Mercedes Benz: A Case Study Term Paper

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In fact, one of Mercedes most successful uses of quality as a core competency was demonstrated in its recent launch of its "M Class off-road vehicle." As this expensive but sturdy vehicle was entering a crowded market, and that the mere fact that it was a Mercedes would not be enough to guarantee sales, to create a perception of quality in the minds of its a potential sales base, as well as to guarantee a car that would be uniquely well suited to the needs of consumers, the company obtained details of all current owners of off-road vehicles and Mercedes cars. Then, "Mercedes then undertook a series of mail-outs to the names on the database. It began with a personally addressed letter from the head of Mercedes USA." The mailing said something along the lines of, "we at Mercedes are in the process of designing a brand new off-road car and I would like to know if you would be prepared to help us." (Temporal & Trott, 2001) Those individuals who volunteered received a series of extremely extensive questionnaires "that asked for guidance on design issues such as whether the spare wheel should be outside or inside the vehicle, desired engine sizes, exterior colors and interior designs.

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" (Temporal & Trott, 2001)

The loving attention devoted to the customer by the Mercedes Company does not end with the point of sale. Dealerships continue to take an active interest in customer satisfaction, and to solicit customer responses so, as the above case illustrates, a Mercedes customer becomes a return customer who is satisfied with the product in its maintenance and performance as well as its image. From the product's generation, to sales, to afterwards, Mercedes promises quality -- quality of image, of machinery, and quality attention to customer needs, specifications, and satisfaction. (Russell & Taylor, p.35)

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