The document provides information about Chrysler, including: 1) It was founded in 1925 and is currently headquartered in Michigan. 2) It has faced challenges in recent decades from foreign competitors and changing market conditions but has launched new vehicle platforms and powertrains to improve fuel efficiency. 3) Its current CEO is Sergio Marchionne, and it aims to build desirable vehicles and maintain customer satisfaction through quality products.

1. Welcome
To

2. Presented By:
ID Name Program
11104012 Md. Mominul Islam MBA
12104012 Rajib Bosak MBA
12104017 Dilip Chandra Ghosh MBA
11104032 Md. Arifuzzaman Miah MBA

3. Chrysler
 U.S.-based automobile manufacturer corporation founded at
1925 by Walter P. Chrysler when Maxwell Motors company
turned into Chrysler).
Walter P. Chrysler
 Chrysler Headquarters:
Auburn Hills , Michigan
United States.

4. Current Situation
Current performance
 1924 vehicle named Chrysler Six was launched in the U.S.
automobile market. The vehicle was available for US$1,565.
 1928, the company acquired the Dodge Brothers firm and
became the third largest automaker in the United States.
 1934, the company introduced the Chrysler Airflow.
 1951, Chrysler developed the Firepower which became popular
as the HEMI® engine.
 1960s, Chrysler expanded into Europe and formed Chrysler
Europe by acquiring the UK-based Rootes Group.
 1970s, company had to face new challenges such as
environmental pollution and rising gas prices & competition
from foreign car manufacturers such as Honda Motor Company
and Toyota Motor Corporation.

5. Current performance cont..
 1984, the company reported a profit of US$2.4 billion.
 1996, the company shifted to its new headquarters in Auburn
Hills, Michigan, in the United States.
 Until 1998, Chrysler Corporation traded under the "C" symbol
on the New York Stock Exchange.
 In 1998, Chrysler and its subsidiaries were purchased by
German-based Daimler-Benz AG
 2009, the sale of most of Chrysler assets to "New Chrysler",
formally known as Chrysler Group LLC was completed.
 Product : Automobiles, Automotive Parts
 Revenue : US$ 17,1710 million (2009)
 Net income : US$ 3,785 million (2009)

6. Top Management
C. Robert Kidder
Chairman, Chrysler Group LLC's
Sergio Marchionne
CEO, Chrysler Group LLC’s

7. Chrysler Products
Chrysler’s product line is a key component of its Viability Plan.
In 2010, the company will launch four highly successful
platforms: a new Jeep Grand Cherokee, a new Dodge Charger, a
new Dodge Durango, and a new Chrysler 300
In 2008, Chrysler offered six vehicles with highway fuel
economy of 28 miles per gallon.
In 2010 with the introduction of the all-new Phoenix V6 engine,
which will provide fuel-efficiency improvements of between 6% to
8% over the engines it replaces.
The first Chrysler electric-drive vehicle is also scheduled to
reach the market in 2010.
“Chrysler Six” , 1924.

8. Chrysler Group Mission is…
“The Chrysler mission was refocused to quality cars and
customer satisfaction in order to return the automobile company to
profitability.”
Chrysler Group vision" is...
"Our vision is to build cars and trucks people want to buy,
will enjoy driving and will want to buy again."
Chrysler Group “purpose “is…
"To create the type of exciting, efficient, reliable, safe
vehicles you expect and deserve."

9. External Environment General
General Environment:
Chrysler is the third largest automobile manufacturer company in
the United States. In recent years, company is facing a lot of
tremendous problems. The strategy of company is not so good
like other competitors. The customers are preferring on fuel
efficient vehicle but company does not give concentration on that
point. The another problem is lack of innovation. Most competitors
are emphasizing on innovation but Chrysler does not care it

10. Industry Environment
Bargaining power of buyers: High
Bargaining power of suppliers: Low
Threat of new entrants: High
Threat of substitute products : Low

11. Internal Environment
Corporate Structure
Matrix structure of management.
The current structure is consistent with current corporate objective
and strategies.
Corporate Culture
Global mindset.
Cost Efficiency.
Strong project management practices.

12. Marketing
Chrysler operates their business over the North America, South
America, Eastern Europe, Asia etc.
The world`s thirteenth largest car manufacturer.
 in 2009 50,000 employees
 Market share 16.7%
 Sales approach are : Retail sales, direct and indirect distribution
channels
Marketing Mix
•Product : Cars, Vans, lorries, Buses etc.
•Price : Buying power of international market.
•Place: North America, South America, Eastern Europe, Asia
•Promotion: Chrysler should continue promotion of its products
on the ground of innovation, style and technical elegance
internationally.

13. Finance
 Gross revenue increase in $52.12 mill from 46.96 mill in 2010
to 2011.
 Net revenue increase in $44.72 from 40.29 mill in 2010 to
2011.
 Total assets increase in $46.4 from 46.2 mill in 2010 to 2011
 Net income $3,785 mill in 2011.

14. SWOT Analysis Overview
Strengths:
 Strong in Research and Development.
 $47 billion allocated for research and development.
 Advanced Technology in fuel efficient vehicles.
 Strong Existing Product Brands.
 Chrysler is a very Cost-Effective Company.
Weaknesses:
 Organizational Culture
 Lack Of Job Stability For Chrysler’s Workforce
 In December 2008, 5000 jobs were cut
 Salaries, pensions plans, and other benefits have been adversely impacted
 Marketing

15. SWOT Analysis Cont..
Opportunities:
 Innovation Will Lead To New Products On The Market.
 A hybrid car, which is very environmentally friendly, will be launched soon.
 Innovative car ideas.
 Expand Business Outside U.S.A, Particularly Into Asia.
Threats:
 Global Recession Will Affect Employment Opportunities And
Availability Of Credit
 Increased Competition From Indian And Chinese Firms That
Manufacture Automobiles
 Spike In Oil Prices Is A Distinct Possibility

16. Recommendations

17. Thank You For Your Attention