Mercedes Benz Cars Germany - Market Analysis

Using the Approach of SWOT and PEST Analysis

Dossier / Travail de Séminaire , 2013 , 34 Pages , Note: 2,0

Economie politique - Autres

An analysis of the German automotive market and the Mercedes-Benz cars division, as an actor on this market, are done. Therefore firstly the relevant external factors for the German automotive market are audited by examining its` political-legal, economical, sociological and technological factors. Secondly an internal audit is done by examining strengths and weaknesses of the German division of the company. As a result a holistic picture of Mercedes-Benz cars` market related situation is assessed.

Table of Contents

Executive Summary

List of Abbreviations

1 Introduction
1.1 Problem Definition
1.2 Objectives
1.3 Methodology

2 Framework for the Market Definition and Analysis
2.1 Theory of SWOT Analysis
2.2 Profile of the Daimler AG and Definition of Mercedes Benz Cars Germany
2.3 Definition of the Relevant Market
2.4 Target Group

3 SWOT Analysis for Mercedes-Benz Passenger Cars Germany
3.1 Analysis of the External Factors
3.1.1 Political and Legal Factors
3.1.2 Economical Factors
3.1.3 Sociological Factors
3.1.4 Technological Factors
3.2 Assessment of the External SWOT Factors
3.3 Analysis of the Internal SWOT Factors
3.3.1 Competition
3.3.2 Company Condition
3.4 Audit of the Internal SWOT Factors

4 Results

5 Conclusion

Appendix

Bibliography

Declaration

• Université: University of applied sciences, Cologne
• Cours: Marketing
• Note: 2,0
• Auteur: Thilo Ketschau (Auteur)
• Année de publication: 2013
• Pages: 34
• N° de catalogue: V210854
• ISBN (ebook): 9783656390909
• ISBN (Livre): 9783656391616
• Langue: anglais
• mots-clé: mercedes, benz, cars, germany, market, analysis, using, approach, swot, pest