Mercedes Canada Smart Car
MARKETING PRESENTATION PROJECT
Mercedes Canada Smart Car
Building on its success in the European market over the past few years, Mercedes-Benz Canada has launched the Smart Car in Canada! Following a few modifications to meet Canadian safety and emission standards, Mercedes-Benz is currently selling the Smart in Ontario as a trial before a full North American launch the following year. The Smart is unique - almost revolutionary in the auto market. The people at Mercedes believe that the market for the Smart is untapped with virtually no direct competition in North America. Mercedes desires to be the first to market before the competition launches a competing niche vehicle in the competitive North American Market. However, GM, Suzuki, and Toyota have already launched their micro compact cars in the Canadian market.
Your firm has been short-listed and is bidding on the marketing contract for the Mercedes Smart Car account for Canada. Your job is to come up with the marketing plan for the Mercedes Smart Car vehicle and present your plan to Mercedes Canada Vice-President of Marketing (Anderson). In Canada (and North America) Mercedes is positioned as a high end brand; in Europe Mercedes builds and sells all types of vehicles - economy cars, family vehicles, trucks and luxury sedans. The Smart Car is a vehicle like no other in North America, and the Smart Car has the potential to bring a new large demographic into driving Mercedes. Mercedes Smart Car, is lacking recognition in the Canadian marketplace. If your marketing plan and resultant advertising strategy is successful, your firm will rollout the North American marketing plan the following year! Remember that bidding is competitive, there will be other teams presenting bids for this contract - you want to win the contract or get the highest grade - so do a good job!
PROBLEM: Develop a marketing plan for the Mercedes Smart Car; your plan needs to leverage the Mercedes brand and
Mercedes Canada Smart Car
Building on its success in the European market over the past few years, Mercedes-Benz Canada has launched the Smart Car in Canada! Following a few modifications to meet Canadian safety and emission standards, Mercedes-Benz is currently selling the Smart in Ontario as a trial before a full North American launch the following year. The Smart is unique - almost revolutionary in the auto market. The people at Mercedes believe that the market for the Smart is untapped with virtually no direct competition in North America. Mercedes desires to be the first to market before the competition launches a competing niche vehicle in the competitive North American Market. However, GM, Suzuki, and Toyota have already launched their micro compact cars in the Canadian market.
Your firm has been short-listed and is bidding on the marketing contract for the Mercedes Smart Car account for Canada. Your job is to come up with the marketing plan for the Mercedes Smart Car vehicle and present your plan to Mercedes Canada Vice-President of Marketing (Anderson). In Canada (and North America) Mercedes is positioned as a high end brand; in Europe Mercedes builds and sells all types of vehicles - economy cars, family vehicles, trucks and luxury sedans. The Smart Car is a vehicle like no other in North America, and the Smart Car has the potential to bring a new large demographic into driving Mercedes. Mercedes Smart Car, is lacking recognition in the Canadian marketplace. If your marketing plan and resultant advertising strategy is successful, your firm will rollout the North American marketing plan the following year! Remember that bidding is competitive, there will be other teams presenting bids for this contract - you want to win the contract or get the highest grade - so do a good job!
PROBLEM: Develop a marketing plan for the Mercedes Smart Car; your plan needs to leverage the Mercedes brand and