Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

What Marketing Strategies Did Mercedes-Benz Use to Succeed in the US Market?

Authors
Yonghao Li1, +, *, Youqi Wang2, +
1Battle Ground Academy, Franklin, Tennessee, 37069, United States of America,yonghaoli22@mybga.org
2Wellington College International Shanghai, Shanghai, 200135, China
+

These authors contributed equally to this work and should be considered co-first authors

*Corresponding author, Email: yonghaoli22@mybga.org
Corresponding Author
Yonghao Li
Available Online 15 December 2021.
DOI
10.2991/assehr.k.211209.106How to use a DOI?
Keywords
Marketing; Media Channels; Target Market
Abstract

Mercedes-Benz is a well-known company from Germany because of their automobile and their marketing strategies. Because of their marketing strategies, they have the ability to take a large piece of a country’s automobile market. In this paper, taking the US market as an example and mainly discuss what marketing strategies did Mercedes-Benz use to succeed in the US market. Through the article, our main goal is to analyze their marketing strategies through several main paths including media channels and their target market, which leads to the conclusion which is that Mercedes-Benz chose the appropriate media channel wisely which more people would be able to see the brand and get in touch with the brand. As Mercedes-Benz is a company who has a well-down marketing system, the meaning of this research is to learn from them and to apply on more other companies to help them build up a mature marketing system.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
15 December 2021
ISBN
10.2991/assehr.k.211209.106
ISSN
2352-5428
DOI
10.2991/assehr.k.211209.106How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Yonghao Li
AU  - Youqi Wang
PY  - 2021
DA  - 2021/12/15
TI  - What Marketing Strategies Did Mercedes-Benz Use to Succeed in the US Market?
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 649
EP  - 654
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.106
DO  - 10.2991/assehr.k.211209.106
ID  - Li2021
ER  -