(Tiểu luận) report mercedes midterm

Let’s look at what Mercedes carmaintenance routine include:- Mercedes Benz Service A This maintenance type is carried out after close to 1 year and every 10,000 miles.. All fluid level c

MINISTRY OF EDUCATION AND TRAINING

HO CHI MINH CITY UNIVERSITY OF ECONOMICS AND FINANCE

-o0o -SALES MANAGEMENT

Lecturer: Nguyễn Tiến Huy

Name:Nguyễn Đoàn Quế Thư - 205041039

TABLE OF CONTENTS

TABLE OF CONTENTS 1

1 Introduction 2

a) History 2

b) Core Values 3

c) Mission Statements 3

d) Vision Statements 4

2 The Product line of Mercedes : 4

3 The Service of Mercedes: 13

4 Sale Organization: 14

5 Selling Process: 14

6 Sell Target 19

7 Sales budget 20

8 Sales staff recruitment 23

9 Motivation 21

10 Evaluation: 25

a) Mercedes’s Strengths 32

b) Mercedes’s main weaknesses 33

c) What are some opportunities that await Mercedes? 31

d) What are some threats facing Mercedes-Benz? ………

11 Conclusion 33

REFERENCES ……… 34

Introduction

a) History

Mercedes-Benz traces its origins to Karl Benz’s creation of the first petrol-powered car, the Benz PatentMotorwagen, financed by Bertha Benz and patented in January 1886, and Gottlieb Daimler andengineer Wilhelm Maybach’s conversion of a stagecoach by the addition of a petrol engine later thatyear The Mercedes automobile was first marketed in 1901 by Daimler-Motoren-Gesellschaft The firstMercedes-Benz brand name vehicles were produced in 1926, following the merger of Karl Benz’s andGottlieb Daimler’s companies into the Daimler-Benz company.Throughout the 1930s, Mercedes-Benzproduced the 770 model, a car that was popular during Germany’s Nazi period Adolf Hitler was known

to have driven these cars during his time in power, with bulletproof windshields Most of the survivingmodels have been sold at auctions to private buyers One of them is currently on display at the WarMuseum in Ottawa, Ontario Mercedes-Benz has introduced many technological andsafetyinnovations that later became common in other vehicles Mercedes-Benz is one of the best knownand established automotive brands in the world, and is also one of the world’s oldest automotive brandstill in existence today in 2014, having produced the first petrol-powered car

b) Core Values

“Our core values make the difference”

It’s the values they practise every day that make Mercedes-Benz Mobility a very specialcompany and a Great Place to Work The transformation of Mercedes-Benz Mobility into anintegrated provider of financial and mobility services has involved many changes However,one thing will not change: their core values Since 2003, they have accompanied and shapedour company and guided each one of our employees

Integrity, openness and respect

Inspired, empowered and diverse people

Financial and social responsibility

Moreover, Mercedes-Benz is driven by a purpose, “First Move The World,” which also forms theorganization’s DNA It wants to create cars of the future that will transform the meaning of mobility.Also, the company’s motto “The Best or Nothing” reveals how passionate they are about being top-notch Furthermore, the company wants “to build the world’s most desirable cars.”

On analyzing the mission statement of this automobile company, the following key pointers can bedeciphered:

1 Transparent work culture: The company also wants to establish transparent and honestoperations within themselves and with the customers as well

2 Innovation: It is evident from the mission how the company aims to bring innovation tothe automobile industry and ensure that every customer can get the luxury experience theyare seeking Innovation is one of the key pillars of Mercedes-Benz, and its car designsexemplify it Everything speaks about luxury and revolutionized designs, whether the dualtransmission system or patented rear headlight

3 Excellent customer service: They offer excellent customer service where every customer

is treated like a “royal person,” and all their queries and problems are taken care of

4. Luxury experience: The company wants to provide a luxury experience to everycustomer who will reach out to them with the desire to own a luxury and feature-rich car

The success of Mercedes-Benz is centered around its core values These include:

Passion – The company has a passion for designing top-notch cars that are an emblem ofsuperior design and technology

Respect – Mutual respect and accepting diversity run through the organization, ensuring apositive and healthy work environment

Integrity – The company fosters creating an environment of positivity, embracing diverseideas and ideologies

Discipline – Following the disciplinary approach in its work methodology has made thebrand stand ahead of the league

Excellence – Nothing, but the best, is what Mercedes stands for

d) Vision Statements

Mercedes-Benz vision states, “With our design philosophy of Sensual Purity, we initiated a shift inautomotive design.” The company’s main vision is to bring a shift in the automobile industry bydesigning high-speed cars, splendid engines with automotive transmission, and more From thevision statement of this automobile company, the following key aspects are conveyed

Revolution: Mercedes-Benz wishes to create an automotive world where nothing is obsoletelike the age-old designs It wants to integrate new and innovative ideas into car designs Thecompany aspires to be a leader in electric mobility and vehicle software

Creativity: As per the company’s design philosophy or ideology, it values creative thinkers whocan design cars that exude next-level designs that are sensuous and pure, i.e luxurious andoriginal They believe that when creativity meets technology, the automotive designs areoutstanding and unbelievable

Best of the best cars: The company officials wish to introduce cars that will be the best Theywant to include technologies and features that will make them the topmost company in theautomotive industry

To sum up the Mercedes-Benz vision statement, we can say that the company is focused on creating afuturistic car with the most advanced technology that will make the driving experience of Mercedesunparalleled

The Product line of Mercedes:

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r yearintroduced

Introduction Update/elift fac

Hatchbacks

A-CLASS

Class 1997 2018 2022

A-segment/Subcompactexecutive hatchback

C-Sedans

A-CLASS

Class 2018 2018 2022

A-segment/Subcompactexecutive sedan

C-C-CLASS

Class 1993 2021 – D-segment compactexecutive sedan./

C-CLA

CLA 2013 2019 –

segment/subcompactexecutive fastbacksedan

C-CLS 2004 2018 2021 E-segment executive/

fastback sedan

E-CLASS

Class 1953 2017 2021 E-segmentsedan /executive

C-D-segment compact/

executive stationwagon

CLA 2013 2019 –

segment/subcompactexecutive stationwagon

C-E-CLASS

Class 1965 2017 2021 E-segmentstation wagon./executive

E-Coupes Convertibles/

E-CLASS

Class 1968 2017 2021

EQC 2019 2019 –

All-electric compactluxury crossoverSUV and the firstmember in thenew Mercedes-Benz

EQ lineup of electricvehicles

G-CLASS

Class 1979 2018 –

G-Mid-size luxurySUV Commonlyknown as the G-Wagen

GLA

GLA 2013 2020 –

segment/subcompactluxury crossoverSUV

GLE 1997 2019 –

Mid-size luxurycrossover SUV.Formerly the M-Class until 2015

AMG GT 4-DOOR COUPÉ

AMG

GT DoorCoupé

4-2018 2018 2021 Front-engine, rear-wheel-drive 5-door

rear-AMG ONE

AMGOne 2022 2022 –

Rear mid-engine, wheel-drive limited-production plug-inhybrid sports car.Concept modelpictured

all-Minivans/MPVs

B-CLASS

Class 2005 2018 2022

B-segment/subcompactexecutive MPV

C-T-CLASS/CITAN VAN

CitanVan 2012 2021 – LAVOf Citan Version

Vito 1996 2014 –

Light commercialvehicle (Vito)and minivan (V-Class/Viano)

CITAN

Citan 2012 2022 –

Panel van and leisureactivity vehicle, arebadged andrestyled RenaultKangoo

SPRINTER

Sprinte

r 1995 2019 –

Light commercialvehicle and largevan Also marketed

by FreightlinerTrucks as theFreightliner Sprinterfrom 2001 to 2021and by Dodge as theDodge Sprinter from

2003 to 2009

Metris

Metris 2016 2016 – A North AmericanVersion Of The Vito.

Commercial trucks

Unimo

g 1948 2013 – All-wheel-drivemedium-duty trucks

ZETROS

Zetros 2008 2008 – Off-road truck

Buses and coaches

Update/facelift

Vehicle descriptionCurrent model

3 The Service of Mercedes

This system on your Mercedes Benz informs you about the maintenance before hand Almost onemonth for that matter

It keeps you sending alerts as well till you give in and take it to authorized Mercedes-Benz sevice centre

in Mumbai Fascinating, isn’t it? This is what makes a Mercedes Benz stand out from the rest.Moving on, there are two types of service Mercedes car maintenance required by your Mercedes Benz.This includes Mercedes Benz Service A and Mercedes Benz Service B Let’s look at what Mercedes carmaintenance routine include:-

Mercedes Benz Service A

This maintenance type is carried out after close to 1 year and every 10,000 miles

The routine maintenance includes the

following:-Oil filter check and replacement

Synthetic motor oil replacement

Tire inflation check and correction

All fluid level checks

Brake inspection

Maintenance Indicator Reset

Mercedes Benz Service B

This is a more detailed maintenance type which is generally taken after every 20, 000 miles and 1 yearafter Service A This includes:-

Oil filter check and replacement

Synthetic motor oil replacement

Tire inflation check and correction

All fluid level checks

Cabin dust filter replacement

Brake inspection

Brake fluid exchange

During this service type, your Mercedes Benz is tested and reviewed and all the service requirement isperformed

Sale Organization:

Mercedes-Benz Vans strengthens sales organization of regions Europe and Overseas

Mercedes-Benz Vans prepares sales for the future with renewed focus on internationally diversecustomer needs Digitization of sales, electrification and greater attention to growth markets andindustries are central to this strategy With the personnel changes in the regions of Europe and Overseas,Mercedes-Benz is taking another step to successfully shape change within the automotive industry

At the heart of this transformation for sales and marketing are the emerging customer needs andresulting rapid changes The van manufacturer from Stuttgart aims to further strengthen its premiumpositioning in the commercial sector and to actively shape the future of electric mobility with first-classcustomer experience and further consolidate existing customer relationships

"With the commitment of Nicolette Lambrechts and David Perdomo Hollatz, we are well positioned forthe next phase of this transformation and convinced will accelerate further growth David and Nicolettewill advance our business with their profound market experience both in operational business and inachieving our strategic goals, "says Klaus Rehkugler, Vice President Sales and Marketing Mercedes-Benz Vans

Personnel changes in the Mercedes-Benz Vans sales organization

David Perdomo Hollatz will take over the management of the Europe region as well as themanagement of Van Germany from Steffen Lucas from February onwards

Nicolette Lambrechts will lead Sales & Marketing Mercedes-Benz Vans Region Overseas fromApril onwards

Selling Process:

Mercedes-Benz to launch agency model in the UK in 2023

Mercedes-Benz has reached an agreement with the European Association of Mercedes-Benz Dealers(FEAC) to introduce an agency model in Europe

The Mercedes-Benz agency model has been introduced in Sweden, in Austria and in South Africa aswell as in India Its launch in Germany and in UK is expected in 2023 and said by the end of 2023 morethan 50% of its vehicles sold in Europe will be through the agency model

With the agency model, Mercedes-Benz aims to offer greater price transparency with dealers focusing

on customer satisfaction and providing support to customers regardless of the point of contact, online or

The prospect of Toyota in the automobile market today is quite high

compared to other brands Because the needs of people are increasing now

Toyota dominates because the quality of Toyota is always the number one,

impressive exterior design, eye -catching, and luxurious interior, modern,comfortable, caught up main.

The main market share of Toyota is mainly in Japan and the US These aretwo potential markets because people of these countries are very fond ofusing cars Particularly, the Japanese government has special offers forToyota, treating this brand as a major Japanese exporter

b) Toyota target customers

Individual goods: Personal customer groups or only need to use individuals,and with high income will be aimed at the cars that show their ownpersonality and account for a high proportion

Organizational goods: distributors, wholesale agents, retail, shops This is agroup with requirements on discount, sales reward, orders on schedule related to the distribution of production Products

c) Preparation

All information about Toyota models will be updated fully and clearly Toyotafocuses on preparation from the smallest details to help bring effectiveservice quality Sales staff at each Toyota dealer usually work in groups ofseven or eight members

Preparing in the sales process is a very necessary step, including thefollowing jobs The staff will check the information collected from customerssuch as information about address, phone phone, Products of customers'main goods, production and business activities of customers, the latestinformation about customers

After that, it will make an analysis table of competitive advantages related

to Toyota products and uses, and benefits for customers

d) Approach

Previously, businesses only had direct approaches such as calling,advertising on TV, direct sales But with the development of technology,Toyota has more options: App design Mobile, social networks, websites,social network ads Toyota will approach customers through the followingfive specific steps:

Step 1: Collect customer information: Demand; demographic; income;Behavior This is the first step for Toyota to identify its target customers.Ensure the right audience so as not to waste time and cost

Step 2: Building trust for customers about Toyota Give messages topersuade them if they intend to buy a car Or quotes to create demand ifthey do not need it immediately.

Step 3: Create close relationships with customers When exchanging withcustomers, Toyota employees will find ways to create friendliness andpersonalization of customers This makes customers feel comfortable andbelieve that Toyota is the right choice for its needs

Step 4: Promote action Here, when customers have considered buying,Toyota will take actions to accelerate the representative process such asoffering attractive promotions and incentives

Step 5: Maintain a strong relationship with customers

e) Presentation:

Product presentation is the highest interactive opportunity to potentialcustomers in the entire 7 -step sales process and the process will stop if wefail in this step 4, and of course, the opportunity to return Again is verydifficult again

The salesperson will bring customers the benefits related to Toyotaproducts (cars) The product that appears in terms of it will bring benefits tocustomers instead of just about features, characteristics, forms andpolicies During the meeting, Toyota staff will create many open questions

so that customers can join and give their opinions, questions, commentsseparately and from there make the most reasonable choice

f) Handling Objections

According to common psychology and behaviors, customers will giveopposition and opposition when receiving a quote for the purpose ofreducing prices or seeking more motivation

In dealing with this situation, the salesperson needs to maintain the spiritand belief that potential customers will buy Here Toyota will showcustomers the confidence in its products, and the reputation that there will

be no worries about product quality

While dealing with the problems of reasonable customers, Toyota will helpcustomers notice that the brand's products will meet them with the benefitsthat are much greater than the cost when buying a car at Toyota

g) Closing

After giving all product information that makes the buyer trust, to go to the

final sale step of the staff will summarize the core values, the most

prominent of the item through some summary words short to buyers

Toyota staff will carefully prepare plans to capture customer psychology,

determine where the customer demand is in order to plan appropriate

consulting scenarios to avoid losing opportunities.There are different types

of customers Everyone has different personalities, characteristics and

interests Therefore, at Toyota, the employees will be intensively trained in

closing deals and improving relationships with customers, they will grasp

the psychology of each type of customer, from actions, gestures to words

that finds a breakthrough point, hits the customer's psychology, and makes

them satisfied with the product When customers are noticed and

recognized by others, they will easily make decisions and choose Toyota

products

h) Follow Up

After-sales customer care is a series of activities of the customer service

department In order to maintain Toyota's close and long-term relationship

with customers.Toyota will build the overall after-sales customer care

process as follows:

Keep in touch with customers: Maintaining contact with customers even

when satisfaction is achieved will help customers truly believe in the

professional and responsible working style at Toyota

Provide support when needed:Not only asking for social contact, what

customers care about when having a problem is the solution from the

business side During the communication process, if a customer has a

problem with a product of the company, Toyota staff will help the customer

calm down and offer the fastest solution

Get customer feedback on products and services: Customer feedback is an

important database that helps Toyota track satisfaction levels as well as

suggestions coming from the wishes and desires of customers From there,

customers can perfect the quality of products and services perfectly

Sell Target

The traditional Mercedes Benz target market includes upper-class consumers aged 40 and up whowant a car with luxury-level conveniences and a high-end feel Mercedes Benz is looking to expandthat market during the 21st century

Although Mercedes Benz continues to target many of its models to upper-class, middle-ageddrivers, some advertising campaigns are focusing on different populations Mercedes Benz is