mercedes benz young strategy

Dissertation Outline


Mercedes – To find out whether Mercedes’ investment in F1 and the strategy with the new A class model is shaking off its image as a worthy, but rather boring, brand which appeals to 45+ year old but with little appeal to younger consumers, 25 -44.

Research questions might include :

What are the stand alone salient image characteristics of the Mercedes brand?

What are the salient image characteristics of the Mercedes brand compared to BMW?

Would BMW drivers consider buying a Mercedes?
Why? Why not?

What do BMW drivers think about Mercedes’ investment in F1? (positive/negative perceptions).

Is the new A class look as exclusive as other mercedes models?


Qualitative, exploratory research among BMW drivers. Mix of short questionnaire (30 – 60 interviews?) and mini depth interviews( 6 -8).
Conducted at or near BMW showroom or public car park or internet.

Literature Review

Would focus on branding, the Mercedes & BMW brands; concept of positioning/repositioning.

Chapter 1

In addition to all the usual Ch. 1 content, would present statistics of BMW’s and Mercedes’ market shares. Alternatively, these stats could be appended.


The success of brands such as Audi and BMW is attributed to their sporty image which appeals to car buyers in the 25 – 44 age group compared to Mercedes which traditionally has appealed to men aged 45+.
To fend off rivals such as Audi and BMW Mercedes has done two things: launched the A class and sport versions of the C and invested heavily in Formula 1 motor sport.

Order a unique copy of this paper
(550 words)

Approximate price: $22

Basic features
  • Free title page and bibliography
  • Unlimited revisions
  • Plagiarism-free guarantee
  • Money-back guarantee
  • 24/7 support
On-demand options
  • Writer’s samples
  • Part-by-part delivery
  • Overnight delivery
  • Copies of used sources
  • Expert Proofreading
Paper format
  • 275 words per page
  • 12 pt Arial/Times New Roman
  • Double line spacing
  • Any citation style (APA, MLA, Chicago/Turabian, Harvard)

Our guarantees

Delivering a high-quality product at a reasonable price is not enough anymore.
That’s why we have developed 5 beneficial guarantees that will make your experience with our service enjoyable, easy, and safe.

Money-back guarantee

You have to be 100% sure of the quality of your product to give a money-back guarantee. This describes us perfectly. Make sure that this guarantee is totally transparent.

Read more

Zero-plagiarism guarantee

Each paper is composed from scratch, according to your instructions. It is then checked by our plagiarism-detection software. There is no gap where plagiarism could squeeze in.

Read more

Free-revision policy

Thanks to our free revisions, there is no way for you to be unsatisfied. We will work on your paper until you are completely happy with the result.

Read more

Privacy policy

Your email is safe, as we store it according to international data protection rules. Your bank details are secure, as we use only reliable payment systems.

Read more

Fair-cooperation guarantee

By sending us your money, you buy the service we provide. Check out our terms and conditions if you prefer business talks to be laid out in official language.

Read more

Calculate the price of your order

550 words
We'll send you the first draft for approval by September 11, 2018 at 10:52 AM
Total price:
The price is based on these factors:
Academic level
Number of pages

Order your essay today and save 10% with the discount code RBECOVID10