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Eric Andrzejewski 830728 – P173 Svenja Friederike Barring 870725 – P164 Myriam Lahmidi 880921 – P488 Núria Moratal Ferrando 880311 – P189 Jordi Pons Triay.

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Presentation on theme: "Eric Andrzejewski 830728 – P173 Svenja Friederike Barring 870725 – P164 Myriam Lahmidi 880921 – P488 Núria Moratal Ferrando 880311 – P189 Jordi Pons Triay."— Presentation transcript:

1 Eric Andrzejewski – P173 Svenja Friederike Barring – P164 Myriam Lahmidi – P488 Núria Moratal Ferrando – P189 Jordi Pons Triay – P174 INTERNATIONAL BUSINESS

2 Agenda 1. The Smart Company 1.1 Smart History / Facts and figures 1.2 Why we chose Smart 2. Marketing Analysis / Marketing Mix 2.1 Product 2.2 Price 2.3 Place 2.4 Promotion 3. International Expansion 3.1 Product development 3.2 Entry strategy 3.3 Cultural aspects 4. Conclusion / SWOT-Analysis 4.1 Strengths and weaknesses 4.2 Business opportunities and risks

3 1. The Smart Company 1.1 Smart History / Facts and figures - Began in 1993 in Germany - Joint venture between Daimler-Benz and Swiss watchmaker Swatch S for Swatch, M for Mercedes, art for the arty combo : Entered the European market : Launched in the USA , 10 th anniversary: 1 million cars sold in 37 countries in 5 continents : USA 3 rd biggest market for Smart after Germany and Italy

4 1. The Smart Company 1.2 Why we chose Smart An example of nowadays international business: Strategic considerations and Industrial development: Joint venture, alliance capitalism (partnership to add value to the product, sharing resources, services and knowledge) Global organization: Standardized production processes, services and distribution places (Smart Centers) Keys of success in global market: efficiency in production, distribution, marketing, management, prices Market Integration and Cultural Aspect: Market adaptations and integration in Europe, North America and Asia Promotion adapted to cultural trends

5 2. Marketing Analysis / Marketing Mix 2.1 Product Smart For Two Smart Brabus For Two Smart For Two Cabriolet Smart Crossblade Smart K 2.2 Price Europe: from 9990 to USA: from $ to $ 2.3 Place Smart Centers Daimler locations: Shop-in-Shop concept Authorized retailers

6 2. Marketing Analysis / Marketing Mix 2.4 Promotion Marketing Communication Mix MarComs Holistic media approach: Above the line Medias: Press, TV, radio, Internet, cinema… lv0r_2fgwr_.html lv0r_2fgwr_.html pub-smart-fortwo-2010_auto pub-smart-fortwo-2010_auto Below the line Medias: Sales promotion, sponsorship, events…

7 3. International Expansion 3.1 Product development Extension of the product line 3.2 Entry strategy joint venture between Smart USA and Nissan to extend their market segments and to compete on new markets 3.3 Cultural aspects Special adaptations: car resized in USA and Japan

8 Strengths Merger of two big brands: Mercedes and Swatch (benefits from their brand awareness) Experience in the European and US market Unique style: Smart Cars are easily identified (compact size, Smart look…) Distribution concept efficiency: A 360 ° marketing campaign / 74 Smart dealerships across the US / skimming price strategy Pioneering spirit and product development: Production of the Smart For Two electric drive, Creation of a new model of For Five (only for the US market in 2011 ), creation of a new concept of electric scooter. Weaknesses Not that safe in comparison to other vehicles on the road High price for a small car Failure or the Smart roadster in 2009, Smart recorded a decline in sales of 40% compared to 2008, with units against Conclusion / SWOT-Analysis

9 Opportunities The Smart products have few direct competitors Traffic and parking problems in big cities: Small cars are preferred in urban centers Most of sales made in urban centers: Possibility to reach a lot of customers More and more agreements with cities administrations making Smart cars more attractive: Parking price is cheaper for Smart cars in Paris Global economy in recession: People are not willing to spend large among of money on over-priced large vehicles European culture is more accepting micro- compact cars Americans are looking for Smart celebrity status Spread of the ecological awareness: More people are interested in buying clean and electric cars. Threats SUVs and light trucks are top sellers in the US market A lot of alternative vehicles Car sales in recession with global crisis Strong Competitors: Mini, Toyota Prius but also copy of the Smart car concept in China 4. Conclusion / SWOT-Analysis

10 Thank you! Questions?


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