Mercedes Benz Case Study
Mercedes Me promises “more safety, more comfort and time for the driver” and is the customer’s access to an incomparable feeling of modern luxury (Mercedes me connect, 2015). “The key to this world is no automobile, but you!” (Mercedes me, 2014). This proves that Mercedes-Benz is following a customer centric business strategy when it comes to mobility and connectivity services for customers. In general, this positioning helps to focus on the preferences and needs of customers and will take advantage of growth opportunities as well as fulfill customer needs. Another benefit of customer centricity is increasing customer satisfaction and the creation of unique experiences which can prevent Mercedes-Benz from loosing customers to its competitors (Hamel, n.d.). Daimler AG is constantly expanding its range of mobility services for private, business and public use. The business model ranges in all sectors and by making the offer customer-oriented, the organization ensures continuous customer support throughout a products life cycle. By expanding the offer customers are more likely to actively use the function of the connected car and will lead to a higher generation of desired data (Detecon, 2015, pp. 68-71). Due to increased communication measures car-makers will be able to remain in contact with customers also after the vehicle is sold. As a consequence, revenue pools shift into the car’s lifecycle. With the help of the connected car and OBD, the automotive industry is able to
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