the best premium car in the world

Product Portfolio

Brands

1. Mercedes Benz C Class        2. Mercedes Benz E Class

3. Mercedes Benz GL Class      4. Mercedes Benz M Class

5. Mercedes Benz S Class        6. Mercedes Benz SL Class

7. Mercedes Benz SLK Class

Mercedes SWOT Analysis

Strengths

1. Mercedes Benz has a strong brand value and global leader in premium cars
2. Mercedes is a financially strong company and hence invests huge money in manufacturing & brand building
3. Leader in innovation i.e. 1st to introduce diesel engines, fuel injection and anti locking brakes
4. More than $12bn allocated for R&D
5. Strong presence in motor sport under McLaren Mercedes
6. Manufactured and assembled in over 20 countries across the world
7. Mercedes holds patents on the majority of safety features

8. The company has a significant presence in sports & motorsports through sponsorships & participation respectively

9. Mercedes is a pioneer in advertising and marketing & createsbrand awareness through TVCs, print media, OOH and online ads

10. The company is a leader in innovation and is responsible for internal combustion engine, air bags etc

Weaknesses

1. Intense competition means limited market share growth for Mercedes

2. Being a global car brand, even minute issues are blown out of proportion, which affect the brand adversely

Opportunities

1. Mercedes can focus on developing hybrid cars and fuel efficient cars for the future
2. Tapping emerging markets across the world and building a global brand
3. Fast growing luxury automobile market & increased income can be an opportunity for Mercedes Benz

4. The brand's strong presence can be leveraged to acquire more customers

Threats

1. Government policies for the automobile sector across the world can cause business losses for Mercedes
2. Ever increasing fuel prices
3. Intense competition from global automobile brands

Competition

Competitors

1. BMW
2.Porsche
3.Audi
4.Volkswagen
5.Jaguar
6.Ferrari
7.Aston Martin
8. Volvo



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