Mercedes-Benz's Marketing Strategy in Mexico

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.

Herr Joannis Paul Schweres absolvierte seinen Master-Doppelabschluss an den renommierten Business Schools EGADE, Campus Monterrey, sowie ESCP Europe, Campus Berlin. Während seines Studiums setzte er sich mit verschiedenen Marketing relevanten Themengebieten außeinander, was ihn auch dazu brachte wissenschaftliche Arbeiten über die Marketing-Strategie von Mercedes Benz oder die Entwicklung des Sportsponsorings innerhalb der Bundesliga zu verfassen. Seine praktische Erfahrung in der hochdekorierten Branding-Agentur MetaDesign AG hat ihn inspiriert die Geschichte der Marke Coca-Cola zu untersuchen und darüber eine Arbeit zu verfassen. Seine Zeit in Lateinamerika motivierten ihn die Best Practice's der Fastfood-Kette Pollo Campero zu analysieren; sein Werk wurde im Rahmen seines Studiengangs ausgezeichnet (1,0). Die Abschlussarbeit für sein Master-Studium über den Fernbus-Markt und die damit einhergehenden Fragen im Bereich Logistik und Mobilität waren ausschlaggebend, dass er nach dem Studium bei dem Premium-Paketdienstleister United Parcel Service als Account Manager seine Karriere zu begann. Nachdem er mehrfach ausgezeichnet wurde (2017: Senior Account Executive des Jahres; World of Champion Silver Award), hat er sich entschlossen eine neue berufliche Herausforderung anzunehmen. Von Februar 2019 bis Januar 2021 arbeitete er für das IT-Unternehmen Salesforce.com in Dublin, Irland. Seit Februar 2021 ist er für Salesforce in Zürich, Schweiz, tätig.