Mercedes Benz - Characteristics of the Marketing Functions - Market Areas and Segments

Characteristics of the Marketing Functions:

Market Areas and Segments:

Mercedes Benz TÐ"јrk, exported trade in 66 countries in three regions. In all bus categories, they apply flexible production to satisfy special customer needs and wants. Vehicles that are in different sizes and sorts, are exported to Russia, Kuwait, Saudi Arabia, Uzbekistan and nearly to all Europe.

Mercedes Benz TÐ"јrk, operates in discrepant market segments. The company is selling passenger cars, commercial vehicles and buses. Therefore; they are displaying in three market divisions. In Turkey, commercial vehicle’s market is more extensive than the others and in this segment the firm has a large market share because of safety and comfort product and after sale services. In bus market, Mercedes Benz is placed in upper ranks in the world. The company is targeting on high level income consumers in passenger car segment and because of its brand image; its products generally preferred by the consumers.

Product Specifications, Product Portfolio, Packing:

Product Specifications: In automobile sector, conditions in a country is a key determinant. For instance; in Turkey, consumers prefer to utilize heavy vehicles because of the road’s distrustfulness. Customers also pay attention to tires of the vehicles to be more safety in their travel. They are purchasing vehicles with the tires that have guarantee rather than cheap ones.

Raw materials’ availability is also a dominant factor in purchasing a product. For example, in Saudi Arabia and Kuwait, consumers do not need to purchase vehicles that work with diesel because they can easily reach gasoline with a favorable price.

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