Mercedes-Benz Case

The name of Mercedes-Benz founded by Daimler and Benz; it was merged to from Daimler-Benz AG, and the Mercedes-Benz brand was born at the year of 1926. Because of the first automobile that is made in 1886 makes Mercedes-Benz's name widely. Mercedes-Benz is a multinational branch of the German manufacturer Daimler AG. (Mercedes-Benz History, 2012) Currently Mercedes-Benz produces a wide range of advanced luxury cars, trucks and buses in its manufacturing facilities, based all over the world besides Germany. (Mercedes-Benz Introduction, 2012) One hundred years after 1886, Mercedes-Benz (China) Ltd. was established; it has set up over 170 authorized sales and service centers that is covering nearly 80 cities across the country. (Mercedes-Benz in China, 2012) In 2005, Mercedes-Benz made joint ventures with Beijing Auto Industry Company (BAIC), and allowed BAIC locally produces Mercedes-Benz E-Class and C-Class Sedan. (Beijing Mercedes-Benz Automotive CO. LTD, 2012) At present, Mercedes-Benz has made its silver three-pointed star symbol very famous across China. China has passed the United Stated as the single largest market in automaker industry. For Mercedes-Benz, China has been set to become its main biggest market. ( Mercedes-Benz tilts towards the East, 2012)

p between Mercedes-Benz and China, there is an exact 100-year gap. It seems an old agreement has finally been fulfilled. In 1986, Mercedes-Benz (China) Ltd. was established in Hong Kong. With the growth of Mercedes-Benz's business in China, the Mercedes-Benz China headquarter was moved to Beijing in 2006. Devoted to meeting the needs of customers in the ever-growing Chinese market, Mercedes-Benz China has obtained all the distribution rights of dealing in products owned by Mercedes-Benz in the China mainland, HK and Macau. In this assignment, I will make an analysis of Mercedes-Benz whether making a success or failure in Chinese marketing.