As a part of the marketing planning process, a business has to analyses its external environment . NNE useful way of analyzing the external environment is by grouping external forces into six areas using P EST analysis . PEST stands for political . Economical,social and technological influences Mercedes-Benz is a German manufacturer of luxury automobiles, buses, coaches, and trucks. Mercedes-Benz has introduced many technological and safety innovations that have become common in other vehicles . Political factors that affect a bossiness are usually beyond the control of the organization .
The cars and trucks of Mercedes-Benz company are powered by engines running on fossil fuels gasoline and diesels, emitting carbon gases that pollute the environment. The governments within the European Community have introduced various legislations to minimize the emission of such gases forcing the manufacturers to develop less polluting engines, Euro 4. Automobiles are also major causes of road accidents hence, government legislations have been introduced to improve safety to car drivers as well as the users of public transportation.
Economic factors The Mercedes-Benz has manufacturing plants in many countries including Germany, the United States, Brazil, South Africa and many more. Its factories employ ten of thousands of people to make cars and distribute them globally. The immense size of its operations and its global presence also means that it also contribute significant amount to the various government in taxes and duties. It also contributes a lot to the local economy through local out-sourcing of materials and parts.
Social doctors are related to the values and benefits to society Mercedes cars are expensive and considered luxury cars by most people. Owning a Mercedes-Benz is synonymous with being rich and successful. Although most brands of cars, be they Japanese, European or American made, are of the top quality and with the most trendy style, Mercedes-Benz has successfully promoted itself to be the best car. This is achieved through a lot of media promotions involving popular personalities like famous sportsmen, movie stars and top fashion models.
Participation in the Formula 1 races also give wide television coverage to the brand. Due to the success and effectiveness of these promotions, even a 5 year old kid knows that the 3-point star Mercedes-Benz logo represents quality and high price. For over 20 years Mercedes-Benz Australia/Pacific has sponsored students through The Society of Australian-German Student Exchange providing young school students with the opportunity to live within a different culture and gain life learning experiences with a global outlook.
Each year the company sponsors two high school students, one Australian to visit Germany and one German student to visit Australia. In addition, Mercedes-Benz Australia/Pacific also supports numerous organizations through donations or other forms of sponsorship, such as the Starlight Children’s Foundation, The MS (Multiple Sclerosis) Society and the Ovarian Cancer Research Foundation.. Technology factors Mercedes-Benz has a full range of passenger, light commercial and heavy commercial equipment. Production is on a global basis.
The Smart marquee of city ears has also been part of the Mercedes-Benz Group since 1994. Manufacturers keep introducing new models, with the latest design and technology to increase sales. Huge sum of monies are spent on research and development to come up with a better car to meet customers demand, taste and to be ahead of their competitors. In recent years, a lot of monies have been spent to develop new engines to meet low pollutant emissions regulations introduced by governments. A lot of computer technologies have also been introduced to improve performance and safety.
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