A New Star is Born. The A-Class from Mercedes - A Case Study

The Mercedes A-Class case study offers insight into the strategic considerations of the Mercedes car maker as well as the marketing research methods used. Among other things, the survey of the research methods looks into project car clinics, the expectations of the customers concerning Mercedes and small cars, as well as into image and positioning studies, buyer analysis and studies for the projected potential of the launch of the A-Class.

A New Star is Born: The AClass from Mercedes A Case Study

Karsten J. Hennig, DaimlerBenz AG andSiegfried Hgl, GfK Marktforschung GmbH Germany

INTRODUCTION

The name Mercedes has always stood for an obligation to satisfy demanding customers and a particular challenge for the DaimlerBenz workforce. With well over one hundred years of experience in development, production and sales of motordriven passenger cars in more than 150 countries, the 'inventor of the automobile' is once again the center of attention.

A concept that in terms of its appearance and design...

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