Mercedes-Benz (Marketing Strategy)

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Mercedes-Benz (Marketing Strategy)

Introduction

Mercedes is brand that is respected all around the world. It is an image that creates a sense of awe, inspiration and the surety that the individual driving the vehicle has truly succeeded in the world. It is an exclusive brand and not everyone in the world is able to purchase the organization's vehicles. A majority of the brand's customers are in their late forties. There is, however, a younger following for the more economic friendly models, but the aim has always been to target the upper echelon of society (Schmidt, 2012).

The following is a detailed look into the marketing strategy of a car Mercedes is about to launch. The organization in question is less talked about part of Mercedes; the Maybach. Maybach has always created some of the most luxurious vehicles in the world, matched only by the likes of Rolls Royce and Bentley. The organization looks to take the competition a step further by introducing their latest model, the Mercedes Maybach Royal in the Japanese community. The car is yet to launch and the booking numbers from the region look quite promising. As one of the most luxurious vehicles in the world, the customers are just as exclusive. The car will not be openly marketed. Unit sales are considerably lower than other models or other organizations. The cost is covered with near million dollar price tag.

Objectives (Section 3)

Specific

The specific objective of the Mercedes Maybach Royal Marketing strategy is to introduce the brand, and the car, to the Asian market, specifically Japan. The cars will be introduced simultaneously with the other international launches and customers from Japan will no longer have to wait till the product reaches their region.

Measurable

Mercedes benefits from sales and thus, the primary mechanism for measuring the success of the marketing strategy is the number of sales. Shortly after initial announcements of the latest Mercedes Maybach Royal coming to Japan, pre bookings numbered significantly more than most regions where sales are made; marking the popularity of the brand in the region.

Achievable

Japan has a booming vehicle industry of its own. The people are known for their smart investments. Work comes before one's personal needs and thus, the latest Mercedes Maybach Royal will be marketed as the optimum vehicle for executives and upper management. The achievable objective for the marketing strategy is to sign with at least two leading organizations and set aside exclusive features for all the cars they buy. These organizations will be expected to purchase a total of approximately two hundred fifty vehicles. Furthermore, the overall achievable sales target for the organization is to acquire a 50 unit sales by the end of 2013.

Realistic

Given the fact that the latest Mercedes Maybach Royal is the most expensive Mercedes Maybach Royal to date, the fact that one expects fifty unit sales the first year it is launched is nothing more than an objective. It is a target that must be worked towards. With that being said, the ...