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Introduction Project Brief This report is to analyse and compare the marketing strategies of BMW and Mercedes-Benz . Both companies are renowned market leaders in supplying automobiles. The pair have a history of providing innovative cars for the past century. Over the years with the improvement of technology BMW and Mercedes-Benz have met customer needs by producing the most inspiring and well developed cars of their times. The BMW Group concentrates on selected premium segments in the automobile market. This means that they specialise in providing a high quality product and in return they can achieve higher revenues per vehicle sold. In contrast Mercedes-Benz which also provide to the premium segment of the market have concreted their name in history as manufacturers of luxury cars, have opened their doors to a range of more dynamic models targeting the slightly younger market. This study aims to examine the marketing strategies of these two...

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