What Marketing Strategies Did Mercedes-Benz Use to Succeed in the US Market?

Abstract

Mercedes-Benz is a well-known company from Germany because of their automobile and their marketing strategies. Because of their marketing strategies, they have the ability to take a large piece of a country's automobile market. In this paper, taking the US market as an example and mainly discuss what marketing strategies did Mercedes-Benz use to succeed in the US market. Through the article, our main goal is to analyze their marketing strategies through several main paths including media channels and their target market, which leads to the conclusion which is that Mercedes-Benz chose the appropriate media channel wisely which more people would be able to see the brand and get in touch with the brand. As Mercedes-Benz is a company who has a well-down marketing system, the meaning of this research is to learn from them and to apply on more other companies to help them build up a mature marketing system.