What Marketing Strategies Did Mercedes-Benz Use to Succeed in the US Market?
These authors contributed equally to this work and should be considered co-first authors
- DOI
- 10.2991/assehr.k.211209.106How to use a DOI?
- Keywords
- Marketing; Media Channels; Target 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.
- Copyright
- © 2021 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
TY - CONF AU - Yonghao Li AU - Youqi Wang PY - 2021 DA - 2021/12/15 TI - What Marketing Strategies Did Mercedes-Benz Use to Succeed in the US Market? BT - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021) PB - Atlantis Press SP - 649 EP - 654 SN - 2352-5428 UR - https://doi.org/10.2991/assehr.k.211209.106 DO - 10.2991/assehr.k.211209.106 ID - Li2021 ER -