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Thus, we feel that the shareholders were most concerned with the distribution agreement.
Based on the case, we can group the benefits that Mercedes Benz brought about to C&C into two main categories, namely tangible benefits and intangible benefits.
Tangible benefits ? Financial strength
- C&C car sales accounted for 80% of total revenue, while sales of Mercedes Benz accounted for 80% of the total profits.
Intangible benefits ? Reputation / Brand Value
- C&C was associated with Mercedes Benz in the minds of Singaporeans.
- Mercedes Benz cars were the ultimate status symbol in Singapore and Malaysia...
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