IntroductionThe global Mercedes-Benz company is considered one of the most successful and well-known automobile manufacturers in the world. Since 1886, the company's founders, Gottlieb Daimler and Carl Benz, have made history with the invention of the automobile, including the Daimler Group, which is one of the largest producers of premium cars and the world's largest manufacturer of commercial vehicles (Daimler, 2013). Their main focus is innovation, safety, technology, style, branding, expansion and premium quality automobiles by offering the best of the best to consumers around the world. The brand's philosophy is to continually create radically new products to advance the cause of human mobility. It is also the number one luxury brand in the United States and Germany, while continuously expanding in China and Russia (Interbrand, 2013). Mercedes-Benz has a large selection of divisions such as cars, trucks, vans, buses and financial services available to any consumer or business. Their global reach has grown significantly with production facilities in 17 countries on five continents and 93 locations worldwide. As a pioneer in automotive engineering, their strategy is to continue to play the same pioneering role in the continued development of mobility, especially in the areas of safety and sustainability (Daimler, 2013). It is essential for the company to focus on consumer needs and its well-known brand in a competitive global economy. This is why the Mercedes-Benz company launches a completely new model every year to stay on top of its competitors by improving the previous models. Some strategies practiced are global marketing, global product development, global product pricing, global advertising, global distribution, a...... middle of paper ...... Mercedes-Benz Price with MSRP and invoice. (nd). In Real Car. Retrieved December 3, 2013 from http://www.truecar.com/prices-new/mercedes-benz/Schmidt, J. (September 29, 2010). Mercedes-Benz car sales and marketing strategy and objectives. Retrieved from http://www.daimler.com/Projects/c2c/channel/documents/1931898_Daimler_UBS_Paris_DJSchmidt_Handout.pdfStein, J. & Kurylko, D. (October 16, 2006). Mercedes wants to restore shine to its star; 3-year dealer program aims to increase customer satisfaction.automotive news europe, 11(21), retrieved from http://global.factiva.com.ezproxy.csusm.edu/ha/default.aspx?hc= AllWoywode, M. (2002). y Global management concepts and local adaptations: working groups in the French and German automobile industry. Organization Studies, 23 (4), retrieved from http://oss.sagepub.com.ezproxy.csusm.edu/content/23/4/497.complet.pdf html