Mercedes-Benz's Marketing Strategy in Mexico
Mercedes-Benz's Marketing Strategy in Mexico

Author: Joannis Paul Schweres

Publisher: GRIN Verlag

Published: 2015-01-16

Total Pages: 31

ISBN-13: 3656877629

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Seminar paper from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, EGADE Business School, language: English, abstract: The automobile industry is famous for being ahead of the curve in most areas. Automotive companies cannot rely on a one-time announcement or word-of-mouth chatter to keep a steady stream to customers. These companies have to have well developed advertising strategies in their marketing processes, in order to sustain a profitable growth in all the markets they serve throughout the world. Mercedes-Benz (MB) is a German high-class automobile company. Its products stand for luxury, reliability and dependability. The company belongs to the multinational division of the German manufacturer Daimler AG and has its headquarters in Stuttgart, Baden-Württemberg, Germany. The company has 274,616 employees and gained a profit of 10,887 billion U.S. dollar with revenue of 147,257 billion U.S. dollars. Mexico is very important for the company’s North American strategy, which can be proved by the fact that Mercedes-Benz produces its cars in Monterrey, Nuevo Leon, Mexico. According to the McKinsey Global Media Report 2013 Latin America provided the highest growth in expenditure for advertising, in 2012 the increase was 13.3 percent. The increasing investments of automotive companies are a reason for it - in 2011 the industry expanded its expenditures in advertising by 101 percent. A critical analysis of the MB’s marketing strategy in Mexico is the purpose of this research paper. Since we are not able to cover all aspects of the marketing of MB due to the limitation of 10 to 15 pages for this paper, the study will be focusing on the following areas: sponsoring, social media, TV advertisements and magazine commercials. Thus, other areas of marketing like brand management or viral marketing will not be addressed. The products and services the company offers in Mexico will be mentioned. The marketing strategy of Mercedes-Benz México will be described and target groups will be defined. At the end of this paper we will state how MB can use its marketing in Mexico more efficiently in order to gain higher profits.

Business Strategy
Business Strategy

Author: Jeremy Kourdi

Publisher: John Wiley & Sons

Published: 2009-04-01

Total Pages: 260

ISBN-13: 9781846681240

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This updated, useful book on business strategy, with The Economist brand, shows today’s manager how to create and sustain a dynamic, profitable business with techniques to support effective decisions. Kourdi evaluates the tools, tactics, and techniques for making profit-boosting decisions.

Multinational Strategic Management
Multinational Strategic Management

Author: Erdener Kaynak

Publisher: Routledge

Published: 2014-02-25

Total Pages: 497

ISBN-13: 1317719441

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Build the skills needed to compete in the highly competitive global business environment! This incisive book is a comprehensive introduction to contemporary multinational strategic leadership and management. A vital guide to business policy, Multinational Strategic Management: An Integrative Entrepreneurial Context-Specific Process combines basic strategic management with a distinctive international business perspective. The result is invaluable as a preparatory overview for novices and as a guidebook for business practitioners. Mixing basic management and leadership perspectives with a study of international business, Multinational Strategic Management takes a comprehensive approach to subjects that traditionally require multiple texts. Designed for use as a textbook for undergraduate and graduate course work, the book fills an educational void in a rapidly growing field. The in-depth text provides you with a thorough understanding of how to lead and manage enterprises that operate within and across national borders. Multinational Strategic Management helps professionals, students, and educators: acquire and enhance skills in entrepreneurial contingency thinking and action integrate those skills to creatively handle specific situations learn more about management processes (and possibly develop new ones) Ideal for use in support of executive training workshops and as a text in advanced university business programs, Multinational Strategic Management introduces you to all levels of integrative decision-making from the entrepreneurial perspective of the leading multinational firms like General Electric and Intel. Perfect for educational use, the book provides more than the standard textbook descriptions and case studies. It will inspire the kind of creative entrepreneurial thought and action needed to compete in today’s highly competitive global environment.

The Business Year: Mexico 2022
The Business Year: Mexico 2022

Author:

Publisher: The Business Year

Published:

Total Pages: 248

ISBN-13:

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This latest year-long period of research on the Mexican economy was marked by a sense of reflection and reinvention in the business community. As the world continues to restructure itself in the wake of COVID-19 and the subsequent disruption to the global supply chain, players in the country are continuing to discover Mexico's role in this new reality. In this 246-page edition, which features interviews with top business leaders from across the economy, as well as news and analysis, we cover: green economy, finance, energy, mining, industry, mining and telecoms, logistics, security, construction, real estate, agriculture, health, education, tourism, and sports.

Marketing in the Emerging Markets of Latin America
Marketing in the Emerging Markets of Latin America

Author: M. Marinov

Publisher: Springer

Published: 2005-10-31

Total Pages: 208

ISBN-13: 0230511856

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Marketing in the Emerging Markets of Latin America provides a much needed analysis of business and marketing in Latin America. The book highlights the diverse characteristics of the Latin American business and marketing environment and the dynamic nature of regional and country markets. Addressing a broad variety of historical, political, economic, social, cultural and legal issues, the book offers unique insights into the enormous opportunities and challenges the region presents for implementing effective marketing strategies. The book is an extremely valuable resource for academics, practitioners and anyone interested in doing business in or with Latin America.

Problems in Marketing
Problems in Marketing

Author: Luiz Moutinho

Publisher: SAGE

Published: 2007-12-12

Total Pages: 337

ISBN-13: 1849202621

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Fully revised and updated, Problems in Marketing includes over 50 new problems. This varied and challenging collection of problems has been written as a learning aid to any marketing textbook. The problems cover a wide range of marketing practice, each problem concentrating on a single concept or technique of marketing management. Problems begin with a full introduction to the concept followed by explicit instructions for solving them. This leads directly to a series of discussion questions to further enhance the application of each problem. Solutions are also available to lecturers by clicking on the companion website logo above.

Strategic Advertising Management
Strategic Advertising Management

Author: Richard Rosenbaum-Elliott

Publisher:

Published: 2020-12-25

Total Pages: 498

ISBN-13: 0198835612

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With strong foundations in theory and featuring a wide range of current and international examples, Strategic Advertising Management presents an overview of how advertising works and what is required from a manager's perspective, in the development of an effective communication plan.

EBOOK: International Marketing
EBOOK: International Marketing

Author: Pervez Ghauri

Publisher: McGraw Hill

Published: 2014-01-16

Total Pages: 657

ISBN-13: 0077148169

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Now in its fourth edition, this successful introduction to international marketing has been thoroughly revised, updated and developed throughout to reflect the most recent developments in today’s dynamic business environment. Contemporary, engaging and accessible, International Marketing is essential reading for the aspiring practitioner. You will discover: •The importance of international marketing to creating growth and value •The management practices of companies, large and small, seeking market opportunities outside their home country •Why international marketing management strategies should be viewed from a global perspective •The role of emerging economies in today’s business environment •The impact of increased competition, changing market structures, and differing cultures upon business Key Features: • An extensive collection of in-depth Case Studies focus upon a diverse range of companies from around the world and are designed to apply understanding and provoke debate. •‘Going International’ vignettes go beyond the theory and demonstrate international marketing in real life with contemporary and engaging examples. •Further Reading sections have been designed to reflect both the most influential and the most recent studies relating to each chapter acting as a spring board to further study •Key Terms are highlighted where they first appear and define in the margin for ease of reference to aid understanding. A full Glossary is also provided at the end of the book and online. •A new chapter in response to reviewer feedback dedicated to International Segmentation and Positioning. Professor Pervez Ghauri teaches International Marketing and International Business at King’s College London. He has been Editor-in-Chief of International Business Review since 1992 and editor (Europe) for the Journal of World Business, since 2008.