Research On Mercedes - Benz AMG China Market Strategy

The past several years witnessed the rapid growth of the market of Super Luxury Car in China, which is about77%yearly in the past years, and the sales volume reached6,905in the year2010. In2011, the brand of Super Luxury Car in China is more than10, including the most famous brand such as Ferrari, Lamborghini, Bugatti, Spyker, Aston Martin, Rolls-Royce, Maybach, Bentley, Martha Lahti, and etc. In the following years, the market of Super Luxury Car in China will keep25%yearly growth, which shows this is an emerging market growing dramatically.Mercedes Benz is a well known brand which means high quality and high performance cars, while AMG is its sub-brand of Super Luxury Car. The racing engine made by AMG has great performance in the auto racing all over the world, which award AMG the supreme honour as a top racing engine manufacturer. Since2007, AMG began its business in China, and have a good performance in the past years. In2010, the sales volume of AMG is1,376, which is the third biggest sales volume in China, behind Land Rover and BMW-M system.However, there are a lot of market strategy problems behind the excellent performance of AMG, including the sales network, brand image, implementation of market plan, and etc. In this dissertation, I reviewed the history of Mercedes Benz and its AMG development, and then analyzed the market of Super Luxury Car in China. Based on this, I formulated the market strategy of AMG and its implementation plan including sales network, brand, product, investment and implementation.