Abstract

The aim of the research is providing an analysis of Mercedes-Benz Marketing Factors in Singapore. Demand for luxury cars has improved in Singapore for the past years. For this reason, Mercedes should be cautious in its marketing aspects in order to maximize on the emerging trend. Among the main marketing factors there are political factors, consumers’ factors, marketing strategies used by competitors, social factors and product factors.

The introduction section examines the rational and background of the research. This part also tries to examine the research issues, aims, objectives and questions. These sections are important in predicting the direction to be followed throughout the research.

Literature review on its part examines relevant knowledge that has been put forward in the past. This body of knowledge is related to the research in one way or another.

Research Design and Methodology entails the research paradigm and methods to be used while conducting the research. There are explanations trying to justify the Paradigm and Methodology chosen. Data collection Methods and Analysis Techniques are included in this section. Some ethical that might come along the way are also outlined.

A plan of how the research will be conducted has been included to help in completing the task at the specified 6 month time period.

 

1.0 Introduction

Based on my academic level, I am doing this research in an attempt to complete all the necessary requirements before I can get my MBA degree from the university. This research tries to explore the marketing factors that influence Mercedes Benz operations in Singapore. Singapore’s motor vehicles market is unique compared to other countries that Mercedes Benz has ventured. As a result of this occurrence, the company’s marketing perspectives are influenced by a variety of factors. The research will aim at pinpointing the main stakeholders and their contributions to the marketing perspectives of Mercedes-Benz.

1.1 Research Background

Recently, the demand for luxury cars has improved all over the World. Singapore has not been left behind in this realization. From recent statistics, it is clear that motor vehicle consumers in the country are more interested in Luxury cars compared to the other brands. By the end of 2012, BMW & Mercedes were the leading brands in the Market.BMW had 17.1% share of the market, while Mercedes had 16.0%.Toyota followed in third spot with 14.9% share (Appendix B).

This trend has prevailed up to the current year despite there being marginal changes on the figures. Other companies are intensifying their efforts to capture the market. This leaves Mercedes with the task of neutralizing competition and overtaking BMW to become the market leader. This realization will depend on how the Company will assess various marketing factors that influence its operations in Singapore.

The main factors that influence Mercedes Group Marketing approaches include social factors, consumer factors, competitors’ marketing strategies, political factors and product factors. Social factors entail issues like religion, culture, law and government policies. Consumer factors are analyzed by examining consumers’ preference, occupation and financial conditions. Product factors include the satisfaction and reliability aspect brought in by Mercedes-Benz products to the consumers.  This goes along examining the quality and design of the cars. Consumers are also conscious on the price being charged (Stroud, 2007).

As a result, the research will focus on the marketing perspectives being used by Mercedes taking into account the factors that influence these decisions. Some weaknesses might be outlined along the way. This would help the company in making necessary adjustments to help improve its operations in Singapore. In such a market, all marketing techniques that are devised should be consumer oriented. This shows there is an essence of consumer responsibility from the side of the producer. In the long-run, it increases the market share hence improving the profitability aspects to the company. A company’s marketing attribute is vital if any success is to be attained.  This makes the factors affecting the company’s marketing perspective very relevant in its operations.

1.2 Research Issue

The ultimate reason for this research is trying to analyze the marketing factors involved with Mercedes while operating in Singapore. This is an issue since marketing is very critical for any brand to be successful. It becomes even more important if the competitors involved are also aggressive in their attempt of capturing a larger share of the market.  A product might be of high quality, but the marketing aspect might ruin its success in the desired market. A company must have different approaches to every market. This is due to political, social and demographic differences that exist.

There are many factors that tend to influence the marketing decisions. Some of the factors are interrelated while others are independent. Failure to address one factor may lead to market failure in the future. Understanding the marketing factors makes it easy to comprehend the overall marketing structure of the company (Stroud, 2007). This will provide Mercedes with an elaborate platform from which it can coin its strategies in light of future operations in Singapore.

The research could shed light to Mercedes-Benz Company on those marketing factors that have been neglected yet they are very important for success.  It will also bring to light some irrelevant factors which have been upheld as the company undertakes its duties.

1.3 Research Aim

The aim of this research is to evaluate the factors that influence the company in making its marketing decisions in Singapore (Asia). Both negative and positive effects of these factors will be analyzed.

1.4 Research Objectives

1. Conducting a thorough literature review on other studies that have been carried out by different researchers.
2. Establishing an appropriate methodology to the study. This includes the methods of collecting and analyzing data, philosophical paradigm and outlining the expected results.
3. Completing the research on time and having a valid summary.
4. The research shall also outline other important issues like the legal requirements and ethical issues among others.

1.5 Research Questions

1. Can a marketing factor influence the levels of sales in the Singapore market if it is not taken into account?
2. How relevant are marketing factors to Mercedes when it comes to making final decisions?

2.0 Literature Review

A wide range of literature is available and can be linked to this research. The literature outlines various marketing factors that influence decisions in the luxury car industry. Among them is consumer, political, social, competition and product factors.

According to Rachel Lamb reporter from Luxury Daily News, Mercedes-Benz emphasizes on the marketing strategy which helps in increasing their sales. The automaker’s January sales recorded 17,273 vehicles sold. The brand is especially known for its strong social media, mobile applications and behind-the-scenes video footage. (Rachel Lamb, Feb 2011)

In accordance to Errol Apostolopoulos, head of innovation strategy and marketing at Boston, “Luxury brands must always spend their resources effectively to ensure that the entire customer experience from research to purchase to loyalty is developed impressively across all channels.’’ (Rachel Lamb, Feb 2011)

Another published reported about Mercedes-Benz that in 2020 company systematically developed their marketing and sales strategies. The Mercedes recently orientated on modern target groups by using innovative and differentiated sales techniques by implementing digital elements during all customer contacts and overseas dealers and network solutions.  (Daimler.com, online 2013)

Erin Shear highlighted in her article that, automaker Mercedes-Benz is boosting its new 2014 E-Class vehicles through two banner advertisements on the CBS News mobile applications. A click-through on the ads takes consumers to a page where they can view details on the new E-Class vehicle. Mercedes is likely trying to reach the affluent followers of CBS by placing the ads on its mobile app, which is constantly updating with contents. (Erin Shear,2013 )

Jeff Hasen, Mobil marketing consultant said: “Through its long history and through programming including 60 Minutes, CBS News has attracted a sophisticated audience.”( Erin Shear ,2013)

Zhou Shu Yuan have told in his journal:’’ As a matter of fact in 2012, Mercedes-Benz sales in the global total of 123 million vehicles, an increase of only 4.5 percent .Furthermore, in the Chinese market sales of Mercedes-Benz in 2012 only 196,000, an increase of only 1.5%, contrary competitors. However, the author claims, that Mercedes-Benz will never be able to return to the luxury car world ‘The first of the throne’, so far has been a full 10 years the market leader. In addition, Mercedes-Benz in the sales strategy seriously out of line with the market factors that occurred. The company need to improve their Marketing strategies and improve product designs . (Zhou Shu Yuan, 2013)

“With Stars Insight, its social community Website, Mercedes-Benz enhances customer loyalty and gains valuable market research. This enables the car maker to react quickly to the needs of its customers.”  (http://www.baselinemg.com, Online sours 2013)

In Dr.Schimidt opinion :“The paths to Mercedes-Benz are as varied as the personal preferences of customers. “Among other aspects we are therefore making contact with the brand even more attractive, especially for new, modern target groups.”( http://www.benzinsider.com, online sours 2013)

2.1 Consumer Factors

Hoyer (2003) outlines that marketers need to respect the idea that the society has the ability of changing with time. During 1980s, consumers’ consumption was viewed as being conspicuous. Many companies ignored consumer input in their decision making process.  Hoyer (2003) says that since 1990s this notion has been dropped.  There has been a realization of a new era coupled with value driven suppliers and consumers. Consumers are now exposed to mass media which acts as their source of information. Through the media they are able to know the number of brands and products available in the market. This makes it important for marketers to understand that consumer satisfaction relies heavily on their attitudes while value is based on behavior.

For this reason, a company like Mercedes-Benz should adopt marketing strategies that aim at proving to the consumer that they are the best compared to other competitors. To achieve this, Mercedes will have to adopt the usage of numerous promotional activities in its marketing approach. Mass Media advertisements would be relevant in trying to quench this consumer factor. Through the advertisements, the company can showcase various features that their products have. Testimonials from different users should be used as a way of providing evidence. This would develop a positive perspective from consumers towards the company’s products. Their attitude and perspective tends to change (Hoyer, 2003).

This review clearly shows that consumers can change how a company markets its products. Using inappropriate channel of communication can send the wrong impression to potential consumers. For this reason, Mercedes should always take consumer perspectives into consideration before embarking on any marketing strategy.

2.2 Social Factors

A major contributor to social factors based on this research of culture. Tamer (2009) asserts that marketers are becoming aware of the need of analyzing culture when working at the International level. A company like Mercedes operates on a variety of countries faced with different cultural beliefs. Culture and language difference affects Marketing decisions when it comes to issues like branding and design. When a company develops a single Marketing strategy for all International ventures, it is doomed to fail!  It is important to note that fundamental mistakes are being made in light of the cultural differences that persist in the globe. A good example is the language used by the marketers.  When General Motors introduced ‘Chevy NOVA’, it had not checked what the word meant in Spanish. In Spanish, “NO VA” means “don’t work”.

Another example is the color choice used by marketers. In Western cultures, ‘Red’ indicates danger while in other cultures like Chinese it represents success. ‘Yellow’ on its part is color that may be offensive to many Arabs and Italians. It is usually used in promotions to convey freshness (Tamer, 2009).

Furthermore, Company must to get a good understanding of the new region culture before going to any promotional aspect. It’s best for Mercedes-Benz to employed natives, who speak well English and Mandarin and Malay languages to increase sales in Singapore.

2.3 Competitors Marketing Strategy

Competition has always been a critical yardstick in determining marketing strategies to adopt. (Puchan ,2001) says that when marketers tend to ignore what the competitors are doing, they are planning their own failure. Competitors have also done their research regarding some issues in the Singapore Market. While conducting a research, there are several shortcomings that arise. On most occasions they are attributed to missing out on relevant information. (Puchan ,2001) asserts that looking at what competitors are doing might help in making these corrections. Sometime not doing what the competitors are doing tends to give them a competitive advantage. This is because of the uniqueness that comes along with their strategy. If the competitors are operating on the radar of enhancing social responsibility, this should be followed in the relevant company. It eliminates the uniqueness of the competitors hence giving everyone the opportunity of being recognized.

For Mercedes, they should take a great insight into what is being done by BMW. The BMW seems to be their main competitor in the Luxury car category. Their Market share is a little bit higher compared to that of Mercedes. In my knowledge BMW market their cars a lot during sport events and participating in Car Rally’s more than Mercedes. It is the duty of Mercedes to investigate what it is, and try to emulate (Puchan,2001). All this tries to show how competition can be a Marketing Factor.

2.4 Political Factors

“Singapore is the only automobile market where the minister for transportation decides on the final year result. The market itself is unique since it is influenced by the high per capita income and Certificate of Entitlement. This certificate was introduced by the government in order to limit the number of vehicles on the roads. The ultimate goal of this issue was to limit the negative externalities associated with increased vehicle ownership such as congestion and pollution. Before one gets the entitlement they have to bid for them to be granted a right to buy. This out rightly means that the government has massive control on the nature and type of vehicles that tend to come into the country. This is in terms of quality and design. Companies operating in this field should be able to follow all the legal requirements for them to succeed. (Chaharsoughi, 2011).

This would influence the marketing decisions since it determines the type and nature of cars to bring in. A company like Mercedes has the responsibility of convincing the authority that its brands have been designed in a manner that helps in minimizing air pollution. The whole aspect influences the type of cars that can be marketed in this region. In some way, it might limit the variety that a company has to offer to its consumers.

2.5 Product Factors

Mercedes-Benz is regarded as a luxury car. This is based on its features and how the society perceives the brand. The aspect of being a luxury car brand affects the marketing decisions. Luxury cars are not affordable to every consumer that is willing to buy. Prices associated with such vehicles limits consumers’ ability of purchasing (Tamer, 2009).  For this reason, Mercedes should adopt the most effective strategies to help reach the target group. Stint studies should be undertaken so as to ascertain how these consumers can be reached under the marketing perspective. Promotional channels come in handy in this area. Advertisements should be placed in areas that are likely to be accessed by high income earners in the society. Placing such advertisements to low income earners might be a waste of resources since they might be willing to purchase the products, but do not have the ability.  Using inappropriate techniques might render all the efforts futile.

3.0 Research Design and Methodology

3.1 Research Paradigm and Methods

The research will take a philosophical paradigm in quest of obtaining the desired results. Under this paradigm, the research will focus on positivist research. This will entail empirical testing by use of both deductive and inductive hypotheses. The methods to be used for collecting data are surveys and interviews. Questionnaires will be used for the survey purpose. Methods selected will ensure that it is possible to collect both qualitative and quantitative data.

3.2 Explanation for the Research Paradigm

3.2.1 Philosophical Paradigm

Under this Research Paradigm, the research will be able to focus on the positivist aspect. It is through the approach that I shall analyze how Mercedes- Benz Marketing factors influence its operations in Singapore. The paradigm will outline the factors which really affect the marketing process of the company. Moreover, the positivist approach uses natural science, social science and mathematical treatments in deriving data related to a research. This will help in outlining to the extent of effects derived from some marketing factors compared to others when it comes to decision making. The Paradigm gives the opportunity of using both the inductive and deductive approaches.

3.2.2 Inductive Approach

This entails making hypothesis from measurements derived from the study. This approach moves from specific observations to broader theories or generalizations. This is where data from the research will be examined on a broader perspective taking into account the luxury car industry that Mercedes-Benz operates in. In this research, questionnaires will be used to fulfill this task. This is because they are interpretative in nature (Axinn, & Pearce, 2006). A good example is by using the questionnaires towards suppliers, employees, consumers and other relevant marketing stakeholders of Mercedes-Benz. Among the issues that can be examined is whether these stakeholders have similar views regarding the marketing aspects of the company. A good question might be whether Mercedes Company is trying to imitate BMW’s marketing strategies. Answers to this question can be used in deriving a huge conclusion since BMW is the current leader in terms of market share. Mercedes needs to be at par with their strategies at all times.

3.2.3 Deductive Approach

Deductive will also be effective since it works in the opposite direction compared to the inductive approach. The approach derives information in a generalized form, and then tries to break it into specific elements (Kothari, 2004). For the approach to be effective, a hypothesis must be in place before data collection begins. The primary hypothesis must be strong for effectiveness.

3.3 Explanation for Research Methods

3.3.1 Surveys and Interviews

Interviews will include a one on one session with individuals involved with Mercedes-Benz in Singapore. It will trickle down to employees that are involved with the marketing department of the company. The approach will help in comparing the notions of both parties regarding the marketing factors in the company. To some extent, consumers shall be interviewed on how they see the whole process. They will have the opportunity of outlining whether they think the strategies adopted by the company are consumer oriented or producer oriented.

Surveys on the other hand will take place inform of questionnaires. The questions will be addressed to all relevant stakeholders regarding the marketing factors in the company.  This process will help in understanding the knowledge, consciousness and emotions of the population involved in the research regarding the marketing aspects.  Sometimes strategies and plans might be great, but the emotions of the individuals given the responsibility of implementation them is not appropriate. They might be opposed to some of the strategies but do not have the ability of raising their concerns.

The methods will help in using both Quantitative and Qualitative research Methodologies.  (Refer to Appendix A.1)

3.3.2 Quantitative Research Method

This approach unifies data and generalizes results derived from a sample of the chosen population and measures the incidence of various views. It involves collection and evaluation of data, which will be later interpreted. This Quantitative research will be helpful in forecasting Marketing factors of Mercedes-Benz.  The Methodology and Research design is the tool to successfully accomplished project.  In this research, gain in market share and profit margins of Mercedes-Benz in Singapore over a time period 6 month will be shown.  The statistical approach plays important roles in comparing different demands of customers. Using the results will help in analyzing to what extent different marketing factor affect the Company.

For the statistical approach questionnaire should be created, which will have data in a numerical form as well as statistic form. This questionnaire will be distributed to 300 people. (Refer Appendix A)

Research design and methodology is the key to success in project planning. Therefore author is initiating the research based on both qualitative and quantitative methods. Follow the “research onion” of Saunders, et.al (2003) as research paradigm that can be use in research study

3.3.3 Qualitative Research Method

Qualitative research will help in gaining a deeper understanding of the marketing factors in Mercedes Company. This is based on the population used as a sample for the research. It will help in gaining a greater insight into the stakeholders involved behaviors, attitudes, concerns, consciousness and work motivation among others. In brief, this method will help in answering the questions how? Why? Who? Which? Etc…. However, despite its effectiveness, the method has several disadvantages. This is determined by the relationship that exists between the respondent and the researcher. Bias might arise when the respondents are answering questions or when researchers are analyzing the data collected.  Measures should be put in place to prevent such ethical issues from arising (Axinn, & Pearce, 2006). The Mercedes-Benz is a customer orientated company, and their strategies depends on customers feedback as well as on Global economy changes (GDP, Inflation, Resession),political changes in regions that they  operate.

3.4 Data Collection

The sources of the data will be both primary and secondary data sources. This helps in complementing the information collected for the research.

3.4.1 Primary Data Source

Primary data will be collected through both questionnaires and interviews. The main aim of the interview is for the researcher to observe the non-verbal cues from the respondents. There are many times when respondents give responses that they fill themselves not to be true. This would give enough room for such observations and seeking for clarity where things do not seem to add up. The Questionnaires involved will be both open-ended and close-ended. Close-ended questionnaire will be aimed at bringing uniformity for the sake of data analysis. When the data is uniform, it becomes easier for analysis to take place.  Open-ended questions on the other hand help in giving respondents freedom of expression. It is through these questions that a researcher can realize a vital aspect that was not considered in the hypothesis (Jackson, 2008).

3.4.2 Secondary Data Source

Secondary data will be derived from Mercedes-Benz official website. It can also be derived from relevant magazines, journals and periodicals. Secondary data sources will help in verification of the hypothesis used in the primary data. Secondary data could provide information such as Mercedes market share in Singapore and profit margins in the past 3 years. This information will be useful in analyzing the magnitude of the effect that can be produced by certain market factors (see Appendix B and Appendix D)

3.4.3 Sampling

Sample of the research subjects chosen for the research must be involved with Mercedes in one way or another. This is because they need to have a good understanding of how the marketing systems operate. Relevant stakeholders in this case would include employees of the company, suppliers and buyers. Employees are involved in making marketing decisions of various brands offered by Mercedes. This would be helpful to find out marketing factors that have influenced the business in one way or another. Among them are consumer factors whereby they need to be aware of various cultural practices in Singapore before deciding on their promotional strategies. Most customers have substantial knowledge on marketing factors in the industry. Suppliers on their part are involved with Mercedes directly since they deal with the company’s products. Mercedes need to be aware of the relevant government regulations before partaking in the distribution process. Government policies might impact, on Company businesses hence making them key contributors to Mercedes marketing attributes. Once the data has been collected, there will be done an evaluation for analyzing the correlation from the different consumer demands. For example, there may be contrasting views between employees and consumers regarding a similar issue.

3.5 Data Analysis Method

Descriptive statistics will be the most suitable analysis technique for this research. Calculations will be conducted based on the data collected from primary sources. A good example of a calculation that might be done in this research is the percentage increase or decrease of market share to Mercedes-Benz over a given period of time e.g the market share was 12.8% in 2010 and rose to 16.0% in 2012. This might be an indication of favorable marketing factors in the Organization (see Appendix B). Profit Margins can also be calculated from the data. Both the market share and the profit margin come as a result of marketing factors involved in the company (see Appendix D). If Marketing Strategies involved are effective, then both of them will be on the rise. However, if factors affecting marketing bring negative effects, the results will be diminishing.  Through descriptive statistics, expressions can be outlined as percentages, frequency, ratios etc. The analysis process will try to draw relation from the data derived from different research subjects.

SPSS will be used in collection of primary data since it is more convenient for statistical analysis and summarizing charts, graphs and tables.

3.6 Ethical Issues

Under this perspective, ethical issues involved are those that are relevant to the research. Among them is collection of faulty data. This is data that is not true or a representative of the population sample. This can be avoided by using the appropriate methodology while conducting the research. Appropriate methodology ensures that the data collected is the relevant representative of the Singapore targeted group.

Another ethical issue that is relevant to this research is deception. A researcher might be tempted to misrepresent facts so that they can be in accordance to his or her hypothesis. The researcher needs to revisit his hypothesis instead of manipulating results. Another aspect of deception emanates when the researcher lies to the research subjects regarding the actual reason of conducting the research. The researcher should be genuine to research subjects and let them decide on whether to give out information or not (Jackson, 2008). e.g The researcher might lie to employees that the research is meant to improve their working conditions yet this is not the case.

The researcher should not pin point on who gave certain information. The information provided should be confidential, especially during the interviews when personal data collected. Giving away this information may result to some of the employees losing their jobs due to sensitivity.

4.0 Timetable and Resources

The research is all about evaluating and analyzing Mercedes Benz marketing factors. It is cross-sectional hence the data needs to be collected only once. The “research onion” can be used to explain the relevance of the methods used in respect to cross-sectional research (see Appendix B.1) . The plan for the research will be provided and schedule outlined. The timescale will be provided to fulfill this survey (see Appendix E).The permission will be requested from the Mercedes–Benz   Show room managers to attend ‘first cars buyers’ interviews. At first, research will involve gathering information from the interviews, secondly – distribute questionnaire on Automobile Exhibition to potential customers, employees, must send out questionnaire to other interested party via e-mail. Overall, 300 respondents will be involved for both the interviews and questionnaires. Due to time limit, the interviews will only involve 15 respondents while the questionnaires will be distributed to 285 respondents.

A variety of resources will be required to make the research a success. Among them is 300 respondents, a computer, a printer and SPSS software. The computer is for storing data, while the printer will be used for producing questionnaires.

After the data collection, analysis would be made in a report. This research will help to confirmed that Singapore (Asia) Market have potential for Mercedes-Benz futher expansion.

 

Timetable for the Research

RESEARCH PROGRESS	EXPECTED COMPLITION DATE	COMPLETION DATE
Literature review and secondary data collection	17-Feb-13	19-Feb-13
Preparation of main body of assignment	28-Feb-13	10-May-13
Preparation of Questionnaire	1-Mar-13	3-Mar-13
Pilot Testing	4-Mar-13	6-Apr-13
Primary Data Collection	7-Apr-13	2-May-13
Qualitative Data Collection	3-May-13	15-May-13
Data analysis and Interpretation	18-May-13	3-Jun-13
Findings and conclusion	5-Jun-13	15-Jun-13
Recommendations	18-Jun-13	29-Jun-13
References and Bibliography	1-Jul-2013	15-Jul-13
Appendix	18-Jul-13	29-Jul-13

 

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Zhou Shu Yuan, 2013 “The new S” into China during the Mercedes-Benz looking strategic           reversal http://www.best-news.us/news-4541186-The-new-S-into-China-during-the-           Mercedes-Benz-looking-strategic-reversal.html 10 August 2013

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