A Study on the Global Commercial Operations and Pricing Strategies of Tier-1 Automobile Brands: The Case of Mercedes-Benz
Year: 2024
Type: article
Abstract: Mercedes-Benz is one of the world's top luxury car brands, with ‘The best’ as its brand philosophy, it is committed to creating the best product quality, the most comfortable driving experience and the most reliable safety performance. This study explores the current situation and achievements of Mercedes-Benz, followed by the problems and suggestions for the future development of Mercedes-Benz. It discusses how three main pricing strategies skimming pricing, segmented-line pricing, and value-based pricing have given Mercedes-Benz its status as a luxury vehicle. The research highlights the dilemma that exits for Mercedes-Benz right now. The study emphasizes as Mercedes-Benz faces future risks to the global economy, how should it respond to these risks in order to benefit its future growth. The research also emphasizes Mercedes-Benz is now a Nash equilibrium in the electric car industry. This article summarizes where Mercedes is now, what Mercedes is proposing going forward and suggestion.
Author: Lingrui Huo
Institution: University of Manchester
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4405821794