Mercedes Benzs Marketing Strategy In Mexico

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Mercedes-Benz's Marketing Strategy in Mexico

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Author : Joannis Paul Schweres
Publisher : GRIN Verlag
ISBN 13 : 3656877629
Total Pages : 31 pages
Book Rating : 4.6/5 (568 download)

Book Synopsis Mercedes-Benz's Marketing Strategy in Mexico by : Joannis Paul Schweres

Download or read book Mercedes-Benz's Marketing Strategy in Mexico written by Joannis Paul Schweres and published by GRIN Verlag. This book was released on 2015-01-16 with total page 31 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, EGADE Business School, language: English, abstract: The automobile industry is famous for being ahead of the curve in most areas. Automotive companies cannot rely on a one-time announcement or word-of-mouth chatter to keep a steady stream to customers. These companies have to have well developed advertising strategies in their marketing processes, in order to sustain a profitable growth in all the markets they serve throughout the world. Mercedes-Benz (MB) is a German high-class automobile company. Its products stand for luxury, reliability and dependability. The company belongs to the multinational division of the German manufacturer Daimler AG and has its headquarters in Stuttgart, Baden-Württemberg, Germany. The company has 274,616 employees and gained a profit of 10,887 billion U.S. dollar with revenue of 147,257 billion U.S. dollars. Mexico is very important for the company’s North American strategy, which can be proved by the fact that Mercedes-Benz produces its cars in Monterrey, Nuevo Leon, Mexico. According to the McKinsey Global Media Report 2013 Latin America provided the highest growth in expenditure for advertising, in 2012 the increase was 13.3 percent. The increasing investments of automotive companies are a reason for it - in 2011 the industry expanded its expenditures in advertising by 101 percent. A critical analysis of the MB’s marketing strategy in Mexico is the purpose of this research paper. Since we are not able to cover all aspects of the marketing of MB due to the limitation of 10 to 15 pages for this paper, the study will be focusing on the following areas: sponsoring, social media, TV advertisements and magazine commercials. Thus, other areas of marketing like brand management or viral marketing will not be addressed. The products and services the company offers in Mexico will be mentioned. The marketing strategy of Mercedes-Benz México will be described and target groups will be defined. At the end of this paper we will state how MB can use its marketing in Mexico more efficiently in order to gain higher profits.

Mercedes Benz - How A Great Campaign Can Almost Kill A Company

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Author : Carolin Biebrach
Publisher : GRIN Verlag
ISBN 13 : 364036015X
Total Pages : 61 pages
Book Rating : 4.6/5 (43 download)

Book Synopsis Mercedes Benz - How A Great Campaign Can Almost Kill A Company by : Carolin Biebrach

Download or read book Mercedes Benz - How A Great Campaign Can Almost Kill A Company written by Carolin Biebrach and published by GRIN Verlag. This book was released on 2009 with total page 61 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2009 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: A, Ohio University (E.W. Scripps School of Journalism), course: International and Crosscultural Advertising, language: English, abstract: What started as one of the biggest and most expensive campaigns in the German automobile industry, almost ended in a disaster for the company. The result was the biggest crisis, a German automobile company had ever faced. Mercedes-Benz is a high-class automobile company. Its products stand for luxury, reliability and dependability. But high-class cars are expensive and only affordable for the richer part of society. To keep pace with the fast developing automobile industry all over the world, Mercedes-Benz decided to invent car that reunites all three values, the company embraces. This car - the Mercedes-Benz A-Class - should have another important feature: It is affordable for the middle class. With this car, Mercedes was approaching a new market segment and therefore new target audiences. A campaign, that fits the new car in the overall Mercedes image, was crucial. In May 1996 Mercedes Benz started its huge advertising campaign - almost one and a half years prior to the official product launch on October 18th 1997. More than 100 million Euro will this launching campaign cost the company. Despite that the campaign only ran in the European market, the Mercedes-Benz brand and this specific campaign caught international attention. Newspapers from all over the world accompanied the A-Class until its official launch. These newspapers were also there, when the crisis occurred, that almost harmed the company on a long-term basis. Right after the launch, the car, that was supposed to be innovative, reliable and safe, failed in the so called "moose-test". After almost two years of positive media coverage, a flood of criticism followed. Due to the high level of awareness for the car, the public was n

Business Strategy

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Author : Jeremy Kourdi
Publisher : John Wiley & Sons
ISBN 13 : 9781846681240
Total Pages : 260 pages
Book Rating : 4.6/5 (812 download)

Book Synopsis Business Strategy by : Jeremy Kourdi

Download or read book Business Strategy written by Jeremy Kourdi and published by John Wiley & Sons. This book was released on 2009-04-01 with total page 260 pages. Available in PDF, EPUB and Kindle. Book excerpt: This updated, useful book on business strategy, with The Economist brand, shows today’s manager how to create and sustain a dynamic, profitable business with techniques to support effective decisions. Kourdi evaluates the tools, tactics, and techniques for making profit-boosting decisions.

International Marketing Research

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Author : V. Kumar
Publisher : Springer Nature
ISBN 13 : 3031546504
Total Pages : 643 pages
Book Rating : 4.0/5 (315 download)

Book Synopsis International Marketing Research by : V. Kumar

Download or read book International Marketing Research written by V. Kumar and published by Springer Nature. This book was released on with total page 643 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Multinational Strategic Management

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Author : Erdener Kaynak
Publisher : Routledge
ISBN 13 : 1317719441
Total Pages : 497 pages
Book Rating : 4.3/5 (177 download)

Book Synopsis Multinational Strategic Management by : Erdener Kaynak

Download or read book Multinational Strategic Management written by Erdener Kaynak and published by Routledge. This book was released on 2014-02-25 with total page 497 pages. Available in PDF, EPUB and Kindle. Book excerpt: Build the skills needed to compete in the highly competitive global business environment! This incisive book is a comprehensive introduction to contemporary multinational strategic leadership and management. A vital guide to business policy, Multinational Strategic Management: An Integrative Entrepreneurial Context-Specific Process combines basic strategic management with a distinctive international business perspective. The result is invaluable as a preparatory overview for novices and as a guidebook for business practitioners. Mixing basic management and leadership perspectives with a study of international business, Multinational Strategic Management takes a comprehensive approach to subjects that traditionally require multiple texts. Designed for use as a textbook for undergraduate and graduate course work, the book fills an educational void in a rapidly growing field. The in-depth text provides you with a thorough understanding of how to lead and manage enterprises that operate within and across national borders. Multinational Strategic Management helps professionals, students, and educators: acquire and enhance skills in entrepreneurial contingency thinking and action integrate those skills to creatively handle specific situations learn more about management processes (and possibly develop new ones) Ideal for use in support of executive training workshops and as a text in advanced university business programs, Multinational Strategic Management introduces you to all levels of integrative decision-making from the entrepreneurial perspective of the leading multinational firms like General Electric and Intel. Perfect for educational use, the book provides more than the standard textbook descriptions and case studies. It will inspire the kind of creative entrepreneurial thought and action needed to compete in today’s highly competitive global environment.

Problems in Marketing

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Author : Luiz Moutinho
Publisher : SAGE
ISBN 13 : 1849202621
Total Pages : 337 pages
Book Rating : 4.8/5 (492 download)

Book Synopsis Problems in Marketing by : Luiz Moutinho

Download or read book Problems in Marketing written by Luiz Moutinho and published by SAGE. This book was released on 2007-12-12 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: Fully revised and updated, Problems in Marketing includes over 50 new problems. This varied and challenging collection of problems has been written as a learning aid to any marketing textbook. The problems cover a wide range of marketing practice, each problem concentrating on a single concept or technique of marketing management. Problems begin with a full introduction to the concept followed by explicit instructions for solving them. This leads directly to a series of discussion questions to further enhance the application of each problem. Solutions are also available to lecturers by clicking on the companion website logo above.

Marketing in the Emerging Markets of Latin America

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Author : M. Marinov
Publisher : Springer
ISBN 13 : 0230511856
Total Pages : 208 pages
Book Rating : 4.2/5 (35 download)

Book Synopsis Marketing in the Emerging Markets of Latin America by : M. Marinov

Download or read book Marketing in the Emerging Markets of Latin America written by M. Marinov and published by Springer. This book was released on 2005-10-31 with total page 208 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing in the Emerging Markets of Latin America provides a much needed analysis of business and marketing in Latin America. The book highlights the diverse characteristics of the Latin American business and marketing environment and the dynamic nature of regional and country markets. Addressing a broad variety of historical, political, economic, social, cultural and legal issues, the book offers unique insights into the enormous opportunities and challenges the region presents for implementing effective marketing strategies. The book is an extremely valuable resource for academics, practitioners and anyone interested in doing business in or with Latin America.

The Business Year: Mexico 2022

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Author :
Publisher : The Business Year
ISBN 13 :
Total Pages : 248 pages
Book Rating : 4./5 ( download)

Book Synopsis The Business Year: Mexico 2022 by :

Download or read book The Business Year: Mexico 2022 written by and published by The Business Year. This book was released on with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: This latest year-long period of research on the Mexican economy was marked by a sense of reflection and reinvention in the business community. As the world continues to restructure itself in the wake of COVID-19 and the subsequent disruption to the global supply chain, players in the country are continuing to discover Mexico's role in this new reality. In this 246-page edition, which features interviews with top business leaders from across the economy, as well as news and analysis, we cover: green economy, finance, energy, mining, industry, mining and telecoms, logistics, security, construction, real estate, agriculture, health, education, tourism, and sports.

Strategic Advertising Management

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Author : Richard Rosenbaum-Elliott
Publisher :
ISBN 13 : 0198835612
Total Pages : 498 pages
Book Rating : 4.1/5 (988 download)

Book Synopsis Strategic Advertising Management by : Richard Rosenbaum-Elliott

Download or read book Strategic Advertising Management written by Richard Rosenbaum-Elliott and published by . This book was released on 2020-12-25 with total page 498 pages. Available in PDF, EPUB and Kindle. Book excerpt: With strong foundations in theory and featuring a wide range of current and international examples, Strategic Advertising Management presents an overview of how advertising works and what is required from a manager's perspective, in the development of an effective communication plan.

Business Mexico

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Author :
Publisher :
ISBN 13 :
Total Pages : 680 pages
Book Rating : 4.:/5 (318 download)

Book Synopsis Business Mexico by :

Download or read book Business Mexico written by and published by . This book was released on 2005 with total page 680 pages. Available in PDF, EPUB and Kindle. Book excerpt:

EBOOK: International Marketing

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Author : Pervez Ghauri
Publisher : McGraw Hill
ISBN 13 : 0077148169
Total Pages : 657 pages
Book Rating : 4.0/5 (771 download)

Book Synopsis EBOOK: International Marketing by : Pervez Ghauri

Download or read book EBOOK: International Marketing written by Pervez Ghauri and published by McGraw Hill. This book was released on 2014-01-16 with total page 657 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now in its fourth edition, this successful introduction to international marketing has been thoroughly revised, updated and developed throughout to reflect the most recent developments in today’s dynamic business environment. Contemporary, engaging and accessible, International Marketing is essential reading for the aspiring practitioner. You will discover: •The importance of international marketing to creating growth and value •The management practices of companies, large and small, seeking market opportunities outside their home country •Why international marketing management strategies should be viewed from a global perspective •The role of emerging economies in today’s business environment •The impact of increased competition, changing market structures, and differing cultures upon business Key Features: • An extensive collection of in-depth Case Studies focus upon a diverse range of companies from around the world and are designed to apply understanding and provoke debate. •‘Going International’ vignettes go beyond the theory and demonstrate international marketing in real life with contemporary and engaging examples. •Further Reading sections have been designed to reflect both the most influential and the most recent studies relating to each chapter acting as a spring board to further study •Key Terms are highlighted where they first appear and define in the margin for ease of reference to aid understanding. A full Glossary is also provided at the end of the book and online. •A new chapter in response to reviewer feedback dedicated to International Segmentation and Positioning. Professor Pervez Ghauri teaches International Marketing and International Business at King’s College London. He has been Editor-in-Chief of International Business Review since 1992 and editor (Europe) for the Journal of World Business, since 2008.

Marketing

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Author :
Publisher : PediaPress
ISBN 13 :
Total Pages : 289 pages
Book Rating : 4./5 ( download)

Book Synopsis Marketing by :

Download or read book Marketing written by and published by PediaPress. This book was released on with total page 289 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Enduring Passion - The Story of the Mercedes-Benz Brand (German Language)

Author : Leslie Butterfield
Publisher : Wiley
ISBN 13 : 9780470018767
Total Pages : 272 pages
Book Rating : 4.0/5 (187 download)

Book Synopsis Enduring Passion - The Story of the Mercedes-Benz Brand (German Language) by : Leslie Butterfield

Download or read book Enduring Passion - The Story of the Mercedes-Benz Brand (German Language) written by Leslie Butterfield and published by Wiley. This book was released on 2005-11-29 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: Enduring Passion is the story of a brand. A brand that has survived mergers, crises and war to become the choice of today's presidents and kings, with a symbol more widely recognised than the Christian cross. It is informed by the very latest brand thinking. It is thorough, honest and sometimes critical. This is the story of Mercedes-Benz. Beginning with Karl Benz and Gottlieb Daimler's parallel invention of the car in 1886, Enduring Passion charts how the rival marques grew separately for 40 years (including the birth of Daimler's Mercedes insignia) before merging in 1926. Brand expert Leslie Butterfield then traces the development of Mercedes-Benz through the Nazi years to its near-destruction in 1945, its post-war rebirth, and its fall from grace in the early 1990s. How its managers reacted to the crisis at that time shapes what Mercedes-Benz is today. Pivotal moments like the A-class 'Elk test', the merger with Chrysler, and the arrival of CEO Dr Eckhard Cordes are all part of the brand's recent history. Butterfield poses a number of key challenges for the brand today and explores what the solutions might be going forward. Running through his analysis is a solid strand of theory on how brands are formed, how they derive their strength, how they evolve and how they can be defined. Richly illustrated with previously unpublished photographs and references, this is an enthralling read for anyone moved by the history of the motor industry and the legend and legacy of Mercedes-Benz. For marketing professionals, it offers a wealth of precious insights into the Enduring Passion that can be inspired by a badge and a brand.

Manufacturing Strategy

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Author : John Miltenburg
Publisher : CRC Press
ISBN 13 : 9781563273179
Total Pages : 462 pages
Book Rating : 4.2/5 (731 download)

Book Synopsis Manufacturing Strategy by : John Miltenburg

Download or read book Manufacturing Strategy written by John Miltenburg and published by CRC Press. This book was released on 2005-03-09 with total page 462 pages. Available in PDF, EPUB and Kindle. Book excerpt: To stay competitive and meet market expectations in a global economy, both domestic and foreign companies must realign their manufacturing processes, make improvements, and increase their manufacturing capabilities. With large numbers of employees working in a network of domestic and foreign facilities, production processes are as varied as the products being produced. Manufacturing managers need a manufacturing plan or strategy that will bring structure to this complex environment. In Manufacturing Strategy: How to Formulate and Implement a Winning Plan, 2nd Edition, John Miltenburg offers a sensible and systematic method to: (1) evaluate domestic and foreign factories and international manufacturing and (2) plan the appropriate manufacturing strategy to be first in the market. Incorporating comments and suggestions from managers who used the first edition of Manufacturing Strategy, John Miltenburg expands and improves on his focus in the areas of: International Manufacturing — where the focus is on a company's international network of factories; Competitive Strategy — where managers must understand the role manufacturing strategy plays in their company's business strategy; and Manufacturing Programs — showing how programs such as quality management, six sigma, agile manufacturing, and supply chain management fit within the manufacturing strategy. Manufacturing Strategy gives managers a common language for dealing with manufacturing problems at both strategic and operational levels. It improves communication between manufacturing managers and those outside manufacturing (who will now have a better understanding of what manufacturing can and cannot do).

Marketing Strategy & Management

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Author : Diane M. Phillips
Publisher : SAGE
ISBN 13 : 152978560X
Total Pages : 811 pages
Book Rating : 4.5/5 (297 download)

Book Synopsis Marketing Strategy & Management by : Diane M. Phillips

Download or read book Marketing Strategy & Management written by Diane M. Phillips and published by SAGE. This book was released on 2023-02-16 with total page 811 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Strategy & Management provides students with a thorough step-by-step exploration and grounding in marketing strategy concepts, processes and models. Topics covered include: marketing planning, research and analysis; decision-making; the marketing mix; the management of customer relationships; monitoring/reporting of the strategy; and the crucial role of leadership. The text takes a global perspective that is both sustainability-focused and consumer-centric. Executive insights, head-scratching blunders, and other features provide additional depth and engagement. Examples include: Airbnb, Coca-Cola, Domino’s Pizza, KFC, K-pop, L’Oréal, and Starbucks. For more in-depth application of and practice with strategic decision-making, this book also includes 14 case studies accompanied by detailed teaching notes and answers to case questions, on a range of organizations from PEZ Candies to the Sydney Opera House. Written in a style that is easy-to-read with chapter summaries and questions to test critical thinking, each chapter promotes strategic, diverse, and ethically-minded decision-making by flagging relevant Sustainable Development Goals to passages in the text. This textbook is essential reading for courses covering marketing strategy, strategic marketing, and marketing management at both undergraduate and graduate levels. Diane M. Phillips is Professor of Marketing at Saint Joseph′s University, USA, and Guest Professor at the Institute for Retail Management, University of St. Gallen, Switzerland.

International Marketing

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Author : John Shaw
Publisher : Routledge
ISBN 13 : 1134386362
Total Pages : 619 pages
Book Rating : 4.1/5 (343 download)

Book Synopsis International Marketing by : John Shaw

Download or read book International Marketing written by John Shaw and published by Routledge. This book was released on 2008-01-28 with total page 619 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing is a universal activity that is widely applicable, regardless of the political, social or economic systems of a particular country. However, this doesn't mean that consumers in different parts of the world should be satisified in the same way. The 4th edition of International Marketing has been written to enable managers and scholars to meet the international challenges they face everyday. It provides the solid foundation required to understand the complexities of marketing on a global scale. The book has been fully updated with topical case studies, examples of contemporary marketing campaigns, the most relevant discussion topics as well as the most up-to-date theories, references and research findings. It is this combination of theory and practice that makes this textbook truly unique, presenting a fully rounded view of the topic rather than an anecodotal or descriptive one alone. The book includes chapters on: * Trade distortions and marketing barriers * Political and legal environments * Culture * Consumer behaviour * Marketing research * Promotion and pricing strategies * Currencies and foreign exchange Accessibly written and designed, this book is the most international book on marketing available that can be used by undergraduates and postgraduates the world over. A companion website provides additional material for lecturers and students alike.

International Motor Business

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Author :
Publisher :
ISBN 13 :
Total Pages : 830 pages
Book Rating : 4.3/5 (512 download)

Book Synopsis International Motor Business by :

Download or read book International Motor Business written by and published by . This book was released on 1992 with total page 830 pages. Available in PDF, EPUB and Kindle. Book excerpt: