Jaguar & Mercedes-Benz

1. Amity International Business School
Indian System of Business
Mercedes Benz
Jaguar
By
Sunil Kr. Ahirwar BBA-IB
Enrollment A1833312026

2. JAGUAR Company Profile

3. Company Private limited company
Industry Automotive
Founded
11 September 1922 (as Swallow Sidecar
Company)
Founder(s) Sir William Lyons and William Walmsley
Headquarters Whitley, Coventry, United Kingdom
Key people
Ratan Tata (Chairman)
Dr Ralf Speth (CEO)
Adrian Hallmark (Global Brand Director)
Products Luxury Cars
Employees 10,000
Parent Jaguar Land Rover Automotive PLC
Website www.jaguar.com

4. Company Overview
Jaguar Land Rover Automotive PLCis a British multinational automotive
company headquartered in Whitley, Coventry, United Kingdom. Company
was founded in 1922 by two motorcycle enthusiasts, William Lyons and
William Walmsley leading to SS Cars Ltd. It is a wholly owned subsidiary
of the Indian Tata Motors group, itself a subsidiary of the Tata Group. Its
principal activity is the development, manufacture and sale of vehicles
bearing Jaguar and Land Rover, including Range Rover, marques. In 1935
the SS Jaguar name first appeared on a 2.5-litre saloon,[8]
sports models
of which were the SS 90 and SS 100.Cash was short after World War II,
and Jaguar sold the plant and premises of Motor Panels, a pressed steel
body manufacturing company they had acquired in the late 1930s when
growth prospects seemed more secure. The buyer was Rubery Owen.
Nevertheless, Jaguar achieved relative commercial success with their
early post war models; times were also tough for other Coventry-based
auto-makers and the company was able to buy from John Black's
Standard Motor Company the plant where Standard had built the six-
cylinder engines it had been supplying to Jaguar.
(SS and Jaguar made 3.5-litre, 125 hp Mk IVdrop headcoupé)
Jaguar made its name by
Producing a series of eye-
Catching sports cars, such as
the
XK 120 of 1949, developed into
XK 140 and XK 150, and the E
Type of 1961. These were all
Successful and embodied
Lyons' mantra of "value for money". They were successful in international
motorsport, a path followed in the 1950s to prove the engineering integrity
of the company's products. The core of Bill Lyons' success following WWII
was the twin-cam straight six engine, a design conceived pre-war and
realized while design staff at the Coventry plant were dividing their time
between fire-watching (Coventry being a prime target of German bombers)
and designing the new power plant.

5. Product Portfolio
The 2012 model year XK builds on the car's
award-winning reputation as a high-
performance sporting GT. A new range-
topping variant, the XKR-S, creates a new
performance flagship for Jaguar by becoming
its most powerful production car ever,
capable of 186mph and 0-60mph in 4.2
seconds.
True Jaguar sports saloon. For the flagship
Jaguar XJ luxury saloon, a suite of
enhancements to the interior and options list
includes a new Rear Seat Comfort package,
which incorporates electric recline, lumbar
adjustment and massage functions to
reinforce the ultimate executive limousine
experience. These three cars are the result of
a design and technology revolution at Jaguar,
led by award-winning Design Director Ian Callum, the architect of the
company's future success:
The 2012 Jaguar XJ
• Pioneering lightweight aluminum
construction delivers superior agility and
economy
• Bold, beautiful styling re-energises the
Jaguar design language.
• The existing range of powerful, efficient
power plants is supplemented by Jaguar's
3.0-litre petrol V6 engine (market specific).
• Available in both standard and long-wheelbase versions, the latter
providing evens more luxurious accommodation for passengers.

6. The original XJ was the last car designed by
Jaguar founder Sir William Lyons and the
latest car to wear the nameplate is as
innovative, beautiful and desirable as its
famous forebear. Revolutionary, not
evolutionary, the XJ is truly a product of the
21st century and is the clearest indication yet
of the singular sense of purpose behind Design Director Ian Callum's
vision for the future of Jaguar.
The weight saved by the use of aluminum – an
average of 150kg compared to its rivals – also
has benefits for performance and agility and is
complemented by the most advanced,
powerful and efficient Jaguar powertrains ever.
The choice of engines has been enlarged for
the 2012 range with the fitment of a 3.0-litre V6
petrol engine (market specific). All engines are coupled to a shift-by-wire,
six-speed automatic transmission controlled by the Jaguar Drive Selector
or §steering wheel-mounted paddles.
Vision

7. The Jaguar brand
has style,
performance,
refinement,
prestige and
affordability. The
company has a
vision and value
statement that is
forward-looking. It
has a traditional
value statement
which it is trying to
build on and that is:
Contemporary, distinctive design
“Performance” driving experience
Appropriate application of technology
Modern interpretation of luxury
Quality in all attributes
They want to be a relevant premium competitor, desired by customers for
stimulating performance and captivating style.
Land Rover’s vision is to be the world’s leading brand for adventure. The
company’s brand values are: Authenticity, Supremacy, Courage, Worldly
and Adventurous.
Jaguar Land Rover is known for its elegant, sporty and stylish luxury cars.
It is not an ordinary brand.
Jaguar is also known for its luxurious and intuitive cars. They exhibit
beauty and sustainability.
Mision

8. The Jaguar Brand
is founded on a
long history of
distinctive cars
offering a unique
blend of style,
performance,
refinement,
prestige and
affordability.
Our aim is to build
on this tradition by
reinterpreting the
values that made
the Jaguar legend
Contemporary, forward looking, distinctive design
"Performance" driving experience
Appropriate application of technology
Modern interpretation of luxury
Quality in all attributes
We will be a relevant premium competitor, desired by customers for
stimulating performance and captivating style.
Land Rover's vision is to be the world's leading brand for inspiring,
creating and delivering a spirit of adventure. This is a bold and shared
insight of what Land Rover can be, that inspires and stretches everyone to
deliver extraordinary results for our customers.
Delivering this vision means being true to our Brand Values in everything
we do: Authenticity, Supremacy, Courage, Worldly and Adventurous.
Swot Analysis

9. Strength
1. High product Quality, rich culture identity and strong global brand value
2. Popular Image of luxury brand
3. Upgraded distribution channels specially in the emerging economies
4. Good, crisp quality advertising
5.Increase in Research and development spending
6.Improvement in global sales after Tata Motors acquisition
Weakness
1. Lack a variety product range as compared to competitors
2. Despite having high
performance
cars, car design is
criticized 3. After Tata
acquisition cost cutting
lead to labor union
issues
Opportunity
1. Emerging economies like India, China, Russia apart from USA and
Europe
2. Hybrid models of luxury cars is an untapped market
Threats
1. Strong competition from international automobile brands
2. Dependence on government policies and rising fuel prices
3. Financial instability causes steep downfall in premium car segment
Competitor

10. Porsche Porsche Automobile
Holding SE, usually shortened to
Porsche (German pronunciation: or
Porsche SE, a Societas Europeans or
European Public Company, is a German holding company with
investments in the automotive industry.
Mercedes Benz Is a multinational
division of the German manufacturer
Daimler AG, and the brand is used for
luxury automobiles
AudiDesigns, engineers, manufactures
and distributes automobiles and
motorcycles. Audi oversees worldwide
operations from its headquarters in
Ingolstadt, Bavaria, Germany. Audi-
branded vehicles are produced in seven
production facilities worldwide
Aston Martinis a British
manufacturer of luxury sports cars. It
was founded in 1913, Aston Martin was
a wholly owned subsidiary of the Ford
Motor Company
Revenue £474.3 million (2010)

11. Competitive Advantage
Jaguar and Land Rover are both, individually, very special brands. Each
has a proud heritage well known to car enthusiasts. On a very basic level,
a potential purchaser walking into a showroom will want to talk to someone
who knows at least as much as she does about the cars – preferably more.
There’s a lot to know, and product cycles move increasingly swiftly.
Beyond product knowledge however, dealership staff also have to embody
the brand in order to deliver great customer experiences. A significant
degree of responsibility for protecting a brand’s prestige falls on the
shoulders of those with frontline customer contact. These brand
experiences are seen as fundamental to competitive advantage within
Jaguar Land Rover. The quality of people in the dealership network is
therefore key to the company’s future success.
At the same time, training resources are finite. If Jaguar Land Rover did all
the dealer training the team would like to do, and delivered it by
conventional means, the sum total would be some 300,000 training days!
The team’s challenge is to get ever nearer to delivering a comparable
amount of training value using the resources.

12. MERCEDES BENZ Company Profile
Company Subsidiary
Industry Manufacturing
Predecessor(s)
Benz & Cie.
Daimler MotorenGesellschaft
Founded 1886
Founder(s) Karl Benz
Headquarters Stuttgart, Germany
Area served Worldwide
Key people Dieter Zetsche, Chairman
Products
Automobiles,Trucks,Buses
Internal combustion engines
Services Financial services
Parent Daimler AG
Divisions Mercedes-Benz AMG
Website www.mercedes-benz.com

13. Company Overview
Mercedes-Benz (German pronunciation): is a multinational division of the
German manufacturer Daimler AG, and the brand is used for luxury
automobiles, buses, coaches, and trucks. Mercedes-Benz is
headquartered in Stuttgart, Baden-Württemberg, Germany. The name first
appeared in 1926 under Daimler-Benz but traces its origins to Daimler's
1901 Mercedes and to Karl Benz's 1886 Benz Patent Motorwagen, widely
regarded as the first automobile. Established in 1871, Benz & Cie. was the
most important of several companies founded by Karl Benz. The Benz
patent motor wagon was ahead of its times; by 1886, Benz had the first
four-stroke
engine.
Karl Benz
is credited
as the
inventor of
the first
"true"
automobile
since
Daimler’s
vehicle
was a
horse
carriage
adapted with an engine, whereas the 1886 Benz automobile had a chassis
designed from scratch.
Daimler Motoren Gesellschaft-(DMG) was founded by Gottlieb Daimler and
his partner Wilhelm May Bach in 1890. Daimler died in 1900 and may
Bach left DMG in 1907. By then, Benz & Cie. and DMG were rivals. In
1924, owing to economic necessity after World War I, they entered into an
"Agreement of Mutual Interest" valid until the year 2000. This initial
agreement still allowed each company to manufacture and sell their
products under their original brand names. After the official merger in June
28, 1926, the firm became known as Daimler-Benz.

14. Product Portfolio
The Mercedes-
Benz A-Class is
a supermini,
now a small
family car,
produced by the
German
automobile
manufacturer
Mercedes-Benz.
The first
generation
(W168) was introduced in 1997, the second generation model (W169)
appeared in late 2004 & the all-new generation late model W176 launched
in late 2012
Mercedes-Benz
B-Class is a
compact luxury
car introduced by
German
automaker
Mercedes-Benz.
It is essentially
an enlarged A-
Class keeping
some of the engines, but with other more powerful ones available. It has
the same basic suspension system.Like the A-Class, and unlike any other
vehicle Mercedes builds or has built, the B-Class is a front wheel drive
vehicle.

15. The Mercedes-
Benz CLS is an
executive-size
sedan originally
launched in 2004
and based on the
W211E-Class and
was internally
designated as the
W219. The second
generation CLS-
Class was introduced in September 2010 and production started in the
beginning of 2011. The CLS marked Mercedes-Benz's return to the
executive-size coupe market since the (W124) E-Class Coupe (a two-door
sedan) went out of production in 1995.
The Mercedes-
Benz SLS AMG is
a front-engine, 2-
seat luxurygrand
tourerautomobile
developed by
Mercedes-AMG to
replace the
Mercedes-Benz
SLR McLaren.
The car is the first
Mercedes
automobile
designed in-house by AMG and is described by Mercedes-Benz as a
spiritual successor to the Mercedes-Benz 300SL Gullwing. SLS stands for
"Sport Leicht Super" (Sport Light Super). The Mercedes-Benz SLS is
assembled in Sindelfingen, Germany.

16. Vision
The automotive world has changed enormously since the days of Gottlieb
Daimler and Carl Benz. To ensure long-term success today, a company
must offer
not only
fascinating
automobiles,
but also
outstanding
financial
services.
And that’s
exactly what
we do,
creating
considerable
added value
in the
process: We meet our customers’ needs and provide them with security.
Our vision is simple but at the same time ambitious: Working closely with
our automotive colleagues, we want to be the first-choice provider of
financial and mobility services for our customers and dealers.We are one
of the leading captive financial service providers in the automotive sector.
And in the area of commercial vehicles, in fact, we are Number One
worldwide. On the basis of these strengths we have been reliably helping
the Daimler Group to achieve success for many years.
As an integral part of the Daimler family, we play an important role within
the Group: Every 30 seconds, Daimler Financial Services closes a leasing
or financing contract for a Daimler Group vehicle. Our mission is to achieve
the best for our customers, dealers, vehicle brands, and parent company.
A large scale and international scope are preconditions for attaining these
goals.
We want to offer our employees worldwide an environment that enables
them to fully unfold their potential and enjoy their work

17. Mision
Although the internal mission statement of Mercedes-Benz USA is not
publicly available, the luxury carmaker does have six values that they refer
to as
"What
Drives
Us," which
fulfill the
intention
behind a
formal
mission
statement.
The six
values
that
"drive"
Mercedes-Benz USA are:
The audacity to reject compromise
The instinct to protect what matters
The commitment to honor a legacy
The vision to consider every detail
The foresight to take responsibility
The ingenuity to outperform expectations
Additionally, on November 25, 2010, the parent company of Mercedes-
Benz, Daimler Group, joined 21 German companies in agreeing to a
"mission statement for responsible actions in business." The six principles
of this shared mission statement are:
Business must serve the good of the people.
Business that serves the good of the people requires competition.
Business that serves the good of the people is based on merit.
Business that serves the good of the people takes place globally.
Business that serves the good of the people must be sustainable.
Business that serves the good of the people demands responsible.

18. Swot Analysis
Strength
SWOT Analysis To
begin with, I will look
for the main strength
that the company
had. As we know,
Mercedes-Benz has
been a well-known
business for a very long time; therefore, the strengths would be a lot than I
expected.
Opportunities
For Mercedes-Benz * Joint venture. * Improving safety, comfort, and
sustainable mobility.* providing fascinated vehicles for customers by the
supportive of DaimlerChrysler Group * Professional sport sponsorship
before we go through the opportunities of the business, we have to take
seriously on the threats at first.
Threats
For Mercedes * A
tax increase for
importing
vehicles. * Less
educated
employees in
China, but also
very expensive to
hire employees in
Europe. *
Competitors that
the Mercedes Company had
Weakness
It is very common that every company has its own weaknesses. As
Mercedes Company is a large company, therefore it's quite obvious the
business has the deficiency of communication in the organizations.

19. Competitive Advantage
Mercedes-Benz is one of the most, if not the most, celebrated cars in the
history of luxury vehicles. We know it’s because of careful crafting of and
welding of Mercedes Parts and the exclusively manufactured Mercedes
Accessories. Here are some facts that might help you understand why the
Mercedes Benz has always and will always be loved. Mercedes Benz
employs
at least
one
inspector
to every
11
workers.
They are
paid to
criticize
every
single
vehicle to
death
before
making it
available to the buying public. Every single Mercedes Benz is welded in
10,000 places. This makes annoyances such as rattles, squeaks, and
loose bolts virtually inexistent. The Benz is famed for its high-speed cruise
comfort abilities as well as its vibration free handling. Before engines are
even mounted onto the cars, one specific test is run multiple times before
processing. During these routine checks, the engine oils are completely
flushed out about sixty times to rid the vehicle of any unwanted debris or
dirt. The Mercedes-Benz has a steering system that carries tiny built-in
shock absorbers to keep it handling at its very best.
After welding occurs, all the vital body parts are ground down by hand.
After this they are packed with pewter and ground down once more for the
utmost safety. Once this is complete a hand polishing is done as well to
increase its visibility and class.