Compare And Contrast Bmw And Mercedes Benz

The category I chose to research is the automobile category. Automobiles are the key to every American dream. At or time are another all humans that are at a driving age want to have or purchase a vehicle to drive. From the time a person recognizes what an automobile is they begin dreaming of what type of vehicle they will purchase at some point of their life. Individuals have been deciding what make, model, and color vehicle they would purchase.

Some individuals receive their vehicle as a gift for turning the ripe age of 16, they receive it from their parent or guardian. Although some individuals receive a brand new vehicle and some receive a used one, someone does research on vehicles to see which vehicle the price, safety issue, what

Although BMW and Mercedes-Benz are known for their luxury vehicles and consumers with certain dollar figure normally purchase these types of vehicles. Each auto maker will need to cater to the middle class as well. Although the internet, social media, and commercial are a large part of advertising. Using advertising and the product life cycle stated in the Contemporary Business book, would assist both automobile companies if they continue using the persuasive and comparative advertising. The Persuasive advertising attempts to improve the competitive status of their product, the company or concept as they increase in sales and the comparative advertising compares products directly with their competitors by name or inference (Boone & Kurts

BMW and Mercedes-Benz uses prestige pricing and profitability. In using these two pricing objective let’s look at prestige objectives first. Prestige objectives sets a relatively high price to develop and maintain an image of quality and exclusiveness (Boone and Kurts 2013). Mercedes and BMW will forever command a prestige order of respect when it comes to pricing. They both demonstrate dedication to German engineers. BMW’s motto is the ultimate driving machine. They focus on clear performance and an overall driving experience. BMW appeals to more to the aggressive and more dynamic consumer. On the other hand, Mercedes presents itself as the luxury model for those less interested in bite but more class. They cater to the more expensive older class consumer. Both brands offer models that can meet the competition needs of this clientele (Bergado