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Mercedes Benz
Mercedes Benz
Mercedes Benz
Mercedes Benz
Mercedes Benz
Mercedes Benz
Mercedes Benz
Mercedes Benz
Mercedes Benz
Mercedes Benz
Mercedes Benz
Mercedes Benz
Mercedes Benz
Mercedes Benz
Mercedes Benz
Mercedes Benz
Mercedes Benz
Mercedes Benz
Mercedes Benz
Mercedes Benz
Mercedes Benz
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Mercedes Benz

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Transcript

  • 1. Mercedes-Benz
  • 2. Introduction
  • 3. SWOT Analysis
  • 4. Strengths <ul><li>SUV bumper </li></ul><ul><li>80% still on the road </li></ul><ul><li>Resale value </li></ul><ul><li>Roadside assistance </li></ul><ul><li>Doubling efforts </li></ul><ul><li>Fuel cell research </li></ul>
  • 5. Weakness <ul><li>JIT </li></ul><ul><li>Waiting list </li></ul><ul><li>Building time </li></ul>
  • 6. Opportunities <ul><li>Professional sport sponsorship </li></ul><ul><li>Joint Venture </li></ul><ul><li>Maybach design concept </li></ul>
  • 7. Threats <ul><li>Little to no experience </li></ul><ul><li>Entrance to new market </li></ul><ul><li>Competitors </li></ul>
  • 8. Situational Analysis
  • 9. General External Environment <ul><li>Lower costing cars (Economic) </li></ul><ul><li>New class of cars, new age group (Demo) </li></ul><ul><li>Size of car in Japan and Europe (Global) </li></ul><ul><li>Taxes for U.S. and Japan on “Larger” luxury cars (Political/Legal) </li></ul><ul><li>Safety features in innovation (Technical) </li></ul><ul><li>New plant, new team, new product, new way of doing things (Sociocultural) </li></ul>
  • 10. Industry Analysis <ul><li>Sales will be effected by taxes in U.S. and Japan </li></ul><ul><li>Japan discourage larger cars, leaving more room for competition to more into the market </li></ul>
  • 11. Competitor Analysis <ul><li>Top Ten Luxury Cars </li></ul><ul><li>1. Cadillac 6. Volvo </li></ul><ul><li>2. Lincoln 7. Mercedes </li></ul><ul><li>3. Acura 8 . Infiniti </li></ul><ul><li>4. Lexus 9. Saab </li></ul><ul><li>5. BMW 10. Jaguar </li></ul>
  • 12. <ul><li>Cadillac (GM) </li></ul><ul><li>Concentric diversification </li></ul><ul><ul><li>Introduction of new cars (e.g. Catera) </li></ul></ul>
  • 13. <ul><li>Lincoln (Ford) </li></ul><ul><li>Product development </li></ul><ul><ul><li>Attract satisfied customers with improved products (e.g. Mark VIII) </li></ul></ul>
  • 14. <ul><li>Acura (Honda) </li></ul><ul><li>Focus diversification </li></ul><ul><ul><li>“ To build the snob appeal needed to sell luxury performance cars in the United States” (e.g. Legend and Integra) </li></ul></ul>
  • 15. <ul><li>Lexus (Toyota) </li></ul><ul><li>Low cost/ differentiation </li></ul><ul><ul><li>“ Relentless pursuit of perfection” </li></ul></ul><ul><ul><li>Sticker prices considerably below other luxury cars </li></ul></ul>
  • 16. <ul><li>BMW </li></ul><ul><li>Most direct competitor </li></ul><ul><li>Market development </li></ul><ul><ul><li>luxury small car market with less expensive sub-compact model </li></ul></ul>
  • 17. <ul><li>Infiniti (Nissan) </li></ul><ul><li>Horizontal diversification </li></ul><ul><ul><li>Overnight loan car </li></ul></ul><ul><ul><li>Car cleaned inside and outside </li></ul></ul><ul><ul><li>Gas tank filled </li></ul></ul>
  • 18. Internal Analysis <ul><li>Technology and innovation (Support act.) </li></ul><ul><li>All operations are in the same plant. (Primary act.) </li></ul><ul><ul><li>Body </li></ul></ul><ul><ul><li>Paint </li></ul></ul><ul><ul><li>Assembly </li></ul></ul>
  • 19. Core Competencies <ul><li>Symbol </li></ul><ul><li>Name </li></ul><ul><li>Innovation </li></ul>
  • 20. Strategies <ul><li>Differentiation </li></ul><ul><li>Cost Leadership </li></ul><ul><li>Product Development </li></ul>
  • 21. Conclusion

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