Mercedes Benz

7 Pages 1817 Words

that age, therefore eliminating the possibility of youths from the marketing campaign. The E class Mercedes has a design to suit a family, with five seats, large storage area, leg room and drink holders, judging on the designed the car is used to transport more than one person. The average age of a developed family is approximately thirty-five; therefore the selected target market for selling a family vehicle is directed at a family at an age rising from thirty-five.

Market Segmentation is the practice of dividing a heterogeneous market into a series of homogeneous submarkets.(Dann and Dann, 2003: p73) Demographic factors included in the segmentation of the E class are:-

1. Occupation
2. Education
3. Ethnic origin

Generally in order to afford a vehicle with a starting price of low 90,000 dollars, a reasonably generous occupation may be required in order to afford the initial cost and maintenance of the vehicle. With the finest materials used to produce the product, the parts wouldn’t be cheap either and then there is insurance and the list goes on, the verdict stands that unless a wealthy income is flowing the Mercedes E class is not an option. With a well respected occupation a sufficient education generally follows, on average, 85% of Mercedes E class buyers have a form of education other than high school graduation and as the years pass the this average will increase due to the demand for higher education.

Mercedes originated in Europe in the late 1800’s and the vehicles th...