Mercedes Benz M Class SWOT Analysis, USP & Competitors

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SWOT Analysis of Mercedes Benz M Class with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Mercedes Benz M Class

Parent Company

Mercedes Benz and Daimler

Category

SUV

Sector

Automobiles

Tagline/ Slogan

Refined Power; From everyday driving to adventure

USP

One of the most popular SUV’s globally

STP

Segment

People who want to drive luxury cars

Target Group

Upper rich class businessmen who want cars as a status symbol

Positioning

A Mercedes Benz SUV which redefines the meaning of power

SWOT Analysis

Strengths

1.Innovative features like New features in the 2006 M-Class include the 7G-Tronic seven-speed automatic transmission, optional Active Curve-Illuminating Bi-Xenon headlights which "steer" in the path of the vehicle
2.Mercedes Benz is one of the most popular brand names in the world with excellent sales in Germany and US

3.It is a world leader in quality, luxury automobile segment

4.Excellent power, comfort, design and safety features
5. M-Class was the first luxury SUV to feature stability control, a system designed to detect loss of control and instantaneously intervene with selective braking

Weaknesses

1. From 1998 to 2003 models, ML-320 is known to have problems with their window switch
2.High maintenance cost and less mileage
3.Spare parts are very costly and limited target group

Opportunities

1.Fast growing luxury automobile market

2.Increasing purchasing power parity

3.Use the strong global brand presence to tap markets in India, China and other emerging economies

Threats

1.Intense competition

2.Government regulations and increasing fuel prices

3.Improvement in public transport
4.SUV’s consume lot of fuel and are hence losing interest

Competition

Competitors

1.BMW X5

2.Porsche Cayenne
3.Toyota Fortuner
4.Ford Endeavour
5.Audi Q5



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