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1. CASE STUDY ON MERCEDES-BENZ PRESENTED BY: ASKHA AASMI S ASWNTH M SURENDRAN ATHUL JOSEPH MOAN ABHIJITH KRISHNAN FISAN JALEEL

2. INTRODUCTION Founded by K arl B enz and G ottileb Daimler in 1886 The first Mercedes vehicle was produced in 1926 Headquartered in Stuttgart, Germany It produces line consist of luxury cars, buses, trucks and high performance internal combustion engines

3. MERCEDES-BENZ LOGO The Mercedes-Benz star’s 3 points represent the company’s drive for universal motorization

4. Mercedes-Benz announced the new six brand strategy to focus on profitable growth Think and act like a luxury brand Focus on profitable growth Expand customer base by growing sub-brands  Embrace customers and grow recurrent revenues  Lead in electric drive and car software Lower cost base and improve the industrial footprint

5. UNDERSTANDING CUSTOMERS Understanding the Mercedes-Benz customers represent a diverse spectrum of individuals with varying preferences, lifestyles, and motivations . Affluent Demographic Discerning Taste Brand Loyalty and prestige Varied preferences and need Tech savvy connected Embracing sustainability Exceptional customer services

6. THE A$650 MILLION PROBLEM The A$650 million problem refers to an issue faced by Mercedes-Benz Australia in 2017 related to faulty Takata airbags installed in various Mercedes-Benz vehicles. Takata, a Japanese automotive parts supplier, had produced defective airbag inflators that posed a safety risk, leading to a massive global recall of vehicles from various manufacturers.

7. SWOT ANALYSIS A SWOT analysis is used to evaluate the opportunities, threats, strengths, and weaknesses of a firm. The opportunities and threats are external forces, whereas the internal components are the strengths and weaknesses . The brand, one of the best leading premium brands in the automobile sector, can assess its performance in comparison to that of its competitors using SWOT analysis (Wen, 2022 ).

8. DEFINING AND EVALUATING Adding value for its customers, Mercedes-Benz should increase the number of places across the world where its products can be purchased at retail. Although Mercedes-Benz has always been known for its high-end luxury vehicles, the corporation is starting to diversify by producing a smaller, more inexpensive car for a market that was not previously a priority.

9. conclusion In conclusion, with its new, more targeted approach, Mercedes-Benz hopes to boost commercial performance through an enhanced product portfolio, increased recurring revenue, and a more favorable Pramudit product mix and pricing. These improvements and actions, together with the massive cost-cutting and industrial footprint shrinking, should result in a markedly increased profit level (a , 2016). A return on sales (RoS) level in the middle to high single digits is what Mercedes-Benz AG hopes to attain by 2025, barring poor market conditions. The corporation has set its sights on a double-digit percentage margin in light of favorable market conditions.

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