Segmentation of Mercedes Essay examples

2997 Words 12 Pages
Table of Contents
1.0 Situation Analysis/Current Marketing Mix…………………………...………………….3
1.1 Current Product........................................................................................................3
1.2 Current Pricing…………………………………………...………………………….4
1.3 Current Distribution…………………………………………………………………4
1.4 Current Promotion…………………………………………………………………..5
2.0 Segmentation Theory…………………………………………………...………………….6
2.1 Defining and Explaining Segmentation……...……………………..…………..........6
2.2 Explaining Three Benefits of Mercedes-Benz Brand from using Segmentation ……7
3.0 Target Market Identification……………………………………………………………...7
3.1 Geographic Segmentation…………………………………………………………...7
3.2 Demographic Segmentation………………………………………...……………….8
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1.3 Current Distribution
3 Leslie, Butterfield, Enduring Passion: Story of the Mercedes Benz Brand, (New York: Wiley Publishers, 2005),
36.
4 Dennis, Adler, Mercedes Benz: First Gear, (London: Motorbooks, 2008), 46.
Surname 5
Mercedes C-Class has been distributed using a variety of channels in Singapore. With some buyers opting for online orders, there are various selling points of the luxury car in Singapore.
Among the various destination points for Mercedes Benz Class C includes the major attraction points in the island like Ion Sky, and Marina Bay Sand among others. More so, Mercedes Benz
Class C has been distributed in Singapore through major exhibitions in the island like the Singapore
Showroom, Titanic exhibition, MBS Countdown, and Elephant Parade among others. This has facilitated the distribution of the luxury cars to the people where they can view it and make purchases5. By having various points of sale for this product, high volume of sales has been experienced in this brand, since consumers find it easier to contact the sellers directly. Since customers are able to visit the show rooms and explore the vehicles directly, direct interactions between the brand’s representatives have facilitated brand popularity among the people of
Singapore.
Since Mercedes Benz Class C products are produced in Singapore, most of the sellers are
company’s

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