Mercedes Benz

7 Pages 1817 Words

“If a rich man is proud of his wealth he should not be praised until it is known how he enjoys it.”
An enticing statement used in conjunction with a vehicle seeping in prestige, to attract and persuade a now vulnerable head executive, Mercedes-Benz has a stature like no other. The standard of luxury vehicles has always been set by the European automotive manufacturer ‘Mercedes-Benz’, starting in 1883 when engineers Gottlieb Daimler and Karl Benz developed the first light weight engine, kicking off motorised transport. Mercedes has developed immensely over the last hundred and twenty years, providing over a hundred different vehicle types available to this day, compared to the choice of two vehicles available in the late years of the 1800’s. Newly introduced Mercedes model, class-E was released late last year, exciting prospective Mercedes repeat buyers.(www.mercedes.com)

The E class is an appealing vehicle to those who can afford such a car, as prices for the vehicle start in the low ninety thousand dollar mark, which immediately reduces the market to the wealthy. The process of selecting the appropriate consumers from the population, and aiming the product toward them, starts with the market segmentation. Identifying the appropriate consumer in order to have maximum sales is ultimately the desired outcome, however in the case of Mercedes a preservation of their reputation, elegance and quality will be key factors that may have to be taken into concern whilst making such decision. By offering such a luxury vehicle with no limit to the expense of materials used in the production, the Mercedes E class has a certain direction in which the product is aimed, the demographic segment excludes certain ages from the market immediately, that being the seventeen years and younger in male and female. Below the age of seventeen, legally a driver’s license is required in order to operate the product, which is impossible to acquire at ...