Part 1 Organisation profile

Mercedes-Benz is a global manufacturer with headquarters in Stuttgart, Germany. The

company's main business is the production and selling of greater vehicles, such as cars, buses,
and trucks. Mercedes-Benz is also a part of the Daimler AG group, a global manufacturer with
some companies engaged in the production of passenger and commercial vehicles as well as
automotive services. One of the top automakers in the world, Mercedes-Benz is renowned for its
high standards of quality, cutting-edge engineering, and cutting-edge designs. (Mercedes-Benz
Group, 2023)
Mercedes-Benz, as previously said, focuses on the creation and marketing of greater cars, buses,
and trucks. With a revenue of more than €154 billion in 2020, Mercedes-Benz is one of the
biggest automakers in the world in terms of size. Also, the business offers financial services
including renting, financing, and insurance. Mercedes-Benz employs more than 170,000 people
worldwide and has business in more than 90 nations as of 2021. The business operates factories
in a number of nations, including Germany, the US, China, and India. The firm is focused on
offering its customers access to cutting-edge automotive technology, such as linked car features,
digital dashboard displays, and advanced driver support systems. (Daimler Truck AG, 2023)
The mission of Mercedes-Benz is to offer the greatest goods and services to its customers. The
company strives to achieve this by creating sustainable mobility solutions that reduce its impact
on the environment, consistently innovating and enhancing its products, and offering upper
customer service. The company’s vision is to rise to the top among suppliers of eco-friendly
luxury mobility solutions. Mercedes-Benz wants to offer electric versions of all of its models by
2025 and is making significant investments in electric and hybrid vehicles to achieve this
objective. The organization is also looking at other environmentally friendly transportation
options, such as hydrogen fuel cell technology. (Daimler.com, 2021)
When it comes to competitors, Mercedes-Benz is up against other premium automakers like
Lexus, BMW, Porsche, and Audi, among others. So far, the business has been able to hold onto
its place as a top brand in the luxury car market by consistently enhancing its goods and
providing cutting-edge features and technologies. These businesses serve the high-end luxury car
sector as well and provide similar features and advantages to their consumers. (LLM Reporters,
2022)
The first practical automobile, the Benz Patent Motorwagen, was created by engineer and
Mercedes-Benz founder Karl Benz in 1886. He combined his business with the Daimler-
Motoren-Gesellschaft, another automaker, in 1901 to create the Mercedes-Benz label. Over the
course of the company's extensive and proud history, which covers more than a century, it has
introduced numerous ground-breaking technology and designs to the automotive industry.
Mercedes-Benz is recognized today for its high-end automobiles, cutting-edge technology, and
dedication to sustainability. The business played a significant part in the creation of military
vehicles during World War Two. The company stopped producing luxury cars in the 1950s after
the war and began concentrating on the manufacture of commercial vehicles. (Mercedes-Benz
Group, 2015)

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 Part 2 Types of business ownership
Gottlieb Daimler and Carl Benz are each pioneers in the automotive field. After, Carl Benz
founded “Benz & Cie” (originally named “Benz & Co. Rheinische Gasmotoren-Fabrik) as early
as 1883, and immediately began innovating to provide the public with the working car in the
world. Gottlieb Daimler spent his fortune in 1890 to found the Daimler Motor Company. Both
companies have left their mark on automotive development and the travel revolution. The two
companies would merge for creating the Mercedes-Benz brand in 1924. There are 93 Mercedes-
Benz plants in 17 countries on 4 continents have skilled technicians. Mercedes-Benz company
plants are located in Germany, Brazil, USA, Thailand, Vietnam, India, Indonesia, Romania,
Hungary, France, South Africa and more in the world. Chances are, the Mercedes-Benz you buy
at Mercedes-Benz Durham will be built in Tuscaloosa, Alabama, USA. The new company will
be called as Daimler Benz AG, now known as Daimler AG. Today owns Mercedes-Benz AG is
Daimler AG. As we have seen, the Mercedes-Benz Group does have institutional investors; they
own the majority of the company's stock. We also observed that the top nine shareholders
accounted for more than half of the total share capital, and a small number of small shareholders
balanced the interests of major shareholders. The first of ownership is insider ownership of the
Mercedes-Benz Group. It is positive when insider ownership shows that leadership thinks like
the real owners in the company. However, high insider of ownership can confer enormous power
on a small group of people within the company. Next of the ownership is general public
ownership, it is also including retail investors. This part of ownership are own 35% stake in the
Mercedes-Benz company, and it cannot be easily to ignored it.(Appendix 1 ) While these
ownership on this scale may not be enough to turn the policy of Mercedes-Benz company
decisions in their favor, but they also can still have a collective influence on company policy.
Besides, the private company ownership also have their own 9.7% of the share on issue. It's hard
to draw any conclusions from that fact alone, so it's worth looking into who owns these private
companies in the Mercedes-Benz company. Sometimes,for the insiders or other related parties
have hold equity interests in public companies through separate private companies. Moreover, it
is the public company ownership, and it is also currently own 10% of Mercedes-Benz Company
of the stock. This may be a strategic interest of the company and the two companies may have
related commercial interests. Maybe they have gone their separate ways. This holding may merit
further investigation. It is always worth considering the different groups that own shares in a
company. For population for understanding the Mercedes-Benz Group better, we need to
consider many other factors.

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 Part 3 Ethic and social responsibility
For a firm to be profitable and ethical, it must establish and uphold moral and ethical standards.
This has been accomplished by Mercedes-Benz. Standards of Business Conduct are a collection
of papers and policies that are based on business principles, according to Daimler (Daimler,
2012). This data gives the company a suitable example of behaviour to uphold honesty and
integrity. A board of management oversees ethics for the company. This displays a willingness to
abide by rules established by governmental organisations as well as a moral duty to people and
the environment. The organisation is doing much more to fulfil its social responsibilities and
uphold high ethical standards by abiding by the code established by the UN. All Mercedes-Benz
facilities adhere to the same moral standards, guaranteeing equality in all areas, including human
rights and employee rights such as wage requirements, the prohibition of forced labour, and
workplace safety.
Data protection is one such method used to safeguard corporate ethics. Safeguarding consumer,
employee, and manufacturer information is critical to the organization's integrity. Without this,
trust standards are restricted. Besides, Mercedes-Benz "offers our consumers and business
partner compliance with the legal requirements and widely acknowledged data protection
principles". Daimler also runs training to further assure high standards in ethics and morals
throughout the firm (MBUSA, 2012). Workshops help by providing examples, greater
knowledge, and application of ethical principles. In this approach, corporate principles and ethics
become ingrained in organisational culture. The purpose of the seminars is to "provide common
knowledge and understanding that exhibits proven integrity and ethics consciousness, which are
goals of the Mercedes-Benz business strategy," according to the website (MBUSA, 2012).
Part of the Daimler framework for social responsibility is to uphold its social commitments to the
community and larger society. They see this as a part of their identity and try to instill it in
corporate culture throughout Mercedes-Benz dealerships and manufacturing facilities. Mercedes-
Benz has developed items that fulfil both government restrictions and community concerns about
fossil fuels and CO2 emissions. In response to public concerns, the firm has made steps to
establish a safe atmosphere by manufacturing environmentally friendly goods. "We were able to
lower the average CO2 emissions of the cars we sold thanks to our new environmentally friendly
engines, ECO start-stop technology, and new and incredibly efficient models" (Daimler, 2012).
Company has changed production in addition to achieving this social duty in terms of car
emissions. The company has kept up its efforts to reduce its environmental impact and enhance
air quality. They did this by lowering the amount of energy used and fuels released from
industries and manufacturing facilities.
Some dealerships offer a variety of programmes, such as hiring persons with disabilities and
giving to charities that help the underprivileged. The wide range of community involvement is
the result of a regional programme called 125 Actions to Give Back. The initiative encourages
Mercedes-Benz dealerships and manufacturers to implement community-improvement
programmes in order to meet the program's target of 125 instances of outreach and social
responsibility. Mercedes-Benz affiliates sponsored Cookies for Cancer, safe driving
demonstrations, and gathered funds for fundraisers such as the Down Syndrome Association,
Anti-Defamation League, the Laureus Foundation, families suffering paediatric illness, and local
school drives to accomplish this (MBUSA, 2012).

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 Part 4 The nature of management
There is three level management in Mercedes Benz which is top management, middle
management and first-line management. Firstly, top management played role in representing the
company to stakeholder and they spend most of their planning. In top management,
compensation committee work with director and CEOs to keep pay in line with performance and
encourage workforce diversity is good for workers and bottom line. For example, Roland Folger
has help the Mercedes Benz company to achieve a measurable result for an online business for
both sales and customer services and Roland Folger has been succeeded by Martin Schwenk on 1
Jabuary,2023. Martin also have distributed in electrification of Mercedes Benz brand such as
preparation of battery and electric vehicle production. (The Nation Thailand) Mercedes Benz
Company has successfully alleviated the Covid-19 crisis during his tenure and emerging stronger
as a resilient organization. He also has established a future-ready, highly people-centric
organization and transparent.
Secondly is middle management, there is two main role that played by middle management
which is helping others through changes and managing team resistant to change. (Mercedes
Fernandez) Middle management must have the ability to helping their team members to
understand or make sense of the changes no matter the organization or individual roles. Middle
management must also be able to passed on the meaning of the changes to their team members
and guide them in their interpretation journeys. Middle management must able to control the
emotion of their team members and be their “emotional balancer”. Middle management must
listen to all the opinion of their team members and ensure that their decision is fair to their team
members so can prevent occur conflict between team members and they can their work more
efficiency. Middle management must also able to organize appropriate channel for employee
participation and have to motivating and persuading their team members into accepting the
changes. They can use different techniques such as aligning the message, creating a sense of
urgency or finding local change agents.
Lastly of the level management is first-line management such as supervisor, foreman and
office manager. They are responsible for implementing the plans established by middle
management and their responsibility is direct workers daily performance and they spend most of
their time in directing and controlling. For example, supervisor is one of the type of first-line
management. The main role they played in company Mercedes Benz is monitoring and
controlling of executive management, approving of the operative planning and also important
corporate decision. (The Mercedes Benz Group) They also have to give some suggestion to top
management for the improvement to the mechanical service department’s operation and need to
confirm that all their apprentices are improving their skill and development.

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 Part 5 Customer driven marketing
4Ps—product, price, place, and promotion—are explained by the Mercedes Benz marketing
strategy and marketing mix. The younger consumers who enjoy high-quality small automobiles
and luxury vehicles are the brand's target market.
Mercedes-Benz maintains its brand position in the luxury car market thanks to its cutting-edge
technology, extensive use of ongoing research, mechanical and technological advances, powerful
engine, stringent safety rules and safety features, and lasting materials. It was the first firm to put
airbags, automated brakes, and pretenses in cars. In its marketing mix, Mercedes-Benz offers a
variety of vehicles, including sports cars, SUVs (GLS, GLC, GLE, and GLA), sedans (S-class,
C-class, and E-class), and B-class, A-class, and CLA in the new-generation segment. Cabriolets
and roadsters (SLK-Class) are additional Mercedes Benz offerings.
Place mix: Mercedes is the parent firm of its divisions, Smart and Mercedes Benz, is the
Mercedes Benz Group, which has expanded its footprint throughout the world. It has an
extensive network of research facilities and manufacturing facilities spread throughout various
regions, including South America, Brazil, Hungary, India, and Germany. Atlantis in South
Africa, Bengaluru in India, and Fuzhou in China are a few of the most significant. Mercedes
Benz integrates product sales through dealerships and repair facilities as part of its after-sales
services in its location and distribution strategy. China, North America, Germany, and the Asia-
Pacific region are the company's key markets.
The items solely determine the Mercedes Benz marketing strategy for pricing marketing mix.
The company uses a premium pricing strategy for its pricing, and it targets a niche market that is
more concerned with high-quality luxury goods than with cost. For its high-end products, the
firm has embraced a premium price strategy. The product prices are greater than what rival
companies would charge for comparable goods because to innovative features, expensive
materials, and cutting-edge technology. The corporation has implemented a skimming pricing
strategy in markets where demand for Mercedes products is relatively high. In order to keep its
consumer base, a company lowers the price of its items through offers when rival companies
start providing comparable goods. In order to help weaker regions based on regional unit sales,
the Mercedes Benz marketing strategy pushes the brand to employ a competition-based price
strategy. Making products accessible while maintaining pricing that are comparable to those
charged by rival brands allows businesses to compete successfully.
Promotional Marketing Mix: As part of its aggressive marketing strategy, Mercedes-Benz
employs traditional advertising in its promotional marketing mix. Both print and electronic
media, including television, radio, newspapers, magazines, billboards, and hoardings, are used to
display the advertising campaigns. The business places a great emphasis on building a robust
social media presence because it recognizes how crucial online marketing is. Based on regional
unit sales, the sales promotion policy was developed to support weaker regions. Complimentary
after-sales assistance has shown to be a great sales promotion strategy. Customer-focused events
like the Mercedes Trophy and different drives have proven to be very beneficial for the brand's
image. The Mercedes Trophy International Amateur Golf Tournament is well-known. Luxe
Drive and the International Driving Platform are both organized by Mercedes Benz as part of its
promotional marketing strategy for enthusiasts. (Mercedes, M 2023)