级大 FUDAN UNIVERSITY Mercedes be Marketing in China Course2013-2014 Lily Lu陆忆晨 Mario brassesco马
Mercedes Benz Marketing in China Course 2013-2014 Lily Lu 陆忆晨 Mario Brassesco 马里奥
Index Mercedes Benz Strategic Summary Market Overview Marketing Plan Conclusions and recommendations
Mercedes Benz Strategic Summary Market Overview Index Marketing Plan Conclusions and Recommendations
Index Mercedes Benz Strategic Summary Market Overview Marketing Plan Conclusions and recommendations
Mercedes Benz 2020 Strategic Summary Market Overview Index Marketing Plan Conclusions and Recommendations Mercedes Benz Strategic Summary
Mercedes Benz Strategic Sumfeary Mission The best or nothing Vision Top spot in the premium car market by 2020 Objectives 10% operating profit Luxury market (SOM Vol. BMW KPI margin(7, 1% in 2012) and audil Strategies Global New strategic plan China New inyestment plan Source: daimler's chief executive dieter Zetsche, october13
Global China Mission Vision Objectives (KPI’s) Strategies The best or nothing Top spot in the premium car market by 2020 New strategic plan New investment plan 10% operating profit margin (7,1% in 2012) 1 st in luxury market (SOM vol. > BMW and Audi) Mercedes Benz Strategic Summary Source: Daimler’s Chief Executive Dieter Zetsche, October’13
Mercedes Benz strategic Summary 3 0 layer in uxury-: arket: 1320k- sales +4, 7% New gOrDys Ly vs Lu:: 115 ( -,7%)and BMW Overview 1540K.(+116%) Growth thanks to Japan(+28, 8%VS LY)and SA+2% Obiective 1st in luxury market(2020)+10% profit margin Main Development of new Mercedes benz actions portfolio Connection online New A more rejuvenated concessionaire brand role Source: Agencia EFE. Sales period TAM12
3 rd player in luxury market: 1320k. sales (+4,7% vs. LY) vs. Audi 1455k. (+11,7%) and BMW 1540k. (+11,6%) Growth thanks to Japan (+28,8% vs. LY) and USA (+7,2%). 1 st in luxury market (2020) + 10% profit margin Development of new portfolio Overview Objective Main actions New concessionaire role Mercedes Benz Connection Online A more rejuvenated brand Source: Agencia EFE. Sales period TAM’12 Mercedes Benz Strategic Summary New global strategic plan