Mercedes Benz

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Mercedes Benz

  1. 1. Mercedes-Benz
  2. 2. Introduction
  3. 3. SWOT Analysis
  4. 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. 5. Weakness <ul><li>JIT </li></ul><ul><li>Waiting list </li></ul><ul><li>Building time </li></ul>
  6. 6. Opportunities <ul><li>Professional sport sponsorship </li></ul><ul><li>Joint Venture </li></ul><ul><li>Maybach design concept </li></ul>
  7. 7. Threats <ul><li>Little to no experience </li></ul><ul><li>Entrance to new market </li></ul><ul><li>Competitors </li></ul>
  8. 8. Situational Analysis
  9. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 19. Core Competencies <ul><li>Symbol </li></ul><ul><li>Name </li></ul><ul><li>Innovation </li></ul>
  20. 20. Strategies <ul><li>Differentiation </li></ul><ul><li>Cost Leadership </li></ul><ul><li>Product Development </li></ul>
  21. 21. Conclusion

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