STRATEGIC MARKETING CASE
1.1 - COMPANY DESCRIPTION
MCC SMART (Micro Compact Car) was established in April 1994 by the Mercedes and Swatch association. The Swatch main idea was to create an urban, simple, environment-friendly and inexpensive car for the new century. The name SMART is a combination of Swatch, Mercedes and art. The partnership between these two firms involves their respective knowledge about their specialities. Mercedes for the engineering and Swatch for the plastic know-how.
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showed last 75 words of 8002 total
the products portfolio, the SMART car can be view as a whole market, like the SUV or 4 Wheels market.
Marketing strategy courses
Fortune, April 2002 - Philip Siekman