Abstract The paper provides an overview of Mercedes Benz's history, its present situation and of future trends that the company is expected to follow. The paper looks at the worldwide car industry and analyzes Mercedes Benz's market, its market segments and its competitors. The paper also provides a SWOT analysis and analyzes the company's marketing strategy in terms of product, price, distribution and promotional strategy.
Outline:
Executive Summary
Introduction
Mercedes Benz Presentation
Current Marketing Situation
Mercedes Benz Market
Mercedes Benz Target Segments
Mercedes Benz Product Review
Mercedes Benz Competition
SWOT Analysis
Objectives and Issues
Marketing Strategy
Product Strategy
Price Strategy
Distribution Strategy
Promotional Strategy
Budget
Conclusion
From the Paper "Although the car industry has reached its peak in mature markets like North America, Europe, and Japan, the expansion process of this industry still continues due to emerging markets like China and India. With North America being the largest national market, it is expected that China will soon become the second largest national market, outnumbering Japan. It is also expected that the following decades will be characterized by a significantly increased production."
Abstract This paper examines the history of the Mercedes-Benz automobile company which was formed through the merger and cooperation of what started out as two separate car companies founded by two different men, Gottlieb Daimler and Carl Benz who were born and grew up in Germany. It discusses the development of the companies during and after the two World Wars and their survival during the periods of economic unrest and the state of the automobile industry in Germany today.
From the Paper "German car companies are globalizing to get closer to customers and suppliers. Currently, many German producers, including Mercedes-Benz, are in the process of establishing plants in other countries, partly because it became clear that productivity could only be possible by doing so. It is felt that while overseas investment might have a short run cost in jobs, it may be the best way for German industry to survive and compete, creating new markets. "
The paper looks at the automobile company Mercedes Benz and the ways in which it has had to change its marketing strategy in order to survive after the 1980s.
Abstract In the 1980s the company Mercedes Benz was able to market its luxury cars to the public. However, the paper points out the difficulties the company faced later trying to sell a product with such a narrow client-base. The writer gives the background of the struggles of this company and the new marketing strategy that has begun to take shape.
From the Paper "Every year, Mercedes Benz spends millions of dollars sponsoring sporting events and advertising to sports fans. They use a service provided by ESPN that makes sports market research information accessible over the Internet to help determine target market segments and adapt sports sponsorship strategy to the changing marketplace ensuring high-impact sports marketing programs. ESPN/Chilton provides a data warehousing product, Sports Poll Interactive, to give highly detailed answers to the most pressing market demographic questions. An example would be the ability to use this secondary data to explore the market of young, outdoor enthusiasts who participate in different types of sports than those currently sponsored, in conjunction with marketing the new M-class sport utility vehicles and 4-wheel drive options on sedans."
Abstract This paper explains that when Daimler-Benz and Chrysler Corporation announced their merger, much was made of the synergy which would result from the combination of these two automotive giants. However, the results of the merger have been less positive than originally anticipated. The author points out that one of the problems is that the companies came from two different countries and cultures. The author concludes that an integration plan would have helped the organization avoid some of the problems that it has encountered.
Table of Contents
Introduction
Description of Organizations
Expectations of Merger
Changes Brought About by Merger
Resistance to Change
Recommendations
From the Paper "Initially, the goal was to integrate the two companies as quickly as possible, and the company was run with two co-chairmen: Juergen Schrempp (of Daimler) and Robert Eaton (of Chrysler). This co-chairmanship was designed to help allay fears that the company would be undergoing significant shifts in corporate culture immediately. However, the company also established the Automotive Council, which is a panel of executives from the company's three separate automotive divisions. The Automotive Council is responsible for finding ways to combine operations and achieve significant savings from the synergies which are expected to result from the merger. Merger savings of $1.4 billion realized during the first year of the merger are generally attributed to short-term projects."
Tags: organization, expectations, resistance, culture, plan
Abstract This paper examines how in January 1998, the chairmen of two major car manufacturers met to discuss the biggest industrial merger ever and how Juergen Schrempp, CEO of Daimler-Benz of Germany and Bob Eaton, CEO of Chrysler of the U.S. would eventually come together as one, to become a major player in the automotive world. It evaluates some of the problems and issues that were met that marred the smooth merge of the two companies such as both company executives not budging over which business card style they should have - American or European style. It looks at how other problems encountered included whether or not two CEO's should hold office and whether or not to call it an "acquisition" or a "merger of equals" and whether or not Eaton, president of Chrysler, should leave.
Outline
Introduction and Review of the Case
Statement of the Problem
Possible Solutions
Summary
From the Paper "Shareholders actually filed a class action suit against DaimlerChrysler in November of 2000, charging them with fraud a massive fraud that surrounded the largest automotive industry transaction in history; the 1998 merger of Daimler-Benz AG and Chrysler Corporation. The complaint seeks to recover damages on behalf of three classes of investors damaged by the alleged fraud: those who bought DaimlerChrysler stock between November 14, 1998 and October 29, 2000; those who received DaimlerChrysler stock in exchange for Chrysler shares as a result of the merger; and those who owned Chrysler stock as of July 20, 1998, the date of the merger vote."
Tags: juergen, schrempp, bob, eaton, automobile, industry
Abstract This paper describes MBUSI's start-up and operational period through to 1999, with an emphasis on MBUSI's unique organizational structures. The paper explains that MBUSI was very successful based on the selection of an appropriate product that proved very successful. The paper discusses the lessons the Mercedes-Benz organization can learn and best practices they can implement for all their operations.
Outline:
Abstract
MBUSI Success
Lessons Learned
Transferable Lessons
Best Practices
From the Paper "While the organization and structure at Mercedes-Benz United States International, Inc. (MBUSI) was certainly novel and even, to a degree, revolutionary for Mercedes-Benz, success or failure in almost any industry begins with the product. MBUSI had the foresight to develop an SUB platform that had relevant market appeal in the United States (US) without losing its distinct German feel and brand identity: "We wanted to avoid the American style, because I think that customers expect that a Mercedes-Benz is not American. They want to have the European origin and I think that would disturb them a little...if it looks very American" (Mercedes-Benz, 1999, p.5). Without a suitable product that remained true to the Mercedes-Benz ethos and European heritage, the M-class SUV would have been merely just another SUV in a market replete with myriad SUVs that all functioned and looked the same."
Abstract This paper examines the argument of Wolfgang Benz about the legal framework that was passed in Germany leading up to the Holocaust. In particular, it notes how Benz explains the rise of National Socialism and the policy they instituted leading to the Holocaust in terms of the institutional mechanism of the Third Reich's systematic legal implementation of laws to legitimate the structural dehumanization of the European Jewish community. It also looks at how Benz explores this legal framework in terms of a number of developments in the law in Germany beginning in the early 1930s and continuing into the war.
From the Paper "The European Holocaust of the twentieth century represents both a singular event in the course of modern European history and a significant global event of the twentieth century. The complexity of such a historical event, such as the bureaucratic and technological administration of extermination, has made this particular historical moment one of the most difficult to understand and comprehend. Nonetheless, a thorough understanding of the historical documentation can only assist us in coming to comprehend one of the most barbaric moments in modern human history. Wolfgang Benz explains the rise of National Socialism and the policy they instituted leading to the Holocaust in terms of the institutional mechanism of the Third Reich's systematic legal implementation of laws to legitimate the structural dehumanization of the European Jewish community. "
Abstract The enclosed report titled A Comparison of the 2001 BMW M3 Versus the 2002 Mercedes-Benz C32 AMG: Their engineering, design, and performance, is submitted in accordance with the request for an analytical report regarding the two vehicles. This report provides a detailed evaluation and comparison of the two vehicles based solely on their general data about the chassis and body, as well as engine design and engineering, and suspension and handling. Your request to disregard all costs related to the vehicles as a comparison issue is duly noted. Special attention is focused on the performance of both vehicles, to provide a recommendation for the superior of the two as you have asked for.
From the Paper Your request to disregard all costs related to the vehicles as a comparison issue is duly noted. Special attention is focused on the performance of both vehicles, to provide a recommendation for the superior of the two as you have asked for.
Abstract This paper studies the ways in which the Daimler Chrysler merger makes both economic and business sense inasmuch as both companies have a history of being internally flexible and willing to try any sort of technique to make a product or an idea work. The writer gives examples of the positive results of the merger and also raises some of the potential pitfalls, such as clashing company cultures.
From the Paper "However, as Sorge and Phelan observe, the two companies, although in the same industry have fundamental differences apart from the obvious differences in business culture. "Chrysler has creative styling and low development costs. Daimler is an engineering company with high development costs" (Sorge & Phelan, 1998, 46). Even with this disparate core, the merger is an operating merger rather than a financial one. The difference is essentially one of content. Both companies were profitable and could have survived without the deal. However, since this is an operating merger, the combined companies will attempt to operate co-mutually, an attempt that can be hindered by the fact that the corporation will have two headquarters and two CEOs for the first 18 months of operation. The combined company comprises about 180 manufacturing facilities. Fifty of those are located in Germany, 40 are in America and the rest are in Argentina, Brazil, Canada, Indonesia, Mexico, South Africa, Spain, and Turkey."
Abstract An analysis of the merger that took place between two car companies, Chrysler in the U.S.A. and Daimler-Benz in Germany. This paper looks at the concept of mergers and acquisitions generally, before using this specific example that took place to analyse the entire operation. The writer includes a look at the two companies at the time of the merger, the automobile industry in general, an analysis of the merger which took place and a review of its effects and results.
From the Paper "In addition to manufacturing automobiles and light trucks, Chrysler also sold defense-related products to the American military. It divested its Gulfstream Aerospace (a manufacturer of corporate jets) in the early 1990s, and in 1997, received more than 96 percent of its revenues and 87 percent of its profits from its automotive sales (Levy, 1998, p. 532). Daimler-Benz, on the other hand, participated not only in the automotive industry, but also in aerospace, defense product and space systems. The company was also a significant participant in the Airbus consortium."
Abstract This paper discusses the merger of these two large car manufacturers. It looks at the economic situation of each company before the merger, workforce problems, and production issues. It then examines the ways that these problems were either solved or increased with the merger.
From the Paper "In the 1990"s, in an effort to increase their size and scope, several companies merged. Mergers were created by"combining strengths with, or acquiring establishments that manufactured similar merchandise. Occasionally, acquisitions of companies from different sectors occurred in the interests of diversification. Corporate mergers increased in the nineties due to the booming stock market, which rode the technology wave. Various sectors of industry went through phases of deregulation and market-globalization. With markets getting smaller and more interlinked, many companies chose to acquire companies that they felt would help them expand and/or help gain capital for future expansion."
Abstract This paper studies the recent merger between America's Chrysler Corp., one of the U.S.'s Big Three, and Germany's Diamler-Benz, one of the oldest car companies in the world. The paper examines the terms of the deal, which the paper asserts mark a new trend of consolidation within the industry. Next, the paper assesses the manufacturing implications, including managing differences in productivity. The paper then turns to differences in the relationship between the component companies and their suppliers. The paper also briefly addresses the merging of sales and R&D functions. The paper concludes with a discussion about the company's financial future, including how it will leverage the component company's different strengths in international markets.
Table of Contents
Background:The Merger
Manufacturing Implications
Supply Chain
Sales
Research & Development
International Markets
Finance
Conclusion
From the Paper "The two companies call the $48 billion deal a "merger of equals" rather than an acquisition, careful not to use that word, even though it appears to outsiders that Daimler will be the stronger partner, and Chrysler is expected to be managed from Stuttgart in coming years ("Worldwide Fender Blender...;" Harbour). Each brings significant elements to the deal. Daimler-Benz was the biggest selling carmaker in Germany last year, exceeding total annual sales of BMW by $29.5 billion for a total of $62.9 billion (Feast). Chrysler is the "world leader in low-cost, high-volume auto production" with greater output per worker than Daimler-Benz ("Worldwide..."). Chrysler is also known for spotting good ideas and opportunities and focusing on them; Chrysler essentially invented the sports utility vehicle (SUV) with its Jeep Cherokee, now copied by all other major auto-makers, including Daimler-Benz whose Mercedes-Benz line has a luxury version. It also invented the minivan. Daimler-Benz has a strong reputation for quality, and Chrysler, which has some quality/image problems has a diverse line of autos with 28 models (brands and styles: Jeep, Dodge RAM Trucks, Chrysler sedans, minivans, etc.) compared to Daimler-Benz' limited line of luxury sedans. The combined product and price ranges will also appeal to a wider spectrum of consumers."
Abstract This paper discusses the merger of Chrysler Corporation and Daimler Benz, bringing together two of the largest automotive manufacturers, and also combining two disparate organizational cultures, from two very different geographical regions. The paper further discusses how in order to help facilitate the success of the merger, senior management from both organizations released strategic explanatory and justificatory discourse. The audience for this discourse was both external and internal audiences, including: shareholders, employees and dealers. The primary purpose of this discourse was to overcome the resistance that was being encountered by the merger.
Abstract The paper describes how General Motors and Ford became an integral part of the Nazi war effort in Germany. The paper discusses the subhuman conditions faced by slaves and forced laborers who performed strenuous, back-breaking work for these corporations. The paper addresses how a modern state came to rely heavily on forced labor through cruel and oppressive measures. The paper looks at the compensation finally offered by Ford, Volkswagen, Daimler-Benz and General Motors and the survivors' reaction to this.
From the Paper "After the autumn of 1941, the German political-economic logic of occupation was set aside and the Third Reich vision of total conquest took over. Taking its cue from the political regime, the automobile industry threw tens of thousands of foreign workers and concentration camp inmates into its battle to produce airplane motors, trucks, tanks, and spare parts. The facilities of the automobile factories had become collections of labor processes and assembly lines which the brutalized men and women deported from their homes could service. The dialectic which haunted the history of this industry- the seemingly inescapable economic vulnerability of its enterprises in a land where most people still couldn't afford to purchase their own cars, coupled with its constant effort to project power and to accumulate wealth- consumed the thousands of laborers working in its factories."
