The Hungarian Mercedes-Benz’s diverse marketing activities

Egyedi Noémi (2023) The Hungarian Mercedes-Benz’s diverse marketing activities. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

Mercedes Benz is one of the most valuable brands in the world, combining heritage, luxury, culture, passion and respect, making the iconic logo the symbol of one of the most recognizable prestige cars in the European and American markets and presumably worldwide.  Mercedes-Benz brings luxury and style on the road as the company has an incredible history, and nowadays it is one of the most profitable companies in the world. Having been employed by the Mercedes Benz company as an intern for a year now, I was inspired to get an insight into the world of Mercedes Benz from an inside out perspective.  I also considered to understand the outside in view via my own research questionnaire about how buyers relate to the Mercedes Benz brand, what are the key factors that influence brand preference over competition, what are the actual and effective marketing communication tools that the company uses globally and locally on brand and dealership level. This dissertation focuses on the entire range of marketing activities, communications, and social media strategy of Mercedes-Benz with specific focus on how Hungarian affiliates and dealers apply central guidelines in the local environment, with the motto of ‘think globally, act locally’. In my analysis I also examined the customer journey at Mercedes-Benz. To make an appropriate investigation, several researches have been conducted. The secondary research investigates Mercedes-Benz’s global strategy that they apply worldwide and its directions. The literature review examines the most important minds in marketing. All aspects must be examined for research. In addition, social media strategy, and regulations are analyzed. Furthermore, it includes all the relevant information which is connected to the brand such as SWOT analyses, 4P-s, target segments, and customer journey. Another goal is to take the Hungarian market as an example and mainly discuss what marketing strategies Mercedes-Benz used to succeed in Hungary, where they can keep in touch with target audiences, how they can build and maintain loyalty or facilitate engagement and sales activities. The Hungarian automotive industry is faced with many challenges nowadays therefore I will also sentence a section to examine them, as threats. Primary research involves qualitative research of 2 interviews. I made one interview with the head of the Mercedes-Benz Manufacturing Hungary communication department and another with the marketing leader of Mercedes-Benz Hungária. Quantitative research involves a questionnaire. It is intended for people who own a Mercedes-Benz car, and also measures their satisfaction with the car and the quality of the dealership’s customer service and the customer journey. The expected result of the research is that global strategy determines the marketing strategy in Hungary. Each country can tailor the global strategy to the local circumstances and market situations. Secondary research is expected to find Mercedes-Benz management guidelines that are used in everyday life. Furthermore, I will also examine what their marketing strategy is based on. Through primary research, I will analyze the Hungarian Mercedes-Benz’s marketing strategy using qualitative research. In addition, customer satisfaction is examined. My expectation for the primary research is that, In Hungary, they build the marketing strategy themselves. The study consists of 8 chapters. The second chapter is connected to the basic concept of marketing and its features. It includes social media marketing and its importance. The Hungarian Automotive industry will be examined in the third chapter. Mercedes-Benz is introduced in the third chapter. In the next section, Mercedes-Benz's global strategy is analyzed and the six main pillars on which they focus. Chapter 6 demonstrates the primary research and findings; it includes quantitative and qualitative research. Chapter 7 summarizes the research and answered the hypothesis, in addition, highlight the most useful elements of the study. The research questions that I will examine during my thesis: 1. What is the global strategy of Mercedes-Benz 2. What is Mercedes-Benz’s marketing strategy in Hungary at each company 3. What are the differences and similarities between the marketing strategies 4. What kind of channels do they prefer when they want to reach their target audiences 5. What kind of social media strategies apply to each company at Mercedes-Benz in Hungary 6. How looks like a typical customer journey

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	brand, communication, marketing, marketing activities, marketing strategy
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2023. Már. 17. 16:33
Utolsó módosítás:	2023. Már. 17. 16:33

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