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ASSIGNMENT MMG CONTENTS 1 Executive Summaryp3 2 Introductionp4 3 Market auditp5 31 External analysisp5 32 Internal analysisp6 4 SWOT analysisp10 5 Segmentationp12 6 Portfolio analysisp15 61 Product analysisp15 62 Service analysisp15 7 Strategyp17 8 Conclusionp18 EXECUTIVE SUMMARY INTRODUCTION Daimler-Benz AG is one of the most notorious automobile firms in the world In fact the only name Mercedes personifies comfort luxury quality and safety Nevertheless the October 22 1997 Robert Colin -a car tester and deputy editor in chief of a Swedish car magazine- capsized the A-class during the Moose-test From this instant Mercedes lost a lot of credibility concerning safety of its cars Indeed 98 of all cars pass this test without problems and the most important problem concerns the brand image this failure could have an effect on the other Mercedes models So this case study will allow us to exhibit and analyse the strategic position of Daimler-Benz AG in Marketing terms during and after this sad event In this way I will develop a market audit with an internal and an external point of view to undertake a strength weakness opportunity and threats analysis of the organisation Moreover I will offer suggestions about the possibility of market segmentation -considering its customer base and market position- and make a portfolio analysis product and service portfolio of the Mercedes offer At last I will formulate potential strategies for the organisation to move from its present position to a more successful one MARKET AUDIT In order to make a market audit of the Mercedes A-class case study we will divide the analysis in an external analysis with the structure of market the trends in market the SLEPT analysis etc and an internal one thanks to the 4P and 3Cs 31 External analysis Structure of
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