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Eric Andrzejewski 830728 – P173 Svenja Friederike Barring 870725 – P164 Myriam Lahmidi 880921 – P488 Núria Moratal Fe

Eric Andrzejewski 830728 – P173 Svenja Friederike Barring 870725 – P164 Myriam Lahmidi 880921 – P488 Núria Moratal Ferrando 880311 – P189 Jordi Pons Triay 880904 – P174. INTERNATIONAL BUSINESS. Agenda 1. The Smart Company 1.1 Smart History / Facts and figures

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Eric Andrzejewski 830728 – P173 Svenja Friederike Barring 870725 – P164 Myriam Lahmidi 880921 – P488 Núria Moratal Fe

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  1. Eric Andrzejewski 830728 – P173 SvenjaFriederikeBarring 870725 – P164 Myriam Lahmidi 880921 – P488 NúriaMoratalFerrando 880311 – P189 Jordi Pons Triay 880904 – 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 • - 1998: Entered the European market • - 2008: Launched in the USA • - 2008 , 10th anniversary: 1 million cars sold in 37 countries in 5 continents • - 2010: USA 3rd 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 integrationin 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 24.200€ USA: from 12.000$to 21.000$ 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… • http://www.wat.tv/video/publicite-smart-lv0r_2fgwr_.html • http://www.dailymotion.com/video/xf0cce_pub-smart-fortwo-2010_auto • http://www.smartdiy.com.cn/#/diy/?id=7 • 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. 4. Conclusion / SWOT-Analysis

  9. 4. Conclusion / SWOT-Analysis

  10. Thankyou! Questions?

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