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Introduction

Mercedes-Benz is one of the oldest car-manufacturing companies with more than 100 years of history. The brand was established in the 90’s when the two German car manufacturers, Benz & Cie and Gottlieb Daimler, joined together with an agreement to remain partners till the year 2000. Now the company is fully owned by DaimlerChrysler and it operates in more than 190 countries all over the world (Mercedes-Benz, 2006).
Mercedes-Benz cars have been sold in the USA since 1957. In 1965 the company founded its first headquarter in Fort Lee, New Jersey. With its 329 dealers all across the country and sales of 224,421 new vehicles for the year 2005, Mercedes-Benz USA continues to strengthen its brand name. Now even more people believe in the “Mercedes star” which is symbol for innovations, quality, luxury and safety (Mercedes-Benz, 2006).


Mercedes-Benz USA
(Marketing Mix Analysis)

Marketing Mix can be considered as a tool, used by businesses, to implement their marketing strategies. It is composed by four categories that firms can use in order to influence the demand for their product (Kotler et al, 2005). It is important for businesses because in order to be successful each company have to be sure that it is marketing the right product, to the right customers, at the right price, in the right place and at the right time.

• Product – is one of the components of the marketing mix. It is used to summaries everything that firms can offer to the target market, including goods, services, places or ideas (Kotler et al, 2005). Mercedes-Benz USA is dealing in the car industry, selling brand new cars from all classes to the US market. They are offering 13 different models including the C, E, S, CLK, CLS, CL, SLK, SL, R, M, G, AMG and their new class GL. In comparison with their direct rivals, BMW and Lexus, Mercedes has the greatest variety of classes which gives them higher share...